PR Guide

Our PR Process

We follow four steps to ensure a maximum of links across a range of high authority publications.

1. Briefing

We will lead with a campaign workshop, which allows us to integrate your existing audience data with our own original insights, and create a highly targeted campaign brief and PR strategy.

The material produced from that workshop will include a demographic profile of your audience detailing their interests, lifestyle, and approach to content. We will also agree our KPIs across suitable metrics for your campaign.

You will be assigned a dedicated campaign manager, who will manage each stage of the process and keep you updated with its developments.

We will provide a detailed competitor and publisher analysis, identifying topics and stories in your niche on which journalists have previously focused, as well as forthcoming industry news and opportunities that we can use to bolster our PR strategy.

2. PR Campaigns

Our analysis allows us to highlight suitable sites where it may be advantageous to publish guest columns, as well as awards you can enter in order to heighten your profile. In addition, we will suggest a number of content ideas for boosting your media coverage, and lay out how they can be pursued.

The next step is then to agree upon 3 campaigns and their KPIs to deliver across a quarter.

Your campaign manager will create a detailed project plan and campaign brief, and our in-house team will proceed with the research, design, code and press pack for each campaign over 4-6 weeks.

One feature unique to Kaizen is that we can deliver a campaign concept across multiple content formats, and outreach to a wide variety of contacts. As a result, coverage opportunities are maximised, and campaigns remain flexible according to your needs.

3. Outreach

Using our long-standing relationships with journalist contacts from high authority publications, we will develop an outreach strategy that incorporates potential angles, upcoming news hooks, and event-conscious timings.

Unlike other companies, our approach uses sophisticated CRM software to A/B test, monitor performance, and adapt our strategy in real-time to maximise press pick-up and, accordingly, your brand profile visibility.

4. Performance & Reporting

Your campaign manager will set up a real-time coverage dashboard for your review, which provides tracking of all media coverage and social mentions.

They will schedule regular catch-ups to keep you apprised of our outreach strategy and the campaign’s progress.

Each quarter, we offer face-to-face meetings to review performance and discuss our strategy for the next 3 campaigns – so you always have maximum involvement and awareness of your campaign’s successes.