{"id":132472,"date":"2021-03-23T16:26:03","date_gmt":"2021-03-23T21:26:03","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=132472"},"modified":"2023-05-15T06:52:20","modified_gmt":"2023-05-15T11:52:20","slug":"pr-tactics-examples","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/pr-tactics-examples\/","title":{"rendered":"9 Great Public Relations Tactics with Campaign Examples"},"content":{"rendered":"\n<div class=\"intro-txt\">Public relations (PR) is the practice of positively influencing a brand\u2019s perception by managing communications with the media and the general public.<\/div>\n\n\n\n<p>Great PR can lift your brand awareness, build credibility, <a href=\"https:\/\/ahrefs.com\/blog\/how-to-get-backlinks\/\">earn valuable backlinks<\/a>, drive referral traffic, engage your target audience, and ultimately bring more&nbsp;sales.<\/p>\n\n\n\n<p>In this article, you\u2019ll learn about these 9 PR tactics, which all include examples of PR campaigns:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><a href=\"#monitor-media-inquiries\">Monitor and react to media inquiries<\/a><\/li>\n<li><a href=\"#newsjacking\">Newsjacking<\/a><\/li>\n<li><a href=\"#leverage-what-is-trending\">Leverage what\u2019s trending in the&nbsp;world<\/a><\/li>\n<li><a href=\"#pitch-linkable-assets\">Pitch linkable assets to journalists and bloggers<\/a><\/li>\n<li><a href=\"#have-brand-ambassadors\">Have brand ambassadors<\/a><\/li>\n<li><a href=\"#partner-with-other-brands\">Partner with other brands<\/a><\/li>\n<li><a href=\"#pr-stunts-guerilla-marketing\">PR stunts and guerilla marketing<\/a><\/li>\n<li><a href=\"#promote-your-values\">Promote your values by standing up for something<\/a><\/li>\n<li><a href=\"#turn-negative-publicity-into-good-PR\">Turn negative publicity into good&nbsp;PR<\/a><\/li>\n<\/ol>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"1. Monitor and react to media inquiries\" data-section=\"monitor-media-inquiries\">\n\n\n\n<h2 class=\"wp-block-heading\">1. Monitor and react to media inquiries<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Every writer needs expert contributions for their content once in a while. You can be that expert in your niche, and it\u2019s&nbsp;easy.<\/p>\n\n\n\n<p>All you need to do is to subscribe to a feed of media inquiries via services like <a href=\"https:\/\/www.helpareporter.com\/\">HARO<\/a>, <a href=\"https:\/\/www.sourcebottle.com\/\">Sourcebottle<\/a>, or <a href=\"https:\/\/www.responsesource.com\/\">ResponseSource<\/a>.<\/p>\n\n\n\n<p>Here\u2019s what the email feed with inquiries from journalists and bloggers looks like with&nbsp;HARO:<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/03\/1-haro.png\"><\/figure>\n\n\n\n<p>Your goal is to provide valuable information as fast as possible whenever you see a good opportunity.<\/p>\n\n\n\n<p>This is a great <a href=\"https:\/\/ahrefs.com\/seo\/link-building\" data-ahr=\"https:\/\/ahrefs.com\/blog\/link-building\/\">link building<\/a>&nbsp;and PR technique, especially for projects in their early stages. That\u2019s because your credentials and the value of the information you provide are what matters, not your actual website or content on&nbsp;it.<\/p>\n\n\n\n<p>While you can become a paid subscriber to access features such as earlier inquiries or built-in keyword filters, I\u2019ve had success using free versions. Here are a few tips from my experience:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">a) Use keywords to filter through the&nbsp;feeds<\/h3>\n\n\n\n<p>HARO alone sends multiple emails three times a day. Skimming through all of these is a massive distraction for your day-to-day schedule.<\/p>\n\n\n\n<p>To solve this, create email filters and conditions. These will limit real-time notifications to when the feed includes keywords relevant to your business.<\/p>\n\n\n\n<p>Here\u2019s how to create a filter in&nbsp;Gmail:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Hit the caret on the right side of the search bar<\/li>\n<li>Paste haro@helpareporter.com (or another feed) into the \u201cfrom\u201d field<\/li>\n<li>Add your keywords (using the OR separator) to the \u201cIncludes the words\u201d field. Use quotation marks to consider multiple words as one keyword.<\/li>\n<\/ol>\n\n\n\n<p><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/03\/2-gmail-filters.png\"><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">b) Check the publication\u2019s authority and history<\/h3>\n\n\n\n<p>You\u2019ll have to separate the wheat from the chaff. Since quickly sourcing information from experts is an easy way to create content, many companies exploit it. You should only respond to requests that come from authoritative sources or at least from those that are not overly reliant on&nbsp;HARO.<\/p>\n\n\n\n<p>The second condition is easy to spot. Just open a few articles from the source and see if they often contain references to many other people and companies. You\u2019ll know which publications to avoid in your niche very soon from the feed itself.<\/p>\n\n\n\n<p>Regarding authority, the best indicator is if you already know the publication. If it\u2019s new to you, check whether its content is high-quality.<\/p>\n\n\n\n<p>In the end, you want your contribution to get solid exposure. While you can check how its social media posts are doing, one of the best indicators of source quality is how much organic traffic the website gets each&nbsp;month.<\/p>\n\n\n\n<p>To check this, go to <a href=\"https:\/\/ahrefs.com\/site-explorer\">Ahrefs\u2019 Site Explorer<\/a>, plug in the website and check their overview metrics:<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/03\/3-site-explorer.jpg\"><\/figure>\n\n\n\n<p>Make sure to check organic traffic estimations and their Domain Rating (DR). DR is an indicator of authority because it shows a website\u2019s popularity in terms of <a href=\"https:\/\/ahrefs.com\/blog\/what-are-backlinks\/\">backlinks<\/a>&nbsp;from other websites.<\/p>\n\n\n\n<p>The screenshot above shows data for one of the websites from our HARO feed. In this case, I wouldn\u2019t bother responding because you can\u2019t expect many people to read that article. On top of that, the potential backlink wouldn\u2019t be very valuable.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">c) Pick&nbsp;requests where you can provide truly great information<\/h3>\n\n\n\n<p>Even the most straightforward contributions take at least 15 minutes to put together. Make sure you maximize your chances of being selected by providing objectively valuable and preferably unique information.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">d) Respond as fast as possible<\/h3>\n\n\n\n<p>Many people are monitoring the same niche as you. There are often tight deadlines to encourage you to respond ASAP but don\u2019t rely on the deadlines alone.<\/p>\n\n\n\n<p>I\u2019ve experienced writers telling me that they\u2019re already closed for more contributions before the actual deadline. The sooner you react, the higher the chance of being selected.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">e) Get help from colleagues<\/h3>\n\n\n\n<p>Here\u2019s the result of a successful HARO submission for CDN77 (a company I worked for in the&nbsp;past):<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/03\/4-haro-submission.jpg\"><\/figure>\n\n\n\n<p>You\u2019ll notice that it\u2019s my colleague quoted in the post, not me. That\u2019s because I wasn\u2019t qualified to answer this question about the best tools for system administrators, so I asked my colleague to respond instead. Don\u2019t hesitate to do&nbsp;this.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">f) Stick to the script<\/h3>\n\n\n\n<p>Journalists almost always disclose the format and conditions of the contribution in the inquiry:<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/03\/5-haro.png\"><\/figure>\n\n\n\n<p>Don\u2019t deviate from them. What\u2019s more, try to provide everything the author could ever need to feature your contribution. That means including a very short bio, links to your website, a reference to your credibility on the subject, etc.<\/p>\n\n\n\n<p><strong>Recommended reading: <\/strong><em><a href=\"https:\/\/ahrefs.com\/blog\/haro-link-building\/\">How to Build Backlinks and Get Press Using&nbsp;HARO<\/a><\/em><\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"2. Newsjacking\" data-section=\"newsjacking\">\n\n\n\n<h2 class=\"wp-block-heading\">2. Newsjacking<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Newsjacking is an always-on PR tactic. It\u2019s about monitoring live news and spotting opportunities to put your brand at the center of conversations by reacting with expert commentary and thought leadership pieces.<\/p>\n\n\n\n<p>It means you have to be fast, reactive, and useful. But the rewards are huge if you can excel at&nbsp;these.<\/p>\n\n\n\n<p>This is how <a href=\"https:\/\/twitter.com\/WillHobson\">Will Hobson<\/a>, PR Director at <a href=\"https:\/\/riseatseven.com\/\">Rise at Seven<\/a>&nbsp;explained newsjacking to&nbsp;me.<\/p>\n\n\n\n<p>Their <a href=\"https:\/\/twitter.com\/CarrieRosePR\/status\/1351082967746170880\">newsjacking campaign for Ask Traders<\/a>&nbsp;generated over 250 links, increased their organic traffic by 329% and conversions by 53% in six months, and consistently landed coverage in articles from big media houses, including these:<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/03\/6-newsjacking.png\"><\/figure>\n\n\n\n<p>Here are a few of the top referring domains they scored:<\/p>\n\n\n\n<p><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/03\/7-backlinks-report.png\"><\/p>\n\n\n\n<p>I asked Will to share their newsjacking experience and provide some tips on how you can do this. Here\u2019s what he&nbsp;said:<\/p>\n\n\n\n<p>Newsjacking can be used in several industries, including finance, travel, cosmetics, sports betting, motoring, and consumer brands. It\u2019s especially successful within the financial sector with in-house experts available to share their insights, opinions, and wisdom on a range of topics from personal finance, stocks and shares, business performance, economic news, and&nbsp;more.<\/p>\n\n\n\n<p>It\u2019s a perfect tactic to <a href=\"\/blog\/eeat-seo\/\" data-ahr=\"https:\/\/ahrefs.com\/blog\/eat-seo\/\">build expertise, authority, and trust<\/a>&nbsp;in the eyes of both Google and the general public. Credible spokespeople can land links and brand mentions on hard-hitting news stories via useful insight and expert tips.<\/p>\n\n\n\n<p>This can drive an increase in organic rankings pretty quickly, and of course, lead to more revenue.<\/p>\n\n\n\n<p>There are two main types of newsjacking that we use at Rise at Seven for our clients, especially those in the financial industry:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Planned company reporting<\/strong>&nbsp;\u2013 commenting on key financial earnings results of large companies. You can often find these dates on their company reporting calendars and investor relations site. Here is an example of <a href=\"https:\/\/www.tescoplc.com\/investors\/financial-calendar\/\">Tesco\u2019s financial calendar.<\/a><\/li>\n<li><strong>Reactive<\/strong>&nbsp;\u2013 commenting on breaking news stories in many industries such as retail, airlines, and banking. This can be anything from a high-street chain filing for administration to an industry strike like the one seen in the past with pilots striking at national airlines.<\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\">Monitor the media for newsjacking<\/h3>\n\n\n\n<p>Newsjacking requires a quick response, and the best way is to monitor the news the majority of the day. Find a way to consume the news and make it part of your routine; it doesn\u2019t matter whether it\u2019s via a news channel, radio, or social media.<\/p>\n\n\n\n<p>A great approach is to monitor live news blogs throughout the day. Any breaking stories come through here, and most journalists use them as a source of their news. Examples in the UK are The BBC and The Guardian.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Prepare your commentary<\/h3>\n\n\n\n<p>You need to get a comment ready once you find your story. This comment might be bespoke or pre-prepared depending on the story. But what makes a good comment?<\/p>\n\n\n\n<p>My biggest piece of advice when commenting on national financial news stories and any other consumer-related advice would be to make sure you give an opinion. Journalists are looking to add value to their story and not just relay what has happened. Make sure your comment ticks these three things:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>What does this actually mean?<\/strong>&nbsp;What does this event you\u2019re commenting on mean to the consumers and wider audiences? Basically, how is it going to impact the average Joe?<\/li>\n<li><strong>What\u2019s your opinion? <\/strong>What is the opinion of your comment? Do you agree with what\u2019s happened?<\/li>\n<li><strong>What\u2019s going to happen next?<\/strong>&nbsp;What does the future hold for this brand\/business? If a business is struggling financially after releasing its company earnings, give an honest opinion on whether you think it will recover and what could happen next.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Reach out with your comment<\/h3>\n\n\n\n<p>Once you have your comment ready for outreach, make sure you have a <a href=\"https:\/\/ahrefs.com\/blog\/find-email-address\/\">list built ready to contact<\/a>. If the story is planned, aim for a list of 50 journalists who have written about the story in the past. If this is a purely reactive opportunity, make sure you contact everyone talking about the subject.<\/p>\n\n\n\n<p>Once you have everything prepped, you\u2019re ready for the effective outreach.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"3. Leverage what's trending in the world\" data-section=\"leverage-what-is-trending\">\n\n\n\n<h2 class=\"wp-block-heading\">3. Leverage what\u2019s trending in the&nbsp;world<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>This is self-explanatory. Take anything that\u2019s trending, use your creative skills to blend your brand\u2019s message into it, and you can get great exposure. And that can be in any format.<\/p>\n\n\n\n<p>Remember the <a href=\"https:\/\/www.youtube.com\/watch?v=ijof8uw4OHs\">Peloton bike ad<\/a>&nbsp;that went viral and sparked backslash? Ryan Reynolds leveraged that for his gin company by creating a follow-up ad starring the Peloton ad actress:<\/p>\n\n<p>\n<\/p><div data-mode=\"normal\" data-oembed=\"1\" data-provider=\"youtube\" id=\"arve-youtube-h2t7lknrk28\" style=\"max-width:900px;\" class=\"arve\">\n\t<div class=\"arve-inner\">\n\t\t<div style=\"aspect-ratio:500\/281\" class=\"arve-embed arve-embed--has-aspect-ratio\">\n\t\t\t<div class=\"arve-ar\" style=\"padding-top:56.200000%\"><\/div>\n\t\t\t<iframe allow=\"accelerometer 'none';autoplay 'none';bluetooth 'none';browsing-topics 'none';camera 'none';clipboard-read 'none';clipboard-write;display-capture 'none';encrypted-media 'none';gamepad 'none';geolocation 'none';gyroscope 'none';hid 'none';identity-credentials-get 'none';idle-detection 'none';keyboard-map 'none';local-fonts;magnetometer 'none';microphone 'none';midi 'none';otp-credentials 'none';payment 'none';picture-in-picture;publickey-credentials-create 'none';publickey-credentials-get 'none';screen-wake-lock 'none';serial 'none';summarizer 'none';sync-xhr;usb 'none';web-share;window-management 'none';xr-spatial-tracking 'none';\" allowfullscreen class=\"arve-iframe fitvidsignore\" credentialless data-arve=\"arve-youtube-h2t7lknrk28\" data-lenis-prevent data-src-no-ap=\"https:\/\/www.youtube-nocookie.com\/embed\/H2t7lknrK28?feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" frameborder=\"0\" height=\"505.8\" loading=\"lazy\" name referrerpolicy=\"strict-origin-when-cross-origin\" sandbox=\"allow-scripts allow-same-origin allow-presentation allow-popups allow-popups-to-escape-sandbox\" scrolling=\"no\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/H2t7lknrK28?feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" title width=\"900\"><\/iframe>\n\t\t\t\n\t\t<\/div>\n\t\t\n\t<\/div>\n\t\n\t\n\t\n\t\n<\/div>\n\n<p>But you can also go viral with a simple social media post. This is what McDonalds did with the mysterious monolith appearing all over the&nbsp;world:<\/p>\n\n\n\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\">welcome to McDonald\u2019s what can i get you? <a href=\"https:\/\/t.co\/iIgd8J5QIW\">pic.twitter.com\/iIgd8J5QIW<\/a><\/p>\n\u2014 McDonald\u2019s (@McDonalds) <a href=\"https:\/\/twitter.com\/McDonalds\/status\/1333828686584324096?ref_src=twsrc%5Etfw\">December 1,&nbsp;2020<\/a><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n\n<p>There are some long-term trends like the unfortunate COVID and home-office situation. This is what prompted creative strategist Sam Hennig to create the following <a href=\"https:\/\/www.adweek.com\/creativity\/this-relatable-kit-kat-ad-while-unofficial-is-a-master-class-in-the-power-of-simplicity\/\">campaign brief for KitKat<\/a>&nbsp;as a play on their \u201cHave a break\u201d slogan:<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/03\/8-kitkat.jpg\"><\/figure>\n\n\n\n<p>The options are virtually endless. All that matters is your timely response and creativity. You can use tools such as <a href=\"https:\/\/explodingtopics.com\/\">Exploding Topics<\/a>&nbsp;to monitor what topics are quickly gaining popularity and traction.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"4. Pitch linkable assets to journalists and bloggers\" data-section=\"pitch-linkable-assets\">\n\n\n\n<h2 class=\"wp-block-heading\">4. Pitch linkable assets to journalists and bloggers<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Timing is an important variable when it comes to the previous tactics. But you can crush media coverage by pitching your resources at any time&nbsp;too.<\/p>\n\n\n\n<p>A <a href=\"https:\/\/ahrefs.com\/blog\/linkable-assets\/\">linkable asset<\/a>&nbsp;is a type of content that writers tend to refer to, so it earns backlinks quite easily. They can be data studies, unique insights, infographics\u2014anything that others find valuable for their audience.<\/p>\n\n\n\n<p>Data studies work the best for us in the marketing and <a href=\"https:\/\/ahrefs.com\/blog\/what-is-seo\/\">SEO<\/a>&nbsp;niche:<\/p>\n\n\n\n<p><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/03\/9-best-pages-by-links.png\"><\/p>\n\n\n\n<p>For example, <a href=\"https:\/\/ahrefs.com\/blog\/featured-snippets-study\/\">our best linkable asset<\/a>&nbsp;earned links from the following domains organically:<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/03\/10-referring-domains.png\"><\/figure>\n\n\n\n<p>So imagine the coverage you can get when you <a href=\"https:\/\/ahrefs.com\/blog\/blogger-outreach\/\">do outreach<\/a>.<\/p>\n\n\n\n<p>Here\u2019s a simplified process for how you can do&nbsp;this:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">a) Check what kind of content attracts links in your&nbsp;niche<\/h3>\n\n\n\n<p>Plug your competitors and other websites in your niche into <a href=\"https:\/\/ahrefs.com\/site-explorer\">Ahrefs\u2019 Site Explorer<\/a>&nbsp;and check the <strong>Best by links<\/strong>&nbsp;report as shown above. Get inspired by&nbsp;it.<\/p>\n\n\n\n<p>If you can come up with something completely unique that you believe is valuable for others to refer to, even better.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">b) Publish your linkable assets<\/h3>\n\n\n\n<p>Make sure it\u2019s the best you can do. The person who is reading your outreach message should see what you\u2019re pitching immediately after clicking your&nbsp;link.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">c) Reach out to people who might refer to that content<\/h3>\n\n\n\n<p>You need to do three things here:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Find journalists and bloggers who cover topics related to your linkable asset<\/li>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/find-email-address\/\">Get their contact information<\/a><\/li>\n<li>Reach out to them with a compelling pitch<\/li>\n<\/ol>\n\n\n\n<p>This phase is a topic on its own, so I\u2019ll just leave this with relevant resources that will get you to execute this tactic successfully.<\/p>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/blog\/outreach\/\">I Just Deleted Your Outreach Email Without Reading. And NO, I Don\u2019t Feel&nbsp;Sorry.<\/a><\/li>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/blogger-outreach\/\">Blogger Outreach: How to Do It and Scale It Without Feeling Like a&nbsp;Jerk<\/a><\/li>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/find-email-address\/\">7 Effective Ways To Find Anyone\u2019s Email Address<\/a><\/li>\n<li><a href=\"https:\/\/ahrefs.com\/blog\/fast-link-building\/\">How to Start a Link Building Campaign Fast (and Systematize Everything)<\/a><\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"5. Have brand ambassadors\" data-section=\"have-brand-ambassadors\">\n\n\n\n<h2 class=\"wp-block-heading\">5. Have brand ambassadors<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>I believe that having brand ambassadors is the best approach to <a href=\"https:\/\/ahrefs.com\/blog\/influencer-marketing\/\">influencer marketing<\/a>.<\/p>\n\n\n\n<p>A brand ambassador is anyone who\u2019s regularly in the spotlight representing a company. This is often an employee with the power to influence the community. But you can form these long-term partnerships with anyone. I\u2019m sure you follow some influencers who\u2019ve been promoting certain products for&nbsp;years.<\/p>\n\n\n\n<p>For example, we have <a href=\"https:\/\/twitter.com\/patrickstox\">Patrick<\/a>. He\u2019s one of the most well-known technical SEOs. He often speaks at SEO events, organizes them, and even moderates a popular industry subreddit called <a href=\"https:\/\/www.reddit.com\/r\/TechSEO\/\">TechSEO<\/a>.<\/p>\n\n\n\n<p>In terms of paid campaigns, the best sponsorships and honest recommendations of our product come from our long-term customers:<\/p>\n\n\n\n<p><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/03\/11-podcast-sponsorship-email.png\"><\/p>\n\n\n\n<p>The point is that you should get influencers to promote your products regularly instead of trying to run <a href=\"https:\/\/www.marketingweek.com\/mark-ritson-influencers\/\">mostly ineffective one-off campaigns<\/a>.<\/p>\n\n\n\n<p>You have the best chance by reaching out to people who are already your customers. They might be already promoting it for free if they like the product. The prerequisite is to have a superb product.<\/p>\n\n\n\n<p>Here\u2019s an example of Heinz\u2019s PR campaign with Ed Sheeran, who\u2019s a big fan of their ketchup:<\/p>\n\n<p>\n<\/p><div data-mode=\"normal\" data-oembed=\"1\" data-provider=\"youtube\" id=\"arve-youtube-keoaqm6rpbg\" style=\"max-width:900px;\" class=\"arve\">\n\t<div class=\"arve-inner\">\n\t\t<div style=\"aspect-ratio:500\/281\" class=\"arve-embed arve-embed--has-aspect-ratio\">\n\t\t\t<div class=\"arve-ar\" style=\"padding-top:56.200000%\"><\/div>\n\t\t\t<iframe allow=\"accelerometer 'none';autoplay 'none';bluetooth 'none';browsing-topics 'none';camera 'none';clipboard-read 'none';clipboard-write;display-capture 'none';encrypted-media 'none';gamepad 'none';geolocation 'none';gyroscope 'none';hid 'none';identity-credentials-get 'none';idle-detection 'none';keyboard-map 'none';local-fonts;magnetometer 'none';microphone 'none';midi 'none';otp-credentials 'none';payment 'none';picture-in-picture;publickey-credentials-create 'none';publickey-credentials-get 'none';screen-wake-lock 'none';serial 'none';summarizer 'none';sync-xhr;usb 'none';web-share;window-management 'none';xr-spatial-tracking 'none';\" allowfullscreen class=\"arve-iframe fitvidsignore\" credentialless data-arve=\"arve-youtube-keoaqm6rpbg\" data-lenis-prevent data-src-no-ap=\"https:\/\/www.youtube-nocookie.com\/embed\/keOaQm6RpBg?feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" frameborder=\"0\" height=\"505.8\" loading=\"lazy\" name referrerpolicy=\"strict-origin-when-cross-origin\" sandbox=\"allow-scripts allow-same-origin allow-presentation allow-popups allow-popups-to-escape-sandbox\" scrolling=\"no\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/keOaQm6RpBg?feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" title width=\"900\"><\/iframe>\n\t\t\t\n\t\t<\/div>\n\t\t\n\t<\/div>\n\t\n\t\n\t\n\t\n<\/div>\n\n<p>Ed has done multiple campaigns with them and even has a Heinz ketchup tattoo on his body. You can\u2019t possibly have a better influencer fan.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"6. Partner with other brands\" data-section=\"partner-with-other-brands\">\n\n\n\n<h2 class=\"wp-block-heading\">6. Partner with other brands<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Some brands share values and common traits in their audiences. Joining forces to appeal to both customer bases can work across niches for win-win campaigns.<\/p>\n\n\n\n<p>The most utilized partnership is producing co-branded products. These are often limited editions with an urgency factor to its demand. Here\u2019s an example of Game of Thrones co-branded whisky:<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/03\/12-game-of-thrones-whiskey.jpg\"><\/figure>\n\n\n\n<p>You can also create co-branded ads, as in this example from 2014 with Uber and Spotify. Back then, they were far from being the behemoths they are&nbsp;today:<\/p>\n\n<p>\n<\/p><div data-mode=\"normal\" data-oembed=\"1\" data-provider=\"youtube\" id=\"arve-youtube-tby5lbcc5we\" style=\"max-width:900px;\" class=\"arve\">\n\t<div class=\"arve-inner\">\n\t\t<div style=\"aspect-ratio:500\/281\" class=\"arve-embed arve-embed--has-aspect-ratio\">\n\t\t\t<div class=\"arve-ar\" style=\"padding-top:56.200000%\"><\/div>\n\t\t\t<iframe allow=\"accelerometer 'none';autoplay 'none';bluetooth 'none';browsing-topics 'none';camera 'none';clipboard-read 'none';clipboard-write;display-capture 'none';encrypted-media 'none';gamepad 'none';geolocation 'none';gyroscope 'none';hid 'none';identity-credentials-get 'none';idle-detection 'none';keyboard-map 'none';local-fonts;magnetometer 'none';microphone 'none';midi 'none';otp-credentials 'none';payment 'none';picture-in-picture;publickey-credentials-create 'none';publickey-credentials-get 'none';screen-wake-lock 'none';serial 'none';summarizer 'none';sync-xhr;usb 'none';web-share;window-management 'none';xr-spatial-tracking 'none';\" allowfullscreen class=\"arve-iframe fitvidsignore\" credentialless data-arve=\"arve-youtube-tby5lbcc5we\" data-lenis-prevent data-src-no-ap=\"https:\/\/www.youtube-nocookie.com\/embed\/tBY5Lbcc5wE?feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" frameborder=\"0\" height=\"505.8\" loading=\"lazy\" name referrerpolicy=\"strict-origin-when-cross-origin\" sandbox=\"allow-scripts allow-same-origin allow-presentation allow-popups allow-popups-to-escape-sandbox\" scrolling=\"no\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/tBY5Lbcc5wE?feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" title width=\"900\"><\/iframe>\n\t\t\t\n\t\t<\/div>\n\t\t\n\t<\/div>\n\t\n\t\n\t\n\t\n<\/div>\n\n<p>Or you can go for the easy alternative and simply create a piece of content together. Webinars, podcasts, and articles are all excellent options.<\/p>\n\n\n\n<p>Here\u2019s an example of a webinar co-hosted by ourselves and Buffer:<\/p>\n\n<p>\n<\/p><div data-mode=\"normal\" data-oembed=\"1\" data-provider=\"youtube\" id=\"arve-youtube-xn2xcfqrebu\" style=\"max-width:900px;\" class=\"arve\">\n\t<div class=\"arve-inner\">\n\t\t<div style=\"aspect-ratio:500\/281\" class=\"arve-embed arve-embed--has-aspect-ratio\">\n\t\t\t<div class=\"arve-ar\" style=\"padding-top:56.200000%\"><\/div>\n\t\t\t<iframe allow=\"accelerometer 'none';autoplay 'none';bluetooth 'none';browsing-topics 'none';camera 'none';clipboard-read 'none';clipboard-write;display-capture 'none';encrypted-media 'none';gamepad 'none';geolocation 'none';gyroscope 'none';hid 'none';identity-credentials-get 'none';idle-detection 'none';keyboard-map 'none';local-fonts;magnetometer 'none';microphone 'none';midi 'none';otp-credentials 'none';payment 'none';picture-in-picture;publickey-credentials-create 'none';publickey-credentials-get 'none';screen-wake-lock 'none';serial 'none';summarizer 'none';sync-xhr;usb 'none';web-share;window-management 'none';xr-spatial-tracking 'none';\" allowfullscreen class=\"arve-iframe fitvidsignore\" credentialless data-arve=\"arve-youtube-xn2xcfqrebu\" data-lenis-prevent data-src-no-ap=\"https:\/\/www.youtube-nocookie.com\/embed\/xn2XCFqREbU?feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" frameborder=\"0\" height=\"505.8\" loading=\"lazy\" name referrerpolicy=\"strict-origin-when-cross-origin\" sandbox=\"allow-scripts allow-same-origin allow-presentation allow-popups allow-popups-to-escape-sandbox\" scrolling=\"no\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/xn2XCFqREbU?feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" title width=\"900\"><\/iframe>\n\t\t\t\n\t\t<\/div>\n\t\t\n\t<\/div>\n\t\n\t\n\t\n\t\n<\/div>\n\n<p>Buffer is a social media tool, so although we have a shared audience, we\u2019re not direct business competitors. And that\u2019s the trick: Partner with a non-competing brand, then create content about a topic where you can both naturally promote your respective products.<\/p>\n\n\n\n<p>But how do you find such brands?<\/p>\n\n\n\n<p>In the B2C industry, your choices are near-endless. You\u2019re looking for overlap in what the companies stand for (if anything) and what appeals to yours and their customer bases. The easiest way to get inspiration is to ask your customers.<\/p>\n\n\n\n<p>The complementary product factor comes into play in B2B, though. If you need fresh ideas for companies you can partner with, use an audience research tool like <a href=\"https:\/\/sparktoro.com\/\">Sparktoro<\/a>. Here\u2019s an excerpt of what I get in the free version when I plug in ahrefs.com:<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/03\/13-sparktoro.jpg\"><\/figure>\n\n\n\n<p>We already partnered with Buffer, but HubSpot would work too. And since Sparktoro complements our SEO toolset, it would fit the description as&nbsp;well.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"7. PR stunts and guerilla marketing\" data-section=\"pr-stunts-guerilla-marketing\">\n\n\n\n<h2 class=\"wp-block-heading\">7. PR stunts and guerilla marketing<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>A PR stunt is anything unusual a company does to create media buzz. It\u2019s a creative effort that sometimes defies traditional forms of communication.<\/p>\n\n\n\n<p>This is best explained in a few examples.<\/p>\n\n\n\n<p>We\u2019ve all seen this one. Red Bull organized the highest altitude jump in history. This not only perfectly aligns with the brand, but it\u2019s also literally a stunt. And by the way, it was co-branded by GoPro for obvious reasons:<\/p>\n\n<p>\n<\/p><div data-mode=\"normal\" data-oembed=\"1\" data-provider=\"youtube\" id=\"arve-youtube-dyw4merwgd4\" style=\"max-width:900px;\" class=\"arve\">\n\t<div class=\"arve-inner\">\n\t\t<div style=\"aspect-ratio:500\/281\" class=\"arve-embed arve-embed--has-aspect-ratio\">\n\t\t\t<div class=\"arve-ar\" style=\"padding-top:56.200000%\"><\/div>\n\t\t\t<iframe allow=\"accelerometer 'none';autoplay 'none';bluetooth 'none';browsing-topics 'none';camera 'none';clipboard-read 'none';clipboard-write;display-capture 'none';encrypted-media 'none';gamepad 'none';geolocation 'none';gyroscope 'none';hid 'none';identity-credentials-get 'none';idle-detection 'none';keyboard-map 'none';local-fonts;magnetometer 'none';microphone 'none';midi 'none';otp-credentials 'none';payment 'none';picture-in-picture;publickey-credentials-create 'none';publickey-credentials-get 'none';screen-wake-lock 'none';serial 'none';summarizer 'none';sync-xhr;usb 'none';web-share;window-management 'none';xr-spatial-tracking 'none';\" allowfullscreen class=\"arve-iframe fitvidsignore\" credentialless data-arve=\"arve-youtube-dyw4merwgd4\" data-lenis-prevent data-src-no-ap=\"https:\/\/www.youtube-nocookie.com\/embed\/dYw4meRWGd4?feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" frameborder=\"0\" height=\"505.8\" loading=\"lazy\" name referrerpolicy=\"strict-origin-when-cross-origin\" sandbox=\"allow-scripts allow-same-origin allow-presentation allow-popups allow-popups-to-escape-sandbox\" scrolling=\"no\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/dYw4meRWGd4?feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" title width=\"900\"><\/iframe>\n\t\t\t\n\t\t<\/div>\n\t\t\n\t<\/div>\n\t\n\t\n\t\n\t\n<\/div>\n\n<p>But you don\u2019t need to organize an event that costs millions. It can be just a slightly outrageous idea that you send out to the&nbsp;world:<\/p>\n\n\n\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\">Why should bread have all the fun, when there\u2019s Weetabix? Serving up <a href=\"https:\/\/twitter.com\/HeinzUK?ref_src=twsrc%5Etfw\">@HeinzUK<\/a> Beanz on bix for breakfast with a twist. <a href=\"https:\/\/twitter.com\/hashtag\/ItHasToBeHeinz?src=hash&amp;ref_src=twsrc%5Etfw\">#ItHasToBeHeinz<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/HaveYouHadYourWeetabix?src=hash&amp;ref_src=twsrc%5Etfw\">#HaveYouHadYourWeetabix<\/a> <a href=\"https:\/\/t.co\/R0xq4Plbd0\">pic.twitter.com\/R0xq4Plbd0<\/a><\/p>\n\u2014 Weetabix (@weetabix) <a href=\"https:\/\/twitter.com\/weetabix\/status\/1359074254789165059?ref_src=twsrc%5Etfw\">February 9,&nbsp;2021<\/a><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n\n<p>Controversial and risky? For sure. Did it work? You bet. The tweet went viral and <a href=\"https:\/\/www.linkedin.com\/pulse\/apply-some-digitalsense-when-you-learn-from-weetabixs-jerry-daykin\/\">arguably<\/a>&nbsp;contributed to a 15% sales uplift.<\/p>\n\n\n\n<p>But you don\u2019t want to be doing this for sales uplifts. Using organic social media this way would be mostly a waste of time. The unquestionable benefit is the exposure in terms of mentions and backlinks received:<\/p>\n\n\n\n<p><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/03\/14-content-explorer.jpg\"><\/p>\n\n\n\n<p>While these are great examples of PR stunts, keep in mind that your efforts to get <a href=\"https:\/\/ahrefs.com\/blog\/earned-media\/\">earned media<\/a>&nbsp;this way might not always end up in a positive light. Some PR stunts can be quite risky for your brand\u2019s reputation. People may not interpret your ideas as you intended.<\/p>\n\n\n\n<p>Then we have guerilla marketing campaigns. These can overlap with PR stunts, but the difference is that guerilla marketing is mainly outdoors, low-cost, and even more unconventional and daring. Its goal is to surprise people, so it\u2019s usually very memorable.<\/p>\n\n\n\n<p>Our coffee cups at BrightonSEO, the world\u2019s biggest SEO conference, were a subtle example of guerilla marketing. By replacing nutritional data with keyword data, we generated buzz and got people talking.<\/p>\n\n\n\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\">The coffee cups are so cool \ud83d\ude0e <a href=\"https:\/\/twitter.com\/ahrefs?ref_src=twsrc%5Etfw\">@ahrefs<\/a> <a href=\"https:\/\/twitter.com\/brightonseo?ref_src=twsrc%5Etfw\">@brightonseo<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/BrightonSEO?src=hash&amp;ref_src=twsrc%5Etfw\">#BrightonSEO<\/a> <a href=\"https:\/\/twitter.com\/hashtag\/brightonseo2019?src=hash&amp;ref_src=twsrc%5Etfw\">#brightonseo2019<\/a> <a href=\"https:\/\/t.co\/Dcmr2nZyuF\">pic.twitter.com\/Dcmr2nZyuF<\/a><\/p>\n\u2014 Adam Najak \u30c3 (@adamnajak) <a href=\"https:\/\/twitter.com\/adamnajak\/status\/1172463080632193024?ref_src=twsrc%5Etfw\">September 13,&nbsp;2019<\/a><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n\n<p>However, taking advantage of public spaces is a much more common use case. For example, you can do quite a lot with a simple <a href=\"https:\/\/www.demilked.com\/creative-crosswalk-advertisements\/\">crosswalk<\/a>:<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/03\/15-mr-clean.png\"><\/figure>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/03\/16-mcdonalds.jpg\"><\/figure>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/03\/17-cigarettes.jpg\"><\/figure>\n\n\n\n<p>Creativity has no limitations here, as you can see in this recent <a href=\"https:\/\/www.creativereview.co.uk\/marmite-dynamite-exploding-billboards\/\">promo of a new Marmite product<\/a>:<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/03\/18-marmite.jpg\"><\/figure>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"8. Promote your values by standing up for something\" data-section=\"promote-your-values\">\n\n\n\n<h2 class=\"wp-block-heading\">8. Promote your values by standing up for something<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Let me kick this one off with a counter-intuitive mental exercise. Think about some brands you like and their brand purpose, mission statement, or what they stand&nbsp;for.<\/p>\n\n\n\n<p>If you\u2019re like me, you won\u2019t be very successful. <a href=\"https:\/\/youtu.be\/S1xRJaNiOtU?t=737\">Most brands fail at communicating any reasonable brand purpose<\/a>. Selling a product that solves people\u2019s problems is usually enough\u2014no need for a higher good.<\/p>\n\n\n\n<p>But because the competition is low, it\u2019s your chance to shine if there\u2019s any higher good close to you. Stand for something you truly believe in, walk the talk, and you\u2019re in for some great&nbsp;PR.<\/p>\n\n\n\n<p>From the recent events and campaigns, the quarrel between the Reddit community and the corporate investment world is a great example. Reddit even made it into Super Bowl, the most expensive ad space in the&nbsp;world:<\/p>\n\n<p>\n<\/p><div data-mode=\"normal\" data-oembed=\"1\" data-provider=\"youtube\" id=\"arve-youtube-_wkvh0qbmp8\" style=\"max-width:900px;\" class=\"arve\">\n\t<div class=\"arve-inner\">\n\t\t<div style=\"aspect-ratio:500\/281\" class=\"arve-embed arve-embed--has-aspect-ratio\">\n\t\t\t<div class=\"arve-ar\" style=\"padding-top:56.200000%\"><\/div>\n\t\t\t<iframe allow=\"accelerometer 'none';autoplay 'none';bluetooth 'none';browsing-topics 'none';camera 'none';clipboard-read 'none';clipboard-write;display-capture 'none';encrypted-media 'none';gamepad 'none';geolocation 'none';gyroscope 'none';hid 'none';identity-credentials-get 'none';idle-detection 'none';keyboard-map 'none';local-fonts;magnetometer 'none';microphone 'none';midi 'none';otp-credentials 'none';payment 'none';picture-in-picture;publickey-credentials-create 'none';publickey-credentials-get 'none';screen-wake-lock 'none';serial 'none';summarizer 'none';sync-xhr;usb 'none';web-share;window-management 'none';xr-spatial-tracking 'none';\" allowfullscreen class=\"arve-iframe fitvidsignore\" credentialless data-arve=\"arve-youtube-_wkvh0qbmp8\" data-lenis-prevent data-src-no-ap=\"https:\/\/www.youtube-nocookie.com\/embed\/_wkvH0qBMP8?feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" frameborder=\"0\" height=\"505.8\" loading=\"lazy\" name referrerpolicy=\"strict-origin-when-cross-origin\" sandbox=\"allow-scripts allow-same-origin allow-presentation allow-popups allow-popups-to-escape-sandbox\" scrolling=\"no\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/_wkvH0qBMP8?feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" title width=\"900\"><\/iframe>\n\t\t\t\n\t\t<\/div>\n\t\t\n\t<\/div>\n\t\n\t\n\t\n\t\n<\/div>\n\n<p>If you check the short ad, it will make you stop it or look it up online later on. That\u2019s not a format you see every day. It was <a href=\"https:\/\/www.kellogg.northwestern.edu\/news-events\/super-bowl\/results.aspx\">rated<\/a>&nbsp;as one of the most effective ads during that&nbsp;day.<\/p>\n\n\n\n<p>From a more long-term communication perspective, Patagonia constantly succeeds in making the point that they care about the planet and sustainability. This was <a href=\"https:\/\/www.patagonia.com\/stories\/dont-buy-this-jacket-black-friday-and-the-new-york-times\/story-18615.html\">their Black Friday ad<\/a>, for example:<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/03\/19-patagonia.jpg\"><\/figure>\n\n\n\n<p>They don\u2019t even shy away from politics either. They went as far as to <a href=\"https:\/\/eu.patagonia.com\/cz\/en\/stories\/hey-hows-that-lawsuit-against-the-president-going\/story-72248.html\">sue the Trump administration<\/a>&nbsp;to support their environmental causes with&nbsp;this:<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/lh5.googleusercontent.com\/Jqj_UFw9KH1JWNT7glWoT3YHyz9OodvhVlzEPKMwyQBefinQkcpCupdM3WBOEbGQ7XTH_MVy0mRbxM_cZ3cng9wXlSYzI-762yBAE5S3BsQv2AHARNo5gjuAigK2lSmW5tOaOLBi\"><\/figure>\n\n\n\n<p>I don\u2019t know how this activism affected sales, but one thing is clear: Patagonia is consistent and believable in what they stand for. You can\u2019t say that about many other companies promoting a \u201chigher good.\u201d Just recall some controversial Pepsi or Gillette ads.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"9. Turn negative publicity into good PR\" data-section=\"turn-negative-publicity-into-good-PR\">\n\n\n\n<h2 class=\"wp-block-heading\">9. Turn negative publicity into good&nbsp;PR<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Being able to turn an unfortunate event that can hurt your company\u2019s reputation into something good is undoubtedly challenging.<\/p>\n\n\n\n<p>Here\u2019s KFC\u2019s famous response to the UK running out of chicken:<\/p>\n\n\n\n<figure class=\"wp-block-image is-style-default\"><img decoding=\"async\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2021\/03\/21-kfc.jpg\"><\/figure>\n\n\n\n<p>You obviously won\u2019t be able to turn everything bad around. The easiest and often the best solution is to accept your responsibilities and admit your mistakes.<\/p>\n\n\n\n<p>You can often spot bad \u2018turning bad into good\u2019 PR in politics. I won\u2019t dive into this as it often includes distorting facts and manipulation. But it should go without saying that your efforts should be sincere.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Final thoughts<\/h2>\n\n\n\n<p>One thing is understanding PR; another is successfully executing on it. You can copy many <a href=\"https:\/\/ahrefs.com\/blog\/marketing-tactics\/\">marketing tactics<\/a>,&nbsp;but PR usually requires way more creativity.<\/p>\n\n\n\n<p>By all means, get inspired by looking up great PR campaigns in your niche. But you\u2019ll need to put in a lot of your own creative effort to make most PR tactics work. So good luck with&nbsp;that!<\/p>\n\n\n\n<p>Got any questions? Ping me on <a href=\"https:\/\/twitter.com\/michalpecanek\">Twitter<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Great PR can lift your brand awareness, build credibility, earn valuable backlinks, drive referral traffic, engage your target audience, and ultimately bring more&nbsp;sales. In this article, you\u2019ll learn about these 9 PR tactics, which all include examples of PR campaigns:<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":149,"featured_media":132574,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[390],"tags":[],"coauthors":[375],"class_list":["post-132472","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>9 Great Public Relations Tactics with Campaign Examples<\/title>\n<meta name=\"description\" content=\"Public relations (PR) is the practice of positively influencing a brand&#039;s perception by managing 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