PR Campaign: Best Examples and Practices for 2023

PR Campaign: Best Examples and Practices in 2024 [+free PR campaign checklist]

Let’s get this straight. No matter what’s the purpose of a public relations campaign, or the brand behind

Let’s get this straight. No matter what’s the purpose of a public relations campaign, or the brand behind it, awesome PR initiatives have 3 essential ingredients: a great — or even controversial — idea, eye-catching creative, and good timing.

In this article, you’ll find the latest, top PR campaigns of 2024 that are really worth your attention. Plus, here you’ll learn how to create a successful campaign, along with some tips and PR strategies to follow.

Now, are you ready to get some inspiration?

Let’s get started!

What is a Public Relations (PR) Campaign?

A PR campaign is a sequence of well-thought-out and planned actions that have a specific objective for a brand, like increased publicity, and a fixed time frame. 

The planned actions could be from launching out-of-home ads (OOH) to brand activations. In addition, the objective could be raising brand awareness, improving brand perception, and others.

The desired outcome of every public relations campaign is to bring the audience’s attention to your brand and spark conversations around it, both online and offline.

We gathered below the 5 most common categories of public relations campaigns, based on what is their aim and the type of PR they serve:

Types of PR Campaigns

  1. Product Launches
  2. Awareness Campaigns
  3. Corporate Social Responsibility Campaigns
  4. Internal Communications Campaigns
  5. Digital PR Campaigns

Why are PR Campaigns Important?

There’s no doubt that PR campaigns are essential for your brand communications and PR strategy. Each campaign has its own, very specific goal.

Although, here we explain the most important reasons why you should run such campaigns.

Reason #1: To Increase your Brand Awareness

PR professionals use awareness campaigns when their brands have done something new.

Companies with good PR run such campaigns to raise awareness around the rebranding of a famous and well-established brand.

Also, they’re a good way of getting people’s attention on newly launched products and brand collaborations.

Reason #2: To Improve your Reputation

Improving your brand reputation is the perfect reason for a PR campaign. In fact, there’s no better way. This kind of PR campaign focuses on the uniqueness of your brand and its singular identity.

It’s not about launching products. It’s about creating or maintaining a good impression on the audience’s mind, which in turn will help you build a united brand community.

Reason #3: To Drive More Engagement

Engagement is mostly associated with digital marketing.

However, a PR initiative that aims to get more people to interact with your brand’s online channels, or even in the physical world, for example in pop-up events, can skyrocket your engagement metrics!

Reason #4: Change Public Perception

A crisis can happen when working in PR. That’s why after dealing with a backlash or a reputation crisis, a PR campaign can help you get back on the horse. We mean showing that your brand is still trustworthy.

Furthermore, public relations campaigns can help connect your brand again with people at a human level, with products and sales aside.

Reason #5: To Reinforce your Brand Online

Lastly, you can leverage a digital PR campaign to boost your brand’s online presence and drive traffic to your owned online media.

Of course, traditional PR campaigns can also help your brand online. Especially, if you incorporate dedicated hashtags and QR codes in your creatives.

5 Examples of Famous PR Campaigns

Read this section carefully. You’ll get much inspiration from these popular PR campaigns of well-known brands.

1. My Spotify Campaign

We’re starting off with one of the latest PR campaigns that hit the news in June 2024: My Spotify.

This new campaign celebrates the unique relationship between listeners and their Spotify account. It’s one of the company’s biggest campaigns, following the footsteps of their famous yearly “Wrapped” campaign.

With eye-catching OOH ads, social media promotion, and influencer collaborations, the Spotify team aims to highlight all the different ways people use Spotify and the emotional bond they have with it.

The campaign also includes in-app banners with personalized messages revealing users’ unique My Spotify listening habits, encouraging them to explore new daylists and other tailored options.

Why we love it

  • It reinforces the unique value proposition of Spotify.
  • It stays true to Spotify’s special brand identity.

2. “This is not a home” Campaign from IKEA Australia

With their latest in-store campaign “This is not a home”, IKEA Australia in association with Save the Children, raises awareness of hidden homelessness. This is a serious issue that 120,000 Australians, mostly women and children, face due to domestic violence.

This is not a home Campaign by IKEA Australia Installation Example

Source: IKEA Newsroom

By visiting IKEA’s store in Tempe, Sydney you can see installations representing the real-life conditions of hidden homelessness. For example, how it seems to live in a car — or even worse — in a tent.

“This is not a home” aims to multiply the donations of IKEA customers to Save the Children, an organization that helps victims on their journey to safety.

Why we love it

  • It really appeals to the emotions of the target audience.
  • It supports a good cause.

3. Salesmen on Billboard Publicity Stunt by Surreal

Surreal, the high-protein low-carb cereal brand, lived up to its reputation for fun campaigns with a PR stunt featuring two salesmen in suits, sitting literally on a billboard and trying to sell cereal boxes.

Surreal PR Stunt

Source: LinkedIn

The key message was that people can find the Surreal brand now in Sainsbury supermarkets. But they delivered it in the most out-of-the-box way!

People were surprised by the two salesmen and the stunt went amazingly well on social as well: 3K likes, more than 100 comments, and almost 70 reports on LinkedIn!

Why we love it

  • It’s so creative without being extravagant.
  • It really made us smile.

4. “The Blade Master” Campaign by Wilkinson Sword

Wilkinson Sword repositions its popular razor blade brand with a series of OOH ads featuring the most clever copy we’ve seen for a while.

These ads are part of their new humorous campaign that introduces The Blade Master. He’s an enigmatic character appearing in a series of videos with a funny storyline.

The Blade Master mocks razors with bad blades by comparing them to a bartender with no sense of accuracy, a waiter trained in a zoo, and others.

This campaign aims to position the brand as — surprise, surprise! — the blade masters because of the company’s long history.

Why we love it

  • It taps into the longevity of the brand.
  • It’s funny in a clever way.

5. “Keep Beauty Real” Campaign by Dove

For its 20th anniversary of the Real Beauty campaign launch, Dove commits to never use AI to replace real women in its ads with the latest campaign: Keep Beauty Real.

This campaign aims to redefine what beauty looks like in the AI era. With a dedicated video — the Dove Code — it reflects on the impact of AI on beauty perceptions and calls women to redefine beauty in AI images.

For this purpose, Dove also created the Real Beauty Prompt Playbook. This is a free tool to help create images that widen the representation of beauty on the most popular generative AI tools, beyond the stereotypes.

Why we love it

  • It’s covering one of the most controversial topics of this era.
  • It’s inspiring.

That was our selection of the best PR campaign examples to inspire you.

Now, let’s see together how you can create such a campaign from scratch! But first, download your PR campaign checklist to help you follow the process to the letter.

9 Steps to Create Effective Public Relations (PR) Campaigns

Are you wondering how to create a PR campaign? Then, follow this easy, step-by-step process.

9 Steps to Create a PR Campaign - Infographic

Step #1: Set a Clear Goal

The success of a PR initiative lies in a well-defined objective.

Perhaps, you need to introduce a newly launched product. Or you want to reinforce your brand image. It doesn’t matter what the objective would be, as long as it is specified.

Pro Tip: Set your goals to be SMART, ie. Specific, Measurable, Achievable, Realistic, and Time-based.

For example, a good SMART objective could be to increase awareness of your new product from 5% to 15% among your target audience, within 2 months of the campaign launch.

Step #2: Choose the Target Audience

Defining your campaign’s target audience is fundamental for framing your campaign message. You have to select the right wording that speaks to people’s hearts and choose the best media for them.

You should collect audience intelligence and try to define your targeting based on facts and figures.

Step #3: Come up with the Campaign’s Idea

Organize a brainstorming session with your team. Pencil down your ideas and thoughts. Find connections between them and evaluate the outcomes based on your ultimate goal.

Then, take a step back and sleep on it. Come back in a few days later. Make the final tweaks and you’re ready to go.

Step #4: Spy on your Competitors

Another important step you should take before creating your own campaign is to do some research on your competitors. You should see how the competition has handled the same situation.

Spying on your competitors’ public relations efforts and their performance can give you invaluable insights.

First, you can make sure that your idea is original and that no competitor has done something similar.

Also, you’ll figure out if your idea is aligned with industry trends. Then, you’ll understand how the media perceived previous PR activities from brands like yours.

Step #5: Select the Best Channels

To select the most impactful channels for communicating your campaign, you have to think broadly.

Channels aren’t only social media, TV, and billboards. Events, advertorials, and PPC ads could be great for certain campaign goals.

So, what should you do? Understand your target audience’s media habits, like the news outlets they prefer and the social networks they spend their time on.

It’ll be even better if you know some general info and habits of those people. For instance, their age, what’s their favorite out-of-home activities, and any information that can help you shape a better perception of your target audience.

Step #6: Ask for Early Feedback

Once your PR campaign is almost ready to go live, early feedback is very important to avoid obvious mistakes, possibly offensive aspects of your message, or even an unsatisfied client.

Here’s what you can do:

  • Present the final campaign to your clients.
  • Do some AB testing with your audience on different visuals, slightly different wording, etc.
  • Ask for feedback from journalists.

Step #7: Run Your PR Campaign(s)

Now, you’re all set to release your campaign to the world! Before hitting the live button, make sure that every little detail is perfect, and go!

Step #8: Do some Follow-Up

In case you don’t see your PR campaign in the news for some days after launching, don’t be scared.

Media and journalists get bombarded with press releases, pitches, and emails, which is hard to keep up with. Most PR companies use different tools like CRMs and emailing tools to keep track of their outreach and contacts.

To make sure that your campaign will get the proper media coverage just send a follow-up communication to the media outlets you work with.

Pro Tip: It’s always good to include some juicy stats, like the number of people who have already interacted with your campaign — FOMO is real!

Step #9: Measure the Results

After the end of your PR campaign, it’s time to create a detailed PR report of its performance.

Forget about tracking your campaign’s performance manually. Create a PR campaign report in seconds with Mentionlytics.

This is a critical step, that’s why we analyze it further in the next section below.

How to Measure PR Campaign Success?

What is a good PR campaign? How can you know if yours was, indeed, a success?

PR measurement will give you the answer. Create a report including KPIs, reviews, PR clippings, and literally, anything that can demonstrate how well your campaign went.

Here are some metrics that can help you showcase your campaign’s success:

  1. Media inquiries
  2. Media coverage
  3. Share of Voice
  4. Attendance numbers (for in-person and online PR events)
  5. Social media and web mentions
  6. Website visitors
  7. Engagement metrics
  8. Sales data
  9. New marketing leads
  10. Brand impact

Instead of diving knee-high into all this data and finding yourself lost in tons of heterogeneous information, you can leverage a media monitoring tool. Such tools shorten the time you need for a campaign report.

For example, Mentionlytics can help you keep track of your campaign’s media coverage, Share of Voice, brand mentions, engagement and reach data, and more!

Try Mentionlytics for FREE

Best PR Campaign Tips, Tactics & Strategies in 2024

Here, we explain in a few words some of the most helpful PR tactics to launch awesome campaigns and get astonishing results.

Embrace Digital PR

Adding digital PR efforts to your campaigns can work miracles for your brand.

Start leveraging hashtags and user-generated content to promote your campaign on social media.

Participate in PR Events

Conferences, summits, and events give you chances to build relationships with journalists.

But PR events aren’t just for networking. You can also stay up-to-date with the latest trends in your industry. And even spy a little on your competitors.

Pro Tip: Find the best PR events and decide to attend at least 2 of them. It’ll open up your horizons!

Dive Deep into Audience Demographics

Every PR and communications pro must know deeply the target audience of their campaigns.

Understanding the audience is critical for crafting a relevant message and displaying your campaign at the perfect spots.

So, make sure that you have sufficient data on audience demographics, like age groups, gender, religion, etc. The more, the merrier!

Extent your Effort by Running International PR Campaigns

When a campaign is doing well at a national level, it’s only logical to consider extending it.

Especially if you work for international clients, with products or services offered in many countries.

But remember: The key to successful international public relations campaigns is localization!

To Sum Up

Effective public relations campaigns are valuable for the awareness and reputation of a brand.

Unfortunately, there’s no PR campaign template that fits every purpose and strategy. You have to follow the steps, tactics, and tips we explained above to create your own campaign.

That’s the beauty of creative PR.

However, you can take advantage of a media monitoring tool, like Mentionlytics, to help you better handle PR affairs. So, what are you waiting for? Sign up for a free trial and give it a try!

FAQ

How Much Does a PR Campaign Cost?

The cost of a public relations campaign varies based on different factors like the PR agency you’ll choose, the media channels you’ll use, creative costs, placement locations, and many more.

What is a Good PR Campaign?

A good PR campaign should have a great idea, creative visuals, and good timing. Also, it should bring back important results like earned media, brand awareness, and others.

Maira Volitaki

About Maira Volitaki

Just a content manager here who loves researching and writing about all things marketing. But when off-duty, you’ll find me lost in a mystery book or binge-watching TV shows... or petting the nearest dog! 🐶 Feel free to drop me a line on LinkedIn.