The Foundations of a Successful PR Strategy

Public relations is an ever-evolving industry, but its core principles have stood the test of time. When Victory Public Relations started in 2005, the tools and tactics may have looked different, but the fundamentals of PR remain unchanged.

At its core, PR is simple—even if it’s rarely easy. The most impactful campaigns are built on three essential pillars: clear messaging, compelling pitch material, and meticulously curated media lists. Whether you're considering an investment in PR or looking to refine your existing efforts, understanding these key elements can help set you up for success.

1. Is Your Story Newsworthy?

Not everything is inherently newsworthy. While company milestones like new locations, product launches, and hires may be significant to you, they may not capture a journalist’s attention. The key to securing media interest is identifying a compelling angle that resonates beyond your brand—something timely, relevant, and engaging. Ask yourself: Does my story add value to a broader conversation? If the answer is yes, you’re on the right track.

2. Does Your Pitch Stand Out?

For every story that gets published, thousands of pitches go unread. Journalists are inundated with emails, so your pitch needs to cut through the noise. This means getting to the point quickly, avoiding unnecessary details, and delivering a strong hook that makes an editor want to learn more. A well-crafted pitch is concise, engaging, and tailored to the recipient.

3. Have You Identified the Right Media Contacts?

A great story and a strong pitch won’t land if they’re sent to the wrong people. Media lists should be carefully curated, factoring in the ever-changing landscape of editors, producers, and journalists. Understanding their beats, recent work, and preferences will make all the difference in whether your pitch is opened or ignored. The goal is to help them create excellent content—not just push your brand’s agenda.

The Key to Meaningful Press Coverage

There are no guarantees in PR, but focusing on these three fundamentals—clear messaging, standout pitches, and targeted media outreach—can maximize your chances of securing valuable press coverage. By investing in a thoughtful, strategic PR approach, brands can build credibility, enhance visibility, and cultivate meaningful relationships with the media.