One of the toughest challenges facing PR professionals is how best to connect your campaign message with the right audiences. Given the number of outlets available to marketers today, everything from social media, mobile, TV, radio and print to billboards, elevators, supermarkets and gas stations, it can be overwhelming to try and figure out where to go with a specific message.

According to a study by the Pew Internet and American Life Project, an overwhelming majority of Americans (approximately 92%) use multiple platforms to get their daily news and information. Six in ten get news from a combination of online and offline sources on a typical day. That’s a wide array of outlets to have to cover during a single campaign.

One of the keys to weeding through all of the clutter and not try to fit every available media channel into your marketing plan is to focus on the fact that every campaign is unique and the tactics that may have worked for you in the past may not be right for your current campaign.

When considering all of the distribution options available, developing a blended approach, utilizing both earned and paid tactics across traditional and non-traditional media outlets can help maximize reach and generate the highest ROI for your campaign. Whether promoting a nonprofit initiative or brand awareness campaign and looking to maximize impressions, generate media values or drive traffic to a website and/or media asset, combining traditional TV and radio with digital and Internet distribution helps target your intended audiences where they frequent on a daily basis.

Once your distribution tactics are determined, consider the approach, especially when pitching website and social media channels. Although time consuming, a personalized one-to-one approach when reaching out to web editors and bloggers, as well as PSA Directors and News Editors, can be a benefit in securing placements and support for your campaign. Tailoring a pitch to the individual site/station and their viewers and not using a one-size-fits-all pitch plan influences positive feedback.

A few key questions to ask when getting ready to plan your next campaign;

–          Who are the target audiences best suited to the message?

–          Where do they most frequent? Are they a social media savvy audience or do they tend to lean towards the more traditional TV, radio and print outlets?

–          What are the goals of the campaign; impressions, website traffic, views to a video, all of the above?

–          What’s the timing of the campaign? Do I need to generate fast guaranteed coverage or do I have time for a viable pitch plan?

Once you answer these questions it will be much easier to decide what roads are best to take to deliver max ROI within your budget parameters.