Ten ways to improve your next PR campaign.

• Position: Marketing News - Brief Article

One of the objectives of a public relations campaign should be to differentiate the bank's brand from the competition, according to Rick Keating, president of CEO of Keating & Co., a public relations company located in Florham Park, N.J.

He recommends that banks take the following 10 steps prior to initiating a new campaign:

1. Establish goals, objectives and benchmarks.

2. Aim high, but be reasonable with your expectations.

3. Understand what separates your organization from the competition.

4. Do not forget to reach out to your employees; they are often your best salespeople.

5. Cultivate relationships with the media before a crisis ensues.

6. Determine key messages and ensure that anyone who speaks to the media uses them.

7. Ensure that the sales and marketing force "live and breathe" the key messages.

8. Have a central point of contact for all media inquiries...