Creating a PR strategy
PR strategy is about deciding the best approach for what you want to achieve. It’s not a nice word but strategy comes first and can’t be ignored. It doesn’t need to be difficult or complicated.
Start with defining the PR aims and objectives. These should if possible be SMART objectives (Specific, Measurable, Achievable, Realistic and Timed). They should link with your vision and any business/corporate or sales/marketing targets which are related to what you want to achieve.
Then define your target audiences or stakeholders and the messages for each of these. From here you will be able to work on developing your strategy, which will broadly introduce the ‘how’ and the main threads of the PR activities.
The ‘how’ bit of the PR strategy is where you can introduce the creative approaches which will help you to fulfil those PR aims.
Five top tips
• When pulling together your PR strategy, focus on the priority areas which are fundamental to what you want to achieve. Think outside the box and consider fresh ideas which will support the overall aims. These aren’t necessarily difficult or high cost. Quite often the simplest ideas are the best.
• Media relations will be part of your strategy; consider how you will develop relationships with your target media, the types of news angles and opportunities which will give you the exposure you desire and what proactive work will be required.
• Integrate your communications by ensuring your PR fits with marketing and operational activity. Continually evolve it to reflect developments.
• Make sure it’s got the buy-in of the board and senior management and that through measurement and evaluation you can show them your outcomes and the return on their investment.
• PR works through everything, from employee relations through to all public facing communications. What perception of you do your internal and external facing audiences have and what is it that you want them to think about you? Your PR strategy could include how you are going to influence and change this to build mutual understanding and respect.
For further advice, please feel free to call us on 01473 326400 or just drop us a line at hello@genesispr.co.uk.
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