A public relations strategy is a method of managing the public's impression of a person or company. A public relations plan is often used to address public catastrophes and public perception difficulties.
Data and information breaches, criminal conduct, and unethical behavior are examples of such challenges. Knowing who your target audience is, how toapproach your intended audience, and addressing the issue are all part of public relations planning.
Organizing community and charity activities, as well as sending press releases to newspapers, radio stations, and television stations may help a plan succeed.
Below are the steps to have success in creating PR planning:
Creating your PR Plan
Outlining your PR objectives is a smart place to start when developing a PR strategy. According to Gregg Feistman, Assistant Chair for Public Relations at Temple University, you should consider the ultimate goal of your PR activities, which might be:
- Developing an entrée to boost sales
- Improving employee morale and productivity
- Increasing retention and recruitment
- Improving links with the communities with whom your firm does business
- Finding allies as a preventative measure against future disasters
- Introducing a new product or service
- Experiencing success in a new geographical market
- bridging the perceptual chasm
Once you've determined your PR objectives, it's time to go forward.
Simply defined, your target audience is the group of individuals with whom you want to interact and who want to hear your tales.
You might have a single target audience or several, but it is critical that you identify and understand who they are.
Important audience details to be aware of:
- Demographics: age, gender, income, marital status, occupation/industry, educational level
- Location: country, city, neighborhood
- Psychographics: likes and dislikes, attitudes and opinions, hobbies/interests
Sharing stories and information with a specific audience has been shown to improve engagement. As a result, prior to developing content, it is critical to understand your audience.
Knowing this degree of information is a necessary basis for your public relations strategy. It will aid in the creation and dissemination of critical messages and tales.
Key messages are short, straightforward statements that convey crucial information about your company. Simple, concise, and precise.
Why is there such a focus on brevity? Your target audience is bombarded with news and advertisements. It is your responsibility to maintain your essential messaging concise and focused on grabbing the attention of your target audience.
Have you ever attempted to recall a badly written paragraph or a rambling advertisement you heard on a podcast? It's nearly impossible.
The messages are carefully selected to build the desired brand image and reputation, highlighting your unique selling features so that your firm stands out from the competitors.
According to Gregg Feistman, objectives should be developed for each major target audience of the company. Depending on your PR objectives, they can overlap or be entirely independent.
Nonetheless, objectives must have two elements: a quantifiable result and a deadline for the PR campaign. They are often one sentence in length, i.e. Increase X by Y% during the next six months. You'll be able to compare your end outcomes to your efforts and what you did this way.
What is known as SMART objectives are a popular model of objectives:
- Specific- "raising awareness," for example, is too general.
- Measurable- aims aren't objectives unless they can be measured.
- Attainable- do you have the resources to do it? Is it feasible? Sure, stretch. However, make certain that you are not requesting the impossible. Also, keep in mind that changes in conduct must precede changes in consciousness and opinion. The greatest strategy to ensure you obtain what you want is to communicate with individuals who have a low cost and a big payoff.
This is the exciting part: consider press releases, social mediapostings, and events- there are several PR methods to select from. However, if they do not support the positioning you want to attain and how you want to be seen, either modify them or stop investing in them.
Here are some tried-and-true sorts of public relations approaches that work:
- Press releases. While press releases were formerly reserved for major corporate announcements, they have now become essential communication tools in the digital age. If you don't have much experience writing press releases, there are lots of press release tips and templates accessible online to help you get started.
- Articles and guest posts on the internet. Well-researched, thought-provoking internet articles may provide an insightful view into how your company desires to promote itself to the rest of the world. Aside from the potential for establishing a brand as a thought leader, these magazines are also important tools for creating backlinksand bringing vital traffic to your website.
- Marketing using influencers. We've all seen how influencers affect what people buy and where they buy it. Incorporating influencer marketinginto your public relations strategy will provide you with a powerful new weapon. Influencers frequently have tens of thousands of followers who rely on their advice when making purchasing decisions.
- Media outreach. Public relations professionals must understand how and to whom they should pitch. It's also critical to maintaining contact with significant media outlets, cultivate connections, and be cognizant of journalists' personal deadlines, life events, and anything else that may influence how they receive a proposal.
- Interviews and corporate videos. People are always interested in learning more about a firm. Corporate movies and showing buildings and people may go a long way toward giving your firm a "face." The same is true for interviews. When your audience gets the chance to hear directly from your staff, they are more likely to pay attention to your message. The internet domain has created a whole new universe where these films and interviews may be easily accessed.
Okay, here's why your objectives have to be quantifiable in the first place: you're going to assess and analyze whether or not what you did achieve was in line with your PR strategy.
Despite some persisting preconceptions that public relations cannot be assessed, there are several approaches to show stakeholders that public relations initiatives have an impact. Erin Yamauchi, Director of Public Relations at the street.co often strives for the following metrics to assess success:
- Metrics- measuring interaction, website traffic, and audience reach, including social media shares, allows you to see how far your words travel.
- Brand sentiment- emphasizing important message references, phrases, and other narrative elements that contribute to brand affiliation and positive feeling
- Competitive analysis- another useful metric (if you have the resources) is to look at where your direct rivals are being highlighted and ensure your brand gets equivalent (and then some) places.
You may choose to measure your PR results differently depending on your PR goals, digital tools, and data access. The precise measurements are unimportant as long as you keep an eye on how your PR strategy is being implemented and what it implies for the firm. Stick to the plan, but be flexible as necessary.
Take your fantastic story ideas and follow the PR strategy step by step - the outcomes will astound you.
If done correctly, your public relations strategy will assist alter your brand's exposure and reputation throughout 2022.
And if you're ready to take your public relations job to the next level, check out our PR Starter Kit.
Every template, script, strategy, and guidance you'll ever need for public relations is included in our must-have package.