As important as a good map is to a long road trip, a comprehensive plan is essential for any PR strategy. Planning is the keystone to public relations success and is the first step in the Persuasion Equation – the backbone to our approach at Rally Point Public Relations.
In order to effectively promote a brand or organization, it’s essential to take the time at the onset of the relationship to understand the full story and determine where public relations can best fit. From there, you can focus on building a strategy, messaging and a strategic roadmap. Take a look at our five keys to PR success.
One of the first steps in planning a successful public relations campaign is thoroughly researching the brand or organization you’re working with. Research is truly the backbone to any public relations initiative. This includes understanding the history of the company, its values, key competitors and target audience(s). By doing so, you can begin to build a strategy that is tailored to the company’s specific needs and goals.
In addition to understanding your new client, be sure to research what other key players are doing in the space. Identifying what works and what doesn’t for other companies within the sector will not only help to elevate your client, but might spark a new idea.
Once you have a clear understanding of the brand or organization, it’s important to develop a messaging strategy that aligns with the company’s values and goals. This means developing messaging that is not only clear and concise, but also compelling and engaging. Your messaging should appeal to your target audience and convey the key messages that the organization wants to communicate.
It is absolutely essential to be on the same page. As public relations professionals, we represent our clients needs, and need to be sure to accurately convey them and their story. It’s important for a client to accurately convey these needs and as the professionals we need to listen!
Building a campaign
With a solid understanding of the brand and a clear messaging strategy in place, it’s time to start building a campaign that will effectively reach and engage your target audience. This can include a variety of media relations tactics. Throughout the building process, it’s important to determine what constitutes an announcement and press release to go with it. Weaving in the company’s data where you can will also help to tell a compelling story.
Work together with your client and find out what matters most to them. Whether it’s being a guest on podcasts, written interviews, or bylined content, be sure to understand what success means for them. Be sure to include them in the process and work together towards the common goal.
Know your audience
In order to build an effective campaign, it’s important to consider the different channels and platforms that your target audience is using. This is where your previous research comes into play and knowing where to get your voice heard. If your target audience primarily listens to podcasts, you should focus on securing interviews, but if they’re more interested in online coverage, you may want to focus on securing media coverage. Find the best path to your target audience and take it!
Don’t forget the big picture
Regardless of the tactics you choose, it’s important to stay focused on the big picture and the campaign’s overall goals. This means regularly reviewing and analyzing your efforts to ensure they align with the brand or organization’s values and objectives. It’s important to keep these things in mind because over time, things may change. Be sure to regularly re-evaluate to ensure you are on the same page.
Keeping the big picture in mind, it’s important to remain flexible and adaptable throughout the campaign. Public relations is a dynamic field, and it’s important to pivot and adjust your tactics as needed in response to changing circumstances or unexpected events.
Ultimately, planning is essential to the success of any public relations campaign. By taking the time to thoroughly understand the brand or organization, develop a clear messaging strategy and build a comprehensive campaign, you can effectively reach and engage your target audience and help achieve the goals of the brand or organization.