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Well-executed Public Relations is one of the most cost-effective and successful ways of communicating with your target audience; but, in order to give real context to your message, you need great PR and that starts with a core PR strategy.
When we talk about strategic PR, what we mean is PR based on tactics, which are strategic when they are grounded in research and planning. In order to achieve a client’s objectives, PR needs to be linked to researched communication objectives – otherwise, you may only end up creating noise.
This is not to say that ad-hoc communications aren’t valuable – in fact, there should be space for responding to the national mood, the media, unexpected changes to the company or the environment it operates in – but this alone cannot form the basis of a strategic PR plan.
A PR strategy should spell out how it will contribute to achieving a client’s overall and specific goals. In other words, the purpose, focus and direction of the communication strategy should be laid out.
Core components of a strategic approach include:
Methods of achieving client’s objectives vary, depending on the business. Typically, PR includes press releases, white papers, newsletters, social media campaigns, blogs (both internal and external), case studies, public speaking, and pitching interesting story ideas about your business to journalists in target media outlets – whether that be regional, national, international or industry-related and key influencers.
Methods of achieving client’s objectives vary, depending on the business. Typically, PR includes press releases, white papers, newsletters, social media campaigns, blogs (both internal and external), case studies, public speaking, and pitching interesting story ideas about your business to journalists in target media outlets – whether that be regional, national, international or industry-related and key influencers.