Why Setting a PR Strategy Makes all the Difference

Public relations has the power to build platforms of perception, influence, credibility and prominence. At its cornerstone is strategic planning, which provides a foundation for all actionable communication activities. It also establishes clear-cut goals and builds upon realistic expectations for each client to guarantee success while simultaneously increasing brand awareness.

 

At Dittoe PR, we firmly believe that a one-size-fits-all approach to strategic planning does not exist. They’re built on similar formats of interrelated components, but take different forms, serve specific needs and possess varied purposes. That’s why we work with each client closely to determine the best action plan to meets their business goals and objectives.

 

For those still skeptical on the importance of strategic planning, here are a couple of reasons why setting a PR plan makes all the difference.

 

Analyzes the situation.

Before assembling the plan, the team should complete an audit of the client’s needs to help craft the strategy’s foundation. This process incorporates research to understand the current marketplace landscape as well as the client’s previous PR and marketing efforts and results.

 

When drafting an insightful situation analysis, make sure the client’s position in the marketplace, marketing strategies and public perceptions to market conditions are clear and an analysis of stakeholder communities is included. This will help outline the various tactics when determining the best strategies to implement on behalf of the client.

 

Defines goals and objectives.

It’s impractical to begin activating on any PR ideas without formulating a clear strategy, so the next step is to outline SMART goals. These goals should be:

  • Specific
  • Measurable
  • Attainable
  • Relevant
  • Time-bound

 

After the goals are established, consider the actions plans, ideas and objectives to help work toward these goals. These strategies should include methods of communication, key messages and other activities related to reaching your goal. This also means outlining various tactics to secure media coverage, such as newsjacking, evergreen story ideas, thought leadership campaigns and more.

 

Helps understand audiences.

Knowing your target audience and determining which group to communicate with is important for an effective PR plan. For instance, if your client’s core group of customers are baby boomers, there is less productivity targeting them through channels like Instagram. It would be more effective to communicate to this audience through print newspapers or television segments.

 

In addition, it is helpful to discuss the audience with your client as it can critically affect campaign results. If the client has multiple types of audiences, you’ll need to ensure that messaging, tactics and channels are tailored for each group to ensure the plan is executed effectively.

 

Reaffirms scope of work.

Scope of work is extremely important as this allows clients to understand the roles and responsibilities of the PR team. Each tactic included in the plan should reaffirm how it will be executed and who will be responsible for accomplishing this goal. In addition, this also helps define success for your client and better protects the PR team from unrealistic expectations or out-of-scope demands.

 

Establishes measurement and KPIs.

Successful communicators do not wait until the end of campaign to evaluate. Therefore, an approach to measurement and reporting should be set during the planning process and taken into consideration regularly throughout a campaign in order to monitor and assess.

 

Reporting could include media relations analysis, event management metrics, social media engagement and so much more. PR professionals should also compare a client’s coverage to competitors regularly to determine growth in overall Share of Voice.

 

If possible, integrate business results such as sales, engagement results and website traffic to connect communications objectives with business objectives. This allows you to evaluate and adjust as needed to keep strategies driving toward goals.

 

Strategic PR plans executed by professional and results-driven PR teams make all the difference. If you think your business could benefit from PR, contact Lauryn Gray at lauryn@dittoepr.com or request a consultation today.

Why Persistence is Public Relations’ Most Valuable Skill

While public relations may seem like a dazzling profession full of glam, glitz, and celebrities, PR pros understand how truly grueling the work can be. At times, PR can involve a lot of teamwork, determination, and patience, but most importantly, it involves persistence.

 

It’s easy for someone to write a press release about an upcoming event or initiative or even to create a landing page online for blog content. But to really drive results, PR experts understand how crucial it is to be persistent in your efforts – from media relations to content creation and social media, it takes more than distributing one press release every six months or posting one Tweet each week to really drive results.

 

When it comes to conducting media relations or PR campaigns, persistence is particularly important. In order to successfully conduct a media relations campaign, simply writing a release, publishing it on the company’s press page and hoping media will pick it up will likely will not cut it. Brands should consistently test out new story angles and hooks, follow up with media regularly – sharing additional information to pique their interest – and always be on the hunt for a new media contact who might be interested in sharing your story.

 

Besides that, media relations involves a lot of other tasks that require a persistent mindset. For instance, we hear “no” more times than we can count when reaching out to media with story ideas. PR pros invest a lot of time researching the perfect journalists just to find out they’re not interested in your topic. We also hear “maybe” a lot, which can often turn out to be dead ends. The trick is to not get discouraged, but rather see it as a challenge to overcome.

 

The point is a good PR pro understands you can’t take no for an answer. When one door closes, we find a way to open another. By researching additional contacts, sending out new pitches and continuing to persevere, we’re able to secure the results our clients deserve.

 

A young professional starting out in the world of PR might be surprised at just how much patience and perseverance the job takes. However, when you’re passionate about your clients, you don’t just give up. Instead, we work hard to find new opportunities, review past failures and keep trucking forward.

 

Public relations can be an extremely valuable tool for businesses of all sizes. Whether a company is well established or just starting out, it can be very beneficial to position your brand to the public in a proactive way to ensure your brand is well recognized. After all, behind any public relations campaign is a well-crafted strategy, precise messaging, and a whole lot of perseverance.

 

If you’re interested in learning how our team’s tenacious efforts can generate results for your company, contact Lauryn Gray, lauryn@dittoepr.com, or request a consultation today!