Every organisation, no matter how large or small, ultimately depends on its reputation for survival and success. Hence, creating the perfect PR strategy should be essential to any business plan. When done effectively, it has the power to increase sales and profits, heighten your brand credibility and change the way customers, investors and competitors see you.
At MediaHQ, we compiled a list of tips to help you create a sweet PR strategy.
When devising a PR strategy, you need to assess your current situation. Do you know who your target demographic are? If not, you’re already shooting in the dark. This is not only time consuming, but timewasting. Knowing how to identify and properly communicate with your pre-existing and potential customers is imperative. Customers need to be able to form positive relationships with your brand.
Modern Public Relations is much less transactional and more relational than ever before. Establishing strong relationships with the appropriate media professionals should also be a priority. Do not have a ‘one-and-done’ approach when it comes to PR. We’re not advising you to hound the same journalist constantly, but nurturing and maintaining the relationship for future use is favourable.
Your PR strategy needs clearly defined objectives. However, without deadlines to adhere to, work can drag out for as long as you let it. Be proactive. Organise your work load, prioritise elements of it and set yourself a time limit. Monitor your progress using Key Performance Indicators (KPIs) and adjust schedules accordingly.
If you know your target market but are still not getting the sales you anticipated, it may be time to revamp your approach. Assessing your previous PR endeavours can be useful, especially with the help of a third party who can evaluate your work with fresh eyes. Determining which tactics were effective in increasing sales or publicity and which tactics were not is crucial. Again, Key Performance Indicators (KPIs) are a great way to monitor the success rate of your PR plan. Use them to help you highlight elements that you need to improve on.
Because of the dynamic nature of the industry, public relations has evolved to embrace communication tools and to incorporate new technologies. SEO, or search engine optimisation, is an internet marketing strategy. It is the process of getting more traffic for your website from searches that people input in their browsers.
Using SEO can help you take the bulk work out of PR. It increases your company’s online visibility by collating search data based on your target audience and applying them to your website links. Hence, making effective use of SEO can help you to boost sales, website visits and interest in the work that your company does.
Devising a successful PR plan can be testing. However, there are a few ways to take the pressure off. Familiarise yourself with the world of PR tools.
MediaHQ provide a range of different features that aim to make life in the PR industry easier for professionals. We provide a comprehensive contacts database full of journalists and a press release distribution service, as well as a number of useful tools such as the Social Media feature and a News Diary feature. Identify areas that you’re struggling with and find the appropriate feature to help.