Why Do You Need a PR Strategy?
By David Lislet
If you are communicating with customers, investors and other types of stakeholders, then you are doing public relations.
Every organization, no matter how large or small, depends on reputation for survival and success.
To make sure your PR maintains the best possible reputation for your organization, you need a PR strategy that supports, and integrates with, your overall business objectives and your marketing strategy.
If you’re on the fence about PR strategy, check out this important overview.
- Why Do Companies Need a PR Strategy?
PR is well-known for being a way to strengthen your brand through positive earned media coverage.
However, PR is more than that. Here are other reasons for its importance, especially in the digital age.
- Crisis Management: A good PR plan isn’t just about generating positive news coverage involving your company. It’s also about avoiding and being prepared to handle bad publicity. Being ready with a plan before disaster strikes can save face and valuable time in the event of a crisis.
- Controlling the Narrative: Even if you can’t control a reporter’s final version of a story, you have more influence if their starting point is your press release.
- Staying Power: Nowadays, news stories’ visibility on search engines doesn’t decline as time passes. Instead, articles continue to gain exposure over time as they’re linked by other sources, whether in a newer article or a blog post.
- Cost-Effectiveness: Advertising is usually costly and extremely limited in time. Establishing the right public image and communicating it via GlobeNewswire is a cost-effective route to raising awareness and improving the perception of your business.
- How to Plan a PR Strategy
Here are key elements of successful PR campaigns:
- Determine Your Goals and Objectives: What are you trying to achieve with your communications? You need to set short and long-term goals and make sure they are specific, measurable, achievable, realistic and timely.
- Create a News Release Calendar: Not all news can be planned, but you can include items that come up at certain points throughout the year, such as financial results or business highlights, trade shows, product launches and so on. This ensures you have the right information ready for creating content, leveraging the press and avoiding any last-minute surprises.
- Targeting Your Audience: Your target audience are the individuals, groups and communities that have influence and decision-making power over your products or services. They are the ones you are trying to attract and sell to–they are the people you want to communicate with. GlobeNewswire has different products that will help you reach the right audiences, from general media, to trades, to key outlets within your industry to maximize the impact of your communication.
- Crafting Your Messages: Key messages are the core messages you want your target audience to hear and remember. They are an important part of a PR strategy because they can shape your content and communicate a unified message. The best key messages are believable, easy to understand, distinctive, credible, succinct and drive your agenda.
- Measure Your Progress: It’s important to measure the success of your PR strategy. This is why you need a PR measurement solution for campaign analysis. By monitoring your success, you can determine whether your PR activities are working and discover the areas you need to improve on.
If you master the fundamentals we’ve discussed in this short overview, then you’ll see positive results from your PR strategy!