Whether you’re looking to promote your business, services, product or perhaps an event, a public relations strategy is imperative. A strong PR strategy is an effective and efficient way to create a relationship with the people who are essential in the success of your business. To create a winning PR strategy, it’s important to know the basics. Here are the 4 things every great PR strategy needs.
1. Determine Your Goals
Knowing your goals will give your PR strategy direction and enable you to make the most out of your PR activities.
Recognizing the outcome you wish to achieve through PR activities is the best way to make sure all actions are an investment in the long-term success of your business.
2. A Target Audience
Consider the people you believe to have an interest or impact on your business. These are the groups and individuals your strategy must aim to engage with.
By targeting specific groups, your strategy is more likely to resonate and capture interest. Identifying your target audience allows you to tailor your strategy. By doing so, your strategy is more likely to cut through the noise and have a direct impact over the people that are influential in reaching your overarching goals.
For example, for a catering service, the PR strategy would need to consider the people using the service.
- What events does the business cater for?
- Is there a specific price range that may affect the types of events?
- Where is the business based?
Asking these questions will help you best define what type of media you should be targeting your strategy towards to better make use of your time.
3. Key Messages
Once you have identified your target audience, it’s time to decide what it is you want to communicate with them.
Key messages will give your strategy direction and should be used throughout all communication. When writing your key messages, consider the following:
- Stay focused and keep your key messages brief.
- Align with your business’s values and goals.
- Does it reflect what you would like your audience to know?
- Are the messages relevant to your audience?
A catering service may include the following as one of the key messages they would like their strategy to communicate to the target audience. “To establish the business as an industry leading catering service for weddings.”
Now that you have defined who you want to speak to and what you want to say, how can you reach them?
Ultimately, the goal of your PR strategy is to gain coverage in media that your target audience is exposed to.
To make sure your message is reaching the right people, it is important to understand your audience and the channels of media that are most likely to be read, watched, or listened to by your audience.
Consider the industry you are in and the topic your strategy focuses on, as this will give you an idea of the types of publications, tv shows, podcasts and radio stations you should be pitching.
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Written by : Nikki Woods
I teach entrepreneurs and influencers how to grow their business to 6 figures+ by leveraging the media and monetizing their expertise.