PR strategy helps to deliver a business’ vision, change or reinforce its brand reputation, support a product or service launch. It can be ongoing (but inevitably will change over time) or can have a timescale attached to it.
In order for a business or brand to achieve its objectives it will need to use a range of tactics like; communications/PR activities, that is; pitching stories or features to the media, designing and updating company website. But to achieve more long-term goals and ensure streamlined communications, it’s advisable that a PR strategy is in place.
PR strategy will help you to use the stories in your business to attract your target audience and increase visibility of your brand.
What is a PR strategy?
PR strategy is a project that supports and integrates with your overall business objectives and your marketing strategy to maintain the best possible reputation for your organization.
Writing a PR strategy that is relevant to the business and its business plan centres on setting objectives and deciding key messages. These key messages will provide the foundation from which you can reach out to and connect with your audience and stakeholders.
Your first step is to get the building blocks in place beginning with the objectives and deciding on your key messages.
You will also need to profile your audience, understand their needs and what makes them tick. The PR strategy should also include measurement of the impact of the PR campaign and tactics, in terms of awareness, perception and reputation.
PR strategy forms include
- Business and Consumer Communications: Many organizations develop PR strategy for business-to-business (B2B) and business-to-consumer (B2C) communication. The goal may be to strengthen a company’s position in the market, support and lay the groundwork for a new product launch, or other objectives.
- Internal Communications: It’s important to keep employees informed about company policies, initiatives, and marketing strategies. Through transparency and open communication, organizations inspire trust and respect among their employees.
- If the business ever faces a crisis or becomes the target of unfair criticism, such employees are more likely to be company advocates.
- Corporate Citizenship and Community Outreach: Organizations are increasingly sensitive to their role in the local communities where they do business, and many now have PR strategy designed to showcase their social responsibility, philanthropy, ethical business practices, and environmental initiatives.
- Crisis Management: When issues arise, the organization involved must be able to quickly assess the situation, provide accurate information, and take the necessary actions to protect both the business and the public interest. Having a crisis plan in place that can be easily modified to address a specific issue is often the difference between weathering the storm and sinking.
Organizations across many different industries and around the world use strategic public relations to accomplish a variety of overarching goals, including:
- Establishing and maintaining a positive reputation
- Developing customer loyalty
- Strengthening brands and increasing brand awareness
- Supporting and reinforcing marketing campaigns
- Building shareholder and investor confidence
- Creating trust to help them weather difficult times and unexpected crises