Creating a PR strategy for your business doesn’t have to be complicated. In fact, I’ve seen time and again during my 20-year career that the simple plans are often the most effective. Without further ado, here is an overview on how to create a simple, yet effective PR strategy to help you get noticed, build trust and grow authentically.
Define Your Mission and Vision
An effective PR strategy begins with a clear understanding of your mission and vision. The mission statement should succinctly communicate what you do, who you serve and how you provide value. While the vision statement outlines your long-term goals.
Know Your Publics
Understanding your publics – customers, employees, community, investors, media, etc. – is key to effective public relations. Spend time researching demographics, preferences, behaviors and challenges they commonly face. Surveys and one-on-one interviews are excellent methods to help you gather this information. The insight gained helps you understand what’s important to them and how you can provide value.
Set SMART Objectives
Next, set specific, measurable, attainable, relevant and timely (SMART) objectives to help you achieve the mission and vision of your company. Whether it’s increasing brand awareness, finding new customers, launching a product or recruiting and retaining employees, make sure your objectives are clearly defined and quantifiable.
Create Strategies and Tactics
With your objectives in place, it’s time to develop the strategies and tactics to help you achieve them. This might include establishing your brand identity, creating engaging content, building relationships with journalists and podcasters, exhibiting at a trade show, engaging with your community and preparing for potential issues and crises. Don’t be afraid to try new things, get creative and have fun!
Monitor and Adapt
Finally, consistently monitor the effectiveness of your PR efforts and adapt your strategy as needed. Keep an eye on metrics like website traffic, email opens and earned media placements. Use this data to identify what’s working well and where there’s room for improvement.
Hopefully, this overview will help you feel empowered to create a simple, yet effective PR strategy for your company. Start with a clear understanding of your mission and vision, understand your publics, set SMART objectives, create strategies and tactics, then monitor and adapt as needed. With consistency, creativity and a focus on delivering value to your publics, you can help you get noticed, build trust and grow authentically.
Kimberly Albert is a passionate and experienced public relations consultant based in Alexandria, Minn. Her work on behalf of clients – ranging from Fortune 500 to small businesses – has won numerous awards, including a PRSA Silver Anvil of Excellence and SABRE Award by Holmes Report. Kimberly earned a master’s degree from the University of Minnesota Hubbard School of Journalism and Mass Communication, a bachelor’s degree from the 3M Center for Business Innovation at St. Catherine University and an Accreditation in Public Relations from the Public Relations Society of America.
