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PR Srategy: Definitions of Strategy

The document outlines the key components of an effective PR strategy, including defining objectives, identifying target audiences, crafting appropriate messages for each audience, selecting communication methods, establishing a timeline and budget, anticipating potential issues, and planning evaluation metrics. An effective PR strategy ensures activities are coordinated to help achieve organizational goals by managing reputation and building relationships with priority stakeholders.

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Shriram Deshpande
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69 views

PR Srategy: Definitions of Strategy

The document outlines the key components of an effective PR strategy, including defining objectives, identifying target audiences, crafting appropriate messages for each audience, selecting communication methods, establishing a timeline and budget, anticipating potential issues, and planning evaluation metrics. An effective PR strategy ensures activities are coordinated to help achieve organizational goals by managing reputation and building relationships with priority stakeholders.

Uploaded by

Shriram Deshpande
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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PR SRATEGY

Definitions of strategy:
1. The art of war;
2. The management of an army or armies in a campaign;
3. A plan or action or policy in business, politics etc.

Why do you need a PR strategy?

• To complement the overall business plan of an organisation


• To identify ways in which PR can help achieve an organisations objectives
• To focus and manage all the communications of an organisation
• To ensure maximum benefit from all PR activities
• It can also help educate those within an organisation about the value of
PR
PR is more than simply producing publicity material. An
organization is only as strong as its reputation. The PR
function is to manage that reputation.

Questions a PR strategy should answer

– Where are we now?


– Where do we want to be?
– To whom are we talking (audiences)?
– What do we want them to do?
– Why do we want them to do it?
– What are we going to say to them (messages)?
– Where are we going to reach them?
– When are we going to reach them?
– Which techniques (methods) are we going to use?
– How much are we going to spend?
– What if there are unforeseen problems?
– How did we do?

Where are we now?

• PR practice should ideally be driven by research and analysis


• Carry out some research amongst your key audiences
• Can be simple questionnaires or telephone calls
• Analyze your results
• Are their perceptions of your organization correct?
• For example, audience x is not aware of your services, group y is confused
about what you do, etc.
• Summarize where your organization is now (you can include personal
observations here)

Where do we want to be?

• Get management input here – this should be in line with the overall
strategy of an organization but also identify ways in which PR can help
specifically
• Keep this realistic but visionary (the whole world being aware of your
company is not realistic unless you are Coca Cola, for example)
• You want group x to know you exist;
• You want group y to sign up for some of your services
• You want the media to publish your news releases
• You want to help secure future government funding etc.

Audiences: To whom are we talking?

• PR objectives are nearly always about influencing someone either to take


action or not to take action, the action having some effect on an
organization
• Identifying target audiences is a vital part of a strategy – if you are not
talking to the right people, you may as well forget it!
• The person or persons (public) being targeted become the target audience
(e.g. suppliers, customers, shareholders etc.)
• Identify the smallest possible groupings of individuals for maximum effect
• Once identified, audiences should be prioritized

What do we want them to do & why do we want them to do it?

• Once audiences are listed (as primary, secondary, etc.) write down what
you want each audience to do and why
• This can be combined with the previous section (listed after each
audience)
• The why will mostly be obvious
• For example, TERENA wants the NRENs in Europe to continue to be
members
• Why? Because it is a membership organization – without the NRENs it
would not exist

Messages: what are we going to say to them?

• In a new section, under each identified audience add statements about


what you should say to each audience in order for them to do what you
want
• Ensure messages are simple statements
• You can list many potential messages here
Remember
• A message must be repeated many times in many different forms in order
to have the desired impact on an audience
• Messages should be tailored to each audience
• Context, tone of voice and choice of language should be considered at all
times
• Don’t bombard audiences with too many messages at once – you may
need to pick a couple of main messages to begin your campaign

Where are we going to reach them?

• You have identified your audiences, key messages for each audience but
where are you going to reach them?
• Some audiences you may have all the data you need in order to reach
them – names, email addresses, postal address etc.
• But, there may be some audiences you do not have any details of
• You therefore will need to use specific methods of communication that
can help you reach them
• For example, perhaps you can reach them by placing stories in the
magazines they read (media relations)

Timing: When are we going to reach them?

• Timing is very important


• Link specific PR activities to fixed events in the corporate calendar
• There’s no point in issuing a news release days after an event
• It is important to include milestones and deadlines here as well (e.g. draft
text, edit text, meet designer, first proofs, etc.)

Which methods of communication are we going to use?

• Decide what you are going to do in order to convey your key messages to
your key audiences (brochures, news releases, videos, etc.) but...
• Ensure you are using the right methods to reach each target audience
• DO NOT decide on the methods of communication before you have
identified audiences and messages – this is a very common mistake
• One size does not necessarily fit all
• Remember you will need to repeat key messages in several different
forms in order to get the desired response
• Also remember you cannot target specific audiences via a website

How much are we going to spend?

- Unfortunately we all have budget constraints which will have an effect on


the methods of communication that we can use
- Budget (wo)man hours as well as include design, printing, mailing costs
etc.
- Allows you to know your limitations, set priorities and plan in advance
- It means no nasty surprises for your managers

What if there are unforeseen problems?

• This helps focus the mind on potential things can (and do) go wrong
• Brainstorm with managers, colleagues etc.
• Perhaps your software doesn’t work on windows; your server can’t cope
with the number of increased hits on your website etc.
• Think how to deal with potential problems
• Contingency planning is vital!

How did we do - measurement and evaluation?

• You cannot possibly know if your campaign is successful unless you


measure your success somehow
• Set measures (before embarking on a campaign)
• They can be as simple as:
– Number of hits/unique visitors on your website
– Media coverage (opportunities to see; positive versus negative;
etc.)
– Increased demand for services
– New contacts made
– Output (news releases, publicity material developed, etc.)
Conclusion

- Every organisation can improve its PR, particularly if you plan ahead
- A PR strategy helps you plan
- It will indicate what needs to be done and why
- It will help you manage expectations and achieve real, measurable results

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