How to Develop Your Next Public Relations Strategy
Before you can begin crafting a marketing or public relations strategy for your business, it’s important you look at the big picture. You should ask yourself the following questions when reflecting on your past PR campaigns:
- What were your goals?
- Did you succeed?
- What worked well?
- What didn’t?
Once you have taken the time to investigate and answer those questions you can start developing the next set of objectives you want to achieve for your business. During this process it is important to keep in mind that your goals should be SMART: Specific, Measurable, Attainable, Relevant and Timely. Once you have determined your goals, you can create a marketing strategy and put a plan into action.
How do you create a marketing strategy or public relations plan?
- Determine your resources.How much time and money do you have to put into promoting your company? Do you have a budget to outsource to a public relations firm? If so, here is a great guide for choosing a PR agency to work with.
- Research what’s working well for others.If your goal is to increase your social media followers by a certain percentage, study thriving Facebook pages or Twitter accounts to see what tactics they’re using that you could try.
- Study public relations and marketing trends.Stay up to date on the latest trends by registering for newsletters with the industry leaders and occasionally researching online. In addition, keep your eyes and ears open as you read the news or scroll through your Facebook newsfeed; you never know when you’ll see something that could spark a creative marketing strategy for your business!
- Measure success.It is essential that you watch for results, but remember it’s not going to happen overnight. A good time to re-evaluate your public relations plan is every 6 months so you can clearly see what’s been working and what hasn’t been. This way you can capitalize on areas where you’ve been having the greatest success and stop using resources where there has been little to no contribution to your goals.
Through reflection on past experiences, developing SMART goals and following the four step planning process your next marketing and public relations campaign is sure to be a success!
Written by Erika Taylor Montgomery
Tags: Public Relations Strategy