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How can you create a PR strategy that is both proactive and reactive for business services?

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A PR strategy is a plan that helps you communicate effectively with your target audience, media, and stakeholders. It can help you build your reputation, increase your visibility, and achieve your business goals. However, a PR strategy is not a one-size-fits-all solution. You need to tailor it to your specific industry, market, and objectives. Moreover, you need to be prepared for both proactive and reactive PR scenarios. Proactive PR means creating and distributing positive stories and messages that showcase your value proposition, expertise, and achievements. Reactive PR means responding to negative situations, such as crises, complaints, or controversies, that could harm your reputation or trust. In this article, you will learn how to create a PR strategy that is both proactive and reactive for business services.

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Kristel Whitty-Ersan-MBA

Founding Member-Director of Public Relations-Happy Joe’s Pizza & Ice Cream Parlors

1 Define your objectives

The first step in creating a PR strategy is to define your objectives. What do you want to achieve with your PR efforts? How do they align with your overall business goals and vision? How will you measure your success and impact? Your objectives should be SMART: specific, measurable, achievable, relevant, and time-bound. For example, you might want to increase your brand awareness, generate more leads, establish your thought leadership, or improve your customer satisfaction.

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Mark Anning

Media Manager, Photographer, Journalist, Publisher
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If you don't know where you're going it doesn't matter which road you take, said the Cat to Alice. Start with the objective, work out what steps need to be taken to set every thing in place to make it so, then it's off to work we go. ;)

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2 Identify your audience

The next step is to identify your audience. Who are the people you want to reach and influence with your PR messages? What are their needs, preferences, challenges, and motivations? How do they consume and share information? How can you segment them into different groups based on their characteristics and behaviors? You can use various tools and methods to research and analyze your audience, such as surveys, interviews, focus groups, social media analytics, or customer personas.

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Kristel Whitty-Ersan-MBA

Founding Member-Director of Public Relations-Happy Joe’s Pizza & Ice Cream Parlors
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Agreed. Identifying your audience is extremely important and we can’t forget about the internal audience, which is our employees/team members. Messages need to resonate with them so they can uphold the culture of the company. Many people forget that their internal staff, and even vendors, our segments of their audience keeping them in mind when preparing your PR. Messages is a wise move.

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3 Craft your key messages

The third step is to craft your key messages. These are the core ideas and statements that you want to convey to your audience. They should highlight your unique selling proposition, your values, your benefits, and your differentiators. Your key messages should be clear, concise, consistent, and compelling. They should also be tailored to each audience segment and media channel. You can use the message house model to structure your key messages into one overarching message and three supporting messages.

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4 Choose your tactics and channels

The fourth step is to choose your tactics and channels. These are the ways and means you will use to deliver your key messages to your audience. You can use a mix of owned, earned, shared, and paid media to reach your audience at different stages of their journey. Owned media are the platforms and assets that you control, such as your website, blog, newsletter, or podcast. Earned media are the coverage and mentions that you get from third-party sources, such as journalists, bloggers, influencers, or analysts. Shared media are the platforms and networks that you use to engage with your audience and amplify your reach, such as social media, forums, or online communities. Paid media are the placements and ads that you buy to boost your visibility and conversions, such as sponsored posts, banner ads, or native ads.

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5 Plan your proactive PR activities

The fifth step is to plan your proactive PR activities. These are the actions and initiatives that you take to create and distribute positive stories and messages about your business services. You can use various tools and techniques to generate and pitch your stories, such as press releases, media kits, case studies, white papers, webinars, or events. You can also use content marketing, influencer marketing, social media marketing, or email marketing to promote and share your stories. You should create a PR calendar to schedule and coordinate your proactive PR activities and align them with your objectives, audience, messages, and channels.

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6 Prepare for your reactive PR situations

The sixth and final step is to prepare for your reactive PR situations. These are the scenarios and events that you have to respond to, especially when they are negative or unexpected. You can use various strategies and methods to handle and mitigate your reactive PR situations, such as crisis management, issue management, reputation management, or apology management. You should create a PR crisis plan to outline your roles, responsibilities, procedures, and protocols for dealing with a PR crisis. You should also monitor and evaluate your PR performance and feedback to identify and address any potential or emerging issues.

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Kristel Whitty-Ersan-MBA

Founding Member-Director of Public Relations-Happy Joe’s Pizza & Ice Cream Parlors
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Agreed. I especially like a very transparent approach to reactive PR. Trust is large part of customer retention. Most of the population can relate to circumstances that do not go as planned. Owning the problem and committing to a 360 degree solution that addresses the issue. I am also in favor of utilizing loyal consumers as a sounding board to anticipate their needs and opportunities to improve.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Kristel Whitty-Ersan-MBA

Founding Member-Director of Public Relations-Happy Joe’s Pizza & Ice Cream Parlors
(已编辑)
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In addition, the crafting of PR message should come from the heart of the culture and DNA of the company. Well written, slick PR messaging that is not rooted to the core of what the company does and believes won’t work. PR messaging should be authentic and exemplify the full circle of a ccompanies mission.

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How can you create a PR strategy that is both proactive and reactive for business services?

1

2

3

4

5

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1 Define your objectives

2 Identify your audience

3 Craft your key messages

4 Choose your tactics and channels

5 Plan your proactive PR activities

6 Prepare for your reactive PR situations

7 Here’s what else to consider

Business Services

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How can you create a PR strategy that is both proactive and reactive for business services?

1

2

3

4

5

6

7

1 Define your objectives

2 Identify your audience

3 Craft your key messages

4 Choose your tactics and channels

5 Plan your proactive PR activities

6 Prepare for your reactive PR situations

7 Here’s what else to consider

Business Services

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