3 steps for an effective PR plan
To achieve optimal results in sales and marketing, strategic planning and clear goals are essential. PR is no different. A strong plan is crucial for obtaining the best earned media results over time. While ad-hoc work is sometimes necessary, strategic PR planning is paramount.?
Here are three important steps for an effective PR plan:
??Define objectives
Begin by considering your business goals and ensuring your marketing strategy aligns with them. Once this alignment is established, determine how PR can support your marketing efforts and help your company achieve its business objectives. With clear PR goals, you can start strategizing on how to achieve success — deciding what actions to take and how frequently.?
While the number of media hits is a common objective, there are many other possibilities. Some organizations aim for articles that enhance employer branding, others focus on building thought leadership, gaining TV publicity, or changing public narratives within their field.
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??Invest time in media analysis
Creating an effective PR plan requires a deep understanding of the media landscape and the topics journalists cover. Additionally, you need to know the type of media coverage your competitors are receiving. Read key media outlets relevant to your company and analyze their articles. This analysis will inform you about the topics journalists are addressing, potential PR angles that might be effective, and new contributions you can make to the conversation.?
Identifying the most relevant journalists is another crucial part of media analysis. Avoid sending press releases and pitches to hundreds of journalists and hoping for the best. Instead, find the most pertinent journalists and offer them relevant stories — this is the best way to build strong media relations.
?? Create a pool of topics
Once you understand your goals and how you can stand out from the competition, start developing concrete topic ideas. We recommend that companies always have clear story angles planned for the next six months. While you might not use all these ideas, having them helps you execute campaigns and reach your goals. Proactive planning is vital in PR, but you should always have concrete and usable story topics ready for the coming months.