So how can PR work for you?
Thinking strategically not only provides the perfect environment for bottom-line business success but with careful planning, lays the groundwork to avoid potential crises. While it’s natural to want immediate action and quick payoff, devoting adequate time to research and planning will create a PR plan that generates lasting results.
When you hire a PR professional or a public relations agency, your new hire will take time up front to analyze your company’s existing communications efforts, its mission/goals, the organization itself and your key audiences. It’s the quality and depth of this research that provides your PR representative with the necessary knowledge to develop your communications action plan.
Once your PR pro is up to speed, they will work with you and your internal team to establish how the communications program will reach the desired goals and outline each quantifiable and qualitative objective – along with the details, timelines and deadlines for each one.
Then it’s action time. Website is polished. Internal e-newsletters are created. Brochures and media kits are produced. Email strategies are launched. Social media schedules are established. Magazines and periodicals are published. Each piece of the plan strategically works together to spread your message, build frequency and reach your target audience.
As your company sees results from the strategic communications campaign, the best PR pros will then provide you with detailed metrics to show what worked and why. This detailed analysis provides justification for continuing and expanding your PR efforts.
Thinking strategically means going beyond the routine issuing of news releases or postings on social media to become an organic part of the client’s business plan. This proves worthwhile in generating new business and underscores your company’s value to existing clients.