Laying out the PR Strategy Plan: What Is It and Why Every Public Relations Agency Should Create One
Whenever we at JMG PR begin working with a new startup company, the first order of business is creating a detailed PR strategy plan for our client. While the plan is not a unique concept by any means, it is an essential part of any public relations agencies toolbox. The purpose of the plan, when working with any type of business, is to have an overall picture of how you’re going to take your client to the next level. In essence, it is a roadmap that starts off with where the business or brand currently stands, and forecasts where they want to be.
As a PR firm for start-ups, we know change happens quickly that’s why when we create a plan it’s never truly set in stone. We know there are going to be adjustments that need to be made as the company evolves and it’s our goal to help get our clients to that next level. In order to be effective, we know this comprehensive document must be aligned with the overall business objectives for now and for the future.
In looking at what makes a PR strategy plan successful, there are a few target points every public relations agency is going to want to hit, no matter the type of client being represented. So just what will a successful plan do? Consider the following key points:
· Build brand awareness
· Earn the trust of the audience being targeted
· Engage the consumer and instill a sense of excitement for the brand/company
· Position the CEO or someone at the top as a thought leader in their respective field
While the list may seem short, the work that goes into each key point must be well thought out and meticulously executed. The purpose of strategizing isn’t just to create a buzz around one-off events, although that is a part of it, but to ultimately deliver ongoing results that will have a lasting impact on the brand’s reputation.
As a PR firm for startups, our goal is to be the catalyst that takes them to the next level. In order to do that, we must map out the channels our audience not only trusts, but who they turn to when consuming information.
How we do that is through a PR strategy plan, which is then broken down even further into long and short-term goals. By looking at the overall picture, we’re able to prioritize what needs to roll out sooner rather than later, and conceptualize the best way in which to deliver the most impact.
When it comes to short-term planning we look at what’s happening now. What are the immediate needs of the company? For instance, do they have a funding announcement, or a new product they’re about to launch? Short term planning focuses in on the immediate period and engages in processes that will bring results now. Because of the time frame, and the need for a quick turnaround, these become higher on the list of priorities. That doesn’t make any of the other goals we’ve set any less important, it just means that our outreach must happen at a faster pace.
All stories much be newsworthy or they won’t generate engagement. With certain media outlets outreach might take a bit longer than others, if time is of the essence, it’s important to know which ones will best serve your clients needs.
For instance, if the goal is to generate buzz around a new product that’s about to launch, then the focus would be on media outlets that generate content on-line rather than target print which does not deliver instant results. Another great source to outreach when it comes to short-term planning are podcasts; they are readily available to listeners and easily accessible to create.
When it comes to the larger media placements, they often take a bit longer to outreach and so we place those into the long-term strategy category. It’s here where we focus on the achievements for the projected future and this usually consists of the overall goals of the organization.
By having a long term strategy, we’re laying the groundwork for brands to achieve the results needed to get them to that next level. Benefits of long-term planning include:
· Building up a company’s profile – repetition is key and through continuous media coverage we are laying the foundation for our clients to become positioned as thought leaders in their respective field.
· Developing relationships with journalists – while brands need to form these relationships to get in front of an audience, they can also become a journalist’s go-to source when an expert opinion is needed.
· Securing media coverage – many publications have deadlines months before their pub date, while others have a ton of content already in-house, their next available space isn’t for a while. Knowing this ahead of time gives you a clearer vision of the best time, and topics, to pitch for your client.
While each public relations agency usually creates a PR strategy that best works for them, the overall goal of this internal document is to detail the stories and content we intend to create, ensure the brand’s key messages are clear, along with any additional information an audience should know, and schedule how, and when, to execute so that we can generate the most impact for our client.
-Jenna