By Alan Graner
A public relations strategy lays out a roadmap of where your company is going, how it will get there, and how to determine if you’re successful.
Here are some factors to consider.
What is your budget?
Is your budget realistic for achieving your objectives and goals? If not, what scaled-back strategies and tactics deliver the most bang for your buck?
What is your positioning?
How do you want the marketplace to view you?
- The industry leader
- The low-price leader
- The on-time company
- The technical innovator
- The can-do people.
Your positioning should define the marketing niche you want to fill. It will also form the bedrock for all your messaging.
Who exactly are you trying to influence?
It’s not enough to say “every freight company that uses trucks.” Are you targeting long haul? Short haul? Are they national? Regional? Citywide? Does your ideal company budget $1 million annually for shipping? $10,000? The finer you can define your target market the more powerful your message will be.
What is your key message?
Your key message should answer three basic questions:
- Why do prospects need your products and/or services?
- Why should they buy from your client rather than from competitors?
- What’s in it for them?
Have you defined your SMART objectives?
SMART is an acronym for achieving successful PR campaign. It should be:
Specific. It addresses real world opportunities and problems.
Measurable. It includes milestones and end results.
Achievable. Have you established real-world objectives or are they pie-in-the-sky that defy success?
Realistic. Do you have the resources and the capacity to reach your goals?
Timed. When will your campaign begin, when will it end, and what happens in between?
Have you developed an effective media plan?
Will you use traditional media such as newspapers, local media, trade publications? Or social media like Facebook, Twitter and podcasts? A combination of both? Do you know which media most effectively reach your target audiences? Have you established relationships with key editors, analysts and influencers?
What are your tactics?
In addition to media relations, what are the best tactics for delivering your key message(s) to your targeted audience(s):
- Public speaking?
- White papers?
- YouTube videos?
- Press releases?
How will you measure success?
What criteria determine success:
- Website traffic?
- Google rankings?
- Brand awareness?
Without properly measuring your objectives you have no idea if your PR campaign is working.
What would you add?
Alan Graner is Chief Creative Officer at Daly-Swartz Public Relations, an Orange County, CA business public relations and marketing content firm. For content that makes you stand out from the crowd, email Jeffrey Swartz at firstname.lastname@example.org. Or visit www.dsprel.com.