How to plan a successful PR strategy

By clearly defining your objectives, target audiences, call to action and tactics, a good PR strategy helps you reach the right people in the right places using the right messages.

Aligning it to your corporate goals helps to manage your reputation by communicating and building good relationships with stakeholders. In this way, it positions PR within wider organisational decision-making, planning and future direction.

Map out SMART objectives for your PR Strategy

An effective PR strategy sets out clear goals and KPIs or measurements of success. It not only defines your key messages, but also the audiences for whom they are intended and the activities by which they will be communicated to ensure consistency across all channels.

Set objectives that feed back into the delivery of your vision

The best objectives feed back into the delivery of your vision. They could include promoting your contribution to social, economic or environmental benefits, demonstrating the value of your products, services or activities or establishing your organisation as the go-to industry expert. To ensure the PR strategy continues to support your strategic objectives, it should identify relevant technological, political, economic and social changes and assess their impact on your activities

Map out the scope

A PR strategy encompass all forms of formal communication to external and internal audiences. For example, existing and potential customers, suppliers and distribution networks and, of course, employees. It must define the messages that reflect their collective concerns, expertise and interests, and identifies the channels and tactics by which they are reached, whether these are via social media, online and traditional media, websites or events.