On the surface, getting a PR strategy from “credible sources in the news media” sounds like a solution already tailored for any brand. And it is realistic. But outside looking in, it can be good enough — but not great.
While building Boost Media agency and working with small business owners, we better understand that a PR strategy shouldn’t be “generic” but that doesn’t mean everyone needs the same strategy. Everyone has different needs and objectives.
Here are key elements to consider when developing a PR strategy:
Know the beginning and the end of the road
A PR strategy best starts with knowing where a brand is headed and why. It is not only a step towards one direction—think about what the goals are for the strategy and how those goals will be met by the strategy either brand awareness, sales promotion, or lead generation.
Find the angle that makes a brand different
Stand out from the crowd—and if there’s one thing that makes us different as people, it’s our different angles on life! So get creative, think outside of the box, and come up with something unique that no one else has ever done before. This will make a brand memorable in a good way.
Be seen by your audience
There are tons of ways to do this—social media, paid ads, podcasts, email campaigns, or cross-promotion—and each option has its advantages and disadvantages. We recommend experimenting with all of these options to see what works best for a business. To achieve maximum exposure, click here.
Measure the impact
This means tracking the number of times the content has been shared on social media, how many people have visited the website, and how many people are subscribing to the email list.
To see results, a business needs to know the targeted results. To figure this out, take a look at the current social media following and what kind of engagement is acquired. This will give an idea of where people are engaging with a brand
Create a timeline
Create a timeline that outlines when to launch each aspect of a PR campaign. This is where to create goals like “Increase downloads by 5% by January,” or “Have 50% more people reading our blog posts by June. It will help keep everything running smoothly so that nothing gets pushed back or forgotten in favor of another aspect of the campaign.
What’s at stake?
A PR strategy is a blueprint for how to best communicate with the target audience. And to squeeze out the best of a well-devised PR strategy, highlighting the competitive advantage or differentiators is a must.
In need of a well-versed PR agency? Check out Boost Media’s resources for developing a winning strategy.