Creating the Perfect Public Relations and Communication Strategy
A public relations and communication strategy is the roadmap to receiving publicity. Getting media to cover your business needs to be a strategic process. When you understand this, you don’t have to hope for publicity. You can plan for it.
Have you ever wondered how more people can know about your business? How can it be positioned as a thought-leader to the media? What image should it portray to the public? The answers lie in the PR and communication strategy of your business.
Here are key points on creating the perfect strategy:
- Research and examine the business and industry
- Get to know and understand your target audience
- Find relevant media platforms for the business
- Know the art of pitching your content to the media
What is pr and communication?
Public relations is about building and maintaining a positive public image. It is creating a favourable brand reputation for all stakeholders. Communication is sending the right messages to the right place and people.
There are two components of PR and Communication: positive storytelling and negative damage-control. The storytelling helps portray the business in a positive light. The damage-control side mitigates any damage that could weaken the company’s reputation.
In short, PR and communication is the art of managing information – whether good or bad. The purpose is to shape public opinion in the company’s favour. It includes creating press releases, social media messages and in-person engagements.
These efforts help forge a relationship between the business, its client, and the public. They also increase sales and awareness of the company.
Research and examine the business and industry
When creating an effective strategy, begin with doing some research. Research must be at the forefront of any decision-making. Most importantly if you want to set yourself apart from your competitors. It will enable you to examine and understand the organization better. Its goals and its target market.
Research establishes a foundation for any public Relations and communication strategy. It will bring out positive and innovative angles for publicity. The angles should be translated into valid topics that will interest the public. Research also enables the business to engage in dialogues with the public. It allows for the preparation of change and analysis of industry trends.
Get to know and understand your target audience
It is essential to know and define your target audience from the get-go. These are people who might be interested in your business. They are the people who will connect with your cause. Or even care about what you have to say.
List the set of characteristics or demographics of your ideal audience. Include things such as behaviour patterns and personal preferences. Understanding your audience is essential for the success of the strategy.
Knowing your audience allows you to tailor your messages and stories. You will be able to relate and resonate with them. It will build trust and foster loyalty for your brand.
Find relevant media platforms for the business
You are now familiar with the business. You know who your target audience is. So, what is the next? Map out the relevant media platforms for your business. Loads of media would feature your business. Some of them may lead to more sales and exposure than others. But who are they?
Identify newspapers, magazines, radio and television show relevant to your business. It is a waste of resources to get earned media that does not reach your target audience. Therefore, you must research the ideal media platforms.
Start with platforms that you frequent or that report on your industry. Also, target media outlets your competitors have won media coverage. Then identify the journalists or producers at these platforms.
Know the art of pitching your content to the media
For the media to cover your story, it must be newsworthy. Unpaid or earned media dislike content that doesn’t benefit their audience. They are hardly interested in what the business does. They focus on the value you provide the public.
The media likes uncovering solutions to problems faced by their audience. Convince them that your business solves problems, and you will earn coverage. Your pitch shouldn’t be a way to brag about your company to the public. Media outlets will not cover it because that’s free advertising. They will most likely direct you to the sales team so you can buy advertising.
Every business can plan for favourable media coverage. A public relations and Communication strategy is a guide for effective communication. It is a way of creating a voice for the business that connects with its audience. Good luck in enhancing your PR and communication strategy.
Remember that there is an easy way to bypass all this hard work. Hire a digital marketing and PR agency such as AZALE Communications. We have been doing this for many years. AZALE has experience and expertise in bringing about online and media visibility for any business. You should send an email to info@azalecomms.co.za. We will be delighted to assist.
