Slide share effective pr

10 steps to creating an effective
PR strategy
Jenny Clark - A Happy PR & Content Manager

By designing a well thought-out PR strategy you can help
strengthen your credibility in the market and attract
new and repeat customers.
A strategy can also have a significant role in building trust around
your brand. By maintaining a positive public image you’ll be
better placed to achieve your business objectives.
To help you create an effective PR strategy we’ve identified the
following 10 key steps to help you create a successful PR plan.
10 steps to creating an effective PR strategy

Determine your public relations goals
Outline what it is that you want to achieve.
These goals can be as few or as many as you
need, but we suggest that 5 is usually a
realistic number.
An example of a goal could be to increase the
brand awareness of your business within a
specific market.

Define your target audience
Determine which groups you want to
communicate with.
Do you require industry support or backing to
promote your business? Who might be affected by
any issues related to your business? Who would
benefit from your product or service?
It’s important to outline your audience for your
strategy to be effective.

Outline your objectives
What is it that you desire from this activity?
What is achievable?
Consider SMART objectives. These are;
• Specific – what do you want to achieve?
• Measurable – how will you measure it?
• Achievable – how will you achieve it within your budget?
• Realistic – Is what you want to achieve realistic with
your resources?
• Timed – What timeframe will you use?
Jenny Clark - A Happy PR Content Manager

What tools and tactics will you use?
Consider how you will use your resources to carry
out your strategy and work towards meeting
your objectives.
You will likely have several tactics per objective.
Your tactics can include a PR launch, PR stunt and
social media platforms.

Highlight key messages
To keep your content relevant and consistent try
to ensure that written content is aligned with your
business’ key messages and values.
This will help contribute to your overall
brand awareness.

Evaluation and measurement are key
Measure whether you are reaching your
objectives. You can do this by evaluating
your activity monthly.
Consider feedback from your audience or can
this be identified by an increase in revenue?
Maybe you’ve noticed an increased positive brand
awareness or industry acknowledgement?
6

Make golden contacts
Take the time to research the best contacts to send
your editorial and press releases to. Journalists or
editors receive hundreds of press releases each day.
Make sure you personalise your emails to ensure that
you stand out from others.
Where possible try to build a relationship with the
press - don’t be afraid to follow up with a phone call
to ensure they have received what you’ve sent.
7

Set a budget
Always set a realistic budget. Include expenses,
staff time, transportation, images, materials, etc
8

Crisis Management Plan
Consider what might happen in the event of a
crisis. A good PR strategy should always plan for
the worst.
To define the most appropriate crisis procedures,
it’s imperative that you consider all possible
negative scenarios.
9

Timing is everything
Launching a new product? Trialling a new
company innovation or a success story that is a
positive reflection of your business?
These are exciting topics for potential customers
but if released at the wrong time an opportunity
could be missed.
By implementing a timeline, you can highlight
when it’s the right time to issue

Using public relations to tap into your audience’s deeper
emotions and needs ignites desire. This is inevitably what
encourages an audience to act, often resulting in making a
purchase decision.
A well thought-out PR strategy can ensure that your
business achieves its goals.
Don’t worry if you’re not sure where to start with your PR strategy.
Take a look at the PR and Content information on our website,
you might find that this inspires you to make your next move
https://happy-creative.co.uk/services/prcontent/.
T: 01253 446933 E: hello@happy-creative.co.uk | www. happy-creative.co.uk
happycreativehq HappyCreative1 @happy_creative

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