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Public relations is growing in importance as a marketing tool and is now consider a critical component in helping marketers reach their marketing objectives. It's important to have a basic understanding of public relations, so you can implement it into your marketing mix.
When planning your PR activities for the year, as a general rule, consider the full year ahead, plan for six months, and expect to revise after three months. Like most business activities, PR requires flexibility and a recognition that things will change over time. However, there are a number of factors that'll make a measurable difference to your company's success if you take them into account at this early stage.
Assess & PlanFirst, review the past year in terms of PR activity. If your business received media attention last year, review the resulting coverage with an analytical eye. Determine the angles and pitches that worked well and resulted in positive coverage. Take note of which journalists reported in your favor and which didn't. Look at the overall amount of positive, negative or neutral coverage you received. If you subscribed to a media measurement service, assess the results of your campaigns and, if possible, compare your progress against your competitors.
Next, consider your overall business objectives, and use these as a basis for developing your key media messages. Make sure that what you say and how you say it reflects what you're trying to achieve. Your messages will form the backbone of your communication activity for the year.
Finally, develop a plan of attack. Review your business plan through the eyes of a journalist--what would be of interest to your customers or investors? Identify potential media opportunities that could occur during the year, such as product launches, expansion activities and new service offerings, and develop a calendar that lists the events. If you can, try to organize major news events to create the most buzz. For instance, if your company is introducing a new line of beach apparel, time the launch in the spring to coincide with warming temperatures.
Always remember to put your goals and objectives in writing so you can refer back to them throughout the year and evaluate your success.
Tools & TacticsOnce you've sketched out your plans for the year, it's time to consider the activities that'll enable you to achieve your objectives.
Planning your PR strategy now will not only help generate new ideas and opportunities for you and your business to shine, it'll give you peace of mind in your day-to-day operations. While PR plans are always subject to change, planning ahead will enable you to stick to your overall goals and maintain your focus.
A public relations marketing plan is about publicity. Not to be confused with a public relations campaign.