So you know that your organization needs public relations help, but perhaps you do not really know what is involved with putting together a public relations programs?
If so, you’re not alone! We often get calls from organizations who know that they “need PR” but do not really know what is involved in planning an executing a successful public relations program.
The process of developing and executing an effective public relations program can be labor-intensive, but done correctly, it can be one of the most important and impactful programs in your marketing mix.
We’ve provided this section to give you a brief introduction into the steps that our team at Integrity Public Relations takes in the process of building the highly-effective public relations programs that have made our agency one of the top boutique agencies in the industry.
Identifying Your Goals and Objectives
Before we can determine what your public relations program will be designed to accomplish, we obviously need to know what your goals and objectives are. If you’re a for-profit organization, perhaps you are trying to increase sales, grow market share, or expand your reseller community. If you are a non-profit entity, you may be wanting to grow awareness of the organization and its mission, increase donations and grow your volunteer base.
Regardless of what the specific goals and objectives of your organization are, identifying these at the outset is critical to helping us develop an effective public relations program that will provide the strategies and tactical execution that will help you reach and exceed those goals.
Identifying Your Target Audiences
The key to public relations (and any marketing program, for that matter) is to raise the awareness of your organization and its products and services among specific target audiences. For instance, a non-profit organization may need to build awareness of its mission among potential donors, corporate sponsors and potential volunteers. For-profit companies may need to reach potential customers, industry analysts, investors, government organizations, and potential partners.
Identifying all of the target audiences for your organization is critical so that we can create a program that effectively outreaches to and establishes relationships with the various media and stakeholders that communicate with those target audiences.
Establishing Your Key Messages
Now that we have identified your target audiences, we need to identify the key messages that each of those audiences needs to hear. What messages are going to drive them to take a specific action (i.e. to purchase a product, do donate to your cause, to volunteer their time)?
All of our communications will incorporate those key messages as these are critical to establishing and maintaining the brand messaging. If you were in an elevator with your ideal client and you had 15 seconds to leave them with a few messages that they would remember and associate with your organization, what would they be?
We will work with you to create the key messages that will be incorporated consistently into all of our communications. Those messages will become an integral component to your press releases and other collateral. As the saying goes, “repetition is the mother of all learning”!
Your Campaign Strategy
Now that we know what your goals are, who your various audiences are, and what messages we need to communicate to them, we now need to develop the strategy which we’ll use to execute your public relations program.
The strategy will take into account the publications and channels through which your target audiences seek information. The key messages that we’ve established may also help to identify additional channels through which we’ll plan to communicate.
After creating the strategy, our team will develop the list of tactics that will be employed in your public relations program. The strategy will be designed to help us reach and exceed the goals and objectives of the program in as efficient a manner as possible.
This stage is where the fun happens! The tactical execution stage is where our team of experienced senior-level public relations specialists go to work on behalf of your organization.
We’re writing press releases, pitching media, sending out products for review, and securing impactful media coverage that drives sales, grows awareness and makes a difference for your organization!
During the tactical execution, we’re working closely with your team to ensure that as things change and evolve within your organization, we’re working to keep your audiences informed and continue to keep your organization top-of-mind with your stakeholders. Monthly activity reports and frequent status calls ensure that you’re kept in-the-loop on our activities and that we’re working together to effect change for the benefit of your organization!
Evaluation is an ongoing process throughout our engagement. Each month, your activity reports will reflect our outreach efforts, status of projects and the press coverage that we’ve secured on the behalf of your organization.
We will work with you to develop the evaluation measures that are of the most value to your organization. Based upon the evaluation each month, we will make adjustments to our strategy and tactics to tweak the performance to meet your needs and desires. Not only is the evaluation of our program meant to confirm our accomplishments, but it also serves to reveal where we need to shift our messaging and/or tactics to bring the results of our campaigns in line with your organization’s expectations.