Contents
- What is a PR strategy?
- Why does a company need a PR strategy?
- How to develop an effective PR strategy?
- Common mistakes in developing a PR strategy
What is a PR strategy?
A PR strategy is a long-term plan aimed at developing and maintaining relationships between a brand and its target audience. The target audience (TA) includes not only end consumers but also investors, government bodies, and the public at large. The primary task of a PR strategy is to shape and strengthen the image and reputation of the company.
It is important to note that a PR strategy differs from marketing and advertising strategies. While a marketing strategy focuses on increasing sales and profits, including product development, pricing, and choosing promotion channels, an advertising strategy addresses narrower tasks, such as promoting specific products. In contrast, a PR strategy aims to create a cohesive brand image in the eyes of the public without using direct advertising, instead relying on effective interaction with the target audience.
An example of a successful PR strategy is KFC's approach, which is based on humor and friendly relationships with consumers. When negative feedback about their fries surfaced in Canada, the company created a witty video promising to improve the dish and invited everyone to an online funeral for the old version.
Why does a company need a PR strategy?
A PR strategy helps a brand determine how it wants to be perceived by the public. A clearly formulated plan allows for a focus on priority tasks and helps avoid chaos in PR activities. The main goals of a PR strategy include:
- Increasing brand awareness;
- Improving the company's image and reputation;
- Establishing contact with the audience and informing them about important news;
- Strengthening relationships with existing clients;
- Timely refutation of rumors and response to negative information events;
- Planning interactions with the media;
- Establishing communication with local authorities;
- Attracting partners and investors.
Depending on the goals, budget, and industry specifics, PR departments create a list of tasks. This may include identifying useful journalists and opinion leaders, selecting channels and tools, determining the tone of communication with the press and public, as well as developing crisis management plans.
How to develop an effective PR strategy?
An effective PR strategy begins with an audit of current PR activities and the establishment of goals. This includes analyzing the company's strengths and weaknesses, as well as strategic objectives. For example, if customers have complaints about product quality, PR specialists might set a goal to reduce negative feedback by 75% within a year.
Next, it is essential to study the target audience. The PR strategy should be tailored to a specific group, which affects positioning, messaging, and interaction channels. For instance, if the target audience consists of top managers, informal communication should be avoided, and more serious analytical publications should be used instead.
It is also necessary to analyze competitors to identify their strengths and weaknesses, which will help avoid mistakes and leverage successful practices. After analysis, the company's positioning should be defined, and a key message formulated that will be communicated to the audience. At this stage, communication channels and tools for implementing the strategy are selected.
Finally, it is vital to calculate the budget, develop a PR plan with detailed descriptions of activities, and create a crisis management plan to minimize risks associated with negative situations.
Common mistakes in developing a PR strategy
Common mistakes can occur when developing a PR strategy. First, there can be discrepancies with the marketing strategy. The PR strategy and marketing policy must be aligned; otherwise, they may contradict each other. Second, incorrect assessment of the current situation can lead to strategy ineffectiveness.
It is also important to avoid setting immeasurable objectives. For example, gaining the trust of high-ranking officials is a complex and abstract goal. Instead, specific, measurable goals should be set. Finally, even the most brilliant PR strategy will not yield results without qualified professionals capable of implementing it.