What do you want to achieve?
From the outset ensure you understand what your objectives are from a PR campaign and that those objective are SMART – Specific, Measurable, Achievable and Time bound – and you know exactly what the desired outcome is for each one is.
Who is your organisation trying to talk to?
Identifying the people you want to communicate with as important as deciding what message you are communicating and will need careful consideration.
Some audiences may have high interest but low power; for example someone may be really interested in your product but have no decision making or influence around purchasing say or they could have lots of purchasing power but are not currently interested in you or your products at all. Understanding this will help you prioritise.
What do you want to say?
It is important to communicate your key messages to your audience and the core things you want them to know and remember about you. They form the foundation of any communications plan and should be reinforced in all your communications such as press releases, newsletters, website content and marketing material. The more your customers hear them, the more likely they are to remember them and react.
How to communicate?
Different communication channels or tools to reach different people. Some people like to read newspapers, others download information online or utilise social media, the more outlets and channels you use the more chance you have of being heard.
What are your timescales?
Research has shown if you put timescales next to your objectives then there is a far greater chance you will achieve them. Once you know how much time you have, you can work backwards to see what can be achieved.
What is your budget?
The amount of time, budget and resources you have will impact greatly on your objectives – what can you realistically achieve in the allocated timeframe? If you do need additional help from liaising with the media, negotiating advertising prices or planning the event, then come and speak to us.
How will your success be monitored?
- Evaluation is an important part of any PR campaign and is a measure to gauge whether all your objectives have been achieved.
- As an organisation we adhere to the Barcelona Principles of PR evaluation. Click here to find out more about PR evaluation.
- Every organisation is different, which is why all our PR campaigns and strategies are specific your organisation and your objectives.
- So whether you want to raise your profile, educate audiences, launch a new product or access a new international market – we have the tools in place to communicate your messages. Whatever your size, we can offer you the support you need.