Be strategic

Earlier this week, I attended a PRCA Training session on Planning a Strategic PR Campaign. Hosted by Trevor Morris, FPRCA, Professor in Public Relations at Richmond University, the session covered elements of strategic planning, beginning to end. 

Here Leah Elston-Thompson, senior account executive at technical PR agency Stone Junction, shares some insights on planning a strategic campaign.

When creating a PR strategy, you should first look at internal factors within the organisation — big brands behave differently from challenger brands, for example. You must also consider the market the company operates in, its customers and any other stakeholders. Your campaign shouldn’t only speak to current customers or those who are already converted, but also communicate with those who are neutral about the brand.

When devising a strategy, it is important to look at the bigger picture. Another thing to consider is any external factors that impact a business, including political, economic, social, technical, legal and environmental . You may also want to consider the potential for any crises to arise and plan in advance how you might deal with them.

Your strategy should tie into measurable objectives, both for the overall business — such as profitability, value, size and reputation — and in terms of coverage, attitudes and audience behaviour. These can be divided into outputs, outtakes and outcomes. Your strategy will be tailored to achieve these objectives, considering the audiences, the messaging and the media.

Once you have devised a strategy, you can build a narrative and structure your messaging. This feeds into your individual tactics, be it hard news, soft news or events. Evaluation is also important, to ensure that the objectives have been met.

At Stone Junction, we plan tailored campaign strategies to meet the objectives of each individual client, evaluating and communicating the results regularly. We regularly review our campaigns to ensure our objectives remain closely tied to our client’s business objectives.

If you’re looking for a PR agency that understands and can implement a successful strategy, look no further — e-mail leah@stonejunction.co.uk or call 01785 225416 to say hello.

Leah Elston-Thompson

Stone Junction is a cool technical PR agency based in Stafford. We work for all sorts of businesses, with a particular focus on technology, technical and engineering companies. We like being sent cake and biscuits by clients, journalists and prospects.

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