4 Guiding Principles for Building and Implementing a Great PR Strategy

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Often startups think about public relations at launch and soon after. However, public relations is an ongoing effort that must always be kept alive.

Public relations is not just about writing good press releases. It’s about building and maintaining lasting networks and relationships, delivering value to your audience, and telling your brand story in the best possible way.

1. Have a strategy beyond launch

The big launch is a big deal, and many new brands put a lot of effort into executing a big launch. However, not enough effort is put in to maintain the enthusiasm after the launch. A large PR agency is often more concerned with maintaining a groundswell of support and positively influencing consumer behavior through a constant stream of consumer and media content and communication. That’s why working with good PR agencies is essential to developing a strong PR strategy before launch.

A winning public relations strategy must be holistic. You must demonstrate the quality of the work your company does, highlight the milestones covered (or projected), measure the results of the actions, identify which tasks are bearing the most fruit and develop a path of sustained growth with positive visibility.

Thinking strategically in public relations involves thinking long term, which is slightly different from thinking tactically. Tactical thinking involves developing a routine of profitable tasks, for example, posting on social media four times a week, planning a series of blog posts, etc.

Strategic thinking, on the other hand, is based on data. Strategies can be formed by understanding what success will look like for your company, and then charting a long-term, data-backed plan to take the company from where it is to the desired goal. This is what the big public relations agencies know how to do.

Related: 4 Tips for Launching Your First Effective PR Campaign

2. Don’t Just Sell: Absorb Feedback

A winning public relations campaign does more than sell. It focuses on developing a campaign and message that customers can identify with and support. Selling is a consequence of using the right medium to tell the right story to the right audience. The sale is not the focus of public relations campaigns, but it is a valuable tool to measure your success.

A winning PR strategy welcomes feedback and input from critics, clients, and neutrals alike and adapts accordingly to create better results. Most strategies wouldn’t be perfect from the start, but the best PR agencies can adapt the strategy over time to achieve stated goals. Creating a clear two-way communication channel between you and your audience is an essential part of your public relations strategy.

3. Leverage pre-existing relationships

For many newer brands, their PR strategy involves striving to cultivate important media relationships that help them in the long run. However, this effort can seem aggressive and can jeopardize the effort to build a strong network.

One of the benefits of working with a top PR agency is that they offer you access to their strong networks and relationships. Newer brands often have limited networks in the media or influencer space. This is where agencies can help.

Relationships are one of the most powerful tools for an effective public relations campaign. When relationships have been built on trust and credibility over years of working together, they often introduce your brand to new audiences and spaces and endorse your services with a high level of conviction.

Related: Why You Need a PR Agency and How to Choose One Wisely

4. Approach the right platforms with the right story

What is your brand story? What is it about? Is it attractive enough to convince your audience? More importantly, is it attractive enough to attract relevant media organizations? It’s common for new brands to look for features in the biggest publications, but being on the right platforms is much more important than being on the big platforms.

The job of a great PR agency is to identify where their audience is left and tailor their brand story to reach them. Telling a bad story to the right audience or telling a great story to the wrong audience would produce minimal results.

When crafting your brand story, you should start by defining your brand’s mission and personality. The mission must be relevant to your audience and society in general. Your story should also be engaging, relatable, and consistent across all your touch points. Your images, banners, colors, fonts, and graphics are also great ways to add color to your brand story.

Brand stories that are not generic and have a unique flavor or direction always stand out. Newer brands require a forensic PR strategy if they are going to penetrate their industries effectively, this may involve hiring an in-house team of PR experts, but more often than not, it involves hiring an agency. well-connected public relations team to help.

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