5 STEPS TO A POWERFUL PR STRATEGY
Do you want your PR strategy to engage your audience, boost sales and supercharge your business?
Here’re my 5 steps to creating your own powerful PR strategy.
1. DEFINE YOUR GOALS
Before creating your powerful PR strategy, decide what your goals are. What do you want to achieve in a month, a year or even 5 years? Perhaps you want to raise awareness of your brand, increase turnover or branch out into new areas. Start with a list of goals or aspirations and then narrow them down to one or two key areas. If your PR message is too broad or is all over the place, you are less likely to achieve your desired impact!
2. FIGURE OUT YOUR USP
Your USP (Unique Selling Point) is what makes your business unique or different. What sets you apart from your competition? For example, if you are a Baker based in Bristol, what makes you stand out from other Bakers in Bristol? Perhaps you are a family owned baker of artisan breads or you specialize in French patisserie. What makes your customers choose YOU? Is it your competitive prices, your brilliant customer service, your dedication and experience? Once you have decided what your USP is, make sure it is central to your marketing strategy.
3. KNOW YOUR CUSTOMERS
If you know what your customers want, just give them what they want, right? Sounds easy, doesn’t it? You may not know the inner workings of your customers’ minds, but the closer you are to providing them with what they need or want, the closer you will be to attracting them. If your typical customers are women aged 18–25 who love vintage fashion, then make sure your PR strategy is targeted at this audience.
4. WHAT MEDIA PLATFORMS DO YOUR CUSTOMERS LOVE?
Are your customers or clients big users of social media or do they prefer newspapers, magazines, podcasts, radio or TV? Make sure that your PR efforts are where your audience can be found. What tactics have your competitors used? Create a list of the media outlets and social media platforms that your customers most engage with and ensure that your PR strategy focuses on the right media platforms.
5. PUT YOUR PR STRATEGY IN ACTION
Now that you’ve established your PR goals, refined your USP, figured out your customers’ needs and explored the type of media outlets they enjoy, you can get to work on marketing your business! Consider your angle or story when creating your marketing content, whether it’s a press release, paid advert, social media post or blog. You want your PR efforts to result in action that will enhance your business.
Want to know more about how to deliver a killer PR and communications strategy? I provide training, coaching and support on all things PR!
