A well-planned public relations campaign is a key to every successful businesses’ marketing mix.
There was a time when a good reputation alone – spread by word-of-mouth – was enough to create and maintain a successful company.
Those times, however, are long gone.
More than ever, positive public awareness is vital to a firm’s success and this positive public awareness is best achieved today through a public relations (PR) campaign rather than a traditional advertising strategy alone.
People often confuse PR with advertising, but the two are dramatically different. Simply put, advertising places adverts while PR places news.
Both are designed to generate consumers’ interest in a product, event or service.
Both often use the same media – print, radio and television and the internet/social media. But this is where the similarities end.
An effective PR campaign, which generates favourable exposure through newspapers, magazines, TV, radio and the internet/social media, has a wider reach than other forms of communication.
And the public lends more credibility to articles they read and stories they hear than they do advertisements.
A carefully crafted PR campaign will raise media and consumer awareness of your business that can be measured and that does increase interest and sales.
If you have employed a hardworking and creative agency with excellent media contacts, you will be able to see a return on your investment too.
A recent campaign we worked on for one of our clients showed that for every £1 they spent they received £16 of editorial coverage. They were able to watch their dough rise!
Planning is essential if you want to run a successful and profitable organisation.
But a word of warning, ad hoc PR and marketing can be disastrous and will not launch you or your company on the road to financial stability or success.
So take some time out of your busy schedule to form a sensible plan with aims, action points, methods and desired results and stick to them.
You ought to have a general plan for your business – a planned and systematic approach with goals included for the running of the company. It should have elements of marketing and PR within it too.
For example, your overall business plan should require you to have knowledge of your market and customer and details of how you expect to make sales.
These pointers may be unsophisticated and lack depth but the outline information should be available to you and from this you can create your own PR and marketing plan.
Your plan should be at least a year-long. Though a three-year schedule detailing your aims and your methods, and when you hope to launch and achieve certain goals, would be the best.
But remember you do need to be sure of your return on investment, that your results are measurable and that you have resources (time and money) to put to the plan you have agreed to put in place.
Backers, banks and investors all like to see a sensible PR and marketing plan before they commit to a new venture.
If you are time poor and need assistance with creating a meaningful and impactful PR and marketing plan, we can help. We have extensive expertise in this field.
For a one off fee we can assist in creating a professional, realistic and sensible plan you can then work towards.
When you started your firm I am sure you had a business plan, a set of objectives and targets to reach, an idea of costs and your company’s ethos.
If you’re a marketing professional employed to attract customers and drive sales to a firm then you too should have a plan of action to work from for your employer.
Whatever your role in the business, the reason you are reading this is because you need help working out how to drive your organisation forward and how to use all forms of communication to help.
What you need is a communication strategy to ensure you are clear on what to do when. We create these plans to help our clients secure the best in media coverage and to explore all opportunities.
A PR plan enables you to think about what you want to say about yourself, your company, service or product. It pinpoints the audience you wish to reach, the traditional and social media they read/listen to/watch and what techniques you can use to target them.
We collectively have more than 60 years’ experience in writing PR and social media plans and strategies that are bursting with creativity and story ideas designed to attract the attention of journalists.
We have honed our skills and experience to produce some of the best campaigns around. We only write plans for our clients, but here are the basics for you to use to have a go at writing your own too.
What should be in your plan?
But at the end of the day this is a full-time job so it might be an idea to call in the experts…
Things to remember:
Here are some of the basic things to include: