Re-evaluating your PR strategy from last year and creating a new plan will allow you to discover the challenges and successes you experienced last year and use them to improve your strategy for this year.
Here are some tips to think about when planning your PR strategy for 2013.
Review last year’s PR strategy
Start your 2013 PR plan by reviewing your PR strategy from last year. In this review you can analyse the challenges you faced and then develop a solution to overcome them this year. You can also think about your successes from last year and determine how to continue achieving success this year.
Another idea is to note down any mistakes you made and talk about the lessons you learnt from them.
By understanding and evaluating what worked and what didn’t last year you can help to create a stronger PR strategy.
Write down the goals you want your PR strategy to achieve this year. They may be personal goals, for example the CEO may want to increase their speaking opportunities by 40 percent in the next six months. They could also be business goals, for example your business may want to increase your media coverage by 50 per cent in the next six months.
Make sure your goals are specific, measurable, achievable, realistic and timely (also known as SMART). This will help you to achieve your goals and measure your success.
Hold a meeting with your team to discuss your PR plan for the year. In this meeting you can discuss your PR goals, review last year’s strategy, brainstorm for new ideas and assign employees to specific tasks.
Involving your employees in your PR plan is a great way to gain new ideas, keep them informed and encourage them to participate in your PR activities.
Position your business
Think about how you want to position your business in 2013. This involves thinking about the key messages you want your target audience to hear and receive.
For example you may want your target audience to see your business as the number one point of contact for products or services in your industry. You then need to determine how your key messages will reflect this and how your target audience will receive this message.
Write down the publications you would really like your business to be featured in this year. Think about the publications you received media coverage in last year and determine where else your business can be featured.
Maybe you want to focus on a different sector of your target audience and will therefore aim to gain media coverage in publications which reflect this.
This is a great way to help you plan your media pitches for 2013.
A content calendar can allow you to plan the articles and blog posts you will write for the next few months. You can put dates against your article ideas to schedule when they will be written. You can also plan out where you will pitch them afterwards. This is a great way to help you organise all your article ideas and plan your content for 2013.
You could also create a content calendar to plan your social media posts for the next few months.
The sooner you start planning your PR strategy for 2013 the sooner you can start achieving results.
What is your PR plan for this year?