PR drives business success, but alas all PR campaigns are not equal. Some are powerful and impactful, driving market presence and sales, but others are either ineffective or worse harbingers of doom for the business. Is your PR strategy delivering the outcomes you envisioned during conception? If you are unsatisfied with the results you’re seeing so far or if you think there is room for improvement, consider these three powerful moves that could potentially propel your PR strategy towards success.
Find and Use the Right PR Strategies
The ultimate key to PR success is strategy. The strategies that bring one brand success might lead to failure for another. To find the right strategy you need to be informed and guided by the right information. This includes information on the brand’s general attainment targets as well as the nature of the market you are aiming to tap into.
The brand’s long term and short term attainment targets will play a significant role in the caliber and type of strategies and tools that you include in your PR strategy. For ambitious targets, you’ll need the more powerful tools available. Additionally, strategies like social media outreach are designed to meet both long and short term goals. Other tools and strategies may be more skewed towards longer or shorter term targets so choose accordingly.
The reality is the perfect PR strategy for each brand is the one that resonates with the target market and brand goals. If the profile of your target market indicates a liking or preference for influencers, for example, your PR strategy needs to include some collaboration with influencers. On the other hand, if the target market is averse to influencers you should ensure that they are not included in the strategy. Follow this approach for all other strategies and tools you intend to integrate into your PR strategy. Additionally, you should ensure that consumer touch points are fully addressed in the PR content you produce. Of course all of this means you must know your target market very well.
Integrate PR Into Other Business Elements
All aspects of your business should operate in harmony with your PR strategy. This means the strategy must be the product of a collaborative and consultative approach and the final strategy must be shared with all staff. Importantly, staff should buy-in to the brand image that the strategy seeks to establish and maintain. When a clear ethos and personality is maintained throughout the brand’s operations, people in the target market are more likely to be impressed and make the transition to loyal customers.
Keep Tabs on the Key Indicators of PR Success
If you are able to keep your finger of your PR strategy’s pulse you’ll be able to know when the impact is waning or climbing. This is important because you can then decide when to rethink, retool or refresh your strategy. To do this you need to collect feedback from your target market and also retrieve data on the performance of your online presence.
Surveys and feedback forms, which, of course, can be conveniently delivered through digital methods are very useful when you want to get a good picture of how your PR strategy is impacting the target market.
Online traffic figures, brand mentions, conversion rates and the general health of your online presence also help to show how well PR is working. The number of active backlinks, and forward shares associated with your posts are also great indicators of an effective PR campaign.
With this data at your fingertips you can make the changes that may be necessary, including a complete overhaul if it comes to it, to ensure that your PR campaign does what you want it to do.