Developing PR activities without a PR plan will not be successful or will be less successful. A PR plan is a long-term plan in which the PR strategy is recorded. The PR plan consists of an umbrella goal and concrete objectives, tasks and deadlines. All of this must be feasible and measurable.
Too often, the PR approach is sent out into the world in the form of media interviews, presentations and press releases. That must and can be done differently.
Traditional market research
Traditional market research is no longer sufficient to serve as the basis for a PR plan. With today's social media, so much data is processed and people can be informed about target groups, wishes and complaints.
SWOT analysis
Start with the well-known SWOT analysis. SWOT means Strengths, Weaknesses, Opportunities and Threats. In Dutch: strengths, weaknesses, opportunities and threats. This already gives a first impression of the current situation. Once you have identified the current situation, you can determine what can be improved. Is it about increased brand awareness, image improvement or a new product? Clarity about this umbrella idea determines the direction you want to take with PR.
SMART
Once the umbrella objective(s) have been determined, the translation can take place into concrete goals. Make sure that the concrete objectives are measurable and use the well-known SMART system (Specific, Measurable, Acceptable, Realistic and Time-bound).
S Specify the objectives exactly, so that there is no doubt and therefore cannot be measured. This specification provides direction and can be adjusted if necessary.
M the measurable aspects are related to the specification. Measurability provides the opportunity to monitor progress and intervene in a timely manner if necessary.
A There are main objectives and sub-objectives. Both objectives must be ambitious and achievable. If they are feasible, they are also acceptable.
R and if objectives are feasible and acceptable, they are also experienced as realistic.
T No plan without a deadline. Without a deadline it is hopeless. Clarity about the objectives, time frame and time allocation can be aligned.
Define the target group
Reaching the right target group is the starting point. What that target group will look like is the result of answering a number of questions to yourself.
– What does the ideal customer look like?
– What divisions/distinctions do I make?
– What requirements must that content meet?
– What message do I want to convey?
– On which social media can they be found?
– Do I reach the target group with press releases, blogs, influencers, events?
– Do we have an SEO and can I use it?
– etc.
Define the differentiators
Subtly incorporate the differentiating factors into the content with those of the competitors. Don't do this in the form of 'us' and 'them'. For example, write what you value most.
Influencers
Influencers and bloggers often have huge followers. There are those who have more than thousands of followers, but also with more than 100,000 followers. Bringing them in can boost sales of a product.
Flexibility
The PR plan should not be too strict. A certain degree of flexibility must be built in to be able to respond in a timely manner to unforeseen circumstances, new trends and other social media needs. The tactics must then be able to be changed.
Generate demand
PR is an extremely suitable instrument for this. But PR does not stand alone. It is part of marketing and complementary to other areas. As part of the long-term brand awareness strategy, PR works on brand awareness, positioning and sustainable customer loyalty.
Control
Once the PR plan has been fully developed, the activities still to be carried out are monitored. An overview is then essential and provides insights into the progress of the processes. This also offers the opportunity to make adjustments and adapt processes.
Measurability
Measurability must take place during these control phases. There will probably be little adjustment to the successes. As long as that continues, it will catch on. But if cracks appear in the processes, this will become visible through the measurability of the system. Time to adjust then.
