1. Goals and objectives
Most often, a PR strategy is based on the business or a company executive's needs, if we are talking about personal PR. For example, increasing brand awareness, knowledge about a specific product, and attracting investors — these are the goals that should lead us to the final measurable result in a specific period. Usually, the strategy needs to be built for at least one year, but it can be longer or vice versa. For this timeframe you determine what actions will help you achieve your goal: publications in the media, participation in industry events, etc. For example, if our goal is to increase brand awareness globally or in new locations, we need to focus on publications in local media, and cooperate with local influencers — these will be the main PR tasks.
2. Target audience and competitors
PR always has a final consumer. It’s vital to find out who exactly we are targeting: living location, type of work, personal and professional interests, and most important: what your brand can propose to this audience. This is about the principle of offer and demand. First of all, we determine our audience and after that, we make a unique proposal for this audience.
In addition to audience analysis, you need to study the brand's closest competitors and their behavior in the media space. These can be - their featured articles, tone of voice, position in the media field, publications, and speeches. Based on this analysis, determine what sets you apart from your competitors, and where you can improve.
3. Problem solving tools and communication channels
PR tools largely determine the points of contact with the focus audience. There are many mechanisms for interacting with potential customers, so it is important to pay attention to the channels your audience is more used to. These can be divided into own and general channels, as well as paid and free platforms. It is important to remember that each channel has its own communication format. Also, you need to analyze which information your audience consumes (online or print publications, Facebook, Instagram), which media they prefer, and also analyze the tools of competitors. Only after that, set goals for each channel and tool, and use them systematically and individually, and not just copy the same information from different sources.
4. Positioning and key messages
The positioning of the company is the first perception of its consumer. It affects brand awareness, audience loyalty, credibility, and other aspects. In the case of PR, a company can create and establish positioning through key messages. In other words, this is a specific message that the company conveys to its audience. It can be used in publications, speaker presentations, sponsorship integrations, and any other company communications. Basically, key messages contain a brand concept, values, competitive advantages, and slogan.
5. SWOT analysis and PR plan
SWOT analysis will help to discover the landscape around your company - strengths and weaknesses, market opportunities, and risk factors. So you can assess the prospects for promotion and be ready for possible challenges. After the SWOT analysis, you can create a PR plan with specific tasks and deadlines.