How to creÂate a PR strategy that actuÂally works?
When putÂting togethÂer a PR strategy, it’s easy to get overwhelmed.
In an attempt to covÂer all posÂsible bases, you might risk adding too many bells and whistles — while failÂing to add the essenÂtial parts.
The good news: You just need to get the basics right.
And this blog post can help you.
Here we go:
- What Is a PR Strategy and Why Do You Need One?
- The Cost of a Poor PR Strategy
- The Most Common PR Strategy Mistake
- How To Create a PR Strategy That Takes the Cake
- Tips for Developing and Implementing an Effective PR Strategy
- How to Evaluate and Adjust Your PR Strategy Over Time
- PR Resource: More PR Strategies
What Is a PR Strategy and Why Do You Need One?
A PR strategy is a guidÂing prinÂciple helpÂing your organÂisaÂtion estabÂlish and mainÂtain relaÂtions with stakeÂholdÂers, influÂenÂcers, and pubÂlics.
In conÂcrete terms: A PR strategy (also comÂmonly referred to as a comÂmuÂnicÂaÂtions strategy) is a docÂuÂment or presentÂaÂtion outÂlining how your organÂisaÂtion is supÂposed to win three cruÂcial PR assets in today’s comÂpetÂitÂive landscape:
Attention, trust, and loyÂalty are the buildÂing blocks of those relaÂtionÂships the organÂisaÂtion needs to susÂtain itself.
The Cost of a Poor PR Strategy
A poor PR strategy will cost you:
Everything you do or say as an organÂisaÂtion will add or subÂtract from those willÂing to listen, read, or view.
Everything you don’t do or say as an organÂisaÂtion will add or subÂtract from those willÂing to listen, read, or view.
In short:
Whether or not your organÂisaÂtion is actÂively workÂing with PR, every interÂacÂtion and non-interÂacÂtion will add to (or detract from) your brand’s attention‑, trust- and loyÂalty capital.
Some PR proÂfesÂsionÂals subÂscribe to the idea that PR activÂitÂies can be transÂlated into ROI. I think it’s an admirÂable ambiÂtion, but when push comes to shove, the actuÂal cost of havÂing poor pubÂlic relaÂtions is dwindÂling chances of survival:
Not even the greatest empires can last forever with a poor PR strategy. Over time, deteriÂorÂatÂing relaÂtionÂships with stakeÂholdÂers, influÂenÂcers, and pubÂlics will pile up and bring even the mighÂtiÂest of powers down.
The Most Common PR Strategy Mistake
A PR strategy is basicÂally “a docÂuÂment or presentation.”
As such, it mustÂn’t be short. You can add bells and whistles to your PR strategy; perÂhaps you wish to include a long secÂtion describÂing research on your stakeÂholdÂers, influÂenÂcers, and pubÂlics. Perhaps you wish to include a long secÂtion describÂing each priÂorÂitÂised media channel.
That’s fine. But a word to the wise:
Poor PR strategies typÂicÂally lack subÂstance and clarÂity. Few notice this absence because all those “bells and whistles” seem impressÂive and well-documented.
Bells and whistles can be valuÂable in their own right. But always make sure you get the basic PR strategy down first:
How To Identify a Good PR Strategy
Your PR strategy should answer one simple question:
If your PR strategy fails to answer this quesÂtion, it’s just ornaÂmentÂaÂtion (i.e. corÂporÂate cringe).
Learn more: Your Bullshit PR Strategy is Cringe, Sorry
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How To Create a PR Strategy That Takes the Cake
A sucÂcessÂful PR strategy should have three essenÂtial comÂponÂents: anaÂlysÂis, guidÂing prinÂciple, and coherÂent actions:
How to Write a 1‑Page Strategy
My inspirÂaÂtion for writÂing “no-bullÂshit” strategies comes from the clasÂsic Good Strategy, Bad Strategy by Richard Rumelt. The 1‑page strategy focuses on how to win.
Here’s how you can write a 1‑page strategy that fits one page — using the mythÂicÂal battle between David and Goliath as an analogy:
1. Analysis
2. Guiding Principle
3. Coherent Actions
If you write 1 – 2 clear senÂtences per bulÂlet, your strategy should fit nicely on one page.
Read also: The Easy Street PR Strategy: Keep It Simple To Win
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Tips for Developing and Implementing an Effective PR Strategy
A helpÂful approach to forÂmuÂlate a robust PR strategy is to identiÂfy a stuÂpid majorÂity and a smart minorÂity:
PR Strategy: The Stupid Majority
From what conÂverÂsion theÂory tells us, minorÂitÂies tend to hold their opinÂions more firmly. This is reasÂonÂable since going against the majorÂity comes at a highÂer social cost.
But some minorÂitÂies have an addiÂtionÂal advantage:
Some minorÂitÂies of today are the start of the new majorÂitÂies of tomorÂrow (smart minorÂitÂies).
In conÂtrast, some majorÂitÂies have an addiÂtionÂal disadvantage:
Some majorÂitÂies of today will be gone entirely tomorÂrow (stuÂpid majorÂitÂies).
Examples of Stupid Majorities
Stupid majorÂitÂies are to be found everywhere:
“Riding a skateÂboard isn’t a real sport!”
(Stupid majorÂity vs Red Bull)
“Computing is about bits and bytes, not design!”
(Stupid majorÂity vs Apple)
“Websites and apps canÂ’t proÂduce movies and teleÂviÂsion shows!”
(Stupid majorÂity vs Netflix)
“Electric cars canÂ’t comÂpete with gas cars!”
(Stupid majorÂity vs Tesla Motors)
“Hotels must have hotel rooms!”
(Stupid majorÂity vs AirBnB)
“Taxi comÂpanÂies must have taxÂis!”
(Stupid majorÂity vs Uber)
“Media comÂpanÂies must proÂduce media!”
(Stupid majorÂity vs Facebook)
Identifying a stuÂpid majorÂity (and sidÂing with a smart minorÂity) will claÂriÂfy your core mesÂsage and attract highly engaged minorÂity supporters.
Since time’s by your side (the stuÂpid majorÂity will be gone no matÂter what), tarÂgetÂing a stuÂpid majorÂity might become your careerÂ’s most influÂenÂtial PR strategy.
Read also: The Stupid Majority PR Strategy: How Underdogs Dominate
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How to Evaluate and Adjust Your PR Strategy Over Time
It takes time for a new PR strategy to propagÂate through your ecoÂsysÂtem of stakeÂholdÂers, influÂenÂcers, and publics.
Relationships are built on loyÂalty, loyÂalty is built on trust, and trust is built on attenÂtion. It takes time.
Therefore, you shouldn’t strive to change your PR strategy for the sake of change itself. Only change your PR strategy if you’re sure it isn’t working.
How do you know the difference?
Apart from the apparÂent lack of good resÂults, I find it helpÂful to map out sevÂerÂal comÂpetÂitÂors and sumÂmarÂise their PR efforts as 1‑page strategies. This exerÂcise often demonÂstrates who wins and loses the war for attenÂtion, trust, and loyÂalty — right now.
Please supÂport my blog by sharÂing it with othÂer PR- and comÂmuÂnicÂaÂtion proÂfesÂsionÂals. For quesÂtions or PR supÂport, conÂtact me via jerry@​spinfactory.​com.
PR Resource: More PR Strategies
Doctor Spin’s PR Strategies
Make sure to explore a wide variÂety of PR strategies for every difÂferÂent type of situÂation and challenge:
Learn more: How to Create a PR Strategy That Actually Works
đź’ˇ Subscribe and get a free ebook on how to get betÂter PR ideas!