For the last couple months, we have been talking about avoiding summer PR slowdown and planning out your business communications for the fall. But we’ve never truly gotten to the bottom of it or gave any directions. Today we’re going to discuss PR strategy and what you can do during August to ease your mind for September, knowing that everything’s set and good to go.
“There is only one thing in the world worse than being talked about, and that is not being talked about.” – Oscar Wilde
All right, first question to ask yourself: What am I communicating for? – Is it to raise funds? Get partnerships? Develop your product notoriety? Generate sales and leads? You need to set business goals in order to design and drive your PR campaign efficiently. We can’t really guide you as goals change according to your business development stage but we can give you some leads: 7 goals to help your startup craft a more targeted pr strategy
Now that you have sketched a path towards communication greatness, it’s time to get to the objectives. “Hum… aren’t goals and objectives the same? Seriously? What kind of blog post is this?” you might ask. You’re right, they are almost the same. The difference is that objectives should be measurable. Let’s say that your goal is to develop your brand notoriety. How do you measure that? How do you know you’re getting there? Well, that’s where a result-oriented reasoning is necessary. Here’s an example: To increase my brand notoriety, I need to reach 13,000+ followers on Tweeter, 10,000+ fans on Facebook, 150,000+ views on my YouTube channel and at least 2 publications in different media before November 30th, 2015.
Great. You’ve defined your goals, your objectives to get there but a question remains: who am I talking to? Who will listen to my story and help my business grow? Let’s target your audience. Probably the most important thing in PR is timing (we’ll get there soon enough, don’t worry). You need to frame your audience before writing any content. Otherwise, “creating a content strategy without a clear understanding of your audience is a bit like setting a boat adrift without navigational tools” – Forbes.
Our friends at Forbes wrote a brilliant piece about Decoding Your Target in 6 steps. This should be inspiring.
We briefly spoke earlier about timing as one of the most important things in PR. Well, let’s just say this is the most important (and hardest) concept in PR. When should I release my news? Timing is everything and will set your communication toward success or a flop. Basically, you want to give the writer enough time to report, but you don’t want to pitch the idea too soon that the writer forgets about it by the time your company launches or announces the news officially.
Here are some tips on Timing Your Press Release Distribution Perfectly
We hope these directions will guide you well enough to develop a kickass communication strategy for the fall. As you can see, PR doesn’t take five minutes. Unless you use PressKing of course. We provide you with the necessary tools to quickly create your content, schedule your press releases distribution and reach the relevant audience. See you soon!