Sun Tzu once said, “All men can see these tactics whereby I conquer, but what none can see is the strategy out of which victory is evolved.” For any public relations campaign to end in success, an overarching strategy is needed to guide the individual tactics PR professional take when securing press for their clients. When kicking off with a new public relations partner, there are three fundamental pillars that help guide the development of PR strategy: end goals, target audience and key messages. With proven success developing and executing on PR strategies, the BIGteam has some advice on how to turn these pillars into a successful strategy.
“Sound strategy starts with having the right goals.” – Michael Porter
When it comes to public relations strategy, this statement could not ring more true. At BIGfish, our clients’ specific goals guide our tailored PR strategies. Knowing the end destination can help your PR team develop the best path to get there. Is your company in the midst of announcing a new product or looking to secure its place as an industry leader? With specific and measurables, your PR partner can create achievable and timely progress towards reaching your end goals.
For example, Eugene Monroe came to BIGfish with the goal of announcing his advocacy for medical cannabis as an alternative to opioids for chronic pain management, while still an active player in the NFL. The BIGfish team took careful, strategic steps to prepare for the launch of our social media and public relations advocacy campaign on behalf of Eugene. Before launch, we conducted extensive media training, photo and video creation, messaging development and website design and creation. Our 15 month partnership with Eugene has resulted in over 6 billion impressions and Eugene being regarded not only as the first NFL player to openly speak out about this issue, but also a leading medical cannabis advocate and one of the most knowledgeable and well-respected people on the topic.
“Everyone is not your customer.” – Seth Godin
It’s impossible to be everything to everyone. Knowing who your audience will help your PR team determine what media outlets to target and how to shape your message. Looking for investors to notice your company? A PR strategy should focus on telling your growth story and highlighting your team’s deep industry knowledge and insights. Are new customers your target audience? An ideal PR strategy would highlight how your products differ from competitors and make a splash with product announcements and targeted product reviews.
Take BIGclient Iceland Natrually: they came to BIGfish looking to expand North American awareness of Icelandic culture, products and services. With a defined target audience, BIGfish was able to craft a strategy that excited Americans and Canadians about Icelandic culture through engaging social media content, web content, email marketing and public relations. The end result? We’ve developed an online community bigger than the Iceland’s population.
“The art of communication is the language of leadership.” – James Humes
Key messages are crucial to shaping a PR strategy; they help drive content creation and ensure that the overall campaign remains unified. Key messages help promote the overall mission and vision of your company and drive progress towards your goals. A PR strategy will help craft messages that resonate with the public and ensure they are the cornerstones of all outreach and community engagement.
Remaining on message is an important component of furthering your brand identity. BIGclient Ring is one example of how on-message communications can result in an impressive PR campaign. Since the beginning of their partnership, the BIGteam has worked with Ring to position its products as the best preventative security devices available. Remaining on message has helped secure countless positive press hits for over 13 billion potential impressions.
Looking to develop a PR strategy for your brand? Drop us a line and make sure to follow us on twitter at @BIGfishPRfor more public relations insights!