The key elements for developing a successful PR programme are as follows:-

1. Marketing Planning
2. Research and Analysis
3. Setting Objectives
4. PR Programme Strategy
5. Programme Implementation

We will now examine each of these in more detail:-

1. Market Planning: a strategic marketing function that is the essential precursor to all activities in the ‘marketing mix’, including PR. The objective is to identify the market sectors and organisations you want to target, as well as position-holders/ personnel within them. Your target audience for PR also includes third parties that may influence the decision to purchase – such as press and other relevant media, trade associations, consultants or other industry advisers, commentators or legislators.

2. Research and analysis: to understand and quantify where possible the awareness and reputation of your business in the market.

The cost of employing an independent market research company one or more times each year may be beyond the budget of many small companies. However, a highly effective strategy is to interview by telephone a selection of 10 to 20 customers and prospects, to find out their views on your business and on competitors, as well as products and services that they value and require. This exercise also demonstrates your concern for good customer service – and you may even pick up some additional sales orders.

Additional information can be provided through a press cuttings service. A service provider will monitor the publications you nominate and send you copies of coverage on your business or competitors, for example. It is very important that you have sight of media coverage on your own business, at the very least, as many customers and prospects will see this information too.

3. Setting Objectives: to set ambitious, achievable targets for the PR programme. You might for example wish to address specific complaints that were commonly voiced by customers during the research phase. Also, you might set targets for the volume of positive media coverage during a set period of time.
This activity includes formulating the precise ‘messages’ that you want to communicate to the market. These might relate to issues of quality, performance, reliability, value or service, for example. These and other issues, and how they are prioritised, should be determined by the genuine attributes of your business and its offerings, as well as the feed-back from the market, determined at the research phase.
It is most helpful to develop concise, specific statements that you and your colleagues can mutually agree as being representative. The ‘messages’ can form the basis for consistent communication in your PR campaigns and associated material, such as that within the press releases that you issue.

4. PR Programme Strategy: A major component of any PR campaign is editorial – to secure coverage on your business, products and services in the press and other media. We are concerned here with editorial - which is ‘free’ and produced or edited by media journalists - rather than with paid advertising. There may be many opportunities to submit editorial material or encourage journalists to write about your business. A successful editorial programme will enable you to secure coverage in a range of publications that would almost certainly be prohibitive to attempt to include in a national industry-wide advertising programme.
It is very important for the success of the programme that whoever undertakes this PR editorial activity on behalf of your business has a very thorough understanding of how the media generally, and each target publication operates. This includes their requirements for news, features and other material, publication lead times, preferred formats for receiving information, such as by fax, post or e-mail, and other information. All information submitted to the media should be written to a standard of professional journalism.
An effective PR campaign comprises far more than press relations alone. There are a wide range of other PR-related activities to generate positive awareness. These might include: facility visits by customers to your premises or to customers’ reference sites, exhibition promotional support, participation at conferences and seminars as a guest speaker, and sponsorship.

5. Implementation: it is critical to the success of your PR programme that it is implemented in a professional manner. A poorly executed or inconsistent campaign that disappoints or confuses customers can have a wholly adverse effect, and may even damage the reputation of your business.

It can be a formidable task for any business to develop, manage and implement a successful PR plan, if you lack experience in this marketing discipline. Many businesses choose the support of a CIM marketing consultancy with PR specialist skills. This ensures them of the expertise that is required, with a highly strategic focus to integrate PR within the ‘marketing mix’. This will ensure you meet the overall marketing objectives you have formulated for the business, to contribute directly to increased revenue and profitability and the ROI, Return On Investment.

The consultancy should have the strategic marketing, promotional and journalism skills that are required. Also, they should offer access to the supporting PR tools and information required in the campaign – such as up-to-date databases of media contacts, exhibitions and trade associations and other organisations that might influence the purchasing decision in the market.

Most consultancies operate on the basis of a monthly fee retainer. Essentially you will pay for their time and any costs related to planning and implementing the programme. This will be based upon an evaluation of your PR needs and opportunities for the business and a proposed allocation by them of the time required each month to provide you with continuing support.

This initial analysis should be presented, after an initial joint briefing meeting, in a short proposal document – delivered to you without cost or obligation – to include proposed budgets for fees and all anticipated expense items.

Alternatively, you may prefer to agree and allocate a budget for a specific PR project – such as to launch a new product or support your presence at an exhibition.

In summary, PR is a well-proven and highly cost-effective method of generating positive awareness, influencing opinion and securing a regular flow of new business leads. It complements all other marketing activities by creating a background of mutual understanding and goodwill as a context for the presentation and selling of your product and service solutions.

REF: REE10706
Copyright Rea-TMA: This document may be copied and distributed subject to the following conditions: 1. All text must be copied without modification and all pages must be included 2. All copies must contain Rea-TMA’s copyright notice

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