The importance of a good PR Strategy

A solid communications strategy has proved essential for businesses over the last few months, to engage and reassure staff, customers and stakeholders. Covid-19 has given people the chance to review their current comms and learn how well they are able to respond in an emergency. 

It’s difficult to predict what will happen over the next few months, but having communication plans in place, across a variety of channels and scenarios, will be necessary to move forward into a new normal.

Comms budgets may also be tight which is why it’s crucial that PR campaigns are strategic – targeted and meaningful – and not undertaken with a scattergun approach. It’s all about impact and not noise.

Strategic PR is about talking with the people who matter to you, engaging with them, painting your brand picture and creating relationships – all to achieve your commercial objectives.

Every campaign should have a clear strategy and respond directly to your business’ goals. These will be different for each organisation so there is no one-size-fits-all approach.

A sound PR strategy will help you to identify your key messages and get them to the right audience, ensuring your messages make the most impact. Who are you trying to reach? And, crucially, what’s important to them and where do they get their information?

As well as getting the attention of your target audience, it will help to build brand awareness and create a positive image of your brand. Establishing the right public image and communicating it on multi-platforms can help customers who already (or don’t yet) have a positive sense of your brand, that will keep them engaged.

Things don’t always go the way we plan and when the unexpected happens you want to be able to understand how your stakeholders will react and respond in the best way. Avoiding and being prepared for bad publicity is a benefit of having a good PR strategy. Crisis planning will help you to identify potential issues and map out the communication needed to deal with them.

We craft our integrated strategic PR campaigns from a host of PR and brand disciplines – we’ll consider every aspect of communicating a message in the best possible way. Polymedia consumer and business-to-business strategic PR services are delivered by an expert team. Find out more about working with us here