Great
public relations isn't built on guesswork. While creative ideas and compelling
stories are essential, the most successful campaigns start long before a media
pitch is written. They begin with a clear understanding of what an organisation
is trying to achieve and a carefully planned strategy designed to get them
there.
At its
core, strategic project planning in PR is about aligning every piece of
communications activity with broader business objectives. Every story, media
opportunity, and campaign should serve a purpose beyond simply generating
coverage.
Start
with the destination, not the tactics
One of
the first questions any experienced communications team asks is: What does
success look like? The answer is completely different for every organisation.
Some
brands are focused on increasing awareness among entirely new audiences, while
others want to strengthen their position as an industry leader or launch a new
product. Others might need to change public perception, attract investors, or
drive direct customer engagement.
Without
clearly defined objectives, it is virtually impossible to determine which
stories are worth pursuing and which opportunities will deliver meaningful
results. The objective must entirely shape the strategy.
A tale
of two strategies
To see
this in practice, consider how two different organisations in the health and
community sectors might approach a campaign based entirely on their unique
goals.
A
mental health organisation seeking to increase widespread public awareness will
benefit most from broad-reaching consumer stories. Their goal is to reduce
stigma and spark national dialogue, meaning high-volume, mainstream media
coverage is a direct win for their cause.
Conversely,
a healthcare technology company looking to establish credibility among
hospitals and medical providers won't find much value in a casual consumer
mention. They are far better served by deep thought leadership, expert
commentary, and highly targeted, industry-focused media opportunities. If both
of these organisations aimed for the exact same media outlets, at least one of
them would fail to meet their business goals.
Moving
beyond coverage for coverage's sake
It is
incredibly easy to get caught up in the thrill of a major media hit. However,
if a headline doesn't shift the needle on an organisation's ultimate business
objectives, it is merely a vanity metric.
Before
committing resources to a new PR push, take a step back from the tactics.
Define
the destination first and let the business objectives dictate exactly where you
pitch, who you speak to, and what story you tell.
Next up
in our series: We will look at how to find the PR Sweet Spot - the
intersection where your brand objectives, audience interests, and the daily
news cycle meet to create highly effective media stories.