The making of any good PR activity is planning. To plan effectively it is vital to create an effective PR strategy, which acts as a guide for executing any campaigns.

Putting together a strategy for PR gives you structure and direction, often putting a step-by-step timeline in place which helps all colleagues within an agency co-ordinate with each other and makes the process of executing PR activity as efficient and successful as possible.

To provide more insight into how you can create an effective PR strategy, our Junior Account Manager Tom Alderson has broken down the key elements.

Creating an effective PR strategy

  • Planning and analysis

Getting the whole team, including colleagues, the client and other stakeholders is a great place to start. Arrange sessions to encourage input into the future of the business – outlining the successes as well as what can be done better or differently. Involving everyone across the business ensures you’ve got everyone on the same page and united in their approach to executing effective PR.

Analysing clients’ objectives and the industry they sit within is also a fundamental step in planning your PR activity. Conducting a deep dive to understand your sector will help shape what PR support you provide your clients, to maximise its success.

  • Set updated objectives and KPIs

After the planning stage, it is important to review current goals and set new ones. Objectives and KPIs ensure the team and wider business are working to the same brief and timelines. These will also act as a benchmark for evaluating the success of each project, as well as your overall strategy.  

  • Clear messaging

Once you have clearly set out goals, objectives and KPIs, now’s the time to establish your key messaging to make sure it marries up with your client’s objectives. Messaging is one of the most vital parts of any PR strategy. It must be clear, concise and engaging for your target audience to give you the best chance of achieving widespread interest.

  • Identify a target audience

Identifying who you are communicating your brand messaging to is important, to ensure you put the right content in front of the right people at the right time. Think about who your core target market is, as well as how to effectively communicate with them.

Remember your audience may spread across different demographics, so producing messaging, underpinned by a consistent theme, but which uses different language to appeal to everyone can be hugely effective.

  • Referencing competitors

A hugely beneficial aspect of any PR planning and execution is gaining an in-depth understanding of your competitors and what they are doing.

Reviewing the media attention and coverage competitors are achieving within the same industry will give you an insight into what is topical and popular with your target audience, be that the stakeholders within an industry or specific groups of consumers.

Using this insight will help you adapt your PR planning process to be more reactive to maximise the impact of your activity and the results you achieve.

  • Evaluate

Once any PR campaign or block of activity comes to an end, it’s important to reflect on and evaluate the success of your overarching strategy. You can take stock and identify what worked, what didn’t and what results were achieved. This is done with a view of using the successes to make further improvements moving forward.

At Faith we work with several different clients across different industries, to build their communications strategies to ensure they fit in with the company’s overall aims and objectives.

For more information about the work we’ve undertaken for our clients, please visit:

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