For PR professionals, the backbone of every client relationship is a strategic plan that encompasses what your client is trying to achieve and how public relations can help support their overall goals. Creating a comprehensive plan is critical because it sets shared expectations and defines measureable results. A PR plan is typically comprised of three key elements: objectives, strategies and tactics. Seems simple enough, but understanding the difference between the three elements can be tricky – even seasoned PR pros occasionally refer to a tactic as a strategy. Following is a breakdown of what each element actually means.
Objectives
Objectives are tangible and should be achievable within a year or two. When creating an objective, keep the SMART acronym in mind: Is it specific, measurable, achievable, realistic and time-oriented?
Many PR plans include two sets of objectives – the company’s overall business objectives and the communication objectives that will help achieve them. Restating the business objectives ensures alignment on the company’s short-term goals and makes it easier to see how the communication objectives fit into the company’s strategy.
For example, if a technology company’s business objective is to execute a successful IPO by the end of 2017, one of its communication objectives may be to raise the CEO’s profile among potential shareholders.
Strategies
Strategies are general approaches used to achieve objectives. A PR plan typically includes three to eight strategies, depending on how complicated the objectives are. Strategies should be actionable and explain how you will accomplish the objective and why you are taking that approach.
Going back to the technology company example, strategies to help raise a CEO’s profile among potential shareholders could include:
Tactics
Tactics are the activities that you or the team will implement to carry out each strategy. They are the day-to-day steps that will move the company forward towards reaching its overall objectives. Each tactic should help answer the question, what is the next step we will need to take to achieve the strategy?
Using the technology company example, the tactics that support placing contributed articles include identifying an article topic, interviewing the subject matter expert, outlining and drafting the article, pitching it to targeted news outlets, securing publication of the piece and making sure it is showcased on the company website.
Strategic planning is a critical first step towards achieving success across all areas of business. It is particularly important in public relations because ROI cannot be measured solely based on traditional metrics. A strategic plan ensures that there is a shared understanding of what you’re trying to achieve, how you plan to do it and how you’re going to measure success. Just make sure you’re grounded in the difference between objectives, strategies and tactics before diving into your next plan.
Tags: Client Relations, objectives, PR planning, strategic plan, Strategies, Tactics Filed under: Planning, PUBLIC RELATIONS
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PR planning hurdles and how to overcome them – LAUREN COLLETT |
[…] Not being able to solidify the idea. One of the most frustrating aspects of PR planning is trying to bring your ideas to life. It is so simple to come up with this awesome idea in your head, but when it comes to actually making it a reality? Its a little easier said than done. A helpful way to erase this issue is by taking a step back and reassessing your objectives. […]