In my last blog, we discussed the top five reasons why your company should have a public relations (PR) plan. Now that you understand why you should have a business to business (B2B) PR plan in place, let’s discuss some of the most important elements that should be included.
B2B PR Plan Element #1: Setting Goals
Whether you’re creating a long-term, annual PR plan or a shorter-term campaign surrounding a new service offering or product launch, the first step of your planning process should remain the same: A successful PR plan starts with setting realistic, relevant and measurable goals.
For example, let’s pretend that you know, without a doubt, that your company’s marketing goals and objectives this year focus on creating awareness for five individual niche practices that you have within your business. With that objective in mind, you know that the first step of your PR plan should include determining the goals for each of those respective divisions. You sit down with each niche leader individually, and help one determine that this group wants to focus this year on a very specific target audience. Equipped with your company-wide objective, you’ve now narrowed your planning scope down to a more attainable audience. From this you can start to set smaller, even more attainable, PR goals to reach this audience.
Maybe it makes sense to research trade publications that speak to these targets. Pick a few to focus on, and schedule times throughout the year to pitch articles based on their content calendar. Perhaps, also, that niche leader wants to have a booth at four industry-specific trade shows this year. A goal could be to land a speaking spot for at least one.
Tactics to make this show a success can include a new, branded Power Point template to use for presentations, dedicated pre-show, at-show and post-show efforts for each of the trade shows, or a free offer to provide folks you meet at the shows. (Click here to read more about successful trade show marketing.)
We’ll talk more about tactics a little later on. But, using this example, you should get an idea of how big goals are important, and how, when you keep them in mind, company-wide objective breaks down into smaller, more attainable goals and tactics.
Lesson: In order to keep yourself focused throughout any planning process, start every discussion (and challenge every idea) with this question, “What are our goals and objectives?” For every plan and/or project, you should be able to explicitly state what the goals and objectives are and how your proposed tactics help accomplish those goals.
Don’t think you have the time to create and execute a successful public relations plan for your company? Click here to read more about our Cleveland public relations services, or call 440-449-6800 for more information.