If you are anything like me, Saturday is the day you use to do all of your “running around”. Whether you’re going to the grocery store, getting your hair done (at the barber or hairdresser 🙂 ), doing errands or just some pleasure shopping. By the time you get into your car, I am sure you already have a plan in your head; do my hair, head to the grocery store (list in hand), pick up the package at John’s, then run into the mall for a pair of shoes. I am also certain that you’ve also plotted your driving route before coming out of the driveway. You don’t sit in the car, start driving and then try to figure out what you’re doing and where you’re going!
Sometimes we find ourselves stumped in front of the keyboards of our computers, trying to think of a witty Facebook status, LinkedIn post or tweet for Twitter. We may even have to scroll back in time to make sure that we’re not repeating any posts. In much the same way we plan out our Saturday movements, we also need a plan for our business’s PR.
You want to make sure that your Public Relations activities are in line with the overall business goals. There should always be a point to each activity. Based on the business goals, you can then formulate your PR plan. What do you hope to achieve? Who do you want to target? What actions do you want to drive? Having a plan will help you to answer these questions.
Your PR plan should contain these four (4) elements goals, objectives, strategies and tactics. Some people are probably thinking Terminology! EEEK! So let’s talk about these elements using layman terms.
Goals – What do you want? What’s your golden trophy? A goal can be aligned to your company’s vision. An example of a goal: ‘Be the most sought after provider of gel ink pens’ (I once sold gel ink pens as a teenager to my school friends). The thing about goals is that they are hard to measure; how can we determine that we are the most sought after provider of gel ink pens?
Objectives – To be able to measure success or determine if we’re any closer to achieving our goal, we identify objectives. A measurable objective would be to sell twice as many gel ink pens by the end of the 2nd quarter.
Strategies – We’ve gotten to the “What”. What will help us to achieve these objectives and in turn meet our goal? If more people were aware that we sold gel ink pens at a reduced cost, that can lead to more sales. The strategy can therefore be to increase awareness about our brand and product.
Tactics – Now we get to the heavy lifting. How do we increase awareness about our brand? Maybe we start an advertising campaign; get some stellar artwork designed, print and put up posters around the neighborhood, take out a couple newspaper ads, give out free samples of our gel ink pens to passersby, hand out flyers, hit social media.
In the end we will be able to determine the success of our PR campaign based on the objectives we set for ourself. We know that we need to sell twice as many pens. And there we have it…. measurement!
I came across this awesome guide for setting measurable PR objectives on the website for the Institute for Public Relations (they have GREAT content by the way). Although the document is a bit long (14 pages), and quite black and white, it is informative and I believe, very helpful for PR practitioners.