Three top tips for an effective PR strategy

With the back to school season well underway, Sidekick’s Kirstie Nickson gives a lesson in where to start when it comes to putting together an effective PR strategy.

Even now, decades after leaving school, this month still feels like a fresh start. A new year stretching out ahead and bringing with it new opportunities.

So, what better time than to share some insights from Sidekick PR about where to start when it comes to putting together an effective communication strategy for your business?..

1. Put your audience at the heart of everything you do

It may sound obvious, but it’s amazing how many businesses forget about their target audience groups when communicating.

Start any PR strategy by considering who you’re wanting to reach and importantly, what factors matter to them. Even better – ask! Focus groups and audience research play a crucial part in putting together an effective communication strategy that adds value and generates connection between an organisation and its audiences, garnering trust and loyalty.

2. Focus on the ‘why’ of what you’re doing

Quality over quantity and outcomes over outputs: That’s our mantra at Sidekick PR and it should be any organisation’s too, when it comes to communication.

Question everything  - the PR tactics you’re using; your key messages; the platforms you’re using to distribute your communications. You should revisit your PR strategy regularly and look at what’s working, as well as what’s not.

Your audiences are constantly evolving and so should your approach.

3. Measurement matters

Put in place benchmarks that you can use to evaluate the performance of your PR and communication activity.

These differ within every organisation but should focus on meaningful outcomes such as the long-term impact of PR on sales figures or business enquiries, rather than just the more immediate, short-term results such as media coverage gained and website traffic.

And, whatever you do, avoid AVE. It’s incredible how many companies and PR agencies still use this outdated form of measurement.

Your PR strategy should focus on achieving what matters: Results that truly mean something to your business and its audiences.