Wednesday, December 22, 2010

Cookie Cutter PR…Is There Such a Thing?

By: Angela Raleigh, Account Executive, Leonard & Finco Public Relations, Inc.

To make a long answer short, no. There are numerous reasons why the answer to the question in the title is no, but the main reason is that not all companies are the same. In the fast paced PR industry, things are constantly changing and we have to accommodate those changes in our daily work.

In order to develop a successful PR plan, you must tailor it to your client, the client’s target market and the client’s goals. So how do you go about doing so?

First, do your research. This is a vital step in PR planning because it plays a role in the planning process that affects future success. Understand your client’s goals and then research ways to achieve those goals.

Second, develop strategies and tactics to meet your client’s goals and incorporate them into a PR plan. It’s important to be realistic in developing a list of activities that will lead to the desired result so that you are setting out to achieve what can be accomplished. The PR plan will help everyone understand what is to be accomplished and who will be responsible for each activity.

Lastly, keep things fresh and be flexible. As we all know, the PR industry, target markets, and the economy can all change causing a need for adjustments. Therefore, there is no guarantee that strategies and tactics that were successful in the past will be in the present or future. Additionally, plans that work for one client may not work for another. Be sure to create a workable PR plan that can be tailored depending on the current market conditions in order to achieve the desired result.

The important thing to remember is that there is no magic in PR. It’s about being consistent and persistent in following a plan and knowing how to reach the target market so information can be communicated in a timely manner.

What other elements do you believe are important in developing a successful PR plan for your clients? What unique aspects have you built into PR plans?


Beth said...

Consistent and persistent- they are key ingredients for sure!

Susan said...

It's always difficult when a perspective client says "just give me a quick ballpark on what a PR effort will cost." Until we understand what someone needs, and determine the best options, it's impossible to give "ballpark" nubmer. A cookie cutter approach to a plan or pricing generally doesn't work out for either party!