Last week I gave an overview of what public relations is and
why it is important to maintain communication between an
organisation and its public's. I touched on how important it is to
use PR to manage reputation and to build good relationships with
your stakeholders. So, where do you start as a business
There’s no point writing a fantastic press release and sending
it out to the media if you don’t know what you are trying to
achieve and who you want to speak to. First of all, you need to
take some time out to prepare a PR plan.
What will you be pitching?
For franchisors, you might want to use PR to support a larger
marketing campaign to launch a new product for your brand, release
general good news throughout the year about the success of the
franchise and raise awareness around key events.
For a franchisee, you may wish to generate a buzz around your
business launch, employment opportunities or set yourself as the
expert adviser for your local community.
Who are you pitching at?
Just from my examples above, you can start to see that you are
not always going to be talking to the same people. Prospective
customers and their influencers, existing customers, shareholders,
employees, franchisees, business affiliates, the list goes on. So
decide who you want to speak to through your PR and choose the
media that they engage with.
Plan it in
Think about the next 12 months and what you should be
communicating, to whom and through what methods. Look at your
marketing plan for that same period – how could PR support those
And don’t be afraid to put a planned PR activity aside if an
opportunity arises where you can hook onto a high-profile news
story, give your reaction and raise awareness of your brand.
Look out for our blog next week where we will look at
identifying the right media for your PR efforts.