{"id":1303,"date":"2022-07-26T12:32:36","date_gmt":"2022-07-26T12:32:36","guid":{"rendered":"https:\/\/arrocomm.com\/blog\/?p=1303"},"modified":"2023-05-03T04:50:49","modified_gmt":"2023-05-03T04:50:49","slug":"create-an-effective-pr-strategy-part-1","status":"publish","type":"post","link":"https:\/\/arrocomm.com\/blog\/create-an-effective-pr-strategy-part-1\/","title":{"rendered":"Create an effective PR strategy (Part 1)"},"content":{"rendered":"<p><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-1305\" title=\"Photo by Starta\u00ea Team on Unsplash\" src=\"https:\/\/arrocomm.com\/blog\/wp-content\/uploads\/2022\/07\/startae-team-7tXA8xwe4W4-unsplash-300x200.jpg\" alt=\"People planning strategy on a white board\" width=\"550\" height=\"367\" srcset=\"https:\/\/arrocomm.com\/blog\/wp-content\/uploads\/2022\/07\/startae-team-7tXA8xwe4W4-unsplash-300x200.jpg 300w, https:\/\/arrocomm.com\/blog\/wp-content\/uploads\/2022\/07\/startae-team-7tXA8xwe4W4-unsplash-768x512.jpg 768w, https:\/\/arrocomm.com\/blog\/wp-content\/uploads\/2022\/07\/startae-team-7tXA8xwe4W4-unsplash-1024x683.jpg 1024w\" sizes=\"auto, (max-width: 550px) 100vw, 550px\" \/><\/span><span style=\"font-weight: 400;\">Planning a strategic PR effort requires some work upfront, but it\u2019s well worth the time. Start by following the steps below. Let&#8217;s take a deeper look at the six core elements that every strategic PR plan must include:<\/span><\/p>\n<p>1. Set your PR goals<\/p>\n<p>2. Do your research<\/p>\n<p>3. Identify and understand your target audience<\/p>\n<p>4. Set the objectives (and PR plan timeline)<\/p>\n<p>5. Choose PR tactics<\/p>\n<p>6. Measure results<\/p>\n<p>&nbsp;<\/p>\n<p><strong>1. Set your PR goals\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Outlining your PR goals is a good place to start when creating your plan. You should think about success looks like and what you want to accomplish with your PR efforts, be it:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Increasing your fund inflows<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Raising awareness after launching a product (a new fund or ETF)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Improving relationships with the stakeholders your company does business with<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Entering a new geographic market\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Improving employee productivity and morale<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Once it\u2019s clear what your PR goals are, it\u2019s time to take the next step.\u00a0<\/span><\/p>\n<p><b>2. Do your research<\/b><\/p>\n<p><span style=\"font-weight: 400;\">You will want to conduct research and gain a thorough understanding of your goals in the context of the competitive landscape. <\/span><span style=\"font-weight: 400;\">\u00a0A good place to start is with a simple SWOT analysis.s.\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>S<\/b><span style=\"font-weight: 400;\">TRENGTHS<\/span> <span style=\"font-weight: 400;\">\u2013 things the company does well, distinctive brand attributes that set it apart from others, unique proposition<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>W<\/b><span style=\"font-weight: 400;\">EAKNESSES \u2013 areas of improvement for the brand, things competitors do better, superior products\/services, clarity needed surrounding distinctive brand attributes, unclear messaging<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>O<\/b><span style=\"font-weight: 400;\">PPORTUNITIES \u2013 underserved markets, untapped audiences, emerging markets, or new needs for brand\u2019s products\/services<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>T<\/b><span style=\"font-weight: 400;\">HREATS \u2013 emerging competitors, downward trends\/need for products\/services, industry conflicts, negative audience sentiment<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">At this point, it&#8217;s also crucial to look more closely at the many platforms and channels your brand uses for communication (including your own website, social media profiles, and online newsroom). This is what is referred to as a communication audit\u2014a 360-degree assessment of what and how you communicate to every audience that is significant to you. Read more about <\/span><a href=\"https:\/\/arrocomm.com\/blog\/asset-audits-what-are-they-and-how-can-they-help-your-firm\/\"><span style=\"font-weight: 400;\">Asset Audits for your company here<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Consider the following queries.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What\u2019s your website like? Is it easy to find, easy to read, easy to navigate? Are the colors, layout, and design legible? Is there anything you think is really important that\u2019s missing? The same goes for your online newsroom<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What\u2019s your social media presence like? Do you have one? If so, how much engagement does it get? Be sure to also see our <\/span><a href=\"https:\/\/arrocomm.com\/blog\/effective-social-media-post-ideas-for-financial-advisors\/\"><span style=\"font-weight: 400;\">Social Media Post guide here<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Were you in the media recently? Was the media coverage positive, negative, or neutral in tone?\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What about the messages in your newsletters, mailings, signs, fliers? Are they the things your audience is interested in? For example, studies have shown employees prioritize what\u2019s going on in the firm much higher than things like anniversaries, birthday announcements, and service celebrations.<\/span><\/li>\n<\/ul>\n<p><b>3. Get to know your target audiences<\/b><\/p>\n<p><span style=\"font-weight: 400;\">PR professionals need to be familiar with a brand&#8217;s primary audiences. Age, gender, region of the world, and income are good starting points for basic demographic data, but understanding more qualitative characteristics\u2014such as providing a product that appeals to investors and developing an effective &#8220;elevator pitch&#8221; to introduce the product to the right audiences\u2014is crucial for developing a PR strategy.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">These insights should also factor in which media outlets to pitch. This refers to the press contacts and media vehicles your consumers and potential consumers (target audience) use, see, read, or visit. Keep in mind that while you can strategically target the right media outlets for your specific investor audience, investors are not the only people who may ultimately see your message. Craft your story in a way that speaks to your audiences\u2019 interests and needs, but be careful not to unintentionally exclude other possible readers, such as clients or employees.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Make sure to come back for part 2 of this planning guide.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Planning a strategic PR effort requires some work upfront, but it\u2019s well worth the time. Start by following the steps below. Let&#8217;s take a deeper look at the six core elements that every strategic PR plan must include: 1. Set your PR goals 2. Do your research 3. Identify and understand your target audience 4. Set the objectives (and PR plan timeline) 5. Choose PR tactics 6. Measure results &nbsp; 1. Set your PR goals\u00a0 Outlining your PR goals is a good place to start when creating your plan. You should think about success looks like and what you want to accomplish with your PR efforts, be it:\u00a0 Increasing your fund inflows Raising awareness after launching a product (a new fund or ETF) Improving relationships with the stakeholders your company does business with Entering a new geographic market\u00a0 Improving employee productivity and morale Once it\u2019s clear what your PR goals are, it\u2019s time to take the next step.\u00a0 2. Do your research You will want to conduct research and gain a thorough understanding of your goals in the context of the competitive landscape. \u00a0A good place to start is with a simple SWOT analysis.s.\u00a0 STRENGTHS \u2013 things the company does&#8230;<\/p>\n","protected":false},"author":4,"featured_media":1306,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[10],"tags":[36,118,44,2,3,14,55,4,46],"class_list":["post-1303","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-public-relations","tag-brand-positioning","tag-communications","tag-etfs","tag-finance","tag-marketing","tag-pr","tag-public-relations","tag-strategy","tag-target-audience"],"acf":[],"_links":{"self":[{"href":"https:\/\/arrocomm.com\/blog\/wp-json\/wp\/v2\/posts\/1303","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/arrocomm.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/arrocomm.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/arrocomm.com\/blog\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/arrocomm.com\/blog\/wp-json\/wp\/v2\/comments?post=1303"}],"version-history":[{"count":13,"href":"https:\/\/arrocomm.com\/blog\/wp-json\/wp\/v2\/posts\/1303\/revisions"}],"predecessor-version":[{"id":1318,"href":"https:\/\/arrocomm.com\/blog\/wp-json\/wp\/v2\/posts\/1303\/revisions\/1318"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/arrocomm.com\/blog\/wp-json\/wp\/v2\/media\/1306"}],"wp:attachment":[{"href":"https:\/\/arrocomm.com\/blog\/wp-json\/wp\/v2\/media?parent=1303"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/arrocomm.com\/blog\/wp-json\/wp\/v2\/categories?post=1303"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/arrocomm.com\/blog\/wp-json\/wp\/v2\/tags?post=1303"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}