{"id":1320,"date":"2022-08-02T11:51:45","date_gmt":"2022-08-02T11:51:45","guid":{"rendered":"https:\/\/arrocomm.com\/blog\/?p=1320"},"modified":"2023-05-03T04:50:49","modified_gmt":"2023-05-03T04:50:49","slug":"pr-planning-creating-an-effective-strategy-part-2","status":"publish","type":"post","link":"https:\/\/arrocomm.com\/blog\/pr-planning-creating-an-effective-strategy-part-2\/","title":{"rendered":"PR Planning: Creating an effective strategy (Part 2)"},"content":{"rendered":"<p><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-1321\" title=\"Photo by &lt;a href=&quot;https:\/\/unsplash.com\/@glvrdru?utm_source=unsplash&amp;utm_medium=referral&amp;utm_content=creditCopyText&quot;&gt;Maxim Ilyahov&lt;\/a&gt; on &lt;a href=&quot;https:\/\/unsplash.com\/?utm_source=unsplash&amp;utm_medium=referral&amp;utm_content=creditCopyText&quot;&gt;Unsplash&lt;\/a&gt;   \" src=\"https:\/\/arrocomm.com\/blog\/wp-content\/uploads\/2022\/08\/maxim-ilyahov-0aRycsfH57A-unsplash-300x200.jpg\" alt=\"\" width=\"401\" height=\"267\" srcset=\"https:\/\/arrocomm.com\/blog\/wp-content\/uploads\/2022\/08\/maxim-ilyahov-0aRycsfH57A-unsplash-300x200.jpg 300w, https:\/\/arrocomm.com\/blog\/wp-content\/uploads\/2022\/08\/maxim-ilyahov-0aRycsfH57A-unsplash-768x512.jpg 768w, https:\/\/arrocomm.com\/blog\/wp-content\/uploads\/2022\/08\/maxim-ilyahov-0aRycsfH57A-unsplash-1024x683.jpg 1024w\" sizes=\"auto, (max-width: 401px) 100vw, 401px\" \/>If you haven\u2019t already, be sure to check out Part 1 of this planning guide <a href=\"https:\/\/arrocomm.com\/blog\/create-an-effective-pr-strategy-part-1\/\">here<\/a>.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now, let\u2019s cover the remaining steps for creating an effective PR plan.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><b>4. Set the objectives (and PR plan timeline)<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Objectives should be created for each target audience that\u2019s important to the organization. Objectives must contain two things: <\/span><b>a quantifiable result and a PR plan timeline<\/b><span style=\"font-weight: 400;\">. They\u2019re usually one sentence long, i.e. <\/span><i><span style=\"font-weight: 400;\">Increase ETF inflows by Y% in six months<\/span><\/i><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><b>A common model of objectives are what\u2019s called SMART objectives:<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Specific<\/b><span style=\"font-weight: 400;\"> \u2013 for example, \u00a8Increase ETF inflows by Y%\u00a8<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Measurable<\/b><span style=\"font-weight: 400;\"> \u2013 objectives that can be measured<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Attainable<\/b><span style=\"font-weight: 400;\"> \u2013 is it realistic? Do you have the resources and planning to attain it?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Relevant<\/b><span style=\"font-weight: 400;\"> \u2013 are your objectives relevant to the target audiences?\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Time-Bound<\/b><span style=\"font-weight: 400;\"> \u2013 are your objectives short term or long term?<\/span><\/li>\n<\/ul>\n<h3>5. Choose PR tactics<\/h3>\n<p><span style=\"font-weight: 400;\">Here, we look at some tried-and-true PR tactics that work:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Press releases<\/b><span style=\"font-weight: 400;\">.<\/span> <span style=\"font-weight: 400;\">Think about scale first. Does your story involve a significant announcement with broad appeal, like an ETF, SPAC, partnership deal, or a change in management or leadership? If so, a press release would be appropriate.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Online articles &amp; guest posts<\/b><span style=\"font-weight: 400;\">. Well-researched, thought-provoking online articles have the capacity to offer an insightful look into how your organization\u00b4s spokespeople wish to present themselves to their investors.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Media outreach<\/b><span style=\"font-weight: 400;\">. PR pros need to understand how and who to pitch. It\u2019s also crucial to stay in touch with key media, nurturing relationships, and staying mindful of journalists\u2019 own deadlines, life events, and anything else that may impact how they receive a pitch. Be sure to read our <\/span><a href=\"https:\/\/arrocomm.com\/blog\/financial-pr-in-a-nutshell\/?lsearch=pitch\"><span style=\"font-weight: 400;\">Financial PR Guide here<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Corporate videos and interviews<\/b><span style=\"font-weight: 400;\">. Investors love to learn about a company&#8217;s mission statement and ongoing initiatives. Videos that highlight your organization&#8217;s resources and staff might help to give it a face.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3><b>6. Measure results\u00a0<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Your objectives have to be measurable from the beginning of the campaign \u2013 so you can track and evaluate if what you did achieve was what you were going for in the first place. These are the many ways to demonstrate to stakeholders how PR efforts have an impact. Results can be measured in the following ways:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Metrics<\/b><span style=\"font-weight: 400;\"> \u2013 tracking website traffic, fund inflows and audience reach including social media shares helps to understand how far your messages go.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Brand sentiment<\/b><span style=\"font-weight: 400;\"> \u2013 highlighting key message mentions, quotes, and other story inclusions that support brand affinity and positive sentiment.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Competitive analysis<\/b><span style=\"font-weight: 400;\"> \u2013 another great measure (provided the resources are available) is to look at where your direct competitors are being featured and ensure your brand has equal or more placements.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">You could choose to measure your PR success differently depending on your PR goals, the digital tools you have access to, and the data you have. The precise measurements are irrelevant as long as you monitor how your PR strategy is being carried out and what it means for the business. Follow the plan, but be flexible as necessary.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><b>Bottom Line<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">You now have the foundation for developing a successful PR strategy for your business following the six simple steps outlined above.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A successful PR plan can attract new investors, enhance your reputation and improve brand awareness. Creating a detailed project outline and sticking to it will help make sure you meet your PR goals.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>If you haven\u2019t already, be sure to check out Part 1 of this planning guide here. Now, let\u2019s cover the remaining steps for creating an effective PR plan.\u00a0 &nbsp; 4. Set the objectives (and PR plan timeline) Objectives should be created for each target audience that\u2019s important to the organization. Objectives must contain two things: a quantifiable result and a PR plan timeline. They\u2019re usually one sentence long, i.e. Increase ETF inflows by Y% in six months.\u00a0 A common model of objectives are what\u2019s called SMART objectives: Specific \u2013 for example, \u00a8Increase ETF inflows by Y%\u00a8 Measurable \u2013 objectives that can be measured Attainable \u2013 is it realistic? Do you have the resources and planning to attain it? Relevant \u2013 are your objectives relevant to the target audiences?\u00a0 Time-Bound \u2013 are your objectives short term or long term? 5. Choose PR tactics Here, we look at some tried-and-true PR tactics that work: Press releases. Think about scale first. Does your story involve a significant announcement with broad appeal, like an ETF, SPAC, partnership deal, or a change in management or leadership? If so, a press release would be appropriate. Online articles &amp; guest posts. Well-researched, thought-provoking online articles have the&#8230;<\/p>\n","protected":false},"author":4,"featured_media":1322,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[10],"tags":[21,22,44,2,14,55,4],"class_list":["post-1320","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-public-relations","tag-audience","tag-content-generation","tag-etfs","tag-finance","tag-pr","tag-public-relations","tag-strategy"],"acf":[],"_links":{"self":[{"href":"https:\/\/arrocomm.com\/blog\/wp-json\/wp\/v2\/posts\/1320","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=1320"}],"version-history":[{"count":3,"href":"https:\/\/arrocomm.com\/blog\/wp-json\/wp\/v2\/posts\/1320\/revisions"}],"predecessor-version":[{"id":1325,"href":"https:\/\/arrocomm.com\/blog\/wp-json\/wp\/v2\/posts\/1320\/revisions\/1325"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/arrocomm.com\/blog\/wp-json\/wp\/v2\/media\/1322"}],"wp:attachment":[{"href":"https:\/\/arrocomm.com\/blog\/wp-json\/wp\/v2\/media?parent=1320"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/arrocomm.com\/blog\/wp-json\/wp\/v2\/categories?post=1320"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/arrocomm.com\/blog\/wp-json\/wp\/v2\/tags?post=1320"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}