Review Marketing Objectives with Your Public Relations (PR) Strategy

Review your overall marketing strategy and objectives to make certain the PR complement one or more of the areas you want to impact. This process is a challenging one when you are working to change something that is intangible. Attempting to quantify your objectives whenever you can add focus and will reinforce your investment in this area. Let’s return to our example. The measurable objectives for “Upper Crust” might include the following.

1. Have at least one of the stories about their products or the store itself picked up by the local newspaper or radio.

2. You may be able to leverage this exposure by co-sponsoring an event to a community group comprised of one or more of the target markets. Presenting the contribution to representatives of the cause may offer additional exposure.

3. Expect to receive comments from at least 10 customers regarding the exposure.

4. “Test” for a 10% increase in revenues within 14 days of the initial exposure.

The more specific you can be with your goals and objectives, the more targeted you will be in designing your public relations campaign and the more objective you will be in assessing your impact. Future action: Repeat successes and modify or discontinue the failures based on your results. Another part of an effective public relations strategy is identifying a “champion” that will design and manage the public relations promotional activities. Who is going to be responsible for implementation? Is it incorporated into the marketing milestones and on the marketing calendar? These are important questions that must be addressed and the answers will play a key role in the success of the public relations activities.

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