April 10, 2014 Leave a comment
What is it you want to achieve?
Do you want to:
Promote your service?
Grow your company?
Establish yourself as an expert in your field?
Attract clients, customers or patients?
Establish your brand via the media?
Each one of these objectives is valid and attainable, but you want to define precisely what your objectives are before you start to develop and launch your public relations campaign.
Your objectives will define your approach.
A PR campaign is not a one-size-fits-all process. We’ve represented clients for over two decades and although there are parts of the process that remain constant, I quickly learned that each client is different, each client has different objectives and each client needs a tailor made campaign and approach.
If you’re not working with a PR company or PR consultant, a good way to help define your marketing needs is to get others involved. One of the best ways to do this is to set up a marketing objective brainstorming session.
Before you start, I suggest making one hard and fast rule. Keep an open mind. You might think you know your business inside and out, where in fact, you might be too close to see exactly what your business needs in order to grow. You’ll probably come up with a list that includes a number of marketing objectives. That’s fine, but come up with one, or at the most two primary objectives.
When you launch a marketing or PR campaign, what are the two most important objectives that you want to achieve? During the brainstorming session let everyone participate, and explain why he or she thinks certain objectives are more important than others.
Once you’ve come up with a list of around ten write them down.
Next define them.
Now start a process of elimination until you’ve narrowed it down. Keep at it until you end up with two primary objectives.
Once you have them defined, take some time and write out exactly what your goals are, short term and long term.
Most businesses skip this crucial step and simply start to market. They jump in and start swimming without any clearly defined map that guides them and makes sure they 1) know where they’re going and 2) keeps them on course.
Once you’ve defined where it is you want to go and have clearly defined why you want to market, you can then move on to how to most effectively market yourself and your business.
First define your objectives, then come up with your marketing plan – and then execute it.
Copyright © Anthony Mora Communications 2014