PR Strategy

PR is performance recognition. Douglas Smith

What is a PR?

CIPR states Public Relations is about reputation – the result of what you do, what you say and what others say about you. 

Public Relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.

Franchise Development PR Strategy

As a franchisor/franchisee you will need a pr strategy to promote your franchise network.

The key elements of public relations offered to our clients are set out below.

We work with you to develop intelligent content that can increase the media and digital exposure for your business and will help shout about and protect your brand.

Brand Elements Mapping

PR plays an important role in reputation and brand management. This means that you need to understand your brand and what it stands for. 

Some of the most common elements of your brand are: how your customers view your brand, how investors, shareholders or other stakeholders view your brand, how employees view your brand, how your business engages with your local community.

Each brand element needs a targeted and tailored approach. The preferred elements need to link with your business objectives. It’s important to identify which brand elements require PR focus, as this informs which audiences interact with you and what stories you will share.

Define Target Audience

Identifying the target audience who will want to communicate with and the people who will want to hear your stories. It’s vital to understand your audience prior to creating content as this will increase engagement. It’s also the foundation for your PR Plan.

Formulate Key Messages

Your key messages will need to be concise and clear and articulate information about your brand.

Each brand element will require its own tailored key messages. 

Identify Channels for Reach Your Audience

You need to research where your target audience consumes their information, for example, your website, social media, mainstream media – print and online, podcasts, blogs, trade magazines.

Find Newsworthy Stories In Your Business

Stories lie at the heart of your PR Plan. These are essential to sharing important information with your target audience. Once you have a list of stories you can start to write your PR Plan.

Write Your PR Plan

Writing a PR plan requires research. Your stories need to be tied to a date. This might coincide with a special date that might provide a hook. Stories should have a recognisable title for consistency. Each story needs to be tied to a brand element and the target audience. Your key messages need to be clear and provide information that your target audience will remember.

You then need to identify the media channel for your story and media outlet.

Plan Your Media Pitches

Identify the outlets where you want to pitch your story. 

Boost Success of Stories

Your stories can be shared through social media, in newsletters and on your website.

Management and Control

The existence of a control process will identify where your business stands in relation to a future position. Progress towards your overall business objective can be observed, measured and redirected if any gaps appear in your actual and desired position. 

Identifying the key success factors that reflect your businesses most important objectives will provide a basis for establishing appropriate performance measures, determining the allocation of resources. 

Performance measures may include: share of voice, tone of voice, brand perception, digital presence, 

Other Marketing Strategy Services Offered Include:

Any of the above strategies can be used in franchise development.

Everything we do is backed by research

Book A Free Marketing Analysis

Take advantage of our free marketing review and we’ll give you the feedback you need to pursue your business aims and objectives.