In today’s fast-paced world, building a reputation doesn’t just happen with a press release or a few well-placed ads. True PR means making real connections and telling a story that resonates with people on a personal level. The following seven PR planning strategies are designed to go beyond the basics, helping you create a plan that feels authentic, memorable, and genuinely human. Here’s what it takes to create PR that people care about.
Why PR Planning Matters
PR, at its core, is about building trust. If you’re doing it right, it feels less like an announcement and more like a conversation between your brand and the world. Learn how to enhance your brand through reputation management to build trust and establish credibility effectively. When people trust a brand, they’re far more likely to stick around, engage, and even advocate for it. Trust doesn’t come from shallow promises; it’s built from consistency, sincerity, and understanding your audience deeply.
1. Set Clear and Measurable Objectives
Having clear goals in PR is like mapping out a road trip—you need a destination. Setting specific, measurable goals can keep your campaign from getting lost in the weeds. However, vague goals like “gain more followers” or “improve visibility” don’t inspire much. Instead, focus on goals that feel like milestones you can work towards.
Examples of Effective Goal Setting
Consider a small business aiming to get featured in at least five reputable online publications over six months. Breaking it down like this makes success feel achievable. Once, I worked with a local coffee shop that wanted to grow its social media presence. We didn’t just say, “Let’s get more followers.” Instead, we set a target of gaining 1,000 new followers within three months, specifically by showcasing their unique brewing methods and friendly baristas. This goal not only gave us direction but made our efforts feel purposeful and measurable.
2. Understand Your Audience on a Personal Level
You can’t communicate effectively with people you don’t know. Many PR campaigns fail because they rely on broad stereotypes instead of truly understanding the audience. Who are they? What matters to them, and why? It’s the difference between creating messages that resonate and those that go unnoticed.
Digging Deeper into Audience Insights
Let’s say you’re trying to connect with young, eco-conscious consumers for a sustainable fashion brand. They’re not just buying clothes—they’re buying into a philosophy. By conducting surveys or even hanging out on platforms they frequent, you can pick up on their values. A client I worked with once asked me to connect with an audience of parents. It wasn’t until we spoke to a few in focus groups that we realized their concerns weren’t just about the product itself but about convenience, safety, and price. This made a world of difference in shaping our messaging.
3. Develop Core Messages that Reflect Real Values
Your core messages should be memorable, straightforward, and anchored in something real. They’re like the “elevator pitch” that captures what your brand is all about. But remember: simplicity is key here. People don’t have time to decode jargon-filled or complex messages, and they don’t want to feel “sold to.”
Crafting Relatable Core Messages
When developing messages, I often think about how I’d explain the brand to a friend over coffee. If I can describe it simply and enthusiastically in under a minute, I know I’m on the right track. For instance, when I worked on a PR campaign for a fitness app, instead of saying “an advanced platform for health and wellness,” we focused on messaging that said, “Make wellness work for your life.” It was straightforward, yet it spoke to people looking for solutions that fit their daily routines.
4. Choose the Right Channels to Reach Your Audience
Choosing the right platform isn’t just about putting your message out there; it’s about meeting your audience where they already are. People consume content in very different ways, and PR needs to be flexible enough to adapt to these habits.
Finding the Right Platform Mix
For example, I worked with a brand targeting young adults. Instead of just focusing on traditional media outlets, we used a combination of Instagram, where we could reach people directly, and a few influencer collaborations on YouTube. By testing different channels, we found that Instagram Stories with interactive polls and questions were a huge hit, letting us connect with audiences in a conversational, two-way manner.
5. Build and Maintain Genuine Media and Influencer Relationships
When it comes to working with media and influencers, don’t think of it as transactional. Think of it as building friendships. Good PR isn’t about pitching constantly—it’s about nurturing relationships and making people genuinely want to talk about your brand.
Making Authentic Connections
When reaching out to journalists, I never start with a pitch. I take time to read their previous work, learn what they’re passionate about, and connect with them on that level. Once, I worked with an influencer who was known for supporting local businesses. Instead of just sending them a press release, we invited them to a casual coffee meeting with the brand’s founder. This personal touch turned into a heartfelt post that felt more like a recommendation from a friend than an ad.
6. Track and Measure Your Results Regularly
Without tracking your results, you’ll never know if your PR efforts are working. Metrics can show you what’s resonating and what’s not, and they guide you on where to adjust. But don’t just measure for the sake of it—measure the things that matter to your goals.
Making Sense of the Numbers
For example, instead of just measuring clicks or impressions, consider tracking how much time people spend engaging with your content. I once worked with a tech startup where we noticed that blog readers were dropping off halfway through. We adjusted our content to make it shorter and punchier, which led to a noticeable increase in time spent on the page. Tracking this specific metric allowed us to see exactly where adjustments were needed, leading to better engagement.
7. Prepare for Crisis Management: Have a Plan in Place
Every brand will face a PR crisis at some point, whether big or small. A crisis can feel overwhelming, but having a solid plan in place can make all the difference. When the unexpected happens, the goal isn’t just damage control—it’s showing your audience you’re prepared, responsible, and transparent.
Responding Quickly and Thoughtfully
Once, a company I worked with had a minor product defect that sparked negative feedback on social media. Because we had a crisis plan, we responded quickly, issued a transparent statement, and reached out to affected customers directly. Instead of spiraling into more negativity, the brand received praise for its honesty and proactive handling. The right response can actually strengthen a brand, showing people that even in tough situations, you’re there to listen and respond.
Bringing It All Together
Effective PR is a mix of strategy, empathy, and adaptability. These seven tips are a great starting point, but remember that every brand, audience, and campaign is different. Approach each strategy with a genuine intent to connect and focus on building relationships that feel real and lasting.
At Strategy Achievers, we believe in PR strategies that speak to people on a personal level. When you start by listening to your audience and understanding their needs, your PR efforts will resonate in a way that builds loyalty and trust.
