When building a PR strategy it is important to consider the following areas and remember to align everything.
Objectives
What is it that your business hopes to achieve through a public relations strategy? Boost awareness? Position services and attributes above your competition or simply announce the opening of a new office? Think of no more than three main achievements that you would like to accomplish.
Strategy Outline
Your strategy is often going to be controlled by your budget so here it is important to build a strategy inline with your financial capability. Also, it is important to consider at which stage of your business you are in. Whether it is launching, relaunching, maintaining, or growth, each stage involves different needs and different risks when considering a PR strategy.
Audiences and Stakeholders
Who are you trying to reach with your strategy? With these “personas” well defined out, it will help you develop a much more grounded series of tactics that will resonate with your target audience.
Media & Influencer Matrix
Who are the media and influencer that will boost and support your brand? It is imperative to define exactly who they are so you can effectively target specific people with content that is built specifically for them.