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You Can Avoid Random Acts of PR

May 7, 2012
By: Liz Lindley, Leader of the Pack

Random: hit or miss, scattered, unplanned

Nonrandom: methodical, systematic, orchestrated, deliberate

Most businesses consider public relations to be significant to their business development efforts yet, many businesses participate in what I call “random acts of PR.” This happens for several reasons: the company may have best intentions of using PR in a strategic manner but somehow the focus shifts; the company may engage an external PR resource who lacks knowledge about the industry and target audiences; or the company’s in-house marketing team simply lacks the time to develop and implement a methodical plan for PR outreach.

Whether the goal is to create an informative brochure, and engaging website, or greater brand visibility through media placements, time and attention must be given to setting the plan.

Here is the real problem: there is a misperception that taking the time to develop a solid plan will delay the immediate objectives for new business growth and brand awareness. Truthfully, it only takes 2-4 weeks for Fetching Communications to prepare a precise plan of action that will address strategy, tactics, pitch ideas, timing, budget, an action plan and measurement tools.  The plan of course can evolve as it is implemented, if needed.

Every organization can benefit from a purposeful strategic plan  – whether you work for a veterinary specialty practice or a pet product company.  Increased competition and buyer sophistication have made it critical for companies to do a better job of planning for the future. Research has shown that companies that set goals, determine priorities and develop written plans regularly outperform those that do not. Marketing tactics and media relations tactics work best when they are derived from a company’s strategic goals;  otherwise, target audiences and media outlets may not truly understand the company’s messages.

Instead of doing scattered action with a press release, social media campaign, brochure or direct mail piece here and there, take the 2-4 weeks to weave together a plan that sets you up for the most success.   You’ll have greater control of your messages, budget and timing, not to mention key performance indicators.

If you would like to discuss Fetching’s methodical approach to planning for marketing and PR, please contact us at 877-703-FETCH (3824) or email us at Hello@FetchingCommunications.com.