Getting PR-ready (a series)

Let’s get planning 

6 questions to ask yourself when planning a PR strategy

By this point you have your assets ready. You have created a suite of images ready for your journalists, you’ve picked your spokesperson, media-trained them up and have a company backgrounder in hand. Your ducks are in a row. So now what?

Now we start the fun part – planning. Let’s start by asking these 6 questions:

1. Why are you doing this? 

Start by clearly defining your objectives. Are you looking to increase brand awareness, launch a new product, or enhance your reputation? It’s tempting to jump straight in, but understanding the ‘why’ behind your PR efforts will guide your strategy and help you measure success.

2. Who is your audience? 

Identify your ideal customers or stakeholders. Where do they consume media? Which publications, websites, or social media platforms do they use? Understanding your audience’s media habits will inform your outreach approach.

3. Which media outlets should you target? 

Once you know your audience, research the media outlets they engage with. Identify journalists who cover topics relevant to your industry or target audience. Start to familiarise yourself with their work to understand what they like to cover. 

4. What’s your pitch? 

Next develop a compelling pitch or story angle that will capture the attention of journalists. Highlight the unique aspects of your company or product and explain why it’s newsworthy. Don’t forget to tailor your pitch to each media outlet or journalist for maximum impact.

5. When will you pitch? 

Consider timing when planning your outreach. Are there key calendar dates or industry events that you can tie your pitch to? This is about creating relevance and fulfilling the potential needs of the journalist. 

6. How will you follow up? 

Plan your follow-up strategy in advance. Be prepared to respond to journalist enquiries promptly and provide any additional information they may need. Most journalists are happy with one follow-up email, so don’t be afraid to give a little nudge.

Need more support? We offer 121 workshops to give you full guidance on planning your PR programmes.