[et_pb_section fb_built=”1″ _builder_version=”4.20.2″ global_colors_info=”{}”][et_pb_row _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text _builder_version=”4.20.2″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}”]<\/p>\n
\n
Let\u2019s be honest: if your PR strategy isn\u2019t closely tied to your business goals, it\u2019s not really a strategy at all, it\u2019s more like throwing spaghetti at the wall and hoping something sticks.<\/p>\n
Sadly, it\u2019s far too common: businesses who are doing great things, innovating, growing, disrupting industries are however struggling to communicate in a way that actually supports what they\u2019re trying to achieve. And more often than not, it comes down to a lack of alignment. The PR efforts are happening in one corner, the commercial strategy in another, and the two just aren\u2019t talking to each other.<\/p>\n
So how do you build a PR strategy that\u2019s actually working for<\/em> your business? Let\u2019s break it down.<\/p>\n \n \n It\u2019s tempting to dive straight into the doing \u2013 “Let\u2019s get a press release out”, “We need to be in this magazine”, “Let\u2019s post something on LinkedIn”. We get it, but if you haven\u2019t first asked why<\/em> you\u2019re doing any of those things, you\u2019re setting yourself up for wasted time and mixed messages.<\/p>\n Your first step is to zoom out and look at your actual business goals. What is the company trying to achieve in the next 6 to 12 months? Are you looking to grow your customer base? Enter a new market? Attract investment? Recruit top-tier talent?<\/p>\n Once you know what the business is aiming for, you can start to shape a PR strategy that supports those goals directly. PR isn\u2019t just about visibility, it\u2019s about influence, credibility, positioning, and trust, all of which are essential building blocks for growth.<\/p>\n \n \n Once you\u2019ve got clarity on the big-picture business goals, it\u2019s time to ask: what does success look like from a PR point of view?<\/p>\n This is where we get specific, not just \u201cwe want more coverage\u201d, but what kind<\/em>, where<\/em>, and why<\/em>. Do you want to see your CEO quoted in specific magazines to grow awareness? Do you want to grow your brand\u2019s presence on LinkedIn to drive B2B leads? Or get featured in verticals ahead of a product launch?<\/p>\n PR goals should be meaningful. Think in terms of outcomes, not just outputs. It’s not solely about the number of mentions, it\u2019s about the impact they\u2019re having on the business.<\/p>\n \n \n This gets overlooked more than you\u2019d think. One of the most important questions to ask when building a PR strategy is: who are we actually trying to reach?<\/em><\/p>\n Understanding your audience in detail, their behaviours, challenges, media habits, and preferences, means you can shape messaging that actually resonates. If your aim is to influence potential investors, for example, you\u2019ll need a very different approach than if you’re targeting potential clients or partners.<\/p>\n Tailoring your strategy to your audience isn\u2019t a nice-to-have, it\u2019s essential, and it makes the difference between noise and influence.<\/p>\n \n \n Once you know who you\u2019re talking to and why, you need to get your messaging right.<\/p>\n This is where PR becomes storytelling. But the story PR tells cannot be just any story, it should be one that aligns with your business strategy. What do you want people to understand, feel, or do as a result of engaging with your brand?<\/p>\n It\u2019s not enough to talk about what your business does, you need to show why it matters: How are you solving a problem? What makes your approach different? What\u2019s the bigger picture you\u2019re contributing to?<\/p>\n Your messaging should be consistent, but flexible \u2013 strong enough to anchor your comms, but adaptable enough to work across different channels, from media interviews to social media posts.<\/p>\n And remember: clarity beats cleverness. Always.<\/p>\n \n With your goals and messaging in place, it\u2019s time to look at tactics, but instead of doing everything, focus on what will actually bring you one step closer to your specific goals.<\/p>\n This might mean:<\/p>\n The best strategies are focused. You don\u2019t need to be everywhere, just in the right places, saying the right things, to the right people.<\/p>\n \n \n If you\u2019re bringing in a PR agency to help deliver your strategy (and many businesses do), make sure they\u2019re not just good at generating coverage, but good at listening. The right agency should understand your business inside out, challenge you when needed, and always link creative ideas back to commercial outcomes. Look for a team that gets your sector, asks smart questions, and isn\u2019t afraid to push beyond the obvious. Chemistry matters too, this is a partnership, not a transaction. When the fit is right, the results follow.<\/p>\n \n \n We hear it all the time: \u201cPR is hard to measure.\u201d And yes, it\u2019s not always as clear-cut as paid advertising. But that doesn\u2019t mean it\u2019s unmeasurable.<\/p>\n The key is to track indicators that actually matter to your business, not just vanity metrics. For example:<\/p>\n The more closely your PR metrics are tied to business outcomes, the more valuable your PR function becomes, both internally and externally.<\/p>\n \n \n Finally, remember that PR doesn\u2019t work in isolation. The more your comms team collaborates with the wider business, the more powerful and aligned your efforts will be.<\/p>\n For example, your sales team might be hearing customer challenges that could inspire a brilliant thought leadership angle, while your experts might have powerful client success stories that support your brand.<\/p>\n When PR is integrated across the business, it becomes a strategic asset, not just a support function.<\/p>\n In summary, creating a PR strategy that aligns with your business goals isn\u2019t about overcomplicating things. It\u2019s about clarity, focus, and intention.<\/p>\n Start with your goals. Understand your audience. Tell the right story. Use the right tactics. Measure what matters. And collaborate across the business.<\/p>\n \nStart with the bigger picture \u2013 not the press release<\/h3>\n
Make your PR goals specific \u2013 and targeted<\/h3>\n
Know who you\u2019re talking to<\/h3>\n
Tell a story that supports your strategy<\/h3>\n
Pick the right tools for the job\u2026<\/h3>\n
\n
…and If you\u2019re getting help, choose the right agency<\/h3>\n
Measure what matters<\/h3>\n
\n
Bring the whole business along for the ride<\/h3>\n