By: Courtney Costello
As public relations practitioners, our job is to further our clients goals and objectives while positively promoting their business overall. In a way, we act as a guide on their journey to success. In order to do this, we carry out a series strategies and tactics for the client. For example, at MorphPR we have created a strategic message plan and media timeline to ensure our client, Connections for Life, is promoted to the public in a positive and effective way.
However, this is easier said than done.
The plan created by the public relations firm, in this case MorphPR, must be constructed strategically to not only be effective, but be setup in a way that their client, Connections for Life, breaks from the clutter and stands out. To guarantee this, here are a few strategies PR practitioners can use:
- Do your homework.
Before you can begin formulating a message plan for your client, you must first understand your client. This means knowing your clients mission, history and goals, so you can make informed decisions in regards to your client. For example, Connections for Life’s mission is to aid in the rehabilitation of women who have recently been released from prison and are reentering society. MorphPR after learning of their client’s mission could then begin to draft a strategic message that encompassed the organization’s mission. Along with being fully knowledgeable of your client’s mission, it’s important to know your clients history and your client’s competition. This way, you can create a strategic message that is original and does not conflict with past campaigns, or overlaps with your competitions messaging.
- Know your campaign goals.
Who does your client want to target? Who is your customer? What are you trying to achieve? These are all important questions you should answer in regards to your campaign, in order to carry out an effective message strategy. At MorphPR, we met with Connections for Life on several occasion to find out their areas of concern and overall goals. One was to strengthen the association between their thrift store and the program it directly supports. Therefore, we decided as a firm we must create a strategy that would not only urge people to shop at the thrift store, but to give them incentive to shop at the thrift store. In other words, we think an effective strategy would be tapping into the customer’s emotion and showing them their dollars can directly change someone’s life. Therefore, having a grasp on what your client wants to achieve can shape your message and give you direction when creating it.
- It takes more than just a news release.
In the modern day public relations landscape, it takes more than just a news release to disseminate your message to the media. Along with sending out a well-written news release, public relation firms should target media that directly relate to their target. This includes, but is not limited to, television, social media, blogs, etc. In these cases, news releases are not always appropriate. Be prepared to create media advisories, pitches and pre-planned social media posts to get your message across in the best way. In efforts to promote the Connections for Life thrift sore, MorphPR is not only sending press releases to the appropriate recieptants, but is sending pitches to local fashion bloggers to promote thrifting and where their readers can go to thrift. This is a non-traditional way to get our message across, but can prove to be an effective one. All in all, not all clients are the same, so why should the way you promote them be?
These are just a few strategies on how to effectively craft and promote a message. Being creative when creating a message for your client is key, but what is most important is to be strategic and make sure your client’s goals and objectives are being met.