The One-page PR Strategy

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Transcript

Your one page PR strategy is a document that outlines what you'll be doing, why you're doing it, and how you'll know if you've been successful. We keep it to one page for two reasons. The first is that it's much easier to communicate. You want to be able to give your CEO and your finance director a high level overview of what's going on without going into too much detail. But you also want to give colleagues who will be working with you on implementing the strategy, a bit of context as to why they might be sharing that tweet that they're sharing or why they have to produce the blog post that they're producing. So it's really useful for that.

And the PR strategy just keeps you focused. It's really good for keeping everybody on the same page literally. These are the sections you'll include in your one page PR strategy, and we have one available for download on the resources section of the course. You'll have a heading which simply means To summarize what the strategy is about, you need to give the reader enough information so that they know what they're looking at the time period which simply tells the reader what time the strategy relates to. Then you need to include your SMART objectives that you defined earlier in the course. Your KPIs are the things you're going to measure.

They're the metrics that will show if you're making progress towards your objectives. KPIs might include quality media hits brand mentions, analysts mentions share voice versus earmarks competitors, followed links generated over a certain domain authority, which is a measure of authority of the link, keyword rankings, organic traffic increases, Award nominations, speaking engagements, secured, branded searches, leads or qualified leads, each KPI will need to target What are you going to achieve in that period? KPIs needs to be part of the campaign planning and their targets and measurements, not just a list of numbers. your target audience profile will summarize the key insights about The people you're trying to reach, and then you need to include some of the major contextual or environmental factors affecting your business. A summary of the SWOT analysis might work here. I like to make the one page PR strategy as visually appealing as possible, which usually means I get a designer to work on the visual aspect of it.

This makes it a lot easier to present to colleagues. And you can also print it out and put it up on your wall so that your team can stay completely focused on what you're doing.

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