Research and Strategic Planning
- Research - It is critical to thoroughly understand your
company, the market and your target customers. Every public relations
program should begin with an internal and external audit - gathering
information to better understand the situation and to verify assumptions.
- Competitive analysis - Knowing the market and your competitors'
positioning will help you to better define your unique selling
propositions and develop your message(s).
- Strategic planning - A public relations campaign must
be well thought out in order to be effective. Your strategic plan
should consist of a situation analysis, target audience(s), goals
and objectives, defined message(s) for each public, strategies
and tactics and campaign measurement methodologies.
- Message development - Developing clear, consistent messages
that can be incorporated throughout an organization's internal
and external communications programs should be the core of the
public relations initiative.
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