What is PR ?
Public Relations (PR), also known as brand promotion, is a strategic plan and communication implementation aimed at establishing and maintaining connections between the public and an event, entity, organization, business, or product/service. These relationships can be either positive or negative, and in business development, PR is used as a tool to build public awareness, foster positive relationships with customers and consumers, and help maintain and expand customer base.
The steps to prepare for the most effective PR plan
1. Objective
Firstly, it is necessary to clearly define the specific objectives that we want to achieve through this PR campaign. Objectives can vary from increasing brand awareness, generating public interest, to stimulating consumer demand, but the core remains creating a distinct awareness and recall of the brand among the public.
2. Research and Analysis
Next, we need to research the market and target audience to establish the correlation between the brand and consumers. This is a crucial step, as it is the key to developing the most effective solutions and strategies.
3. Message & Key Message
The core message needs to be defined to be communicated through the PR campaign as it is what resonates in the consumers’ subconscious. The message should reflect the brand’s values and commitment to the consumers, so it needs to be clear, concise, memorable, especially in its distinctiveness and uniqueness in the message.
4. Develop Communication Plan
Create a communication plan including communication activities, communication channels, and specific work schedules,… Ensure that the plan is flexible, feasible, and manageable.
5. Selecting Appropriate PR Channels
Given the diverse nature of media channels, new channels are constantly emerging to meet the demands of societal development. Therefore, choosing the most suitable media channels, where the highest concentration of target audiences can be found, will optimize costs and maximize potential, avoiding ineffective budget allocation across numerous channels.
There are various ways to classify media channels, leading to numerous categorizations and lists. Helius Media tentatively divides them into offline and online channels.
Offline media channels: These do not involve internet or telecommunications such as events, newspaper, flyers, parades, billboards, Public LCD and word-of-mouth,… They involve direct interaction with consumers.
Online media channels: These utilize the internet and telecommunications, such as television, radio, online news, social media (Facebook, Google, YouTube, TikTok),…
6. Content strategy
Content strategy is almost like the soul of an entire promotional campaign, as content is the crystallization of the steps above. Content strategy is comprised of two elements: content and presentation method.
Content is creatively developed based on the correlation between the brand identity, community, consumers, and the core message. Content is categorized into primary and secondary content, which can either support each other or convey a single message, depending on the information delivery to consumers, aiming for the highest impact and memorability.
The presentation method refers to how the content is visually presented, such as through articles, images, audio, video, etc., in order to attract and leave the most significant impression. Additionally, the presentation method must also be balanced and suitable for the format of the media channel, as an unsuitable presentation method for the media platform poses a significant risk to the campaign.
7. Deploy, Measure and Evaluate
After fully preparing the plan and tools, carrying out the plan according to the schedule to ensure the strategy is crucial. However, flexibility is also needed to adapt to the timing and particularly to sudden major events, to avoid associations with negative events and cleverly adapt to and partially resonate with positive events, potentially bringing about significant opportunities.
Finally, do not forget to measure and evaluate the effectiveness of the PR campaign. Utilize metrics such as views, interactions across platforms to gauge the success of the campaign and make appropriate adjustments, particularly tracking community responses and reactions to the campaign.
Helius Media understands and has experience in researching, analyzing the community and market to create plans and implement effective brand promotion, product, service, and corporate communication strategies. Helius Media provides professional PR services to promote and market to the public, using creative strategic solutions, changing storytelling in a fresh, unique, and engaging style, combined with strategic media to bring effectiveness, influence the community, and build customer trust.
Helius Media is honored to be your partner in developing and implementing comprehensive PR strategies with your business to build trust and create positive impact within the community.
