Public relations

CONTENT

PR strategy
Steps of PR strategy
Examples
 What is PR strategy?
1. PR strategy is a tool that helps to organize the company's work to attract new
customers and form a positive attitude towards it from these customers. The
main task of any PR strategy is to ensure communication between a company
and its target audience
2. A PR strategy is used to help your company organize public relations (or media
relations) operations and make strategic decisions about how to establish
contact with its target audience
 PR strategy

Goals
Performance Analysis (KPI)
Anti-crisis
Communication channels and tools
PR
strategy Positioning/Key messages
Tasks
PR plan
The tasks of each of the PR strategy blocks

communicating the advantages of the brand

The marketing formation of a unique trade offer
unit ways to stand out from the competition
increase customer loyalty

creating a corporate identity

Creative block separation of emotional and rational vectors of the company
development of messages for CA in different segments

selection of media channels

Media block
Types of communication channels in marketing
earned,owned and paid media

sharing EARNED PAID advertising

MEDIA MEDIA

OWNED
MEDIA

web properties
 Instruction
Determination
point A

Define PR goals

Task

Brand positioning

Identify the tools

Detailing the tools

Anti-crisis

Performance Evaluation

PR Plan
PR plan
 Example

A technology company analyzes its current public image and identifies a

Situation Analysis
need to enhance its reputation in the face of growing competition

The technology company sets a goal to increase positive media coverage and
Goal Setting public perception, particularly in relation to its commitment to innovation
and corporate social responsibility
Target Audience The company determines that its target audience includes tech enthusiasts,
Identification potential investors, and the local community

Message The company develops key messages highlighting its innovative products,
Development environmental sustainability efforts, and community engagement

The PR team plans to engage with technology journalists, participate in local

Strategic Planning sustainability initiatives, and create content highlighting their products'
features and benefits
 Example
Media and
The PR team decides to utilize tech industry publications, local news outlets,
Communication
social media platforms, and the company's website to distribute messages
Channel Selection

The tactics include drafting press releases on product launches, arranging

Tactics and Action interviews with the CEO for tech publications, participating in community
Plan clean-up events, and creating blog posts and videos showcasing the
company's sustainability efforts
Resource
The company allocates a budget for media outreach, event participation,
Allocation and
content creation, and social media advertising
Budgeting

Timelines and The PR team creates a timeline outlining the release of press materials, event
Milestones dates, and publication schedules for blog posts and social media updates
 Example
The company uses media monitoring tools and social media analytics to
Monitoring and
track the volume and sentiment of media coverage, audience engagement,
Evaluation
and website traffic. They regularly review progress against their goals

If the initial efforts show a lack of positive coverage in a particular industry

Adjustment and
publication, the PR team may adjust their approach, such as providing more
Feedback
exclusive content to that publication

Reporting and The PR team compiles regular reports summarizing media coverage,
Documentation engagement metrics, and the impact of PR efforts, which are shared with
senior management

Long-Term The technology company maintains a long-term PR strategy by consistently

Planning engaging with media, participating in community initiatives, and providing
updates on sustainability efforts to sustain a positive public image
 Examples of PR strategies from different
companies

Coca-Cola
Branding and Sustainability
Strategy: Coca-Cola focuses on sustainability and environmental responsibility in its
PR efforts to enhance its brand image

Apple
Product Launch PR
Strategy: Apple is known for its secrecy and anticipation-building PR strategy for
new product launches
 Examples of PR strategies from different
companies

Nike
Social Justice and Athlete Endorsement
Strategy: Nike combines social justice messaging with high-profile athlete
endorsements to build a brand that resonates with socially conscious consumers

Amazon
Corporate Social Responsibility (CSR)
Strategy: Amazon uses PR to communicate its CSR initiatives, including
sustainability, workforce development, and community support
 Examples of PR strategies from different
companies

Tesla
Innovative Product PR
Strategy: Tesla leverages PR to highlight its electric vehicles' innovation and
environmental benefits

Procter & Gamble (P&G)

Cause Marketing
Strategy: P&G employs cause marketing to align its products with social causes
Thank you for
your attention!