As we enter the last quarter of 2015, all client PR plans go through an annual review. Creating and following a PR plan has several distinct benefits for an organisation. These include the following:
Boosting publicity opportunities
A good PR plan will help an organisation boost it's potential for positive earned publicity. Positive earned publicity is the best way of enancing an organisations' reputation. People place more value in positive earned publicity, than they do in advertising.
Building the organisations' reputation
Sustained public relations campaigns, activities and strategies helps an organisation build it's reputation as they will receive continued media exposure. Professional body organisations and their members should be seen as leaders and experts in their industries and through following a strategic PR plan, and thus regularly being seen in the media, they become known as a reliable and valuable source of information - to media professionals as well as their audiences.
Ready for action
Having a clearly defined PR plan allows an organisation to respond faster and more effectively to unexpected PR situations. Having a plan in place allows the PR team to draw from the plan, instead of having to start from scratch when an unexpected PR situation arises.
End goal in sight
The most effective way of creating and maintaining a positive reputation is through setting goals and defining objectives - and then identifying the best strategy to achieve these goals and objectives. A PR plan helps an organisation remain focused on their goals by setting achievable and measurable objectives. This starts by clearly understanding the organisation's strategy and it's strategic marketing plan. A time-bounded, budget-detailed, objective-driven and measurable plan can then be developed.
What will 2016 hold for you? Although each client will have different objectives, the ultimate strategy remains creating and maintaining a positive reputation of your organisation, members and other stakeholders.