Whilst the economic dark clouds continue to loom low, and the UK tries to repair its reputation after a tumultuous 2022, we take a look at ways to maximise your reputation for the year ahead and how PR and communications will help you raise your head above the parapet.
1 -制定2023年你想要实现的目标? 每个企业都需要一个计划. 所以，要想清楚你的长期目标是什么. And within this, what would a successful year look like? This will help to shape the structure of your PR and communications plan, because any activity should support and relate back to your business objectives in order to make an impact and create results. It will give you focus and enable your PR agency to strategically shape your reputation relevantly.
2 - Communicate internally Before you start telling the outside world about the business, make sure your internal teams are dealt in and know what the big picture is. No team member should be learning about the business second hand in the press, so ensure any announcements are discussed at Town Hall’s or communicated internally. Internal communications is essential for business morale and will create a more loyal and positive team in the long term.
3 -根据我们的经验识别现有客户, a number of businesses simply don’t have a clear view on their current customers. Particularly if you target multiple sectors or verticals, make sure you know who the decision makers are for sure, 还有公司里其他有影响力的人. 公关机构应该和你一起理解这一点, but it’s an essential piece of work if you want to get in front of the right people.
4 - Evaluate further audience opportunities This will be in your plan and objectives, but make sure your PR agency knows if you’re looking at other audiences. That might be growth opportunities through gaining investment, or you might be looking at entering your technology or product into new sectors, make sure you are transparent as your PR and communications plan should support this and identify opportunities.
5 - Refine your message Make sure you have a message that matters and sticks. 你的公关机构可以就此提供建议. You should have a set of key messages that you want to get in front of your audiences and you can then monitor this throughout the year to check which messages are getting through. 与公关, 这些信息不能以销售为重点, they need to be fact-led and jargon free and not too promotional, 然而，以正确的方式推销你的企业. Work with your PR agency to hone these for your PR and communications activity.
6 -你的品牌看起来是最好的吗? Before you start ramping up your external PR and communications, how is your brand looking? 它能代表你最好的一面吗? 顾客能从你的网站上得到他们需要的东西吗? Remember your brand touch points are essential in giving the right impression. If you’re a tech firm that looks like it’s from the 80’s (and not in a good way) then do something about it. Make sure all the content on your website and social channels is up to date and jargon free so when potential customers land on your channels, 信息很明确.
7 -你的关键里程碑是什么时候? 规划好你的一年. What have you got coming up that needs to be planned for in your PR and communications? 你们有新产品发布吗? 你希望得到投资吗? 你是在雇佣一个你想大声称赞的人吗? All these business milestones need to be put into a plan so you have a consistent stream of news and opinions throughout the year and your PR agency can plan accordingly.
8 -确定业务中的关键人物 & 让他们澳门十大正规赌博娱乐平台进来. 还有新闻, you need to be sharing your thoughts and opinions with your networks and the appropriate press. 你想让公司里的谁来做这件事? 首席执行官或总经理当然是关键，但还有谁能脱颖而出呢? Is there an amazing person in product or innovation that could talk to tech press? Do you have sector specialists who can give their opinion on something pressing? Highlight these people and then media train them and give them the confidence to build their profile on behalf of the business.
9 - Make a PR and communications plan Once you’ve identified your audience, 的消息, 活动和人, 你需要制定一个公关和沟通计划. Yes it’ll change but it gives you direction and allows you to plan accordingly.
10 -你打算怎么测量它? PR and communications needs to have impact to add value, so you need to be measuring this. Your PR agency should provide a monthly report so you can measure and monitor your success. 你的留言是否收到了, 你的新闻在哪里被报道过, how PR and communications has impacted your digital channels. You need to be assured you are being seen in the right publications for the business and creating noise and impact that matters.
Hopefully the above gives you some ideas for how to structure your approach to PR and communications but if you want to speak to a strategic agency which is driven by impact, 保持联系.
