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PM Forum – Birmingham

Putting together an effective Public Relations Strategy

‘As the world gets smaller and products and services become increasingly similar, it is an organisation’s reputation that sets it apart.’

This was one of the opening statements at the recent PM Forum event on PR strategy, and highlights the importance that presenter, Elisabeth Lewis-Jones, places on Public Relations (PR) in the corporate world.

Ms Lewis-Jones, director of Liquid Public Relations and President Elect for the Chartered Institute of Public Relations, delivered a clear and concise presentation on effective PR strategy and kept the 40 plus delegates enthralled throughout.

Elisabeth outlined five steps to a successful strategy:

  • >Audit – Where are we now?
  • Setting Objectives – Where do we want to be?
  • Strategy and Plan – How do we get there?
  • Ongoing Measurement – Are we getting there?
  • Results and Evaluation – How did we do?
Step back and audit

She stressed that before you dive into to a PR campaign it is vitally important to step back and evaluate where you are now. This will establish what image and reputation the organisation currently holds with both internal and external stakeholders. Competitor analysis at this stage will also help identify your unique corporate proposition.

Crystal Clear Objectives

Following this, Elisabeth informed members that clear objectives need to be set, so that the PR team knows where they are heading and what needs to be achieved. Only then can PR activity be measured and evaluated.

Tools of the trade

Strategy and plan is where PR tools and tactics are realised, and as Elisabeth pointed out; where activity reinforces messages, corporate identity and company culture.

Evaluation=information

Equally important is ongoing measurement, and the need to know that the objectives are being met. Elisabeth highlighted that if you don’t know where you are, you won’t know where you are going and won’t know when you get there.

Importance of PR Strategy

Ending with impact, Elisabeth said: “Implementing a PR programme without an effective strategy is like winking at someone in the dark – you may know what you are doing but no one else does!”

Adam Holden
Ernst & Young

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