Every PR action must have an objective

Have you ever been in a meeting where someone says “we must do a press release”?

Why? What’s the point?

We must know what we want to achieve before we start researching, interviewing, writing and distributing a press release.

Planning should identify business objectives. Focus your PR campaign and press releases on achieving these.

They could be to:

  • generate more sales
  • publicise an event
  • raise your individual profile
  • attract investor
  • launch a new product
  • establish a brand identity

When we know what we’re aiming to achieve, we know our time and effort will be well spent.


Moving your plan forward

If you’ve been doing everything we’ve discussed so far, your communications should be starting to work effectively for your business.

Knowing what we want to achieve, being clear about how we’re going to achieve it and working on our communications every day ensure that we continue to progress, even when we’re busy with client work. Having a plan and doing a little towards it, even just 10 minutes a day, is good practice. It helps to keep us focused on what’s important, reminds us to keep in touch with customers and makes sure all our material is up to date.

Some elements of the plan will probably be long term and, especially if they are major projects, progress can seem slow. Perhaps you’re building a new web site, writing a business book, developing an employee communications programme, all of which can take a lot of time. It’s important not to be put off by this and to continue with daily tasks so that short, medium and long-term activities continue in parallel. As long as your development work continues behind the scenes then your web site, book or employee programme will be launched on target to achieve your aims.

Effective communication requires daily action. As your activity increases, you will start achieving your objectives and need to update your plan to set new ones. This will be easier as you’ll know what questions to ask and will have seen what works, what doesn’t and what can be improved.

After our last blog, have you started writing?

z2zine tomorrow: Measuring your success

Follow us on twitter @z2zine

Don’t throw your flimsy briefs at me!

One of the skills needed in any creative marketing role is to be able to see the world from the client’s point of view so that you can produce work that achieves their vision.

Last week Simon and I were discussing various briefs – the specifications for a copywriting or other creative project – provided by clients and how minimal some can be. Often a client can want something, but not know what that something is. Our response is to ask questions to identify what they want to help us create it.

Now, we wouldn’t expect everyone to specify a precise word count for an article or list technical production details, but what is important in a brief is to have a reason for the project. Even before any creative aspects are considered, what is the business aim of the project: to sell an identified product, to increase company awareness, to advertise an event, to attract visitors to a web site?

Identifying this reason, the target audience and required result is the starting point for any creative activity. From there we can establish the best way to achieve what the client requires. Whenever starting a project, we always ask what the client is looking to achieve: some can tell us precisely, while others have to be helped to define it.

We include it as part of our service to ask these questions so that we fully understand the client, their needs and the projects they commission us to complete, but it makes good sense for any business to know what it’s looking to achieve at all times.

Doing this doesn’t just mean we receive fewer flimsy briefs, but ensures businesses focus sharply on their commercial objectives. And if their commercial objectives are clearly defined, we think they’re more likely to achieve them.

email: hello@z2z.com
Telephone: 0333 0444 354