September 20, 2018
/ by Sarah Parker
Today’s PR pros are upping their game by owning PR’s role in the PESO model, honing PR processes, and defining metrics that matter. But once you understand these concepts, there’s still work to do in applying them.
In this post, we’ll introduce three key ways you can get organized for a more successful PR practice — one that is more proven, more repeatable, and ready to leverage data.
The basic idea is to gather all available evidence of PR’s value and create stronger alignment looking back, looking out, and looking in to refine your overall PR strategy.
Here’s what we mean.
Strength attracts strength. To operate a winning PR strategy, you need to prove the value of activities and win budgets to pursue bigger and better campaigns. Looking back means benchmark, benchmark, benchmark. Look at your past performance, but don’t stop there. Look at brands you compete with, emulate, or envy. Use measurement to set expectations, and communicate strategies informed to beat them.
The PR discipline is about relationships. You can use data to refine your approach to existing relationships, and the energy you spend on developing new ones. Looking out means shifting away from batch-and-blast press releases to targeted pitching. Increasing your win rate with high-value publications and content creators is much more important than sending out a bunch of releases that don’t drive value for the business.
In an era where customer experience is king, content becomes critically important. PR is a key content creation engine for the business — but not the only one. Looking in means connecting with content creators across your organization, from marketing to demand gen to social media.
Share PR strengths you’ve gathered by looking back and out. Then, discuss and deepen shared understanding of goals, metrics, and customer journeys to get all content creators working together for a stronger overall PR strategy.
We're sharing more about how to get your PR strategy impeccably organized before Q4, so you can prepare for the most impactful 2019 possible.
In our next posts, we’ll dive deeper into these look back, look out, look in organization steps for PR. With benchmarks behind you, optimized outreach, and defined metrics, you be well positioned to map PR programs to measurable business impact.
Proving revenue results will help you get you the budget, team growth, and modern PR tools you’ve earned for the age of Digital PR.
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