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Brainstorm
1
  • Get X pieces of earned media coverage in national titles and X pieces of trade coverage.
  • Increase traffic to the newsroom by at least X% by issuing at least one press release or blog post per week.
  • Creating content which can be repurposed by other departments or for other communication channels.
  • Run a simulated crisis response to practice exactly how your newsroom would respond in real-time if a crisis broke out.
  • Establish X new relationships per month with both trade media and national journalists.

Action

Put a strategy day in the calendar for the whole PR team where you will discuss the coming 12 months and make a plan.
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  • Journalists
  • Customers
  • Investors and prospective
  • Investors Employees and potential employees
  • Partners
ohio

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Action

Write a list of all the audiences your company wants to reach. Craft one key message for each audience.
Content creation
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  • Always go for authentic stories and be truthful and transparent with your audience.
  • If possible, use original images and videos. Stock photos can be the exception, but make sure to identify them as such, buy the royalty if necessary and attribute.
  • Respect others’ privacy.
  • Your company’s mission, visions, and values should be embodied in the content.

Action

Write down some guidelines on your company’s tone of voice that the whole team can agree on and refer back to.
  • Company news: Make a note of events like a new CEO appointment, an organization-wide change, investment rounds, acquisitions, or strategic decisions that you can make public.
  • Q&As: Ask your customers to share their questions about your company on your social channels and create content with the responses.
  • Industry News: Create a round-up of the biggest news stories impacting your industry each week with links to the full stories.
  • Thought leadership: Share your expertise in your sector or help solve a major problem by offering original insights in the form of Thought Leadership.
  • Behind-the-scenes: Can you show your audiences some of the secrets of how your products and services are created?
  • Meet the team: If you’re using content as a way to reach potential recruits, you can do ‘A day in the life of…’ employees in different departments to attract them.

Action

Brainstorm the types of content that will work best for your organization and decide which ones you’re going to implement. Use two categories - regular features for ongoing campaigns you will do each week or month, and special features for one-off campaigns that will take place sporadically.

Action

Make a list of the thought leaders at your company and the topics they can speak credibly on.

Action

Identify three potential crises your company might face at some point and have the team draft short holding statements to be kept on file in case they come up.
Calendar
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  • How are you going to bring it to life?
  • Which of the target audiences identified above is it aimed at?
  • What team members will be involved and how much of their time will it take?
  • What key messages will come through?
  • How will it be distributed and promoted?
  • Which goal is it tied to and how will you measure its success?
  • Important company dates: High-level dates to include here may be the beginning and end of the financial year, budget deadlines, expected product launches, the organization’s anniversary and major annual events.
  • Planned PR activity: Using a color code, mark off planned press releases, interviews, forward features, social media posts, advertising campaigns, and blog activity.
  • Planned events: Mark off exhibitions the organization plans to attend, as well as conferences and speaker opportunities. Does the company hold a sales conference, an annual think-in, or a corporate team-building exercise? Include that too.
  • Holidays: What day does Christmas fall on this year? What public holidays do your target audiences celebrate? What dates will kids break up from school for the summer? These things impact your employees as well as consumers.
Create your content calendar using the tips laid out above.
  • Keywords and keyphrases: do some research on the words or phrases people are likely to type into Google when they want a product or service your company provides. Then, create some content for them to find when they hit return. Your keyword should be used in the page title, in the sub-headings, and sprinkled through the text.
  • Length of articles: Google wants to give its users the best possible answers to their questions and queries, and for that reason, most of the articles that can be found on page 1 of Google are more than 2,000 words long. Articles should have at least 750 words, but try to include some long-form content in your calendar too.
  • Hyperlinks: they can be used to link to related articles and other parts of the website, and strengthen the internal infrastructure of your webpages. If you have partnerships with other (well visited) websites, set up agreements where you link to each other’s pages.
  • Rich content: means pages that have video or audio files embedded as well as text. Make sure your team maintains a focus on producing multimedia content, and any time you have video content that relates to your blog posts, include it on the page. Your users will stay on your site for longer when you do.
  • Image optimization: Google can’t read images, but it can read the words that you use to describe them. This is another opportunity to use the keyword you chose above. Use phrases people might search if they were looking for your site in both the image title and alt text boxes. Additionally, sites that load slowly rank lower in Google. If you use lots of images, make sure to resize them before you upload them to make sure your site loads quickly and this doesn’t affect you.
Make a plan to optimize any content that’s already in your newsroom for SEO.
  • Email marketing: Send a mailshot to your database
  • Social media: Share it on Facebook, LinkedIn, Twitter and Instagram (hint, you can do this more than once for best results!)
  • Earned media: Engage with journalists and see if you can get some local, national, or trade coverage for your latest campaign.
  • Events: You can hold a public event to create even more of a buzz around your campaign.
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Get to work! It’s time to start creating and distributing your PR content.
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