Whitepaper
June 20, 2019

An introduction to PR and communications strategy

The why, the how and the challenge

Although it may be obvious, Public Relations (PR) as a discipline is shifting along with the landscapes in which they work. While it is not immune to disruption, at it’s core PR or ‘Communications’ remains a multidisciplinary field, focused on developing and executing key messaging that’s aligned to a clearly defined outcome. This includes media relations, thought leadership, crisis communication, financial or investor relations, corporate social responsibility, amongst other things.

The dividing lines between the communications and marketing functions are starting to blur as more companies rely on the insights derived from data and analysis to build an integrated marcomms strategy. No matter the structure of your business or team, this document should help guide you through key aspects that need to be covered in developing you traditional or more integrated strategy.

In ‘An introduction to PR and communications strategy’ we explore:

Overview of Public Relations – And the dividing lines between the communications and marketing function

Understanding the media  – What makes news?

Social media –  Meaningful relationships on social channels

Developing your communications strategy – PLUS a ‘Strategy on a Page’

News story checklist –  What you need to know, what you’re trying to achieve and what success looks like

Media intelligence, monitoring and analysis – Demonstrate and evaluate your impact

Working with an agency partner – What to look out for


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