QUARTLERY
Strategy planning
We've split strategy planning into 'Review' and 'Action' phases. Taking the time to review and action every 3 months mean you’ll be doing consistent, purposeful PR. The below content will give you a framework to review what has worked and build on that to secure bigger and better coverage each quarter. Join us each quarter for the live Strategy Live call (or watch the recording) to walk through the below steps and discuss current hot topics.
To provide clarity on which areas of PR you should be focusing on. we recommend revisiting the business goals every 3 months and checking that your PR objectives align with them. For example:
BUSINESS GOAL
“Position brand and founder as a leader within the beauty industry”
PR OBJECTIVES
Increase awareness of business story with B2B beauty press
Build credibility of brand with beauty industry press by gifting products
Raise profile of founder through founder interviews (podcasts & written)
WATCH Q3 STRATEGY LIVE HERE
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WATCH Q3 STRATEGY LIVE HERE •
Strategy planning: Review
1. Review learnings from last quarter
Spend 20 minutes reviewing your notes from the previous quarter, which you can add to the 'Pitches tracker.' Pay attention not only to coverage but also to responses, as they offer valuable insights into future press opportunities and help refine your strategies.
Review:
Coverage
Responses
Key products
Key angles
8 months+ of pitching and no responses? Time for Troubleshooting
2. Reference trends, lead times & calendar
In PR, staying ahead means balancing proactive planning with being reactive. With our Calendars & Lead Times download you can do both. An ideal resource to ensure your PR efforts remain timely and impactful.
Are you looking for new angles and pitching inspiration? Tap into trends, seasonal themes and national days, and you’ll never run dry of fresh ideas.
Keep in mind, that trends are there to guide, not dictate. No need for trend-led collections - simply align your products with what's currently buzzing to catch journalists' eyes.
PRODUCT PRESS
Pinterest 2024 trends
Increase chances of product press by linking products to a current trend.
PRODUCT & PROFILE PRESS
Calendars & lead times
Tailor your pitches to national days or key times of year to boost relevance of the product or angle pitched.
3a. Choose products to pitch for next quarter
Overwhelmed by large product range? Keep it simple:
Choose 5-10 products each quarter/season
Range of prices
When choosing, decide which 5-10 are most press-worthy and best fit with trends/lead times.
Out of the selected products for the quarter choose 2-3 to attach to each pitch.
Need inspiration? Product press framework
Password: 'stratchat'
3b. Choose profile angles for next quarter
Remember good profile press angles are:
Stories about business or personal journey
Lead with a hook. E.g. ”5 lessons we learnt when our product was copied by an industry giant.”
Supported with industry/brand facts, figures & quotes
Allow the reader to
Learn something
Relate to challenges
Emotionally connect to the founder/brand
Profile press is not usually based on trends, but sometimes current affairs. Choose 1-3 angles each quarter. Use the profile press framework to help you identify these.
Need inspiration? Profile press framework
Password: 'stratchat'
Strategy planning: Action
1. Filter & save opportunities
Use filters within ‘Outreach opportunities’ to find the press profile & product opportunities that align with the plan for the next quarter. For those super organised, once in ‘Saved opportunities’, they can be added to lists of your choice.
OR LEARN HOW TO NAVIGATE DATABASE
REMEMBER: Request opportunities are reactive (and only 10% of pitching) and therefore will be added as and when they come in.
2. Update product & profile email pitch
Quickly review both product and profile pitch templates. Update with new product suggestions or profile angles and save in email drafts for future pitches.
3. Update brand bio
Check brand bio is still relevant. Award wins? Change of direction? New price range? Update where necessary.