Strategy Planning
QUARTERLY
Aligning your goals and objectives
Strategy planning is divided into two phases: 'Review' and 'Action.'
The following framework will help you assess what has been effective and build on those successes to achieve greater coverage each quarter. To stay focused on the right areas of PR, we suggest revisiting your business goals every three months to make sure your PR objectives are aligned 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 and written).
Join us each quarter to see team PR Dispatch ‘Review’ and ‘Action’ a real brand’s PR strategy, live. As a Pro member, you have the exclusive opportunity to apply for your brand to be featured in our next Strategy Audit session, happening live at 1 pm on March 27th.
Each quarter, we select one brand to receive a tailored PR strategy, presented during the session for you and our members. Can't join live? No worries – the session will be recorded so you can watch it later.
Strategy Planning: Review
1. Reflect on learnings
Spend 20 minutes reviewing your notes from the previous quarter, which you can add to the 'Pitch Tracker'. Pay attention not only to coverage but also to responses, as they offer valuable insights into future press opportunities.
REVIEW:
● Coverage
● Responses
● Key products
● Key angles
2. Align with Key Dates, Trends & Lead Times
When looking for pitching inspiration, tapping into seasonal themes, national days and trends means you’ll never run dry of ideas.
In PR, staying ahead means balancing proactive planning with being reactive. Through our ‘PR Strategy: Planning’ which includes national days and key times of the year so you can tailor your pitches to boost relevance of the product or angle pitched.
Trends can attract more media coverage so where possible align pitches with what's currently buzzing to cut through the noise. Keep in mind, that trends are there to guide, not dictate.
3. Choose Product & Profile Angles
PROFILE
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.
TOP TIPS:
● Always lead with a hook. E.g. ”5 unexpected lessons we learnt when our product was copied by an industry giant.”
● Good profile pieces will allow the reader to:
Learn something.
Relate to challenges.
Emotionally connect to the founder/brand.
Password: 'stratchat'
Strategy planning: Action
1. Filter and Save Opportunities
Proactive opportunities
Use filters within press profile and product opportunities that align with your quarterly plan. For those super organised, once in ‘Saved opportunities’, add them into lists of your choice.
Request opportunities
These reactive opportunities account for just 10% of pitching. They are added as they come up and don't need a pre-planned strategy.
Gift guide requests
Similar to request opportunities, gift guide requests are also reactive and do not require a strategy.
NExt: Strategy Execution ▸
2. Update Product and Profile Email Pitch
Review both product and profile email 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.