PR strategy

Overview

Effective PR pays dividends for B2B businesses. A sustained and long-term approach is essential if you want to illuminate your business and enhance its output, and gradually educate target audiences on what you can offer and why they should choose to work with you. This requires a sound strategy.

Challenge

You might be looking at raising brand awareness, competing in a crowded market, reaching new audiences, or enhancing your digital marketing. But which is it and what should you focus on? This is where strategy comes in. A good strategy will not only help set the agenda for your B2B PR but keep you focused in every area of delivery. And, when coupled with a sound measurement framework, it enables you to determine success and impact way beyond the media coverage on the page.

Approach

At Skout, our PR strategy service includes:

Researching the business’ strengths, weaknesses, opportunities, and threats.

Understanding your business and marketing objectives.

Developing PR goals around each of these objectives.

Research into appropriate media, journalists, etc.

Researching other spheres of influence, information sources and priority topics.

Thinking through the types of content, themes and storylines that should be at the heart of your B2B PR.

Creating a PR strategy document for you to sign-off on, and which will serve as a vital tool for guiding and measuring the effectiveness of your programmes.

Building a measurement framework that allows you to track progress against. objectives and analyse the outcomes and outtakes of your PR programmes.

Measuring success from different perspectives such as brand impact, demand generation and digital footprint.