Sending out a press release with each announcement can increase the awareness of your company or business. However, one-off announcements don’t create the framework of the brand you desire to build to your target audiences. That is why developing a strategic plan is recommended. The biggest question a company executive needs to ask is, “What are our goals?” and then create strategies that will help you achieve those goals.
Another question to ask is, “What is our story?” Is your company doing something new or different? Does your story tie in with a news event? Is it a topic a particular reporter covers regularly? And also just as important, is there some breaking news happening that will put your story in the trash?
There is so much to think about before sending out a news release. Public Relations goal is to build positive awareness about the company and its offerings to key audiences and help decrease the gap between how a company sees itself and how others outside the organization perceive it. By having an overall public relations plan, your company will be able to:
- Create, maintain, and protect the organization’s reputation
- Enhance its prestige, and present a favorable image
- Become a thought leader
- Target audiences with key messages
- Determine influencers and develop relationships (reporters, bloggers, analysts)