PR strategy, i.e. planning of activities

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When we translate the meaning of public relations, we get a Polish equivalent that defines this industry as a relationship with the environment. However, every person functions in society, and thus maintains the aforementioned relations with the surrounding environment, so do they unconsciously practice PR activities? Definitely not, because taking up this field professionally requires complete awareness, which results from the analysis of the current situation based on a strategy and is to lead to specific goals. In the article you will learn what a typical character is likePR strategy and how to put it into practice.

Public relations is a complex, planned communication process that must have a well-developed strategy. Typically, campaigns are multi-level activities rather than a simple series of steps that follow one another. Especially with the widespread tendency to integrate communication channels, where the concept must cover different communication disciplines simultaneously, on several levels and in divergent periods.

PR strategy and its elements

In its simplest form, a typical public relations agenda can be broken down into the following:

Initial analysis

The PR strategy should usually start with research, however many companies skip this stage of building a plan due to the relatively high costs. However, such research should be treated not as a cost, but a profitable investment that will allow you to accurately determine the situation in which the organization is located.

However, if the analysis capacity is negligible, it may be a good practice to ask yourself key questions and try to find the right answers in another available way. You can start, for example, by searching online resources or analyzing press materials that contain information about a given company or industry. Another option is to interview the best informed people and to analyze the most thoroughly prepared brief. Sometimes it makes sense to conduct a communication audit, which is very similar to the above-mentioned interview in that it involves asking the right people questions and analyzing their responses, and is usually used to improve communication.

Company goals

They can be divided into:

  • Business goals - are in fact the goals of the organization for which a PR strategy has been created. Usually, this is the sale of products or services, but in the case of city councils, for example, the goal may be to attract as many tourists as possible to the city.

  • Strategic goals - these are the general goals of public relations activities, which, unfortunately, end up with most PR strategies.

  • Communication goals - the goal of the PR strategy expressed in a measurable way. It may contain a wording that will indicate, for example, increasing the awareness of Internet users from 10% to 25% within four months of the campaign. It is worth mentioning that one strategic goal may have several communication goals.


Often referred to as the Big Idea because it is an overall plan designed to achieve goals. The adopted PR strategy must above all have coherent and consistent messages, regardless of the channel or method of communication, and should be unconditionally based on specific assumptions. The details of the strategy are the tactics that will be discussed in the next section of this article.

target group

It is a defined group of people to whom the message is to be sent. The identification of key groups can take place at various stages of the PR strategy planning process and we can distinguish the following communities:

  • Strategic (or direct) groups, which are usually potential clients of the company.

  • Tactical groups also known as intermediate, because with the help of these groups an attempt is made to influence the previously mentioned strategic groups (e.g. media, opinion leaders in a given field, celebrities).

Key messages

Words that are repeated many times throughout the campaign.


Tactics are details of a strategy, specific actions, tools or methods used in implementing a PR strategy. In order to successfully implement a planned campaign, while working on the tactics that will be included in it, there are a few key steps to follow:

  • achieve the set goals,

  • use appropriate media,

  • reach the right audience,

  • monitor the entire campaign and modify it if necessary.

PR tools

Otherwise known as a public relations mechanic, using specific tools, for example special events or media coverage.

Action schedule

The PR strategy also requires a schedule of activities to be undertaken, which may include the following elements:

  • direct marketing,

  • advertisement,

  • cooperation with the media,

  • various types of events.

Budget planning

At this stage, identify the basic measures that may be needed to achieve your goals. You can often encounter a situation where the entire action plan is subordinated to the available financial resources. When planning a PR strategy, it is worth considering whether you can take any actions that do not require a large budget in order to define priorities.

Assessment and monitoring

The PR strategy that will have to be accounted for must be controlled and monitored. However, its impact, effects and results should be analyzed and assessed. The most important element is the qualitative or quantitative measurement of whether the goal has been achieved, how long it took and how high the cost was incurred by the company.

Above are the basic elements of the action plan included in the PR strategy. If you want to improve the image of your company and have a positive impact on its relations with the environment, it is worth taking care of the issue of public relations. In order to obtain the desired effect, the above-mentioned steps should be followed, so that the company can be sure that its activities and finances are not wasted.