A good PR campaign includes clear goals, as well as the creative strategy, tactics and monitoring that are best suited to those goals.

Goal setting

Specific goals might include building new relationships, engaging stakeholders, changing consumer behaviours, increasing web traffic, launching a new product or service or taking the angle of building an expert profile through industry specific sites.

Strategy

The strategy behind a campaign is the reason a company chooses to engage in that particular campaign. It’s the key to help get the company from A to B in achieving their goals.

Strategy should always reflect the company culture and be both creative and effective.

Deliverables

How you fulfill the campaign should be relevant to the goals. Press releases, web content, social media, events and internal communications are common tactics used in executing strategy.

Evaluation

The way you evaluate the campaign’s success should also be relevant to the goals. Evaluating on a regular basis is important during the campaign so elements of the campaign, or the campaign itself can be tweaked to gain maximum results.

From an agency point of view, it is imperative to establish how they will measure PR success.

Image credit: Maria Corte Meidagan, Spain