Create a strong PR strategy by tackling these 7 common challenges
When an organisation carries out a PR strategy for the first time, there are common challenges that can undermine the process. But don’t worry, these hurdles aren’t necessarily signs that PR won’t work for your brand; instead, they may indicate the need for a rethink in tactics or a realigned understanding of how PR is best carried out.
If your team is struggling with any of the following, there are some easy fixes that will help you reap great results.
7 common challenges in B2B PR strategies
Understanding the difference between PR, marketing and sales aims
When initiating a PR strategy, the first challenge some face is starting the process without a strong understanding of what PR’s true aims are. Remember, while PR can and usually does assist marketing and sales functions, its sole purpose is not to generate new clients.
Instead, it helps to educate audiences, building trust, authority and credibility in a brand. This, in turn, can lead towards lead generation and sales. Also note that PR can take time as awareness and trust aren’t built overnight.
When these differences are realised, the PR strategy can be more effectively adapted - perhaps taking place over longer periods of time and with more focused targets. For example, instead of only measuring leads, set key performance indicators for the strategy to meet, or measure the increase in coverage, as well as the quality of coverage. Doing so will shine a light on how your PR is building market credibility for your organisation.
Recognising journalist needs
In part, getting this step right goes hand in hand with understanding that PR does not work in the same way as marketing. It’s easy to assume that, like marketing, PRs can create content that highlights the key benefits of your brand and journalists will use this information. Largely, however, this strategy will lead to few brand mentions in the media.
In B2B markets, journalists aren’t looking to ‘sell’ your brand to their audiences. They want to provide the latest stories, original insights and events that are impacting the market. The job of your PR strategy is to uncover stories that speak to both journalists and their audiences while still positioning your brand as an authority.
Common ways to achieve this include: creating news releases based on market trends or from original research; or by writing articles that analyse events or topics relevant to your business. These tactics can highlight you as leaders in your field while giving journalists the substance they need.
Want it straight from the horse’s mouth? Take a look at the content HR journalists are looking for.
Appreciating the market’s needs
A PR strategy should be adjusted to the target market. Not getting this right could be a significant barrier to success.
It’s important to understand the differences across regions, countries and continents, as well as the niche markets and the audiences’ needs.
B2B and B2C PR also work very differently, plus smaller subsections require different strategies yet again. For instance, while B2B tech publications may feature funding or new products, HR publications are less likely to do so. In the HR niche specifically, educating audiences on broader issues that impact organisations, HR teams and their people is most likely to result in higher levels of editorial coverage.
Agreeing on key messages
Sometimes, enthusiasm to get going quickly with PR can sidetrack some vital strategy components. Especially when organisations cover lots of topics and subject areas it can be easy not to sit down and agree on key messages.
Remember, the solidity behind a cohesive PR strategy is clear and consistently reiterated messaging. Clarity ensures comprehension but reiteration means that people ‘hear’ and learn about your messaging over time - once is not always enough to drive home the importance of your work. That’s why agreeing on key messages is essential so that you can consistently highlight the value you offer.
Defining target publications
Without the right guidance, this can be an easy step to miss in a PR strategy as it’s common for teams to think only about the quantity of coverage they’re gaining. Of course, higher quantities of coverage are great but it’s better when this coverage is in the right publications.
Ensure to understand the habits of your audience so you know the publications and blogs they’re reading as well as the podcasts they’re listening to so that you create tailored content. This will result in better placement for your coverage and support the reiteration of key messages in front of target audiences.
For examples of some key areas to target within the HR space, check out these 16 HR publications.
Leaving room for flexibility
Any good PR strategy should have a solid plan with solid aims. While a clear focus, tailored content and thorough distribution tactics should be part of this, another aspect of your strategy should be the ability to remain flexible in the content you provide for the market.
Being too rigid in your strategy’s implementation can result in missed opportunities. After all, stories can move swiftly within the media and PRs should be able to respond quickly by providing the best information from your brand - even if this topic is not the strategy’s exact focus at the time. The faster you can respond to the media’s needs while still fulfilling your own, the more successful your PR strategy will be.
Making sure the whole team is on board
While some see PR’s inherent value, others just don’t get what it’s all about. However, to ensure the best chances of PR success, everyone must be singing from the same hymn sheet.
PR is a collaborative process. It requires those with PR understanding to translate the knowledge of subject matter experts within your organisation and provide this information to the media. PRs are also likely to work alongside marketing or sales teams to create new content or adapt previous marketing materials. Having all key people’s input is incredibly helpful. When everyone is in harmony and sees the benefits of PR, the process becomes more streamlined and everyone can work towards a common goal.
Having an open conversation with your team about your PR strategy and its aims provides an opportunity to answer questions and give clarity around the PR process.
When starting your PR strategy, don’t worry if you experience some bumps along the road. To some, PR can seem like a mysterious process at first and newcomers are not expected to be masters in the field. However, with the right people on board and experts to guide your strategy, overcoming challenges and achieving your company objectives becomes a lot easier.
For more information on the PR strategies that work best in the HR market, check out the HR Media Report 2021.