A PR strategy can be broken down into three phases. The last, the most important and often neglected.
1) Ideation
Write down everything. Brainstorm. Read about other products’ PR strategies (not just similar brands to the one you’re working with). Talk with a different person each day and ask for help. You can do it alone, but you can do it better with others’ help. Here’s a site I read a lot when brainstorming.
2) Evaluation
No one loves to redo something because they forgot a piece. Nor does anyone enjoy scrapping work they’ve spent hours on because while it may be good work, it doesn’t fit the overall strategy. Evaluation is easy, but dealing with the criticism may prove difficult to handle. You can get attached once you start creating, not before.
3) Creation
Here’s the spot a lot of PR freelancers neglect before pitching their strategy. It’s easy to suggest a business sends out a newsletter. It’s much more difficult to write that newsletter yourself. It’s easy to suggest how to use Twitter and Facebook, but much harder to think of 30 tweets or 24 Facebook posts they can use. It’s easy to suggest building a clock a bird pops out of each hour and sings, but … you get the idea. No business wants to hear what they should do they want to see it. After all, they are hiring you to do it, not just think about doing it.
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