Let’s face it. The year 2020 was unexpected and brought dramatic changes in the way PR and marketing is done. Overnight, with lockdown and social distancing norms, digital became essential for brands and SMEs overhauling years of policy and procedures. The new year brings hope with a vaccine around the corner. However, 2021 is a quite different world than 2020 or the year before when it comes to marketing and PR. Which is why you require an effective post pandemic PR plan that helps create brand awareness, engages and excites your target audience and customers, earns trust and positions you as a thought leader, while ensuring that you stay ahead of the competition.
Challenges to expect.
The rules in 2021 have changed and communication is now centred around making consumers feel comfortable and safe in this evolving environment. Moreover, there is greater emphasis on doing good and companies must learn to do this intrinsically, not just to bolster their brand messaging. With spending habits changing in the past year, brands also must focus on their purpose and create an emotional connection with consumers. It’s also time for companies to look within and to create a safe and trusting atmosphere for employees and stakeholders.
Align PR and Marketing Goals
The lines between PR and Marketing have grown more blurred than ever. It has become imperative that both align and goals match. By studying the audience and the data available and establishing common goals, PR and Marketing can create the necessary positive outcomes even though strategies to achieve them might essentially be different. A good plan would have PR efforts focused on earned media coverage and changing consumer perspectives; at the same time, the marketing plan would rely on paid and owned media to create brand awareness. With common goals, they can work together for the brand’s mutual benefit.
Working with Low Budgets
Businesses all over the world are still in recovery mode and this means that they will constrict their spending, especially when it comes to PR. However, right now, it is more crucial than ever for organisations to connect with consumers and ensure that their messaging gets out. This is the time to leverage technology and use tools that can help centralise processes, create content, reach out to journalists and monitor analytics. Furthermore, this can all be done far more easily thanks to automation which allows you to create and share content intuitively. You can also outsource your PR strategy to a project-based PR company to keep your costs low, rather than opting for expensive retainers.
A Successful PR Plan for 2021
Either marketing or PR cannot be overlooked if you are looking at creating a lasting brand story. Begin with reviewing and assessing your financial situation and your business goals to get an overall idea of the big picture to understand what went wrong and what worked and what can be improved in the coming year. Research and strategize accordingly to understand your target audience better and ensure that your PR plan is targeted towards not just consumers but also those who can influence consumers, the influencers for your product and services. Leverage your success stories through social media, build case studies and drive customer engagement to ensure that there is an ongoing conversation about your brand and lastly, make sure you measure your success through various metrics such as content analysis, website traffic and even social media mentions.
Keeping in mind the unpredictable nature of our world, it would be a good idea to break down the plan into six month or quarterly plans to understand what worked and what did not. Flexible PR advisories like RentaPR can create bespoke plans that are lean, cost effective, flexible and cater to needs of a growing business, a startup or an SME.