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Marketers know that a strategic PR plan can play a key role in overall marketing, but the PR approach too often appears as a few bullets in a presentation deck:  press releases, media interviews, executive speeches. Even for PR practitioners, there’s sometimes a tendency to jump headfirst into publicity tactics.
An easy way is to start is with a classic SWOT analysis and determine where a strategic PR program fits in reinforcing strengths vis-a-vis competitors or building allies in the event of sudden external developments. Traditional market research isn’t sufficient as the basis for a PR plan incorporating traditional and social media.
Marketing and advertising are very useful for informing customers of new products or services or innovations like price changes, but a good PR strategy often rests upon true brand differentiation  or the ability to create it through borrowed interest strategies.  Think about the narrative that will carry the program and what mix of tactics can best communicate that difference. The overall PR strategy, positioning, target audiences, and key messages are typically fixed elements of a plan, but tactics may require constant review and change.

It’s a myth that PR, advertising, and direct marketing need to constantly push out the same message, but they do need to mesh rather than conflict. This goes without saying, but bear in mind that the objectives for a strategic PR program are often not conversions. MENG is the indispensable community of executive level marketers who share their passion and expertise to ensure each member’s success. Dorothy Crenshaw is CEO and Creative Director of Crenshaw Communications, a boutique PR firm focused on marketing and reputation building strategies for consumer and technology brands under the banner "Creative Public Relations for a Digital World." She founded her firm after a 15-year career in marketing PR that included senior posts at Edelman and Grey Advertising's GCI Group. Efficient and reliable collating of large amounts of information using SPSS, Excel and other data handling software, group or one to one  interviews, focus groups, training sessions. The Getting By report, launched in Liverpool on the 20th March 2015, with the Shadow saw the Minister for Children and Families, Alison McGovern, giving the key note address.

A revised and updated version of Getting By is being written in collaboration with Dr Mark O’Brien, to be published by Liverpool University Press in the spring of 2016. WorkBloom's goal is to help job seekers find work and reach their highest aspirations, one step at a time.

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