One of my favorite classes I have ever taken at Texas Tech was an online class during the second summer session – PR Strategies. Usually, online classes are my least favorite because I am such a visual learner and need to actually go to class just so I can understand the course material better.
However, this online class was one of my favorites because it 1.) was easy to understand and 2.) the professor was AWESOME. I was able to take in the information I learned like a sponge, and I continue to use what I was taught in other PR classes.
I learned a lot from my PR Strategies class, and here are some important things you should know too:
Issues vs. Risk vs. Crisis Management
These are three important things you need to know and be able to do in PR. Simply put:
Issues management happens when PR professionals anticipate and prepare for any issues that may appear.
Risk management is when the PR professionals identify, control and minimize the impact of uncertain events on an organization.
Crisis management happens when the PR professionals have to deal with issues that were out of control.
Prepare. Prevent. Identify. Control. Manage.
Live by this.
What is Your Position?
A positioning statement is something an organization needs to use so they can set themselves apart from other organizations. It is how they want to be seen by the publics and organizations should keep this in mind when writing them.
Writing a Goal
A goal is a broad statement that outlines what the organization wants to accomplish. It is like an umbrella – you should be able to fit everything you want your organization to accomplish while also keeping it short and to the point.
The Difference Between Objectives, Strategies and Tactics
In my opinion, these make up the Holy Trinity of PR Strategies.
An objective needs to be goal rooted, public focused, attainable, time definite and, most importantly, measurable. It should measure the awareness, acceptance and action of the target publics.
A strategy defines how an organization wants to engage its publics and can be proactive or reactive.
A tactic is the visible element of a strategic plan.
They may sound super simple, but they are so important when creating a strategic plan for an organization.
A proactive strategy is what an organization should use when they want to engage its target publics. Examples of a proactive strategy include sponsorships, strategic philanthropy and special events.
A reactive strategy is what an organization doesn’t want to use. It is usually used when an organization need to respond to an issue or crisis. Examples of this includes a prebuttal (when an organization releases bad news about itself) and attacks.
The Importance of Strategy
Strategy is the key backbone to any PR plan, and an organization needs to make sure they understand these five important aspects of it because it could help them immensely.