Aligning PR Goals with Business Goals
Just like all industry laterals, Public Relations has traveled a long way and evolved into becoming more of a strategic business partner than just a complementing force to drive brand stories.
Aligning your PR goals with business goals
PR isn’t just a service. It’s a creative process that presents brand stories in a different light. It’s more of a management function that involves planning, formulating and implementing strategies.
Therefore, it has now become imperative to align your PR goals with business goals.
The journey starts right from identifying a suitable PR agency for their company.
A vital aspect is how the organization’s communications team transposes the set business goals to the PR team. Understanding business goals, objectives, market trends and projected business growth; has to be an essential dialogue at the induction discussion table.
Also, the organization’s marketing and technical teams need to comprehend that going forward, PR is going to be an integral part of their brand awareness campaign. In association with each other, it’s best to set realistic and attainable goals.
Collaboration between PR Team and Business team, Why is it important?
A proactive and result-oriented PR team will always keep themselves abreast with the organization’s short term business growth to edit and accommodate its long term PR goals.
Tracking business performance and reacting real time to developments displays the agency’s agility to handle challenges with confidence. Similarly, it also becomes a strategic commitment for business teams to ensure a seamless information flow to PR teams.
More often than not, brands express their wish to hire PR agencies to drive sales.
Even when sales are a core focus of PR campaigns, its authenticity lies in honing brand identity.
Brand awareness, establishment, and recall should be the major goals of every PR campaign which in turn can be aligned with long term business goals. This also opens doors visiting combined goals from time-time, re-evaluating objectives and also prioritizing core focus areas for optimum results.
Transparency is the key…
Ultimately, if business goals change, PR goals should follow suit. Information hoarding is not allowed. If there’s news to share, the PR team should know it first. In goal alignment, it is important to ask questions. Being partners in a brand game, we may not understand individual limitations and needs. It’s best to practice transparency to achieve desired results.
A successful brand’s PR & marketing plan should definitely dovetail with its business strategy.