This article was contributed by wedding PR expert Meghan Ely.
When creating a public relations plan for your wedding company, it’s essential to lay out a road map in the form of PR goals to better ensure that you will target your efforts for maximum impact from the onset.
Many wedding professionals will initially assume that the main intention for integrating public relations into their overall strategies is to increase business, but PR is far better served as a catalyst for more sophisticated and fine tuned aspirations. It’s important to note that not only will goals vary from one company to the next, they will also evolve within your own organization from year to year, which is all the more reason to revisit your goals regularly.
The first thing you will want to ask yourself is what you hope to accomplish with your public relations goals. Do you, for example, want to build yourself as a wedding industry expert, catch the attention of the right people for national speaking engagements or introduce your company to new audiences in another geographic set? Each comes with its own unique set of objectives and will require different tactics.
You’ll also need to keep in mind that a good public relations goal from the very start is specific. It’s not enough to say you want more press mentions. Instead, you’ll need to outline how many features you’d like to obtain and from where. If the aim is to increase guest blog opportunities, then state how often you’d like to guest blog and with what media outlets. Ultimately, a broad goal is far less likely to be achieved versus one that purposefully outlines what you hope to accomplish.
You’ll also need to learn how to walk the fine line of being ambitious and realistic. It’s wonderful to want to catapult your wedding company to a new level, but you’ll quickly become frustrated if it quickly becomes clear that it’s, for the time being, simply out of reach.
Additionally, an effective public relations goal is measurable, offering metrics to ascertain progress and results. A goal should also be time based, incorporating a deadline to ensure that it is not forgotten, or gets lost in the shuffle of a busy wedding season.
Next, it’s time to identify any challenges that may keep you from reaching your goals. If, for example, you have limited resources budget-wise, then decide whether you need to scale back for the time being or reallocate funds to be able to continue to execute your public relations campaign.
Finally, the newly formed goals should complement the company’s mission statement, as well as the marketing and advertising goals already in place. If these aren’t already established, then this is the opportune time to visit this as well.
Definitive public relations goals provide you a better understanding of what needs to be accomplished in order to succeed, while also giving your work that much more meaning. This year, set aside time to determine what you’d like to focus on with your public relations strategies and you’ll no doubt be paid in dividends.
Meghan Ely is the owner of wedding marketing and wedding PR firm OFD Consulting, which specializes in getting wedding professionals their brides. She is a highly sought after industry speaker and serves as a Public Relations adjunct professor for Virginia Commonwealth University. (Photo Credit: Poppies & me)