For a long time, public relations was the main communication tool for companies . Today, the strategy remains valid, but it is integrated with other possibilities.
The arms of communication come together with several alternatives, and, therefore, PR is allied with issues such as press relations, marketing and so on.
Therefore, to obtain the best effects, public relations planning in integrated communication is essential.
This process helps to define relevant aspects of the action and, therefore, increases the chances of success. As it considers several elements, it also increases the potential for obtaining good results from the undertaking.
Below, see how and why it is so important to plan public relations in integrated communications.
How important is public relations planning?
The role of public relations has undergone several recent changes. Today, professionals no longer work in areas that historically belonged to their range of functions.
Gift management, for example, can be a mission for other professionals.
Within the integrated communication proposal , it is essential that the areas communicate. Therefore, the ideal is to establish a plan that considers these aspects. As a result, it is possible to define functions more clearly and efficiently.
Furthermore, public relations planning always adapts to the company's needs. Regardless of the type and size of the business, it is possible to determine the appropriate vision for each objective to be achieved.
It is, therefore, an element that helps to use the best PR resources in search of specific and desired consequences.
How to carry out this planning efficiently?
Developing a public relations plan in integrated communication vp media email lists requires personalized action that is capable of making better use of available resources.
So, the process has to be done efficiently and focused on certain aspects. Below, see what the main steps are.
Understand the company scenario
First, it is essential to understand what the establishment expects, what situation it is in and what its communication vision is.
There is no ready-made recipe that is valid for all scenarios. Instead, it is essential to evaluate, on a case-by-case basis, what to consider to achieve a better result.
Once the need has been recognized, it is time to identify what has already been done or what will be done. Since it must be integrated, the PR process needs to consider the impacts of other forms of communication.
If the company already has a press office or digital presence strategy, for example, this must be taken into account when deciding what the objectives and methods of action are for the public relations department.
Define the best actions
From this initial recognition, it is time to establish what actions are executed by the PR team. The idea is to identify what fits into this arm of communication and what can be done in alignment with other strategies.
This is the case of specifying, for example, the purchase of gifts, a networking event or the structuring of graphic material. Everything must be consistent with the objectives and possibilities, in order to define actions that are truly strategic.
Use technology to your advantage
When developing a public relations plan in integrated communication, it is very beneficial to have the support of technology. It offers greater visibility, reduces bureaucracy and ensures dynamic performance.
One of the trends is to use platforms, software or applications that break down visualization barriers. Trello, for example, allows you to follow your planning online, whenever or wherever you want.
It is possible to understand which actions are planned, which are being carried out and which have already been completed. This makes it much easier to understand the process.
Track and use the results
Planning is not and should not be viewed as static. Depending on the results obtained throughout the execution, it can — and must — be modified. In fact, this is part of an approach that considers the element as something cyclical, rather than as a resource that has a beginning, middle and end.
Therefore, it is essential to establish metrics to monitor performance and use reports that define what has been achieved. Based on the evaluation of metrics, it is possible to adjust performance and achieve better performance.
What are the main factors that should be taken into consideration?
To build a public relations plan in integrated communication, some factors must guide decisions.
With the support of these elements, it is easier to develop an efficient plan with a good chance of success. Below, see what should be evaluated.
Specific needs
As mentioned, public relations activities are designed on a case-by-case basis and are geared towards each company. Therefore, one of the elements that deserves greater attention is the set of needs of the company.
Among the aspects, there are issues such as relationships with internal or external audiences , increasing brand presence, strengthening visibility on social networks, holding quality events, and so on. Each one requires a special approach, so that's what the plan is for.
Budget
Another crucial point is the amount available for investment at this stage. In general, the budget helps to define certain characteristics of the actions.
A higher value, for example, allows you to use more elaborate graphic material or carry out a very robust event.
Even actions with a small budget are valid and efficient, but there needs to be an adaptation to this issue of availability.
Term
There is also a need to assess the time frame for which the planning will be valid. It is very common for companies to make decisions thinking about a full year. However, even in this scenario it is possible to resort to shorter possibilities.
This is the case of annual planning that includes monthly, bimonthly and half-yearly specifications, for example.
The main point of considering time as an element is that it allows you to establish a schedule that takes into account the different needs in terms of obtaining results.
How can a specialized agency help develop and execute this planning?
For the plan to truly consider integrated communication, it is highly recommended to have the support of a specialized company.
The help of an agency qualified for the task allows you to count on a properly prepared team capable of predicting the best impacts.
Furthermore, it is essential that the agency acts as a strategic partner. It is essential to be able to benefit from long-term support so that integrated communication generates continuous results.
To top it off, the contractor must also be able to propose specific solutions, provide alternatives tested on other clients and offer new paths. As a result, the performance becomes increasingly better.
How to plan public relations in integrated communication?
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