7 PRIORITIES OF PERFECT PR

1. SETTING THE OBJECTIVE - it should be written in brief, succinct language, and should express the result sought by the totality of the PR effort in the campaign involved. The component aims should also be written out concisely.


2. IDENTIFYING THE DESIRABLE RESULT AND REQUIRED MOTIVATIONS - it follows with a 'wish list', there should be a detailed list which addresses each item in the objectives, and spells out in detail the desirable result and required motivation.

3. DECIDING THE TARGET AUDIENCE - what is essential, however, is to ensure that the message transmitted are consistent, in synergy with each other and, above all, do not risk cancelling each other out.


4. REFINING THE MESSAGES - each message will need to be further refined when the other elements of the plan have been put in place.


5. PLANNING HOW THE MESSAGE IS TO BE DELIVERED - some messages will be delivered during specific highlights in the company's year. Others will need to have events built around them. Timing, always an important consideration, will be critical in this context, also budgetary considerations.


6. PLANNING AND IMPLEMENTING THE CAMPAIGN - ideally all PR operations should be 'owned' at the top of the company. Today PR consultancies come in many shapes and sizes, and the specialize in different types of activity, although some of the largest offer a PR supermarket facility, with capabilities across the range of the needs of potential clients.


7. MEASURING THE RESULTS - one of the most commonly used techniques in relation to assessment of PR success is for the company to establish a benchmark for measuring results, using research, before the operation of the PR plan. The evaluation process should start with setting down the specific quantified aims and goals for each of the target publics, specifying a measurement strategy in each case.