It’s 2024! You made it! This year, ditch resolutions if you run a small or medium-sized business (SMB) in Nigeria, make a communication plan to level up your audience engagement and boost brand awareness. One way to do this is to craft a winning public relations (PR) plan for your SMB.
Having a strong PR plan is the secret weapon for Nigerian SMBs because it promotes goodwill and communication between the business and customers. When PR is done properly and consistently, it builds lasting relationships with customers and leads to continued marketing engagements through communication that boosts brand awareness, attracts new customers, and increases sales.
Small and medium-sized businesses in Nigeria should strongly give thought to public relations as a cost-effective marketing solution especially considering the challenging economic climate that is adversely affecting businesses today. A winning PR Plan is needed to thrive in 2024, surpass business goals from last year and scale up.
A PR plan is a carefully crafted strategy that is creatively employed to establish a positive public opinion of your business. While its benefits are clear, crafting a winning PR plan can be tough and complex, especially without an expert’s direction.
Here are six proven steps to create a winning PR plan that will catapult your business into the spotlight this year:
Determine your PR goals
A great PR plan begins with having well-defined goals. That way, you are certain of what you want to achieve. A quick way to determine your goals is to ensure that they are SMART; which means Specific, Measurable, Attainable, Realistic and Timely. You must be clear on what you want to achieve with your PR efforts. Are you looking to increase awareness? Generate leads? Drive sales?
SMART goals are more likely to be accomplished than vague goals because they have been clearly stated. For example, rather than having a goal of “increasing awareness,” you can clearly state it to be “building awareness by 30%” for specificity.
Your goals should also be quantifiable to know when you’ve achieved them. They should be realistic, because the more real they are, the more likely they are to be met. Also, consider whether your goals are relevant by thinking about your business’s needs and how your PR goals relate to them. Finally, set a fixed deadline for the achievement of your goals to give them a sense of urgency and spur you into action.
Identify target audiences
Once you have a clear understanding of your goals, you can start to identify your target audience. These are the people you need to reach in order to achieve your goals. Understanding your target audience will help you tailor your messaging and choose the right channels to reach them. They are a particular group of people who need the solution that your business offers. You will need to narrow down your target audience since you cannot obviously sell to everybody.
Determine whether they are eco-conscious millennials, tech-savvy boomers or budget-conscious Gen Zers just to know how to approach them. You must also know what drives them by understanding their demographics, interests and media consumption habits. Once you’ve decoded all these, then you can tailor your messaging accordingly to appeal to them.
Develop unique key messages
What are the most important things you want your target audience to know about your business? Once you know your goals and your target audience, you can start to develop your key messages. These are the short, concise statements that will sum up your brand and what you offer. Make sure your key messages are clear, memorable, and relevant to your target audience.
Crafting original and appealing content is one of your most powerful weapons in achieving your PR goals. Create captivating stories that capture and hold the attention of your target audiences to effectively sell your business. Your messaging should at least communicate your business’s personality as well as its unique value proposition — that is, what makes it stand out. This can take various forms, such as video testimonials, interactive infographics, and data-driven reports. Remember to match your messages to the needs of your target audiences to sustain their interests.
Also read: Tips for becoming a public relations pro
Choose the right PR tactics
There are a variety of PR tactics you can use to reach your target audience. Some of the most common tactics include:
- Media Relations: Pitching stories to journalists and bloggers.
- Social media marketing: Building a following and engaging with your audience on social media.
- Content marketing: Creating and sharing valuable content that educates and informs your audience.
- Events: Hosting or participating in events that are relevant to your target audience.
- Influencer marketing: Partnering with influencers to reach a wider audience.
The best PR tactics for your business will depend on your goals, your budget, and your target audience.
Plan your PR budget
For your PR plans to be successful, you need resources to drive them forward. These resources must be properly managed, hence the need for a budget. Create a realistic budget that factors in your goals, target audience and chosen tactics. Strategically allocate your available resources to cover the chosen tactics, while engaging in influencer partnerships, press releases syndication, and sponsored content, among other PR tools, to make the PR magic work for your business.
Track your progress
Your PR plan is not set in stone. It’s important to track your results and make adjustments as needed. Be sure to monitor your PR metrics and see what’s working and what’s not. If something isn’t working, don’t be afraid to try something new.
Feedback plays a vital role in determining the effectiveness of your PR campaign. Monitor your progress by analysing your share of voice in the media, website traffic, social media engagement, word of mouth and even sentiments. Do this at intervals and make adjustments as needed to meet your objectives.
In our ever-evolving world driven by economic uncertainties, following these six steps can assist in creating a winning public relations plan for 2024. Remember, PR is a marathon and not a sprint. It takes time and effort to build awareness for your business and generate positive buzz – the goal is to stay consistent. If you are willing to put in the work, you can achieve great results that will help you achieve your business goals and take your business to the next level.
