In many organisations, PR is a strategic tool within the marketing plan, used to gain positive media coverage in a relatively controlled manner. Within this, there must be a cohesive communication programme, led by your marketing messages, to avoid contradictions and to ensure that your organisation’s high-level PR messages remain consistent.
Although the occurrence of newsworthy stories is never entirely predictable, Solution Factors creates a tailored PR plan for each client which contains the likely frequency and timing of media coverage opportunities. Plans are likely to include elements of the following activities:
When your plan is in place, you can either facilitate it in-house, or use Solution Factors’ outsourced PR services. In most cases, media coverage is monitored by recording media enquiries and through a cuttings service, which provides you with a scan of a hard copy article, or a link to an online appearance.