Differentiating True PR Strategy from Mere Tactics

Episode 7 of the Ms. InterPReted podcast, hosted by Fletcher Marketing + PR, titled "Differentiating True PR Strategy from Mere Tactics" was published on October 30, 2019 and runs 23 minutes.

October 30, 2019 ·23m · Ms. InterPReted

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Summary

Q4 is “Strategic Planning Season” for many companies and organizations in ramp-up to the next calendar year. Comprehending the drivers of relationship-building success starts with differentiating true PR strategy from mere tactics. Business owners and teams often misinterpret a smattering of tactics as strategy . . . and that confusion wreaks havoc on expectations and budgetary ROI. In this episode, Kelly and Mary Beth peel back the layers of cogent strategic development and how to avoid common missteps in the process.

Episode Description

In this episode, Kelly Fletcher and Mary Beth West warn against a tactics-centric marketing / PR plan, which generally yields money ill-spent, piecemeal results and little cohesiveness with overarching business goals . . . hardly a formula for success.

Strong, strategic systems of promotional communications and brand reputation-building require marketers, the C-Suite team and boards of directors to engage in a meaningful, data-driven process. Kelly and Mary Beth reveal the critical elements.

Kelly and Mary Beth explain:
- How Marketing / PR RFPs go wrong with prescriptive tactics seeking a price list, rather than seeking agencies that offer a research-based, strategic approach
- How to avoid misspending marketing dollars
- Ways that social media methodology requires special treatment, given how fast-moving it’s changing
- Why “the process is the product” in strategic communications development
- Timing considerations to bear in mind when seeking to develop a strategy ahead of the necessary execution timeline
- How competitive and situational analyses must factor in and how to engage input from the larger team
- What a strategic mindset looks like through the marketing / PR lens and how it can be cultivated – and making sure the PR / marketing agency delivers the goods strategically with a “fiduciary” level of care for the marketing budget

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