Top 5 Tips for Setting PR Goals That Actually Work
Setting clear, actionable goals is the foundation of any successful PR strategy. Without defined objectives, it’s easy to get lost in day-to-day tasks and lose sight of the bigger picture. Whether you’re a small business owner, entrepreneur, or marketing professional, setting PR goals that actually work can help you stay focused, measure progress, and achieve long-term growth.
Here are 5 tips to help you set PR goals that deliver real results:
1. Get Specific About What Success Looks Like
Why It Matters: Vague goals like “get more press” or “increase visibility” lack direction. Clear, specific goals ensure you know exactly what you’re working towards.
Example Goals:
Secure 5 media placements in industry-relevant publications within 3 months.
Increase website traffic by 20% through PR-driven campaigns over the next quarter.
Grow Instagram followers by 1,000 with PR-focused content by the end of the year.
Pro Tip: Use the SMART framework (Specific, Measurable, Achievable, Relevant, and Time-bound) to keep your goals focused and actionable.
2. Align PR Goals with Business Objectives
Why It Matters: PR should support your overall business strategy. Whether you want to increase sales, attract investors, or establish yourself as a thought leader, your PR goals should directly tie into these priorities.
Example Alignment:
If your business goal is to attract investors, your PR goal might be to secure interviews in financial publications to build credibility.
If your goal is to launch a new product, your PR strategy could focus on influencer partnerships and product reviews.
Pro Tip: Start by defining your broader business goals and work backward to determine how PR can help achieve them.
3. Focus on Building Relationships, Not Just Coverage
Why It Matters: PR isn’t just about press releases and media coverage—it’s about building relationships that support long-term visibility and credibility.
Example Goals:
Build relationships with 10 key journalists or influencers in your industry within 6 months.
Host 3 networking events to strengthen partnerships with local businesses.
Pro Tip: Prioritise meaningful connections over one-off features. The stronger your network, the easier it becomes to generate ongoing PR opportunities.
4. Measure What Matters
Why It Matters: Setting goals is one thing, but tracking progress is what turns them into results. Focus on key metrics that align with your objectives.
Metrics to Track:
Media Mentions: Number of times your business is featured in the press.
Website Traffic: Referral traffic from PR efforts.
Social Media Engagement: Follower growth, shares, and comments from PR campaigns.
Leads and Sales: Inquiries or conversions linked to PR activities.
Pro Tip: Use free tools like Google Analytics, social media insights, and PR tracking platforms to monitor results and refine your strategy.
5. Be Flexible and Adaptable
Why It Matters: PR strategies are rarely set in stone. Trends change, campaigns don’t always go as planned, and opportunities often arise unexpectedly. Staying adaptable allows you to pivot and capitalise on new opportunities.
Example Adjustments:
If a planned campaign isn’t gaining traction, tweak your messaging or try a different media channel.
If a media outlet rejects your pitch, rework it for another audience or focus on a different angle.
Pro Tip: Schedule regular check-ins to review your goals and make adjustments as needed. Flexibility keeps your PR strategy fresh and effective.
Final Thoughts
Setting PR goals that actually work is about being clear, strategic, and intentional. Start small, track your progress, and celebrate your wins along the way. Remember, PR isn’t just about quick wins—it’s about building long-term visibility and credibility for your brand.
Need help setting PR goals for your small business? Get in touch with Hackett Communications, and let’s make 2024 your most visible year yet!
