A robust, forward-thinking B2B PR strategy goes way beyond sending out a few standard press releases. Instead, if you want to grow the reputation of your proptech business – whether it operates within the build-to-rent, multifamily, senior living, long-term rental or short-term rental sector – you will need a laser-sharp PR strategy.
Strategy vs Campaign
The terms ‘PR strategy’ and ‘PR campaign’ are closely linked and often used interchangeably. However, they have very different meanings.
So what’s the difference between a strategy and a campaign in PR? When your PR agency says they have masterminded a plan for your proptech business, what does that actually mean?
By definition, a PR strategy is a high-level, long-term plan – think of it as your road map. Your strategy is the where and why of the destination you are heading for. Helping your strategy to succeed are your PR campaigns and tactical actions. To design a PR strategy with the best chance of success you need to lay the groundwork first – it’s all in the research and planning stages…..
Before you do anything else, you need objectives. These will differ depending on the type of tech your company is providing and the markets it is targeting. From access tech to property management or viewing tech – each business will have individual requirements. However, the best objectives are always SMART goals: specific, measurable, achievable, realistic and anchored within a time frame.
SMART objectives get results
Here at Abode Worldwide, we always agree on an overall strategy with our clients at the outset of our partnership, and then set clearly defined objectives. This ensures that our work is both targeted and measurable. An example of a PR objective might be: to position a CEO as a thought leader with authority and influence in the multifamily technology sector within 12 months.
To outline objectives you first need to assess the business in its current state. If you don’t know where you are starting from, you can’t work out where you want to go. It’s important to understand the business’s target audience: their customers and potential customers. You can also gain context by conducting a SWOT analysis.
Most great PR strategies have one primary objective and a couple of secondary objectives. These keep everyone focused. You can then develop your messaging and agree on the story you want to tell about your tech business and how you are going to tell it. This is where the creativity, expertise and energy of a PR team come into play so that they can implement a strategy and get results.
A PR strategy is crucial to generating leads, building reputation and attracting business/customers. It’s a defined plan which helps your business optimize its success in the media. So yes, strategy is vitally important, because ‘If you aim at nothing, you will hit it every time’ (Zig Ziglar).
About Abode Worldwide
Abode Worldwide, is an award-winning B2B public relations consultancy and agency focused on raising the profile of transformative technology solutions operating within the global short-term rental, hotel and real estate ecosystems. The agency sits at the heart of the developing intersection between work, life and play in the property and hospitality markets and partners with technology solutions playing a lead role in this transformation.