PR needs to know what it is trying to change.

It should cover what you want to achieve, the audiences that matter, what you need to be known for, the messages you can prove, the subjects you should talk about and how you will measure progress. It can also include crisis communications planning where reputation needs protecting. 

A communications strategy looks at the wider way a business communicates with customers, employees, partners and other audiences. A PR strategy focuses more specifically on reputation, influence and the external conversations that can help move the business forward.

PR strategy decides the direction first – what needs to change, who matters and what you need to become known for. Digital PR then turns that thinking into stories, campaigns, media outreach and online authority. 

It depends on how broad our scope of work with you is, and the nature of your business. Crisis communications should be considered before something goes wrong. We can help identify likely risks, decide who would need to hear from you and establish how the business should respond if its reputation comes under pressure. 

Possibly more than you think. Being featured regularly does not automatically mean PR is helping the business. A clear strategy makes it easier to judge which opportunities are worth pursuing, which can be ignored and whether the attention is actually helping you achieve anything.