Developing a public relations strategy

Christina and Peter Pilarski • March 29, 2021

We are Christina and Peter Pilarski, founders and leaders of CIPR Communications.

One of the most important points we made in our first podcast and blog about public relations is that PR involves a long-term strategy involving sustained actions and tactics over an extended period. One of the great things about a well-executed PR strategy is that it eventually yields benefits over and beyond those you initially intend. A well-established brand with an excellent public image as a result of a strong PR strategy builds up its own momentum and can actually start to promote itself in a way. This all starts with a well-planned public relations strategy.


Building a PR calendar

A great way to develop a long-term PR strategy is to build a 12-month calendar on which you can plot your PR goals for the coming year. As we create this year plan, we look at everything from the audiences we want to reach, which need to be addressed, potentially interesting ties to current events. We then create a timelined approach as to what actions are going to be taken, when and how often: some things will be done weekly, others monthly or quarterly. 


As with our marketing strategies, everything in a PR strategy must be based on a set of well-defined goals. Before plotting out the strategy on a 12-month timeline, we first make sure we are 100% clear about what we are aiming to achieve. It may be about building up a sizeable client list or simply building familiarity with your brand in the public space. We encourage our clients to take their marketing hats off and ask themselves what they are trying to achieve in the long run concerning public awareness and perception. Then, we can begin working out how we’re going to achieve those goals. This is a question that involves more than just choosing and implementing a series of tactics. It is also about deciding on tone, establishing the key messages we want to communicate - those are the questions that need to be answered as we build a PR strategy and then put together a tactical plan.


Keep tuning into Series 5 of our
podcast for more tips on public relations, or contact us to see how we can help you build an effective PR plan.

April 29, 2022
CIPR Communications, Certified Flourishing Coaching and Rumble Boxing Studio have teamed up to participate in the Canadian Mental Health Association's Energize Don't Hide event. CALGARY, AB, April 28, 2022 /CNW/ - Calgary businesses CIPR Communications, Certified Flourishing Coaching and Rumble Boxing Studio have teamed up to participate in the Canadian Mental Health Association's (CMHA Calgary) Energize Don't Hide event to raise awareness about mental health, build connection and community, and fundraise for the ongoing delivery and expansion of CHMA Calgary programs. These local companies are committed to helping the Canadian Mental Health Association's Energize Don't Hide Calgary campaign and are encouraging other businesses to participate through incentives and prizes. The first two businesses that contact Peter Pilarski ( peter@ciprcommunications.com ) to join Energize Don't Hide as a result of this challenge will receive a free Digital Competitive Analysis Report from CIPR Communications. Certified Flourishing Coaching will also provide complimentary Life Coach Training and Certification to the first individual or solopreneur who contacts Abe Brown ( abe@momentumcoach.ca ) to sign up a team. Additionally, Rumble Boxing Studio has agreed to provide $100 Personal Training Gift Certificates for a First Free Session, a Free Heavy Bag Class and Complimentary Group Bookings to all companies that participate in Energize Don't Hide. "We know that physical activity and a sense of belonging to a community can help to improve mental health," said CIPR Communications Vice President Peter Pilarski. "We wanted to take advantage of Energize Don't Hide Calgary to bring local businesses together to raise awareness, lift our collective spirits, raise some money for CHMA Calgary and have some fun while we are at it." In addition to challenging other businesses and individuals to participate in Energize Don't Hide, CIPR Communications invites registered teams to join their team every Friday for a weekly group training or outdoor fitness session, starting with a private group heavy bag session at Rumble Boxing Studio 17 AVE on Friday, May 6th at 1:30 PM. Interested participants can email peter@ciprcommunications.com to take part. "We are thrilled to host the CIPR Communications Team and anyone who joins them at Rumble Boxing Studio on May 6th," said Kealan Bailey, founding trainer at Rumble Boxing Studio. "While getting any kind of exercise is great for mental health, participating in group fitness adds a sense of community that enhances the experience and punching a heavy bag has many therapeutic benefits." Energize Don't Hide runs from May 2 to June 30. During this time participants are challenged to complete 3,300 minutes of activity and teams are challenged to complete 33,000 minutes of activity while raising money for CHMA Calgary's mental health programs. For more information, visit the Energize Don't Hide website. About Certified Flourishing Coaching The Certified Flourishing Coach Model™ is evidence-based and practitioner focused, meaning that it is based on science and psychology. "Evidence-based" describes an approach to medicine, education, and other disciplines that emphasizes the practical application of the findings of the best available current research. Essentially, it means that a concept or practice is supported by a large amount of scientific research. So, when we describe the Flourishing Coaching Model™ as evidence-based, we mean that we are taking the best available current research around people, change, and specifically how people flourish, and practically applying it with a coaching lens. About Rumble Boxing Studio Rumble offers a one-of-a-kind badass fitness experience, with a fight club meets nightclub vibe. We bring together a high-intensity boxing workout with the powerful platform of group fitness. We are more than just fitness; we are a community. All experience levels are welcome.
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