PR Strategy in 2023: The Definitive Guide

Our extensive guide covers everything you need to know about running PR campaigns in 2023, from what a strategy looks like and how to choose the best tactics. Examples are also provided.

September 4, 2022

What is a PR strategy?

Matias Rodsevich, founder and CEO of PRLab, defines PR strategy as:

"the practice of prioritizing decisions, personalizing actions, taking into consideration different target audiences, and having clear goals that guide the process of a PR campaign in a structured manner."

The initial planning considers the target audience, priorities, and strategic decisions.

What is a PR strategy. Short definition and meaning.

Why is PR planning important?

Having a strategy provides a goal, helps you stay on track to achieve it, and ensures you know how to achieve it.

PR planning is essential to clearly understand where you want to go with your campaign and what you want to achieve.

In this section, we will go through the most critical aspects of having an effective media relations strategy, how they can help in various aspects of your campaign, and all the unknowns it prepares you for.


Generate leads and sales

Generating income is typically a focus of the marketing team. However, launching a PR campaign will inevitably contribute to increased interest in your brand. Ideally, a PR campaign will generate more publicity resulting in more sales or leads.


Boost brand awareness

This is one of the most important aspects of a PR strategy. Brand awareness emerges in any PR (positive or negative) as the public starts recognizing and learning about your brand, its values, and how the organization contributes to innovation within its industry.

Learn more about negative PR

Cement trust in your brand

Your strategy will dictate how your brand approaches public debates and discussions that are trending within your expertise industry.

The more you speak up, leaning on your expertise and industry knowledge, the more likely it is to build credibility and authority within your industry.

Thought leadership is an excellent example of this, as a name and a face get attached to your brand, making the brand more human. You will gain more trust among your target audience, who will start seeing the potential in your work and values.


Attract investors

Having a thought-out PR strategy will ensure that your brand gets the timing right to get the most attention paid to what you want to share. Whether it's a milestone, successful funding round, a breakthrough, an innovation, an idea, or just a story of your brand you want to share. The more attention and better timing you have, the more investors will be attracted to the idea of your brand. This increases your security for the future as you have secured the trust of people who see the potential of your product or service.


Grab the attention of experts

Industry experts will be watching your successes and mistakes. The strategy you use can work in your favor by ensuring that the experts become advocates, especially for those attracted to your business and those that resonate with your values, beliefs, and ideas. This, however, requires a PR strategy that provides you with the best timing and positioning.


Crisis management

A solid PR strategy foresees potential dangers to your image. Adverse events can always happen. It's wise to be prepared to tackle those situations, which is exactly what a PR strategy can help with. Preparing for such an eventuality and creating effective statements and messaging to combat this is an essential crisis management practice. PR strategies evaluate everything surrounding the crisis management process and help campaigns run smoother. Whilst it is not possible to eliminate the possibility of negative PR, it is possible to prepare for counter-action should it occur.

Learn more about crisis communication

Media relations

Launching a PR campaign means engaging with journalists and media outlets. A PR strategy will help you establish the kind of content you'll be releasing and what media outlets will be best for spreading that content. This way, it is more appealing to the outlets that matter the most, and it increases your chances of forming a long-term relationship with that journalist that will benefit both of you for future campaigns.


Measure your success

You will need specific measurements and metrics in place throughout your campaign to know how well you're doing and to get an overall measure of the success of your campaign.

Whether it's a return on investment, web traffic, customer base, engagement, mentions, etc., you need a clear method of evaluating your campaign and its impact on your business.

Therefore, a PR strategy is necessary to establish this criterion and have a clear and concise overview of your campaign's main objectives and secondary goals and aims. Often it is important to use media monitoring tools to keep track of statistics relating to your online presence, activity, and web traffic from target audiences.


Different media

The media types generally depend on your methods to secure publicity for your brand and the content you promote.

Generally, there are three types of media - owned, paid, and earned.

It is essential to understand that each is vital to your brand's reputation and publicity and is also connected. One type of media can link back to another and vice versa. This makes the three media types equally crucial for your brand's image. The differences are generally in how you communicate with different stakeholders in getting media coverage. We will talk about how you prioritize the actual type of media now.

1. Owned media

Owned media refers to media content owned by the company. You can produce and publish stories on your platform.

It is the most accessible type of media to manage since it's yours, and you have no responsibility to adapt to other requirements and styling formats. However, it is also the most delicate type of media. Your brand is reflected in how you produce and release your owned media content, and since you want your brand to be highly esteemed, with trust and expertise, you must be wary of your owned media.

This is where new potential customers will evaluate your brand. This is why you need to keep your owned media updated and relevant.

Examples of owned media include your website, blog posts, social media posts, and stories.

2. Paid media

Paid media is self-explanatory. It is every type of media content you have paid to secure your position there.

Paid media includes pay-per-click, paid ads, sponsored posts, paid influencers, social media ads, etc. The thing about paid media is that, generally, it is a business transaction.

It has nothing to do with the quality or type of your content. You pay, and you get featured. However, because it is paid to advertise, it is the most effective way to get to your audience and ensure they will see your content. And this is why you need to ensure your content is in its best possible shape and form because you want to attract as many people as possible. You won't have to do extra work to qualify for the publicity (you simply pay for it), but you'll have to go the extra mile to appeal to your target audience. Examples include Google ads or social media advertising.

3. Earned media

Earned media is about achieving your position under the spotlight in the public's eyes. It relates to all mentions, shares, word-of-mouth, reviews, recommendations, and more.

It cements your ability to push out quality content, which is evident in the "earned" part. Because it is earned, it is by nature the hardest to secure, but because of that, it is also the most important one.

High-quality content that has qualified for publicity for free has the highest potential of resulting in increased trust and loyalty of the target audience. Additionally, earned media contributes to the idea that your brand and thought leadership has knowledge and expertise in the industry you've engaged in.

The most important thing to know, however, is that the three types of media are connected, and if you benefit from one, that one can take your target audience to a different kind of media, which you need to have at a top-notch state as well.

Examples could be someone mentioning you on their Instagram or even a reshare of a post you've made.

What are PR goals, and how to measure them?

Your PR objectives will tell you whether your campaign succeeds and has the desired effect on the public and your brand's image. The most important aspect of a PR strategy is for these goals and objectives to be measurable. In other words, you need to be able to choose indicators that your campaign is successful, which can be quantified, put into numbers, and reported.

The most important tactic used for decades falls under the acronym "SMART". The acronym stands for specific, measurable, achievable, realistic, and timely, taking us to this section's second part.

  • "Specific" focuses on the target audience and how to connect with them through specific outlets.
  • "Measurable" refers to breaking down goals into subgoals that can be tracked.
  • "Achievable" pertains to the realistic nature of the goals.
  • "Relevant" aims to connect whatever your campaign is to the big picture.
  • "Timely" refers to setting realistic timeframes for the release of your campaign in a way that catches the exact timing within your company, and the overall industry.
Learn more about PR metrics

Examples of successful strategies


The king of content is a quality strategy

There will be some new responsibilities for PR professionals in the future. In addition to maintaining media relationships and creating classic PR content, professionals will work with them to create original content. The added value of your content must be considered while doing this. Whenever there is a great story, journalists will use it. Find one for them.


Influencer PR strategy

There is no doubt that social media is a powerful marketing tool. Some of the most popular social media platforms are used by more than half of the world's population, according to Statista.

PR using influencers is also on the rise. In addition to those with millions of followers, there is more to it. Micro-influencers can be powerful even in niche markets with smaller followings.
Their main objective is engagement, and they excel at it. When it comes to social media ROI, quality beats quantity in some cases.

No matter how annoying some may find them, influencers are everywhere, and they won't go anywhere anytime soon. They help build brand awareness because they are authentic and relatable.


Social media strategies tailored to your needs

More than posting your content on social media is required. It is more effective for PR professionals to craft messages based on the values of their target audience. To do so, you need to understand their needs and expectations. An impactful social strategy should integrate PR with social media, brand consultation, and digital marketing.


Inclusivity strategy

In today's world, do people expect brands to take a stand on public issues? According to Sprouts Social, consumers expect much more than a mere "no comment" regarding critical social topics.

Be inclusive in your PR strategy for 2023, and forget stereotypes. Public relations campaigns must include different races, sexualities, genders, disabilities, belief structures, cultures, and ages.

McKinsey published a study showing that companies that embrace diversity have a 19 percent revenue increase and a 35 percent performance advantage. It is best to avoid "woke-washing." Do not use social activism as an advertisement ploy.


Make-it-personal strategy

Human beings are all unique, but they share one intrinsic trait: they love to feel special. To craft a bullet-proof PR strategy for 2023, personalization is key. Every pitch, press release, and event should be personalized.

Create content, campaigns, and communication on social media platforms that include that critical component. And choose your words wisely.

Media relations are no different. Take the time to cut through the noise instead of sending generic email pitches.


Cross-promotion strategy

Gaining massive visibility and grabbing new audiences' attention is a surefire way to achieve success.

Cross-promotion involves distributing content through multiple channels to a broader audience. Guest blogging and podcasting are popular ways to cross-promote.


Data-driven strategy

Brands benefit significantly from public relations. A PR team's success can still be measured, however. Those data are, once again, invaluable. In what way? Public relations is responsible for telling your brand's story. However, your media communication efforts should be backed up by data and analyzed. Seeing the data will help you develop new ideas for compelling stories. Optimization for search engines (SEO) is the key to achieving this.

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Building your strategy: case studies

1. Unifonic

Union offers a cloud platform that allows for easy and manageable omnichannel communication through single APIs covering SMS, Voice, and conversational messaging apps such as WhatsApp and Facebook Messenger.

Unifonic needed to share their unique important funding news far and wide to secure international media. It was important to use the right tone and messaging. A specialist PR team at PRlab were employed to cover three critical regions to target a global market. The appropriate media lists were compiled, and the relevant news sites, blogs, and journalists were selected.

On the first day of the launch, 10 pieces of news and coverage were secured. In addition, publication was gained in Bloomberg and Forbes.

2. Doritos and the superbowl campaign

Doritos had a PR strategy for the company's campaign in 2006, which harnessed immense success and succeeded in its aim to attract the most out of its target audience.

Doritos was focused on the experience of engaging with the audience in a way that made them feel heard. Listening to your target audience's feedback and adapting and adjusting accordingly is one of the most important aspects of doing PR.

Their collaborative idea revolved around the audience as the focus of the campaign. Doritos gave the ability for fans to be able to create their own customized Super Bowl ads, which would then compete in the USA Today Ad Meter. If any ad were to rank #1, the ad creators would receive $1 million.

This already shouts "great idea", as it stimulates the creation of an immeasurable amount of advertisements, all of which are unique, creative, and different from each other. Additionally, the company made sure to keep track of what it is that the audience enjoys more. A multilayered PR strategy with brilliant execution, approach, and results.

3. Small business Saturday campaign

This last example of a PR strategy involves American Express, which collaborated with Facebook. The idea of American Express was to promote small businesses and simultaneously stimulate people to engage with their brands.

In 2010, American Express launched Small Business Saturday (SBS) by supplying 200,000 cardholders with $25 to spend and simultaneously putting the spotlight on small businesses, mainly operating on a local level, for them to promote their companies.

The collaboration with Facebook further increased publicity for small businesses, as well as for American Express and Facebook itself, and the entire campaign showcased how large corporations can be mutually beneficial.

Positive public opinion was that SBS significantly improved the community and had a positive impact on small businesses, as 9 out of 10 consumers were satisfied with the campaign and its effect. If you're interested in more witty examples, check out this extensive list of PR campaigns.

How to create a PR strategy

Infographic of how to create a PR Strategy

Research everything

And we mean everything. It is important here to lay down solid foundations for your collaboration.

Researching the environment in which you want to create your PR strategy and campaign is the most important aspect of every endeavor.

You need to research your target audience. Who is it that you want to impact with your campaign? You need to segment them according to customer profiles and the media they read. What are those people's behavior patterns, values, likes, and dislikes? These features will steer you in the direction you need to go in.

Before pouring resources, you need to know what resources you need. Research your industry to understand how you will be positioning your campaign. It would help if you had a firm market overview, news, events, trends etc. Media outlets' research is necessary to filter out the ones that don't qualify and only keep the ones worth spending time and resources on pitching for.

Research your competitors. This helps with positioning and can help you understand the gaps and the areas you can discuss.



Goals and objectives can vary depending on the focus of your campaign. Whether it is to spread awareness, send a message, promote a new product or make an announcement.

Make sure you create specific measurable, achievable, realistic, and time-based objectives.

It is advisable to create more particular subgoals. You can keep track of these during your drive. Smaller goals put the micromanagement of your campaign into perspective.

Objectives must be clear, concise, and appropriate to your current campaign. Everyone involved needs to know and be clear on the aim and how to achieve this. What will be the key messages you want to communicate?


Integrate your content calendar

The content calendar includes all elements needed to successfully pitch and gain coverage as part of your plan. It should break down your tasks for the project. It should inform your social channels and content mix.

The calendar needs to be integrated into your strategy, providing key dates, where content will be published, and when. This will help you achieve consistency across projects and tasks.

It can also be used to keep track of ideas, so you know what does and doesn't work. It can also help manage and keep everyone up to date and on the same page. Relevancy is key. It is vital to keep track of relevant news, for instance, by reading Twitter in the morning. You should have access to sources ready for inspiration. You should aim to get into a rhythm for doing this.


Set clear milestones

You have to set clear week-to-week milestones to help identify when activities are to be completed or when a campaign should be launched. Milestones are influential because they demonstrate planning. They help to act as a single point of reference to teams that may be multi-functional. The sequence of the milestones also helps teams to align on priorities. The milestones act as deadlines. Working through them helps teams understand resource dependencies.

The good thing about milestones is that they are visual, so they can be articulated easily in a slide.

If you removed the individual tasks from your planning document, the milestones would give you a high-level view of critical elements.

This is useful for the PR agency and the client to understand the campaign workflow. Example milestones may include new content creation, planned company announcements, and publication of a white paper.


Measure / Monitor Success

It's essential to know what the KPIs look like and how to monitor success, and the tools needed must be identified in your strategy. When the campaign is rolling, you need to know how it's performing.

You can adapt and change things about your business to bring the most value to your brand. It is advisable to use several media monitoring tools to note the differences in web traffic and overall numbers regarding target audiences and their interest in your brand. Using several is necessary for cross-comparison and insight.

Learn more about media monitoring tools

What to do after you receive media coverage?

It is important to develop your relationship with the journalist who published your content. Send them a mail thanking them. Share the article on your social account. That is even better if your content was published in a well-known publication. Some reporters are judged on the number of times their content is shared.

Take a look at Chargebee case study

What do we achieve for clients through our PR strategies? Please take a look at how we reached 339k, landed 22 pieces of coverage, and averaged a domain authority of 50 for a tech startup company

Click here

What are PR tactics?

PR tactics is different from the PR strategy, which refers to the overarching way you intend to do this.

PR tactics are activities or actions an organization does to influence the public perception of its brand to build and form loyal relationships with its customers.

They are the tools or steps to do this.

What is a pr tactic. Definition.

1. Media outreach

Media outreach is one PR tactic that involves you reaching out to different media outlets and journalists to spread your business's key message and what your target audience can expect.

This tactic is essential because it saves you time and resources in the future when you have to pitch your ideas and stories to journalists for them to publish you.

That is why you should carefully filter out the irrelevant ones to your industry or business and pay more attention to the outlets suitable for your company and area of expertise. This increases your chances of getting published and gives you an idea of how to format your content to have those exact outlets deem it worth publishing.

2. Backlinking

Backlinking is one of the best cost-efficient tactics to spread your brand's name in a way that reaches the most people with great impact and effect.

The practice of backlinking revolves around connecting with journalists, bloggers, and other media outlets, proposing articles on the topics that your brand excels in, and receiving a reference to your website and your business.

The mutual benefit comes from journalists getting the content for the specific industry they're interested in from an expert. At the same time, you receive publicity and brand recognition.

In addition to guest articles, there exist platforms and tools that allow journalists to gather questions in whatever industry they are researching and ask for answers from people with relevant knowledge and expertise. When you answer, you provide your expert opinion on your topics of interest, and if the author publishes your answer, you receive a backlink to your brand's website.

Learn more about backlinking

3. Website management

In the previous point, we mentioned that you receive backlinks to your website. This PR tactic is vital to score those people as loyal and trusting customers. It is also one that is easily neglected. Apart from that, a couple of other ways to help your target audience find your website and visit it to engage with your brand.

Keep your website up to date. Make sure to monitor your website's performance regularly. Insights, such as which pages are more visited and underperforming and what parts of your material are paid more attention to, are essential to keep track of. With this knowledge, you can adapt and constantly change your website, making it more appealing. When you change the parts that underperform, you provide more reasons for your customers to stay. Their experience with your website decides whether they will stay and how your relationship will form.

4. Embargo pitching with press releases

Press releases refer to a shared announcement between you and journalists before the publishing date.

The embargo means the journalists agree to hold off publishing until the agreed date. They are forbidden to break this.

The advantages are that it gives journalists the time to prepare their material fully. It also helps ensure the accuracy of the story and helps build stronger relationships with contacts over time. Offering journalists exclusive quotes or interviews will strengthen their stories and mutually benefit you.

Learn more about press releases

5. Corporate and social responsibility (CSR)

This is important in the world of PR. It relates to the wider societal considerations a company can take into account.

Emphasis is given to ethical business practices, the environment, and charity.

It might involve the firm paying more than the minimum wage, being careful where a company gets its products from, making sure they are ethically sourced, etc. Environmentally, it could involve a company seeking to reduce its carbon footprint or using recycled products. A business could regularly support and donate to a charity with a link to what they do or even set up their own.

PR strategies for crisis management

No one ever counts on a negative PR crisis hitting. But it is unwise to completely ignore this possibility, which is where a PR strategy comes in again. A good crisis communication plan before it hits is hugely beneficial for damage control and maintaining your reputation with as few losses and minor damage as possible. Some tactics for crisis management include writing a statement to acknowledge the crisis and that you intend to look into it, making appearances to reassure people, providing specific media training for those involved, and offering public transparency.

It is heavily advised to have an agency take care of your crisis communication plan and strategy. Agencies prepare you for potential crises and train your representatives, public figures, and thought leaders to act and react when a crisis hits. That way, you will have a prepared plan that will serve you the security that even in the unlikely situation of a problem, you can react with speed and efficiency and mitigate any potential threat to your reputation.

Media monitoring tools and platforms for your PR strategy

These are great for understanding what people say about your brand. A range of tools search through social media, blogs, and news sites and identify mentions of brands. These are a few of our favorites.

1. Help a reporter out (HARO)

HARO is a platform that connects sources with journalists and is suitable for backlink building. The platform provides a single place for reporters and journalists to gather information in the industry. Journalists writing an article can ask questions and send them out, requesting they are answered. An expert in the respective field will then provide their expertise and knowledge by answering the query, which the reporter could use in their article to increase authenticity and legitimacy. The benefit for you is that if your answer is picked, you receive a link to your website, helping to promote your brand.

2. Terkel

Terkel is very similar to HARO. By using both platforms, you can get twice the publicity. It is always advisable to use more than one journalist communication tool for backlinking to increase your chances of getting links.

3. Monitor backlinks

Keeping track of the links you receive using HARO or Terkel can become complex. Continually sending answers back to journalists could generate mentions of your brand and links to your website in different articles across many websites. These websites could be blogs, news websites, or journals. With Monitor Backlinks, you can easily track who has mentioned your brand. This can be done as long as a link to your website is added to the story. You can also look for bad links that can harm your website's domain authority. Identifying wrong links and following the disavow SEO process could mitigate potential harm.

4. Moz

Your website's domain authority is a number that reflects how well your website is performing. The higher your domain authority is, the better your website's performance will be. The number of people that visit your website, the number of web pages within your site, the time customers spend on your website, and a lot of other metrics are all used to calculate your domain authority. With Moz, you can keep track of that number and adapt and manage your website if you notice it is underperforming.

5. Ahrefs

It is best to use more than one tool to evaluate performance. Ahrefs is another great tool to track your website's domain authority. It also provides detailed performance statistics for your website. Using both Moz and Ahrefs can give you extra insight, which is useful when you notice differences in the data provided.

6. Google Alerts

Google Alerts can be used for brand monitoring. It is easy to set up, type in your brand name, and decide how often Google should alert you when your brand name is found online. You can also monitor competitor brand names or in fact, any keywords you like. You will get an email to tell you something has been found that matches your interests.

7. Google my Business

Google My Business is essential to create legitimacy for bricks and mortar businesses. You can enter your location, contact information, and opening hours. You can also set up review and feedback options and information about your products. Creating a Google My Business account could mean your business is listed in Google Maps.

8. Respona

Respona helps you respond to people you've engaged with. Ultimately, this will increase your outreach numbers. It works irrespective of the context of the outreach. Whether you are reaching out to teams that cover marketing, public relations, sales, media relations, or any press release distribution. Respona is the tool that helps you vastly increase the number of follow-ups and emails you send daily.

9. Cision

Cision offers various software packages and tools for PR professionals to enhance clients' brands. The tool is excellent for using a data-driven approach when practicing PR tactics and strategies that boost a brand's reputation. You can monitor your online presence, as well as make use of advanced PR analytics and reports.

10. Grammarly

Grammarly is a grammar and spelling tool. Create content that is easy to read to make the best impression. Grammarly can help you articulate better with ease and efficiency.

11. Critical mention

Critical Mention is a media monitoring tool for TV, Radio, News, Podcasts, and Social. If you are running a multi-media campaign, this is a great one-stop-shop.

12. PR Fire

PR Fire deals with distributing and pitching your content to journalists and media outlets. The tool helps you manage pitches. It offers reports on your content's performance and where it needs to be adjusted to fit the needs and criteria of your target media outlets and journalists. It's an excellent tool for managing media relations online.

13. PRWeb

PRWeb is a tool that falls under the ownership of Cision. It is one of the best alternatives to PR Fire. It provides a place to manage and structure your press release distribution. If your pitches and distribution are increasing in numbers, and it's getting hard to track, this PR tool could be an option for you. It could bring structure and clarity to reaching out to media outlets and journalists.

14. Meltwater

Meltwater was voted the #1 Media Monitoring Software of 2021. It's a recommended tool for companies to implement a robust data-driven approach to improving brand exposure. Its services include the ability to follow the media coverage in the news, social media, blogs, online journals, etc., for over 300,00 news sources.

15. Mention

Mention is a self-explanatory tool. It can help you adapt your content with commonly used keywords to appeal to the public and make yourself easy to find. As the name suggests, Mention enables you to track your online presence and provides data on which media outlets or other platforms have mentioned your brand or given a backlink. It can also help you identify social media trends surrounding the industry you're involved in.

16. MuckRack

Finally, MuckRack is a media relations tool. It provides a way to pinpoint specific media journalists invested in your industry. This allows you to reach out to them. This could develop into a long-lasting relationship. It offers a media database, monitoring options, pitching services, and reports to keep you updated on your performance and areas for improvement.

How has PR changed in 2023?

PR is a dynamic industry that is ever-changing and unpredictable. A PR expert knows how to keep up with trends when creating PR strategies and campaigns. The knowledge and expertise necessary to stay up to date with everything is a huge plus that significantly increases the chances of success of your PR campaign. Check out our PR Trends 2023 to see what is hot now. Let's look at the most note-worthy shifts that the PR world has experienced.


The influence of digital

This should not be a surprise. Digital improves audience size and therefore wins in the battle between digital vs traditional media.

Digital allows for more effective time management, campaign performance measurement and quicker turnaround times. A lot of traditional PR approaches to print media have evolved into digital.

Print is still important. However, it has a specific niche audience. If a brand uses print media, TV, outdoor and digital, then digital will probably win in terms of return on investment.


Media pitching

This links to the above. It's rarer these days for news outlets and publicists to receive pitches directly. Instead, stories are submitted via an online profile or similar channel for ease and privacy. Editorial teams can be more and more specific about their requirements. There are often unique guidelines on how to pitch. Journalists don't want their email inboxes flooded with irrelevant pitches, so using systems like HARO improves efficiency.

Learn more about media pitching

Social media: listening directly to your customer

Quite simply, customers trust other customers more than they trust brands. Social media allows customers to tell a story. However, brands can leverage this channel by carefully engaging using curated content. Social integration is more prominent in PR strategies. Linkedin is now a go-to place to hear from company executives. Thought leaders are also more likely to incorporate LinkedIn as a way to leverage their social channels and elevate their brand presence and establish social 'proof'.


The two-way street nature of modern PR

PR is no longer a one-sided affair where an agency does all the work. There is now much more collaboration between the agency and the client. PR agencies seek to understand client brand perceptions and work with them to achieve this resonance across their communication.


Values, morals, and responsibility

In a world where everything seems to be operating on a surface level that appears shallow, PR has adapted to focus on values and ideologies, which companies can show they actively support to make themselves noticeable. It is crucial, however, to truly support the causes you support.

A shallow understanding of values can lead to less authenticity and make your target audience feel like it's only a PR trick to generate customers.

Actual values, morals, and the responsibility to actively support and spread these notions are important and a focus in PR today.


Technology and human contact

The last few years took a significant amount of our human contact and real-life experiences. As a substitute, we were given more connections to people through technology, which increased PR experts' success since they could work from home and have a global reach simultaneously. But at the end of the day, human contact is the experience that gives us story and content to work with and inspires our creativity and urge to follow our passions.

The industry of public relations must take both practices and combine them to harvest the benefits from each. Human contact and technology must coexist instead of replacing each other.

It is without a doubt that PR will prosper and significantly boost its success.


The developing relationship between digital PR and SEO

In 2023, a major trend will be the mutual benefit of digital PR and search engine optimization (SEO), as digital PR and SEO are becoming mutually beneficial. The benefits of digital PR in terms of brand building, backlinks, and more can improve your SEO and organic presence online. Building links through PR has become crucial for SEO. The cost of PPC-paid social and the prevalence of e-commerce have made search engine optimization more critical. Both need digital channels and can't use paid methods, so SEO and PR become more critical. A website's ranking can be improved using SEO techniques, resulting in targeted traffic. Without organic search results, your brand is already losing customers. PR professionals should develop their SEO skills to take advantage of this growing trend.

Our prediction for this year is that PR and SEO will work closely together to drive results and build media relationships and brands that rank organically for search terms.


The growth of new channels

As the number of media channels grows, PR professionals will be able to uncover new opportunities in the industry. The channels that public relations pros will use to reach their intended audience will grow. Digital PR brings influencer marketing to social media channels, coverage in digital magazines and podcasts, and niche coverage on small websites. You now have more ways to reach new audiences, get your brand in front of an influential audience, drive new website traffic, and connect with new prospects. Some of these channel choices will be better suited to a tighter budget.

What can we expect of PR in 2023?

The PR landscape constantly evolves as people's preferences change and technologies advance.

Artificial Intelligence will simplify the process of drafting press releases in public relations.

Chatbots are expected to continue improving the user experience and enabling faster distribution of brand messages. In 2023, businesses will use more video and podcast content for PR. A podcast can be listened to on the go, and a video can deliver much information in a few minutes. To establish a personal connection with customers and a good brand reputation, influencer marketing will prevail. Social platforms are likely to address more of the issues consumers raise and give their users more power. As the Metaverse grows, expect even more organizations to join, opening up more opportunities and challenges for public relations companies in this unregulated world.

When creating your PR strategy for 2023, keep these trends in mind. Your brand's reputation will remain in good hands if you leverage them.


Hopefully, you've understood that having a comprehensive PR strategy is essential for any PR campaign. There are many details to pay attention to and practices to keep in mind. These include the importance of research, the different kinds of media, the importance of clearly set goals, and measuring your goals to assess whether or not your tactics and strategy are working.

Either way, a good PR agency can keep track of everything necessary for the successful launch and execution of your campaign - from the generation of goals and objectives to the report on how the content and its publicity have impacted those aims.

In 2023, PR has drastically changed in focus and practical application and any good PR expert must always stay ahead of the status quo. Trends have shifted heavily to the digital landscape. There are changes in how pitches are communicated and in implementing collaborative efforts between firms and PR agencies. There is also more reliance on the impact of real-life experiences, market shifts in social integration, and the use of tools to track your progress and performance. These are necessary for those wishing to devise an effective PR strategy in 2023.

This guide should give you a place to start creating the best brand strategy, personalizing your approach, and securing long-lasting and fruitful relationships along the way.

September 4, 2022
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