PR strategy and 
Public Relations Planning

PRLab offers startups a multitude of services to help with PR planning and PR strategy. As experts on the needs of startups, we can help you grow your brand regardless of which stage your business is at. 

We can assist you with developing creative PR strategies to begin boosting your brand awareness and authority today.
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What is a PR strategy?

An effective public relations strategy builds relationships between an organization and its publics.

With a strategy that can effectively implement the tools of PR, you can build your reputation and awareness of your brand. Regardless of the niche you are in, or the scale of your company, good publicity is imperative for success. The media landscape is more saturated than ever, so fighting for a position in the spotlight and maintaining a positive public image for your product or service requires the use of PR for strategic business growth.
Whether you are launching a new product or service, expanding, or just generally building publicity, PRLab can help you develop a cohesive integrated PR strategy that will be tailored to meet your goals. These marketing strategies will differentiate you from your competitors and will help you plan your content, your communication channels, and plan for campaigns. This integrated approach is what sets us apart from other strategic communication firms.
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Why do brands need PR planning?

Your brand needs PR marketing strategies because they effectively increase your visibility and grow your reputation. 

Seeking to grow your sales by creating trust between the brand and customers is a long-term activity. As a startup you are constantly looking for new vendors or customers, which can be a challenge when people are drawn to companies with an established reputation. Expanding your visibility is thus a key component of growing your brand which is the purpose of PR planning; it increases your visibility, builds your reputation and credibility, and increases consumer trust in your brand.
On paper, PR can sound simple; after all, it essentially comes down to building and maintaining a relationship between a business and its customers. However, doing this effectively requires an integrated approach, which means that effective PR strategy combines various marketing strategies such as strategic branding, social media marketing, and graphic design. PR works best when messages are communicated consistently across all channels. Having a PR media strategy ensures consistency and that your efforts are integrated into your wider business plans.

The PR Planning Process

Click on the numbers to see each one of the steps
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Overarching Business Goals

At PRLab, we specialize in startups and know that every business is unique in its values, missions and operations.
These unique qualities determine how your business evolves and how you develop an effective PR strategy. Your core values form the foundations of your brand, so the more clearly you define them the better you can communicate them and grow your target audience.

When you work with PRLab we work very closely with your team so we can fully understand your goals and implement thorough PR planning. The best way to develop goals is to use the SMART acronym. Your goals should be specific, measurable, achievable, relevant, and time-bound. Having these qualities ensures your goals are clearly understood and you can optimize your time spent working towards these objectives. We will start at the beginning, not only helping you develop your overarching goals but to conceptualize your brand’s values and mission.

Matching those Goals with PR strategy

After we assist you in developing your brand’s identity and developing goals and objectives, we will develop a set of fully tailored public relations strategies that are realistic, achievable and measurable. No matter what stage your business is at, we can help you implement strategies that will generate leads, engage customers, drive income and make your business more sustainable.

The key to creating a PR strategy is to align it with your objectives, and by working with PRLab we will ensure you get this right from the start. This saves time and resources when developing your strategy later on as you will be focused on and moving towards your goals from the beginning of a campaign. As PR experts we can also identify how, why and when you would need to adapt your strategy.

Competitor Analysis

With an effective public relations strategy, you can create a distinctive brand that will stand out from your competitors. However, in order to distinguish yourself from the competition, you need to understand the competition. This is why we will conduct a thorough analysis of your industry and competitors.

This begins with what is known as SWOT analysis, where we assess your competitor’s strengths, weaknesses, and any opportunities and threats they might provide. This means we can see what works in your industry, what doesn’t work, and what competitors could actually be worth building relationships with. This understanding of your competitors will continue to make it clear what the unique value of your brand is, and what strategies can be taken to promote this value.

Integrated PR & Content

We are very familiar with startups at PRLab and know that every business is unique in its values, missions and operations. These unique qualities determine how your business evolves and how you develop a creative PR strategy. Your core values form the foundations of your brand, so the more clearly you define them the better you can communicate them and grow your target audience.

When you work with PRLab we work very closely with your team so we can fully understand your goals. The best way to develop goals is to use the SMART acronym. Your goals should be specific, measurable, achievable, relevant, and time-bound. Having these qualities ensures your goals are clearly understood and you can optimize your time spent working towards these objectives. We will start at the beginning, not only helping you develop your overarching goals but to conceptualize your brand’s values and mission.

Apply Changes

So far we have identified your overarching goals and objectives based on your brand’s values and current business position. From here we created a strategy that is aligned with these goals and developed a content plan that will distinguish you from your competitors. Now it is time to implement this strategy and the changes to your company.

Our PR experts will create and roll out creative content across your social media platforms as part of our integrated PR process. Alongside boosting your social media and launching new content, we will pitch to journalists to get you featured in publications, building momentum for your brand and increasing awareness and authority. Additionally, we offer services for all aspects of PR, such as growth hacking, SEO and media training. These can also be integrated into your media relations strategy if your needs require it.

Monitoring the PR implementation

PR strategy is a continuous process, and we ensure that any PR campaign plan we develop for you has continued success. Due to correctly defining measurable goals earlier on in the process we can monitor the results of your PR campaign and evaluate its progress. By assessing a variety of indicators, we will see if the PR strategy we have implemented shows significant results.

These indicators include such things as increased website traffic and social media engagement. At PRLab we are always keeping ourselves updated with the newest trends in PR, and we will always assist you with new methods and tactics to keep your business growing and ensure you have creative PR strategies.

Sectors

As a PR and communications agency we use a mix of traditional and contemporary PR to achieve powerful coverage that drives business growth. This mix is always finely tailored to meet your business needs and goals.

Click on our sectors to learn more.

FinTech

PRLab has successfully fostered partnerships and developed effective public relations strategies with fintech, or financial technology, companies.


In this sector, our PR strategy is geared towards business growth and publicity, increasing the appeal of the technical nature of fintech companies by working with them to create creative and imaginative brand stories.
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HighTech

When it comes to working with high tech companies, PRLab will work closely with individual companies to develop a dynamic, multifaceted plan of action.


Our PR strategy in the high tech industry includes growth hacking, SEO optimization, and media targeting - condensing the complex into the understandable and helping you to emphasize your unique selling points in order to capture the attention of the public and of investors.
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HealthTech

One of the crucial areas of emphasis within PR strategy for HealthTech, or healthcare-related technology companies, includes outlining their thought leadership credentials, which includes strategic branding and media training.


Within the PR planning in this sector, media coverage is imperative, which is why PRLab helps these companies to gain further exposure in the media after developing succinct messaging.
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B2BTech

B2B Tech, or business-to-business technology, is a sector that PRLab specializes in due to this industry’s necessity for dynamic, detailed PR strategies. 


Due to the changing nature of the tech industry, consistent exchange of information between industry professionals is important. PR strategy in this sector includes outlining precise PR planning that will cultivate these necessary business relationships, as well as media training and outreach.
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SaaS

Cloud computing and software and its related service deliveries comprise an industry that we know, from industry experience and knowledge, continues to grow in both its importance and scope.


Our PR strategy regarding SaaS companies, or software as a service, involves implementing differentiation strategies to set your company apart. Part of this specialized PR strategy centers around personalized content creation and media relations and placement.
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BioTech

The highly specialized field of biotechnology requires consistent messaging in order for a company to set itself apart in this industry.


PR planning in this sector is all about unique cover stories - being able to explain and emphasize the importance of the subtleties of your services. PRLab assists companies in the creation of this individualized content, as well as the building of media relationships through which to broadcast this messaging.
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Our PR services

Media Training

A large part of PR planning is ensuring that you are prepared for interactions with the press and media. 
PRLab offers an informative media training course led by an experienced mentor. This training is an important part of creating a fully integrated PR strategy.

SEO

PR is not complete without search engine optimization services, which is why PRLab specializes in SEO management.
Our experts will ensure that the content we create for you and your website is optimized in search rankings, as well as improving the optimization of your existing content.

Crisis Communications

Making sure you are prepared in the event of an unprecedented crisis is also imperative in PR planning and strategy. 
As one of the top crisis communications firms in Amsterdam, PRLab can assist you in developing a plan in the event of a public relations crisis, providing hands-on mentorship to strategically and mentally prepare you in the event of an unprecedented situation.

Case studies

Logo of StuDocu, client of PRLab and its PR Strategy services
Social intranet and collaboration platform


StuDocu is an educational online platform where students can exchange knowledge and collaborate. We know that StuDocu has a lot of potential in leading educational online platforms, it just needs to find the right public relation approach to increase the visibility of their company in the digital world. After doing extensive research, we identified tailored public relation strategies for this company to becomea thought leader. We found out several effective approaches to publicize this company by thinking about what kind of story publication is interesting and what journalists are searching for. When COVID-19 hit, most educational institutions were closed. We saw the opportunity to bring the difficulty of getting education physically into our story creation. StuDocu revolusionized the way students learn and get education without physically going to school. For too long has the education system been stale and it was time for a change. After implementing PR strategies from PRLab, the publicity of StuDocu was a success as the articles ended up getting featured on Education Technology, Higher Education Digest, and FENews.
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How to create your PR strategy?

The key to creating an effective PR strategy is in identifying your brand’s core values. You need to understand the unique value proposition of your business, and what motivates you to drive it forward. These values inform all decision making in regard to PR, as it determines how you tell your story and how you want to position yourself in your industry. 

You also need to do an analysis of your competition, looking at what trends are working in your industry and implement this into your own strategy.

A fully integrated PR strategy will include a content marketing strategy, a social media planstrategic brandingSEO positioning and consistent graphic design to communicate your messaging. It's also important to be create metrics to measure the success of a PR media strategy and to make adjustments as you progress.

Why do you need a PR strategy?

As a startup you are constantly looking for new vendors or customers, a challenge when people are drawn to companies with an established reputation. Creating visibility for yourself is thus a key component of growing your brand which is the purpose of PR. Increase your visibility, build your reputation and credibility, and increase consumer trust in your brand. On paper PR can sound simple, after all, it is simply building and maintaining a relationship between a business and its customers.

However doing this effectively requires an integrated approach, combining PR with other marketing strategies such as strategic branding, social media marketing and graphic design. This is because PR works best when the message is communicated consistently across all channels. Having a strategy ensures consistency and that your PR efforts are integrated into your wider business model.

What should a PR plan include?

The best PR plan for startups is one that is built on the foundation of core values and a strong understanding of your target audience and niche industry. Having a clear definition of your brand’s value and the people you are trying to reach will enable you to clearly communicate and implement the various public relations strategies. 

The best plan will consider all the tools that are available to you. If you are commited and hardworking to developing and executing an effective PR strategy, you won’t need extensive resources. Take the time to utilize social media for reaching your audience and learning about them. While you may not immediately be getting mentioned in top tier publications, you can begin to work towards these goals if you have clearly defined them, and start nurturing relationships with journalists and positioning yourself as a thought leader. There are steps you can take today that will pay off in the long run. PR is a marathon not a sprint.

What is the best PR strategy for a startup?

Media skills training is important because speaking to journalists requires an entirely different skill set to that of talking to your colleagues and industry peers. While a journalist is a person just like you, conversations and interviews with journalists have a transactional nature. They want to find out information about you to create an interesting story, and you are trying to promote your brand.

This the main reason for media training, improving your ability to effectively share your brand’s message and information that will resonate with your customers and educate a wider audience about your business. By following a PR marketing course you can learn how to clearly transmit the key messages of your business in a clear and precise way, and control the direction the interview is taking. The journalist asks the questions, but you can still steer them in the direction you wish the conversation to go.

While the skills from this public relations management course will do more than benefit your PR department, as developing stronger communication skills is simply beneficial to you. You will learn to communicate in a persuasive, natural and empathetic manner which ultimately will build your confidence and add credence to your credibility.

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