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Lets get started on working out a PR strategy for your company. There are six steps to an effective public relations strategy. These steps will help you evaluate your needs, goals, how you want to be perceived and what are the various communication tactics suitable to get your message across.

Step ONE
Conduct a situation analysis - look at what competitors are doing, and the resources you have.
Step TWO
Set objectives - these need to be sustainable, measurable, achievable, realistic and timed
Step THREE
Identify target audience(s) - who are you trying to communicate with?
Step FOUR
Define key messages - what do you want to say? Determine a strategy - what is the overall approach going to be?
Step FIVE
Choose tactics - what methods of communication are you going to use and fix timelines after identifying priorities. For example: guest columns, newsletters, feature story, presentations, community initiatives, sponsorship, etc.
Step SIX
Carry out an evaluation - your objectives must be properly evaluated, which will enable the programme to be refined accordingly. Do this by making a monthly media report on your company's coverage against your competition.