Last week we spoke about how important it is to do a proper research before creating a PR Plan for your Blog. Today we are going to talk about how far you want to get. You will learn to decide the way you’ll tell your story by identifying your goals, defining objectives, building strategies and specifying tactics.
I already mentioned that not doing a research is like walking alone in the dark. Well, if you add the fact that you don’t know in which direction you are going nor how to move your feet, then it’s double-awful. Establishing a destination will keep you focused on your blog’s results. It will motivate you to achieve them.
I strongly recommend you to brainstorm while you are reading this post. So start drafting!
Imagine your blog’s future for a moment. What sort of ideal scenario do you see in your head?
By considering this question, you are identifying your goals, which are general statements of what you want for your blog. In a few words: your goal is your dream, your big picture. And do not fear it if it looks too abstract!
It doesn’t really matter how small or big your goals are. The most important thing is that you understand that you will have to work a lot and be patient to achieve the bigger ones, while the smaller ones will give you immediate feedback. However, you must remember that both are equally challenging depending on your needs (and your dreams).
Your goals may morph as time goes by, so don’t be too strict. The important thing is that you stay focused. Write them somewhere visible to make you feel hungry every time you see them!
Big Goals examples:
- Mine will be the most popular and respected blog across low-cost Fashion blogs for petite women in Europe.
- I will score an interview with Anna Wintour.
- My personal style pictures will be published in Vogue.com.
Small Goals examples:
- My beauty reviews will be picked up by local media.
- My new-born blog’s traffic will reach 500 pageviews on its first month.
- My Social Community will grow.
Objectives will bring goals to life explaining what has to happen to achieve them. They are more specific than goals and must be measurable, since you will need a metric to control whether you have achieved them or not.
- To increase your mailing list subscribers per 20% in 3 months.
- To secure 4 VIP interviews within a month in your blog.
- To maintain 5 posts a week and achieve a weekly audience of 7500 readers.
- To establish a Facebook page with 500 fans within 3 months.
- To get your own guest post about Luxury Travel in MarieClaire.com.
A strategy is the element that you will use to make your objectives come true. Since strategies are based on your objectives, you will need to take each objective separately and plan what you will do to get it.
- Give visibility to your mailing list locating an attractive button on your blog.
- Contact 20 different Fashion Editors you admire for a VIP interview.
- Organize your weekly posts through an editorial calendar.
- Grow your Community participating in other Facebook Fan Pages.
- Promote your guest post idea through pitches to MarieClaire.com’s key editors.
Tactics are the small dirty steps you have to perform to achieve your strategies. Tactics are already all over your daily “to-do” list, even if you have never called those tasks that way.
- Design a button for your mailing list today.
- Create a media list with 20 Fashion Editors contacts in a week.
- Develop an editorial calendar in WordPress, Excel or even paper.
- Visit some of your favourite fan pages everyday and comment in three of them at least.
- Contact MarieClaire.com’s Travel Editor via email to get her attention, twit her if necessary, #FF her if she doesn’t reply, kidnap her dog if things get worse.
These are all the SMART tools (Specific, Measurable, Actionable, Realistic, Timed) that you’ll need to define a PR Plan for your blog and start working to make your dream come true!
Need personalized advice about this subject? Do not hesitate to contact me!
Sources: PR Couture, Danielle Elwood, Uncommon Digital, “Fashion Public Relations” by Gerald J. Sherman & Sar S. Perlman, “Writing for the Fashion Industry”, by Kristen K. Swanson & Judith C. Everett.
Picture credits: Mark Pillai has photographed Hanna Verhees and Solveig Mørk hansen for Elle Italia (May 2013).