In a world where perception is everything, public relations (PR) isn’t just about damage control—it’s about shaping the story before someone else does. A strong PR strategy helps you build trust, strengthen your reputation, and amplify your message across the proper channels at the right time.
Effective PR ensures your message gets noticed- and remembered- whether launching a new product, hosting a significant event, or simply trying to position your organization as a leader in your industry.
At Dogwood, we’ve helped organizations of all sizes craft and execute PR strategies that align with their goals and values. Here are four essential steps to building a strong public relations plan.
1. Define Clear Goals and Key Messages
Every PR strategy should start with one question: What are we trying to achieve? Are you seeking to gain media coverage, boost brand awareness, manage a crisis, or build credibility in a niche? Having clear goals will guide every decision that follows.
Next, develop key messages—short, consistent talking points that communicate who you are, what you do, and why it matters. These should be tailored to your audience and repeated across all PR efforts, from press releases to interviews.
Need help crafting your message? At Dogwood, we help brands define and refine messaging that resonates with their audience. Our content development and strategy services are designed to build clarity and consistency across all communication efforts.
2. Build Relationships with the Right Media
PR is all about relationships—especially with journalists, editors, influencers, and media outlets that serve your target audience. Take time to identify relevant local, regional, or industry-specific contacts and familiarize yourself with the types of stories they cover.
When it’s time to pitch, tailor your message. A one-size-fits-all press release won’t cut it. Reference past articles, offer exclusive angles, and include any relevant visuals or stats that add value.
Not sure where to start? Use tools like Muck Rack or Cision to identify reporters and track media mentions. Or lean on professionals who craft the right pitch for the proper outlet. Our team at Dogwood provides public relations support to get your message in front of the right people.
3. Leverage Owned and Earned Media
A smart PR strategy uses owned media (what you control) and earned media (what others say about you). Your website, blog, social media channels, and email lists are powerful tools for sharing press releases, thought leadership pieces, and event news.
Earned media—like interviews, news articles, or influencer mentions—adds third-party credibility to your brand. When someone else tells your story, it builds trust faster than if you said it yourself.
Don’t forget to amplify earned media across your owned platforms. Reshare articles, tag media partners, and turn coverage into social proof. Tools like BuzzSumo can help you track mentions and analyze performance so you know what’s working.
4. Prepare for the Unexpected
Strong PR isn’t just about proactive storytelling—it’s about being prepared when things are unplanned. From negative reviews to unexpected controversies, a solid crisis communication plan ensures you respond quickly, calmly, and consistently.
Start by identifying potential risks and outlining how your team should respond. Designate a spokesperson, prepare holding statements, and ensure your internal team knows the chain of command.
The Public Relations Society of America (PRSA) offers a helpful guide on best practices for crisis communication. At Dogwood, we’ve helped organizations navigate sensitive issues with transparency and professionalism, and we’re always ready to support when the stakes are high.
Tell Your Story, Strategically
A strong PR strategy isn’t just about getting attention—it’s about building trust, shaping perception, and aligning every message with your brand’s mission. With the right plan, you can turn announcements into headlines and challenges into opportunities.
Whether launching something new or wanting to raise your profile, Dogwood can help you create an innovative, sustainable PR strategy. Let’s start building your brand’s story together.
