You have your PR goal. You’ve narrowed down your objectives. You went from the general to the specific, and now you’re going to start that process again while determining the best course of action to actually meet those objectives. So let’s talk PR strategy by jumping right into an example, based on one of our previous sample objectives:

Objective: Increase views to our website to 100,000 per month within six months.

• Strategy 1: Get media coverage featuring the website.
• Strategy 2: Get public support from a respected industry / niche insider.
• Strategy 3: Get related sites (non-media) in the niche to mention the site.
• Strategy 4: Increase communication with current visitors to keep them coming back.

The idea is to think about how to reach your objectives in the most general way possible. Don’t start thinking about specific tools (like newsletters, press releases, etc.) yet. Those would be tactics, which we’ll talk about in the next stage of PR planning.