It is well known that strategic planning is important for any company. After the development of a coherent strategy, and then its implementation – we at least have a guarantee that the process has started and is moving towards the implementation of specific goals. But lately, the situation on the market is constantly changing, and many executives and top managers are guided by tactical vision. However, the paradox is that in the era of dynamic change strategy becomes even more important than before. It just has to be a new type of strategy - a strategy in the conditions of uncertainty.

Working with clients in the B2B and B2C segments for more than 15 years, Publicity Creating repeatedly developed and implemented PR strategies and strategies of the integrated promotion for its customers. Based on extensive experience, the company has developed a number of mechanisms to develop strategies, which in practice have repeatedly proven their effectiveness. Publicity Creating specialists distinguish 8 main stages of PR strategy building:

1. Analysis (market situation regarding key objectives of the company, including information activity of competitors)

2. Goals and objectives of the company/brand (strategic and tactical)

3. Target Audience (including target groups and subgroups, main audience selection)

4. Information channels (considering coverage of the target audience and effectiveness)

5. PR tools and forms of promotion (based on the most efficient and effective impact on the target audience)

6. Key messages (no more than three, if several key audiences, the key messages for each TA)

7. Communication Plan for the period (including the schedule, frequency, and budgeting)

8. Forecast results and performance benchmarks

The proposed algorithm can be applied regardless of the scope of the company. Do not forget that for large companies important factor is the correlation between the overall development strategy,  local marketing strategies and the company's mission.

"Today, Ukrainian companies are increasingly faced with the problem of "like-mindedness" in the key strategy development and implementation. The company risks when it delegates tasks to several different organizations. Normally we do not recommend to split promotion strategy into segments and divide them among the different agencies. It is much more efficient to use one business professional with diverse experience in the market. This is particularly effective for medium business and B2B companies.  As for major international brands, if there are public relations objectives, then the general contractor should be PR agency, so that all activities are conducted under its control, and the emphasis is properly throughout the promotion campaign,"- said General Director of Publicity Creating Valery Kureyko.

An example of a successful strategy is a comprehensive program for the promotion of DAIKIN Europe N.V. (European Headquarters, DAIKIN, Japan). According to the results of the program Publicity Creating was able to acquaint TA with new DAIKIN products, enhance reputation, increase brand awareness, loyalty of dealers and consumers. Integrated program covered a wide range of tools – from sponsoring thematic programs on TV to quizzes on the radio, from articles in the press and news on the leading portals to large-scale PR-activities, developing a special site for partners and recording videos with consumer reviews.

Development of PR strategy is not an easy task, especially for customers who represent specific areas of activity. For example, Publicity Creating has experience in the PR strategy development for CCC Creative Center - one of the most experienced organizations in Ukraine in the segment of non-governmental organizations (NGOs). Traditionally, the development strategy began with an analysis of the information and PR activities for the previous period. Based on the analysis, appropriate recommendations to strengthen and improve PR activities were made. The strategy covers all priority areas of promotion and also included an overall instruction for CCC  staff, with which you can quickly perform PR functions on site.

Cooperation with Ukraine LTS (Lukoil Technology SERVICES) was also the unique project. The company successfully integrates automation of large industrial projects in the energy and petrochemical sectors. Due to structural changes and changes in the market situation, the company needed a new promotion strategy. Specialists held PR-audit of the company (including site visits, interviews with key partners, and employees). At first, strengths and key services of the company were identified and repositioning was carried out. Apart from purely informational and reputational tasks, problems of determining the boundaries of the market, where the company plans to operate, finding the balance of risks and opportunities in case of re-branding, assessing potential speakers were all solved. Promotion strategy, with a focus on PR component, was successfully presented to top management of LTS-Ukraine.

One of the latest best practices of Publicity Creating is an integrated PR promotion in the PC market for the brand Lenovo. During the promotion Publicity Creating assumed the functions of Lenovo in Ukraine press office, organization and implementation of major news events dedicated to the launch of new products, continued working with the media, not only to provide comments and news, but also on publishing independent reviews of the new products. As a result of the activities, Lenovo consistently occupies the second position in the ranking of media citations of IT- brands in Ukraine.

It is important to emphasize that each company is a separate business body. Thus, there cannot be one and only effective mechanism for developing and implementing PR or promotion strategies. Professionals always solve such problems individually, and to reach and even surpass stated goals they act comprehensively and in a flexible way.