Like all business practices, PR programs have to be strategic - this includes appropriately identifying and prioritizing your target market. An effective PR team can analyze the best way to reach your audiences and influencers once you have determined your communications objectives (see A Portrait of a Good PR Client - Part 1, Understanding You Goals).But remember, even if your company offers an excellent product or service and has thousands of satisfied customers, this does not mean you want your story to appear on the front page of The Wall Street Journal.Let's say you fabricate glow in the dark snow boots. That's surely something unique that will get the attention of media. But think about your business goals. What is your primary objective? Looking for investors? Selling your company? Or are you focused on increasing sales among women? If that's the case, a business story in The Wall Street Journal will be impressive, no doubt, but most likely it won't reach the target audience that will generate sales.You also need to think of your capabilities. "Satisfied customers" is one of your selling points, right? Then don't risk damaging your reputation by being unable to fulfill orders. Evaluate if you have the bandwidth to respond to a significant increase in demand, because a segment on "Today" would expose your product to a great number of consumers. Identify the most effective way to engage your customers. Reaching your niche market would include targeting consumer magazines, newspapers and news programs, as well as online and social media opportunities that reach relevant audiences (e.g. OutsideMom.com). A focused approach will lead to results that are strategically aligned with your business plan!You should also be aware of how time - and timing - influence PR. Most media outlets, even some online news sites and daily papers, work weeks or even months in advance of publication. To give you an example, a member of our team scored a great product review in one of the country's leading daily newspapers in January 2012 - it took a year from pitch to placement!Establish PR goals. Target your audiences. Be mindful of lead times. Rely on the experience and expertise of PR professionals. These are all a must for developing a strategic and effective communications plan.

Suzanne Mannion, Executive Vice President & Co-Founder Newsmaker Group
Suzanne has been in the communications industry for more than 20 years. With a focus on strategic planning and program management, she has developed and implemented campaigns for numerous business and consumer-facing clients. Suzanne has extensive experience servicing non-profit organizations in the cultural, education and healthcare arenas. Her diverse background also includes travel and tourism campaigns, including efforts for organizations with an international presence.