🚀 PR STRATEGY 2026. If you work strategically with PR and Communications you get better results that can grow your business. To get strong PR results, you need a map — and your strategy is that map. Here are my key points:
✅ As is – To be?
Your PR and Communications Strategy – like your Business Strategy – is all about closing the gap between where you are today (“As is”) and where you want to be. So, where are you today? Don’t sugar-coat it! Look at the details of the measurement points (KPIs) you have set up. Are you where you set out to be earlier this year? Or maybe you don’t exactly know the effect of your PR and Communications activities? If so, this is an area for improvement in 2026.
âś… Business goals as guiding star
Your second step is goal setting for 2026. Proactive PR and Communications are often about supporting the business goals. All activities must drive the business forward and handle change, issues or crisis along the way. You can benefit greatly if strategic PR and Communications are an integrated part of the business strategy. Bridge your strategy with a PR Action Plan including KPIs.
âś…Define Target Groups
A vital part of your strategy is to segment your target groups and influencers. Successful PR and Communications start with a clear and deep segmentation. Your target groups are often very different – and many more than you realize from the top of your head. A typical pitfall is to try to reach all target groups with the same type of communication. Then the results become weaker.
âś…Key Messages in order
It’s Key to have your Messages in order. Do a solid piece of work with both your Corporate and Product/Service Messages in all your markets and towards your key target groups. Corporate messages must be value and feeling driven, authentic and show WHY your company is in this world? All studies show that our actions as humans to a large extend are feeling driven. It’s hardwired biology. Your product messages must address your target groups’ pains, needs and dreams. Understand and take your target groups’ perspective to create relevant messages and content that they find relevant and helpful.
âś…Relevant Communication Channels
You need to deeply know your target groups – and both as a leader and a corporate brand be present, engaged and communicate in the key channels preferred by them. This is NOT necessarily the channels you use yourself.
âś…Measure Results
Finally, you need to strategically decide on and set KPIs (Key Performance Indicators) for your PR and Communications. When you set KPIs and thereby measure results, you’ll have a clear evaluation of what type of PR and Communications activities help drive the business forward. And what is not.
You can see the business value yourself and report to management/board.
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🤝 Need a strategic PR & Communications partner?
Contact Christina Rytter for a strategic chat about your 2026 goals – and how to improve your commercial results and support sales through strategic PR, Communications and Marketing.
📧 cr@scandcomm.com
đź“ž +45 23 96 77 33