How to set PR goals — and actually achieve them
One of the most common mistakes in PR planning is confusing goals, objectives, and KPIs. For example, the number of media mentions is not a goal — it’s just one metric that should serve a broader strategic objective.
Here’s how to set PR goals that truly create value for your business:
1️⃣ Start with business goals. PR should support sales, brand recognition, reputation — whatever matters most for growth.
2️⃣ Define your target audiences. Go beyond just B2B/B2C — segment stakeholders: investors, regulators, partners, employees, etc.
3️⃣ Assess your resources. Is your CEO media-ready? Do you have experts available for commentary? What channels can you use?
4️⃣ Make goals measurable. Use the SMART approach. Don’t just say "increase awareness" — set a clear target like "get 10 features in top-3 industry media by Q3".
5️⃣ Consider context. External factors impact PR. Be ready to adapt when the news cycle or market shifts.
6️⃣ Balance your KPIs. Go beyond volume — measure quality of mentions: sentiment, influence, key messaging, quotes, and citations.
7️⃣ Align PR goals with business goals — continuously. Every PR effort should clearly contribute to the bigger picture.
8️⃣ Analyze your current position. Who are your media competitors? Where do you stand now — and what’s the gap?
9️⃣ Choose the right tools. Not every situation calls for a press release. Sometimes an expert column or podcast is far more effective.
🔟 Be realistic about timelines. PR takes time — from idea to publication can be weeks (or months).
1️⃣1️⃣ Evaluate along the way. What’s working? What’s not? Is PR making a difference to the bottom line?
1️⃣2️⃣ Conduct a deep-dive analysis. Every result fuels the next strategy.
One of the most common mistakes in PR planning is confusing goals, objectives, and KPIs. For example, the number of media mentions is not a goal — it’s just one metric that should serve a broader strategic objective.
Here’s how to set PR goals that truly create value for your business:
1️⃣ Start with business goals. PR should support sales, brand recognition, reputation — whatever matters most for growth.
2️⃣ Define your target audiences. Go beyond just B2B/B2C — segment stakeholders: investors, regulators, partners, employees, etc.
3️⃣ Assess your resources. Is your CEO media-ready? Do you have experts available for commentary? What channels can you use?
4️⃣ Make goals measurable. Use the SMART approach. Don’t just say "increase awareness" — set a clear target like "get 10 features in top-3 industry media by Q3".
5️⃣ Consider context. External factors impact PR. Be ready to adapt when the news cycle or market shifts.
6️⃣ Balance your KPIs. Go beyond volume — measure quality of mentions: sentiment, influence, key messaging, quotes, and citations.
7️⃣ Align PR goals with business goals — continuously. Every PR effort should clearly contribute to the bigger picture.
8️⃣ Analyze your current position. Who are your media competitors? Where do you stand now — and what’s the gap?
9️⃣ Choose the right tools. Not every situation calls for a press release. Sometimes an expert column or podcast is far more effective.
🔟 Be realistic about timelines. PR takes time — from idea to publication can be weeks (or months).
1️⃣1️⃣ Evaluate along the way. What’s working? What’s not? Is PR making a difference to the bottom line?
1️⃣2️⃣ Conduct a deep-dive analysis. Every result fuels the next strategy.
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⚡️FRC ranked among the top in the national rating of communication companies of Russia (NR2C) 🏆
❤️ Fresh Russian Communications agency has been listed in the TOP 100 of the National Rating of Communication Companies (NR2C) for the ninth year in a row.
The NR2C rating is based on unified, objective criteria, ensuring transparency and credibility. It also provides participants with valuable market insights and helps build trust within the industry. 🤝🏻
❤️ FRC Global
The NR2C rating is based on unified, objective criteria, ensuring transparency and credibility. It also provides participants with valuable market insights and helps build trust within the industry. 🤝🏻
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The Ultimate PR Guide for fast-growing companies.pdf
30.4 MB
How to enter new markets without losing your identity: A PR-guide for growing brands
Successful businesses don’t start with the goal of getting rich — they start with an idea that solves a real problem.
And in that case, knowing how to communicate your mission becomes crucial. As your brand grows, new markets and new audiences come into play. So here’s the big question: how do you adapt your PR strategy to unfamiliar countries while staying true to your brand?
You’ll find the answers in our PR guide for growing companies expanding internationally — from insights on entering various European markets to advice from experts who’ve already been there.
If you’re on the edge of international expansion, open the guide, save it, and share the insights with your team 🖌
Successful businesses don’t start with the goal of getting rich — they start with an idea that solves a real problem.
And in that case, knowing how to communicate your mission becomes crucial. As your brand grows, new markets and new audiences come into play. So here’s the big question: how do you adapt your PR strategy to unfamiliar countries while staying true to your brand?
You’ll find the answers in our PR guide for growing companies expanding internationally — from insights on entering various European markets to advice from experts who’ve already been there.
If you’re on the edge of international expansion, open the guide, save it, and share the insights with your team 🖌
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Research: 64% of B2B companies in Russia are already implementing ESG projects
At FRC agency, we conducted a study on ESG communications among Russian B2B companies and we're sharing the results!
We analyzed who initiates ESG projects, why companies engage in ESG communications at all, and what barriers prevent them from talking more about sustainability.
The key insights are summarized here below, the full report via the link.
At FRC agency, we conducted a study on ESG communications among Russian B2B companies and we're sharing the results!
We analyzed who initiates ESG projects, why companies engage in ESG communications at all, and what barriers prevent them from talking more about sustainability.
The key insights are summarized here below, the full report via the link.
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Its goal is to help companies make data-driven decisions and strengthen their communications through competitive intelligence, channel effectiveness assessment, and reputation audits.
With 12+ years of experience working with Russian and international B2B brands, we’ve identified a key market demand: in-house teams often lack time for in-depth analytics.
Our new division offers 15 service modules in three flexible formats:
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⚡️ FRC ranks among the TOP 70 largest PR agencies in Russia 🏆
❤️ FRC has been included in the TOP 70 largest PR agencies in Russia, ranking 49th in the Smart Ranking study.
🔍 The research analyzes the balance of power in the PR market and aims to create a transparent benchmark for both clients and agencies. According to Smart Ranking, the Russian PR market is expected to exceed 23 billion rub in 2025, and we are proud to be part of this growth ↗️
❤️ Thanks to our team, clients, and partners for your trust and collaboration. Onward and upward!
❤️ FRC Global
“In 2024, we noticed growing interest in PR from IT and manufacturing companies. Many brands that had been operating in ‘silent mode’ over the past two years gradually returned to active external communications and increased their demand for PR services. As a result, our agency’s revenue grew by 25–30% year over year,” — Ksenia Alekseeva, CEO of Fresh Russian Communications👤
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As reported by Khaleej Times, the UAE is preparing a new Arabic Language Law — and this is an important signal not only for public institutions, but also for businesses, media, PR and marketing teams.
According to the draft law, Arabic should be present in public-facing communications, including visual, audio and written advertising, promotional campaigns, events, conferences and official meetings when the main language is not Arabic. The draft also touches on internal company policies, customer service and the need for Arabic-speaking staff in certain sectors.
What does this mean for PR and marketing?
And this is a good moment to remind our audience that Fresh Russian Communications now also works in the UAE. We help companies adapt their communications for the MENA market, build PR strategies, work with the local agenda and speak to audiences in a way that is clear, relevant and culturally accurate.
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Today, PR in real estate is no longer just a supporting marketing function - it has become part of a project’s commercial infrastructure, influencing perception, credibility, and competitiveness in the market.
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