7 Tips to Build a PR Strategy that Works for YOU
PR Therapy for Planners and Pantsers
by Robin Blakely
Over the years, I’ve offered PR therapy to hundreds of writers across every genre—fiction, nonfiction, romance, mystery, poetry, science fiction, fantasy, self-help, memoir, and a million more. Surprisingly, what truly sets writers apart isn’t their chosen genre—it’s how they approach their craft.
Writers tend to fall into one of two camps: planners and pantsers. And, here’s the thing—embracing your natural style isn’t just important for writing—it’s a gamechanger for marketing yourself, too.
Which camp are you in?
Many things—like PR success—will improve when you identify which camp is yours and officially accept your membership. The way you build your brand needs to align with who you truly are. So, pick your lane.
Planners meticulously outline their writing projects.
If that’s you, you probably delight in arranging ideas in mind maps and Post it notes. Even your wildest dreams take place in color-coded technicolor. Your idea of a great date night is a slow stroll through the aisles of Office Max admiring the endless array of whiteboards, binders, and fancy organizers that just might bring order to your creative chaos.
Pantsers fly by the seat of their pants.
You might know Office Max has an aisle for project management… but you’ve never lingered there. Instead, you dive fearlessly into your storylines with little more than a sense of direction, letting inspiration strike where it may—often in the shower or just as you’re about to fall asleep. You may not even know if you have a real plot on your hands until you finish the last page.
Planner. Pantser. So, which one are you?
No matter your camp, embracing your natural style can be a marketing superpower. The key is to lean into your strengths—not just in writing, but in how you share your work with the world.
But what if you’re a bit of both?
Maybe you’re thinking: Wait, I’m a total hybrid—a plantser! Well, sure, we all have thought that. Balancing planning and spontaneity sounds ideal.
But here’s the truth: mastering that mix takes polished skill and incredible energy. So maybe, instead of forcing a perfect blend, start by embracing the side that feels most natural. Own it. Then, strategically borrow the best traits from the other side to strengthen your approach.
The good news? No matter where you naturally lean, you can still build a PR strategy that works for you.
7 PR Strategy Tips
1. Start with a Framework
Instead of treating PR as either a rigid strategy or pure improvisation, think of it as a flexible roadmap—clear enough to guide you, open enough to allow for creativity.
Here’s what to outline:
Define a Goal: What do you want to achieve?
- Pantsers, pick a goal that excites you. Find fans? Sell books? Raise awareness? Go with the one thing that has the power to drive you. One thing. Not everything.
- Planners, define a measurable target—gain a 1,000 newsletter subscribers, land five podcast interviews, or hit a specific number of book sales. Make the goal one you can visualize and get behind. Then act on it.
Identify Your Audience: Who are you really trying to reach?
- Pantsers, trust your gut—who do you imagine reading your book? Track those folks down and introduce yourself. Look for groups, not door-to-door, one by one.
- Planners, research reader demographics and niche groups. Make some focused choices. Just know: your audience is never everyone. Pick an identifiable group.
Choose Your Key Message: What do you want people to know, feel, or do?
- Pantsers, start with your natural way of talking about your book.
- Planners, refine your message into a repeatable hook for consistency.
Select Your Channels: Where will you share your message?
- Pantsers, go where you naturally enjoy engaging—social media, traditional media, live events. Pick a path and see what happens. Be aware that no usually means not now, not yet, not this time. No rarely means go back to your cave and never come out again, loser.
- Planners, build a door-knocking strategy that points you to the places where you naturally enjoy engaging—social media, traditional media, live events. Choose a path. Your plan should rarely be a plan to go everywhere all at once. Pace your efforts. You are human and you need to breathe.
2. Keep Your Strategy Alive
You need to write your plan down so others can share your vision. But don’t imagine it’s a one-and-done deal. Your written plan needs to be alive and breathing. Whether it’s a Google Doc or a paper notebook, use a system where you can jot down ideas and adjust them as you go.
The best thing you can do for yourself promotionally is to keep your PR efforts in motion and evolving rather than being all lockdown and unchangeable. Things often change significantly along the way. Be willing to react and go with the changes.
Pantsers, don’t avoid a written PR plan because you’d rather wing it.
Your hard work deserves a thoughtful approach to promotions. Commit to writing a real draft of a real promotional plan so others can look at it and react to it before you do it. Don’t expect others to read your mind.
Planners, put a time limit and a revision limit on your written plan.
You can revise the thing a million times or you can actually just do it. Too many revisions will kill the energy that can make you a success. Yes, it can be messy. Trust that when you leap, you’ll somehow land and you will survive even if you don’t always land on your feet.
3. Identify Your Core Stories
You need to identify your key talking points. Even if you dislike structured planning, clarity around your key stories will help guide your messaging.
Planners and Pantsers, ask yourself:
- What makes your book or brand different from what others are doing?
- What human-interest stories can you share?
- Are there seasonal topics you can tie into?
Having a handful of go-to narratives makes it easier to make the most out of any PR opportunity you may discover along the way.
4. Set Up a Content Calendar
A good content calendar isn’t about locking yourself into a rigid schedule—it’s about creating a rhythm that balances structure and spontaneity.
Pantsers:
Okay, so it is not your nature to routinely tell people what they can do to help you. You need to tell them anyway. You might resist planning, but your audience won’t automatically know how to support you unless you tell them.
Schedule action moments—literally remind people to buy your book, leave a review, or sign up for your newsletter. Even a loose framework will help keep your efforts consistent and on track.
Planners:
You have to make room in your calendar for personality posts. Shake off that need for control. Structure is your comfort zone, but spontaneity keeps your brand human. Plan for flexibility—leave intentional space for sharing off-the-cuff remarks and real-time stuff. Talk about a funny moment from your day.
Your audience needs a chance to connect with the person behind your work. You are more than a planned strategy.
The big idea isn’t about changing who you are—it’s about making your approach intentional, so your efforts actually advance your goals.
5. Build Relationships
Traditional PR often involves carefully crafted media pitches, but building real connections with journalists, influencers, and industry peers is critical.
- Engage with them on social media.
- Attend networking events.
- Share and comment on their work before pitching anything.
Building relationships is not busy work. It’s how business works. One clear-cut end goal is when you do have something to promote, you’re reaching out to a warm contact—not a cold lead.
6. Leverage Your Strengths
If you’re a pantser, your passion to think on your feet is a major advantage.
Use your strengths to:
- Jump on trending topics
- Respond quickly to media opportunities.
- Spot relevant conversations online and join in authentically.
But don’t ditch what a planned approach can offer you.
If you’re a planner…
You have a passion for visualizing the future and setting things in structured motion. But don’t ditch what spontaneity can bring to the table.
Having a plan will help you prioritize opportunities when they spontaneously show up. Some of the best opportunities come from being present in the moment and being willing to jump into the fray.
7. Keep Metrics Simple but Meaningful
Don’t overthink analytics. Tracking PR success is important, but you don’t need a complicated system.
Choose a few key indicators based on your goals:
- Website traffic
- Social media engagement
- Media mentions
- Email open rates
Check in regularly, but don’t get lost in the numbers. If you’re seeing progress, you’re on the right path.
Final Thoughts
You don’t have to be a meticulous planner or a wild fly-by-the-seat-of your-pants person to be a successful writer, build a successful brand, or run a successful PR campaign. But it sure helps to own your approach and find your PR rhythm. Whether you need structure or spontaneity, lean into your natural strengths and have some fun being who you are.
For both planners and pansters, having fun is not just fun, it’s powerful.
Are you firmly in one camp -- pantser or planner? Have you applied that camp to your PR strategy? What questions do you have for Robin? This is your opportunity to ask them, down in the comments!
Special Opportunity
Curious about working with a coach to strengthen your author brand? Check out how it works: https://www.creativecenterofamerica.com/coaching
HURRY! Reach out by May 1, 2025 for a FREE 20-minute PR Therapy session. [Email: Robin @ CreativeCenterofAmerica.com and place Writers In The Storm in the subject line.]
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About Robin
A top business coach with an extensive background in books, brand development, and strategic planning, Robin Blakely is the CEO of Creative Center of America.
She is the author of four business books, which include PR Therapy and Six Hats. Thanks to SCORE and the US Small Business Administration, three of her national webinars are available on-demand for free to anyone starting a creative business.
Top photo purchased from Depositphotos.
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38 comments on “7 Tips to Build a PR Strategy that Works for YOU”
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Robin,
I am definitely a plotter. Your article is the most practical one I've read about PR. Thank you. Now I feel I have confidence in the direction I am moving with new PR plotting strategies that fit.
Jennifer
That's awesome news, Jennifer. Half the battle is KNOWING.
Jennifer,
Thanks for the response.
I really love the many ways that creative people embrace their craft...and so often we think that some other way in PR and marketing is better than our natural inclinations. If you are a natural plotter and a planner, use those skills!
"If you’re a pantser, your passion to think on your feet is a major advantage."
Every time I hear someone spew crap like this, thereby broadcasting their ignorance, I want to chew wheels and spit nails. At the speaker.
"Pantsers" (a derogatory term) do not have a "passion to think" on their feet. They have enough confidence in themselves to release control of creative endeavors to the creative subconscious. To let the characters tell the story that they, not the writer, are living.
I'm hoping you don't mean to sound so hateful here, Harvey, so I will give you the benefit of the doubt this time.
PLEASE be nice to our contributors. They work hard on these articles.
Allow me to model how a few slight changes can get your point across without sounding hateful. (I am taking the time to do this out of respect for your underlying feelings. Feelings are always valid here.):
"If you’re a pantser, your passion to think on your feet is a major advantage."
Personally, I see "Pantsers" as a derogatory term. Those creators do not have a "passion to think" on their feet. They have enough confidence in themselves to release control of creative endeavors to the creative subconscious. To let the characters tell the story that they, not the writer, are living.
Every time I hear someone use that term, I want to chew wheels and spit nails. At the speaker.
Jenny,
I appreciate your open approach to modeling expectations for your community and for the generous way you advocate for strong voices and emotional expression.
That is a great way to respond and a great way for everyone to learn. Learning is what this blog is all about.
So Thanks and Bravo!
Harvey, we all work differently and what works for one person does not work for another.
The term panster is used by almost every author out there who knows what a plotter or panster is. It's not derogatory, it is literally an industry term. I admire pansters, authors who do not need to spend hours, days, and weeks plotting out the details of their book to keep them organized. I am not one of those writers, but kudos to those who are.
However, being this harsh to the poster, who is giving her thoughts and opinions, is not okay.
Jenn
Thank you for your comment! I appreciate both the clarity and the kindness in your words.
You know...I love both sorts of writers. As a coach, it really helps to understand someone's natural perspective. Each has such incredible strengths.
Harvey,
Hey, thank you for your passionate response. Passion is so much better than apathy.
Of course, I never dreamed I would offend anyone with a beloved term that is so often proudly embraced by members of the writing community. To be clear, I did not intend to offend you nor to spew crap. That said, I sure do appreciate your willingness to read and comment, so thanks.
It's obvious that if we're visiting this award-winning blog, we all love creativity and the many ways we all approach expressing ourselves.
Cheers to that!
Robin, you are pure class. Thanks so much for sharing your wisdom here at WITS.
Wow! First, I lean more toward being a pantser, and in no way consider that a derogatory term. While I agree with you that Pantsers are able to "release control of creative endeavors, to the subconscious" and I definitely let the characters tell the story, I also believe that having the passion to think on your feet is an advantage of being a pantser. I'm not sure I understand your venom over this statement. And I don't think that your thoughts and those of this author are so different.
This made me think about my social media use. I'm very much a plantser. I do one structured post and one spontaneous response to someone each week. (I may also post a call to action in support of a cause as one comes up.)
Debbie,
Thanks for your comment! Your approach sounds like a very balanced way to handle social media.
Ouch, planner me says after you hit the proverbial nail on the head with several statements but "put a time limit and a revision limit on your written plan" really got the ouch response. Thank you for a post that helps clarify how I can do what I need to even when my resistance is high.
LOL, Lynette. You sound like my pal, Piper.
Lynette,
Love your ouch response.
It is can be soooo hard to let it go.
Great post! I am 1 million percent a a planner. I plot and create and know most details of my story before I start writing. I am also a very organized person in my life and I think that all goes together.
BUT...if I am writing and I get an idea, I go with it, even if it messes up my outline, especially if it helps shape a better story.
So, maybe I am a sort of hybrid? Who knows!
Jenn,
Thanks for your comment...and hooray for you!
A good planner provides space in the plan for the better idea...the revision... the rework.
The confident planner knows that creativity and the great idea is the goal.
Fabulous.
This is absolutely the most innovative and helpful approach I've seen to develop an author marketing strategy. Most writers probably agree marketing is the most intimidating and frustrating aspect to becoming an author, once having achieved a confidence in one's own writing. This article spells it out in relatable terms.
Myself, I began writing as a pantser, although in business I've always been a *focused* planner. After starting my second (and more complex) novel, I saw the need to plot everything out. Books four and five are already plotted.
However, the individual chapters which will make up these books are still more pantsed than plotted. I know what needs to be accomplished in each chapter, but approach each with fresh ideas and angles. So, while I consider myself a blend of both schools, my strength is still in pantsing. Your revelations, therefore, are most welcomed. That is how I will lean forward into marketing, using my comfort zone.
First, of course, I'll still need to do 'a little' planning. Thanks for the article. I'll follow up, too, on the other materials you've provided.
Jerold,
Thanks for sharing your behind-the-scenes story.
I've had the pleasure of working with all kinds of creatives and what I love the most about writers is the intensity in which passionate writers will dive deep into their craft.
What is cool to me about doing the promotional stuff is helping creatives see that there is a real storyline to achieving promotional success. A storyline! What makes you good on the craft side of your career can make you good on the PR side. The same tools are needed. The same ability to imagine the great storyline.
Often writers think the business side of the writing career requires a different kind of mindset. Your best asset in business is the very same asset that you use in your writing---your imagination.
That is why PR is fun.
As a “hybrid planner-pantser,” I really appreciate a division of effort on the projects that are running on planning by the seat of the pants! Great analysis and tactics template, Robin!
Dennis,
Thank you for the comment...
YES! Such a perfect observation...The ability to "pantser" within a "planner" structure is the ultimate magic.
I want to knock all seven and I'm trying. I know where I enjoy engagement but it's in person interaction. Things have really changed since Covid. I'm slowly identifying places where I can meet readers and writers in person. Love the social media calendar. I think my message is good. Now if I could only be more planner than pantser. I'm going to print this out to remind myself of my goals and what's possible. Thanks Robin!!
From my standpoint, you knock all the marketing/PR stuff out of the park. But maybe I just don't see those rapid duck feet under the water, so to speak. Perhaps it drives you nutty in ways I don't get to see.
Rebecca, thanks for the comment.
Your love for the In-Person interaction is one of your major "Pantser" strengths--I have seen you in front of crowds and your passion for people shines.
When you embrace your inner planner, PLAN for more of that!
Great post! And it really is interesting how differently we all work. It's kind of funny. I'm a planner when it comes to non-fiction writing, I outline, research and write. But, with fiction, I'm a pantser on the first draft, which tends to be short and I use it as an outline for my revisions...and so I'm a plantser, or as I call myself...a plotsy panters!My big problem is definitely marketing and social media. All I want to do is hide in my library and write! I'm going to keep in mind your advice, and work on marketing goals!
*points at self*
Exactly the same, Tari! Except that I don't want to hide from marketing and social media, but I'm tired of it because I do it for my day job, and that's as much time as I want to give to the time-suck of social. LOL
But to all the rest of it? Samesies!!
Jenny,
I think the hardest part of being a creative is that we are working on the same keyboard where we also play.
YES!!!!
Not surprised that we work alike Jenny! You're definitely more outgoing and computer tech, than I am, but I'm not surprised that we write similarly.
Me neither. 🙂
Tari,
Start thinking of marketing in terms of a storyline for your brand. There are certain characters in that storyline. There are certain cute-meets. There are certain grand finales.
Your best asset is your imagination. And you've got a great imagination.
Thank you Robin! I'll take that advice to heart.
Awesome post, Robin. Thank you!
I'm definitely a plantser in many ways. I've started applying that to my marketing and I love that you're recommending leaning into our natural proclivities to making marketing better.
Welcome to WITS!
Lisa,
Thank you for your "welcome to WITS!"
What a great group!
It's always interested me that many creatives view their finest assets as their biggest flaws. Often that "biggest flaw" is being able to plan to the moon or improvise a dance routine on the spot. And, that 'flaw' is what makes them so cool. Wow, the game changes when they realize THAT thing can be optimized and made valuable.
Wonderful information--thank you!
Denise!
Thanks for your comment.
Much appreciated.
Hi Robin! I’m definitely a planner when it comes to writing. I like to plan it out and have an outline and you know add things as well as I go along. But I love your idea of saying well. The planner should set measurable goals like. Adding 1000 people to my newsletter. Or those type of goals. Loved your well thought out plan for all of us lol