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Transcript

  • 1. Public relations 471 Creating a pr plan
  • 2. Our overview for today
    • Request For Proposal
    • The Proposal
    • The PR Plan
  • 3. The request for proposal
    • Client background
    • Client needs
    • Applicant guidelines
      • Follow these to the letter or you don’t get the work
      • Break down your proposal following their format
  • 4. The proposal
    • Creating a budget
    • Writing the proposal
  • 5. Project budgeting breaks down three ways
    • Project Management
    • Project Development
    • Collateral Costs
  • 6. Project management
    • How often do you need to meet the client?
    • How much time do you prepare for those meetings?
      • Agenda prep
      • Analytics reports
      • Travel time
    • How many internal meetings do you need to have?
    • How much time will you budget for fires?
  • 7. Project management
    • There are no golden rules
    • RFP’s tend to dislike lots of project management time.
    • Can you hide project management in other areas, or are you willing to eat some money to get the work?
  • 8. Project development
    • There are two ways to bill time
      • A blended rate: Set amount every hour
      • An unblended rate: Different rate for different people
        • President charges 200
        • Middle Management charges 125
        • Intern charges 40
  • 9. Project development
    • Here are some questions to consider
      • What is the internal review process?
      • Is it easier for a higher level person to do the work or review the work of a lower level person?
      • What is the main event of the work?
  • 10. Collateral costs
    • Who is going to pay for supplies?
    • How much will you mark those costs up?
    • What kind of receipts does the client require to see before paying you back?
  • 11. Writing the proposal
    • Follow RFP guidelines to the point
    • Otherwise, risk DQ
    • Here are things to have on hand
      • Company history
      • Staff bio
      • Work samples
      • References
  • 12. Writing the proposal: once you have the job
    • Work through the ROPE Model
    • ID the audience
    • Create a project calendar map
      • When is an item due?
      • Who is responsible?
      • How will they deliver material?
      • Back time this from a week prior to the due date.
  • 13. Random transition to e-newsletter
  • 14. E-newsletter 101
    • Open Rate: The number of people who open the email
    • Monthly e-newsletters average in the low 20% range.
    • Daily e-newsletters average in the mid-teens.
  • 15. E-newsletter 101
    • Click Through: The amount of people who click on a link.
    • B2B range from 5% to 15%..
    • B2C range from about 2% to 12%.
    • Highly segmented and personalized email lists (B2B and B2C) are often in the 10% to 20% CTR range.
  • 16. E-newsletter 101: 7 steps to success
    • If people opt in to the e-newsletter, the open rates and click through are higher.
    • Subject lines must be direct and motivate people to act now.
    • The higher the bounce rate, the worse your numbers will be.
  • 17. E-newsletter 101: 7 steps for success
    • Layout and design matter.
    • So do links. The more, the better.
    • Make the reader click to read more.
    • Make this platform special…we have something you’ll only get with this e-newsletter.
  • 18. E-newsletter platforms
    • Constant Contact:
      • Easiest to use
      • Generic templates
      • Not as much choice
    • MailChimp
      • More choice
      • More HMTL knowledge
    • YMLP
      • Met in the middle
      • Struggled on older computers