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HOW TO: Start Creating a PR Plan
 

HOW TO: Start Creating a PR Plan

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A basic overview of to help small businesses create a communication strategy by integrating PR, email marketing, social media, customer relations and social media.

A basic overview of to help small businesses create a communication strategy by integrating PR, email marketing, social media, customer relations and social media.

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  • Very helpful presentation for our little organisation working in a very dynamic and global industry - thanks!
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    HOW TO: Start Creating a PR Plan HOW TO: Start Creating a PR Plan Presentation Transcript

    • How to: Improve Public Relations Planning HOW TO: Create an Effective PR Plan PR Success Starts with a Smart Plan Heather Whaling [email_address] prtini.com twitter.com/prTini linkedin.com/in/heatherwhaling
    • Then
      • Plan around editorial calendars
      • Call beat reporters
      Photo credit: flickr.com/photos/hectoralejandro/
    • Now
      • Plan in pencil
      • Integrate online & offline communication
      Photo creditD Sharon Pruitt
    • What should we plan?
      • Media/blogger relations
      • Social networks & network driven campaigns
      • Our own blogging
      • Email marketing
      • Leadership visibility/thought-leadership
      • Customer satisfaction/service initiatives
      • The list keeps growing …
    • Short- & Long-Term Planning:
      • 3 Keys to Success:
          • Be quick.
          • Be relevant.
          • Be strategic.
    • Be Quick
      • Monitor trends:
        • Expert resource opportunities
        • “ Piggyback” on stories in the news
      • Help a Reporter Out (HARO)
        • Helpareporter.com
        • @helpareporter
    • Be Relevant.
      • Rule #1: Solid pitches trump lukewarm relationships.
      • Monitor editorial calendars
      • Create your own “ed cal”
      • Think ahead: identify & research reporters
        • Subscribe to RSS feeds
        • Research their recent stories/posts
        • Connect on Twitter, other networks
        • Develop relationships in advance
        • OR do extra “homework” before pitching
    • What to share?
      • Case studies
      • How to, tips, best practices
      • Innovative ways to use product/service
      • Notable announcements, partnerships
      • Solutions to alleviate pain points
      • Newsworthy events
      • Educational/resource-like information
    • Case Study: Planned Pitching
      • ID reporters who might be interested in this kind of story
          • Covered unusual industries
          • Women shattering the glass ceiling
      • Develop a pitch
          • What’s the angle?
          • Why now?
          • Who cares?
      • Follow Up
          • Pleasant persistence pays off
    • Be Strategic.
      • Plan in 3-, 6-, or 12-month chunks
        • Always keep an eye on the future
        • Don’t be so rigid that you miss unplanned opportunities
        • Remember to plan more than just PR/media relations
      • Track process against measurable goals & objectives
    • Example: 6-Month Timeline Identify categories Fill in tactics Assign timeframe Note: This timeline template is available for download here .
    • Questions? (or need help with your PR planning?)
      • Heather Whaling
          • [email_address] .com
          • prtini .com
      • @ prTini
      • linkedin.com/in/heatherwhaling