Pr planning 101 by monica morong

PR PLANNING 101 Monica Morong: Inspirational PR & Social Media proﬁles.google.com/monicamorong

AgendaThe Definition, Process and Toolbox of PROnline PR & Social MediaThe Marketing Mix and Where PR Fits InThe Value of PR PlanningThe Elements of a PR PlanYour Turn: How to Build Your Own PR Plan Resources on PR Planning

What the Heck is PR?Video: What is PR? Man-on-the-street interviews (next slide)

What the Heck is PR?“PR helps establish and maintain mutual lines ofcommunication, understanding and acceptancebetween an organization and its publics.”“PR helps management to stay informed of andrespond to public opinion, serve the public interest,keep abreast of change and anticipate trends.”

What the Heck is PR?“PR focuses on communication that fosters goodwillbetween an organization and its constituent groups(customers, shareholders, suppliers, employees,government, citizen groups, the general public).”“PR can be used strategically for damage controlwhen adversity strikes an organization.”

The Process of PRResearch: What is the problem/situation and why?Action: What is going to be done about it?Communication: How will the public be told?Evaluation: Was the audience reached, whatwas the effect?

The PR Toolbox Written Tactics Spoken Tactics Visual Tactics Press Releases Face-to-Face Videos (YouTube) Fact Sheets Speeches and Presentations VNRs (b-roll) Bios Press Conference Infomercials Media Advisories Press Tours Personal Appearances Newsletters Media Interviews SlideShows Company Blogs Meetings (SlideShare) Web Site Content Company Magazines Word of MouthBrochures, Handbooks PSAs Advertorials Event Annual Reports Social Media

How about Online PR?Video: Online PR is all about Community? (next slide)

Advertising vs. Marketing vs. PRYou’re at a party.If a member of the opposite sex tells you he/she is a great lover, that’s advertising.If a member of the opposite sex asks you about your bedroom interests and shows how he/she fits the profile,that’s marketing.If a member of the opposite sex walks up to you and says "I hear you’re fantastic in bed”, that’s PR.

The Marketing Mix and Where PR Fits InTraditional Advertising - print & broadcastInternet Advertising - better tracking than traditionalSales Promotion - samples, coupons, contests, demos, trade showsDirect Marketing - mail campaigns, database-drivenSponsorship - events, stadiums, causesPoint-of-Purchase - displays, banners, floor-standsSupportive Communications - YP, brochures, mascots, swagPersonal Selling - face-to-facePublic Relations - building relationships

Why Have a PR Plan?Solves specific business problems (situation)Documents where you want to be (objectives)Clarifies exactly who you want to reach (target audiences)Documents how you’re going to get there (strategies)Avoids “drift” activities and coordinates multiple methods (tactics)Prevents haphazard, ineffective communications (calendar)Makes programs more effective and valuable (measurement)

The Elements of a PR PlanSituation - remedial, one-time, ongoingObjectives - informational vs. motivationalAudience - age, income, education, geographyStrategy - HOW achieve objectives; key messagesTactics - WHAT you will do to support strategiesCalendar - WHEN complete tacticsBudget - COST of staff and OOP expenses; vendor estimatesEvaluation - Measure objectives

The Elements of a PR PlanExample Objectives1. Increase awareness/understanding of my products/services by 25%2. Double traffic to my web site3. Educate my target audience on the importance of foot healthExample Strategies1. Increase share-of-voice in local media2. Increase social media activity3. Participate in health and wellness expos & eventsExample Tactics1. Create and distribute press kit featuring research, trends, results2. Set-up FB page, Twitter and Blog with editorial calendar3. Book speaking engagements as expert & participate in trade shows

Your Turn!10 Minutes:Situation - what’s your problem?Objectives - what are your specific goals?Target Audience - who do you want to reach?Strategies - how will you achieve your goals?Tactics - what will you do?

Resources1. ME! (Monica Morong)2. Google: “PR planning for small business”3. Public Relations Strategies and Tactics (book), Dennis Wilcox4. Simple Tips for Creating and Executing Your PR Plan, Blog http://www.makingittv.com/Small-Business-How-to-PR-Plan.htm5. Advertising, Marketing, Promotion, PR and Sales, Basic Definitions http://managementhelp.org/marketing/advertising/defined.htm6. How to Write a Corporate Communications Plan, Blog http://www.nancyscott.com/page50/page32/page32.html7. Strategic Communications Planning, Free eBook http://davefleet.com/category/communications-planning/

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Pr planning 101 by monica morong

by Monica Morong on Jul 12, 2011

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Pr planning 101 by monica morong — Presentation Transcript