Creating Your Measurable PR Plan

Creating Your Measurable PR Plan Alan Brooks Managing Partner Communications Made Simple TM

Creating Your Public Relations Plan
Marketing Executive
Understanding of your company’s vision, objectives, business priorities, strategies and culture.
Understanding of your executive team’s PR expectations.
Alignment of PR results to business objectives.
Public Relations Expert
Understanding of the market environment in which your company operates.
Understanding of your competition and anticipating their actions.
Knowing your target audiences and what is important to them.
Knowing why your target buyers take specific actions.

Creating Your Public Relations Plan
Plan components:
Situation analysis
Problem and consequences
Communication goals and objectives
Audience identification and messages
Audience objectives
Communication strategies
Communication tactics
Schedule
Budget
Evaluation plans
Pertinent research

Driving PR Measurements
Step 1
Define measurable objectives that are specific milestones that measure progress toward achievement of your business goals.
Objectives must:
address the desired communication or behavioral outcome;
designate the audiences among whom the behavioral outcome is to be recognized;
specify the expected level of attainment or accomplishment; and
identify the timeframe in which those attainments or accomplishments are to occur.

Step 2
Align marketing strategies to communication tactics and target market preferences.
Marketing Strategies Neutralize Competitors Introduce New Products Increase Preference Invade New Market Segments Penetrate Key Accounts Increase Market Size Penetrate Mass Market Marketing Events Seminars Media Relations Advertising Direct Mail Podcasts Distributor Programs Tradeshows Newsletters Sample kits Blogs Websites Conference Papers Research Tele- marketing Electronic Info Docu- mentation Target Markets Communications Tactics Speaking Engagements Contributed Articles Press Tour Editorial Interviews News Releases Joint Customer Comm. Editorial Boards Editorial Documents Industry Analyst Briefings

Step 3
Evaluate communication tactics with ROI.
High ROI Highest ROI Lowest ROI Consistent ROI Ad Hoc Foundation Least Critical Most Critical Infrequent Frequent

Step 4
Summarize plan and measurements.
Review and analyze monthly, quarterly and annually.

Sources of Information
Public Relations Society of America (PRSA)
http://www.prsa.org/
PR Measurement
http://www.prmeasurement.ca/
Pure Communications
http://www.purecommunications.com/

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Creating Your Measurable PR Plan

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