Craft Your PR Plan

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Craft Your PR Plan

  1. 1. Presents: <br />#DIYPR Webinar Series<br />Module 1, June 2<br />What Is PR? <br />Crafting Your PR Plan<br />Presented by: <br />Cyndy Hoenig, Partner<br />@cyndyhoenig<br />
  2. 2. What Is PR?<br /><ul><li>The main goal of PR is to enhance a company’s reputation and community presence.
  3. 3. PR is the process of delivering information to the media that is factual, interesting, newsworthy and timely.
  4. 4. To understand PR, you must first understand the difference between PR and Advertising</li></ul>Cyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com<br />
  5. 5. PR Facts:<br />PR increases credibility. PRbuilds identity.<br />PRremoves price objections. PRincreases visibility.<br />PRlevels the playing field. PRgenerates name recognition.<br />PRis extremely cost-effective.PR broadcasts your message.<br />PR compels people to buy.<br />Cyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com<br />
  6. 6. Examples Of Effective PR:<br /><ul><li>Example: Michael Levine
  7. 7. Example: MADD founder Candy Lightner
  8. 8. Example: Mary Hart’s legs</li></ul>Cyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com<br />
  9. 9. Create Your PR Plan:<br /><ul><li>Goals
  10. 10. Target Market and Key Messages
  11. 11. Timeline
  12. 12. Develop plan of attack.
  13. 13. Put measures in place to track results. </li></ul>Cyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com<br />
  14. 14. Step 1: Establish Your Goals<br /><ul><li>A few typical business goals served by PR:
  15. 15. Build goodwill
  16. 16. Create and reinforce your brand
  17. 17. Inform and create good perceptions
  18. 18. Introduce a new service or product
  19. 19. Generate sales or leads
  20. 20. Control the impact of negative publicity
  21. 21. Establish yourself as an expert</li></ul>Cyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com<br />
  22. 22. Step 2: Identify Target Market<br /><ul><li>Your target market refers to the kind of people you think are qualified to buy your products and services.
  23. 23. Match your ideal client to the media that he/she reads, listens to or views.
  24. 24. Now locate the journalists covering your beat.</li></ul>Cyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com<br />
  25. 25. Step 3: Establish Key Messages<br /><ul><li>Good communicators don’t just wing it.
  26. 26. Key messages are phrases of different lengths that provide a description of your company in understandable terms.
  27. 27. You need key messages to communicate to the outside world, whether to media or clients.
  28. 28. Key messages will help you in all aspects of your business.</li></ul>Cyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com<br />
  29. 29. Step 4: Set Timeline<br />After you have all of your ideas in place, get organized. Develop a schedule and timeline for each of the activities in your plan by day, week, month, and year. For example:<br />January:April: 4, 6, 8 - Attend DIYPR Webinar 1 - Newsletter<br />10 - Create PR Plan 10 - Write press release for new product<br />February: May:<br />2 - 9 - Create Fact Sheet, Bio, Press Release 1 - Newsletter<br />12 - Attend networking event 15 - Business After Hours<br />March: June:<br />3, 4, 5, 6 - Create template for newsletter 1 - Newsletter<br />10 - Create Holiday, submit to Chases.com 12 - Host Open House - Invite Media<br />Cyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com<br />
  30. 30. Step 5: Plan Of Attack<br /><ul><li>Create Media Kit
  31. 31. Construct announcement release
  32. 32. Join Chamber of Commerce
  33. 33. Update Web site
  34. 34. Create newsletter
  35. 35. Seminars & workshops
  36. 36. Community Involvement
  37. 37. Blog, submit articles online
  38. 38. Develop story angles and media list
  39. 39. Work with the calendar
  40. 40. Plan Special Events</li></ul>Cyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com<br />
  41. 41. Step 6: Measure Success<br /><ul><li>Understand what motivates your customers.
  42. 42. Monitor online presence daily
  43. 43. Surveys
  44. 44. Suggestion area on website
  45. 45. Clipping notebook
  46. 46. Cost Equivalency & Impressions Report</li></ul>Cyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com<br />
  47. 47. PR Plan: In Conclusion<br /><ul><li>After each campaign sit down and review the results.
  48. 48. Did you achieve the defined objectives and goals of this campaign?
  49. 49. Should you consider modifying your original plan?
  50. 50. If so, how and why?</li></ul>Cyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com<br />
  51. 51. Questions?<br />Have questions?<br />Be sure to join us on June 9th for the next part of the series: <br />What Your PR Firm Doesn’t Want You to Know about Media Lists and Contacts<br />Cyndy Hoenig<br />cyndy@hlmediapartners.com<br />Follow me on Twitter: @cyndyhoenig<br />Connect with us on Facebook: Facebook.com/hlmediapartners<br />Cyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com<br />

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