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471_Creating A PR Plan


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471_Creating A PR Plan

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