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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.

Published in: Business
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HOW TO: Start Creating a PR Plan

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