The document outlines how to develop an effective public relations plan. It recommends aligning PR goals with business goals and prioritizing targets. An effective plan includes primary business strategies, PR goals, target audiences, research on these audiences, recommended tactics like social media, traditional media and alliance marketing, and how to measure results. It provides details on developing key messages and materials like media kits, news releases and engaging with media. The overall message is that a PR plan is a roadmap to reach audiences and influence public opinion through focused messaging and tactics.
Social Media Marketing for Insurance Professionals - AgencyONE
PR Power
1. The Power of PR
Karen Spillers
CorpComm Strategies
“Public Relations To Influence Public Opinion”
2. What’s needed for success?
A solid plan that will help you make better
decisions about opportunities.
3. Why do I need a plan?
Public relations is your “roadmap” for how to
reach your audience with key messages.
4. How do I develop a plan?
Align your public relations goals with your
business goals
Keep it short and simple
Prioritize and focus your goals
Think objectives, strategies, tactics
5. What does a plan look like?
Primary Business Strategy
Public Relations Goals
Target Audience
Research
Tactics
Measure Results
16. Media Kit
Short biography/photo
News releases
Tip sheet
Ebook/White Paper
General brochure/Fact Sheet
Reprints
Annual report
17. News Releases
New Products/Services
Anniversaries/Milestones
Community Involvement
Designations/Awards
Personnel Announcements
Industry News
Triggers
18. Tip Sheet
A list of 5-10 tips that illustrates your expertise
and offers ideas for solving or preventing a
problem
Include examples
Avoid blatant self promotion
19. Media Engagement
Regularly read the blog/newspaper
Write when you agree/disagree/your business
was overlooked
Keep it short (250-300 words)
Make a central point
Emphasize your credentials
Include your name, title, business
Keep your tone positive, respectful and professional
20. Bylined Articles/Ezines
Determine which publication/website would
best reach your target audience
Introduce yourself and idea
Meet the deadline
Maximize reporting with reprints
21. Media Interview
Develop your key message
Write down potential Q&A
Call reporters back ASAP
Ask about the reporter’s agenda
Cooperate
Know the media
Consider media training
22. How will you be successful?
Focus on quality over quantity
Follow your plan
Evaluate your plan at 6 or 12 months
23. Keep PR in perspective
It can create or build awareness for your
business
It can’t immediately sell your product/service,
produce referrals or bring recruits in the door
Provides an opportunity to focus your message
and audience
24. The Power of PR
Karen Spillers
CorpComm Strategies
“Public Relations To Influence Public Opinion”
www.corpcommstrategies.com