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SMPSVA--Public Relations Planning


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A presentation to the Society for Marketing Professional Services Virginia 'Ready, Set, Plan!' workshop, Sept. 30, 2010.

Offers a how-to guide for in-house marketing professionals seeking to design an annual public relations plan.

Published in: Business

SMPSVA--Public Relations Planning

  1. 1. Public Relations Planning A presentation to the Society for Marketing Professional Services Virginia September 30, 2010
  2. 2. What is public relations? <ul><li>“ Public relations helps an organization and its publics adapt mutually to each other.” </li></ul>
  3. 3. What is public relations? <ul><li>Cause-Related Marketing </li></ul><ul><li>Community Relations </li></ul><ul><li>Consumer Marketing </li></ul><ul><li>Crisis Communications </li></ul><ul><li>Employee Relations </li></ul><ul><li>Event Marketing </li></ul><ul><li>Financial Relations </li></ul><ul><li>Government Relations </li></ul><ul><li>Industry/Trade Relations </li></ul><ul><li>Issues Management </li></ul><ul><li>Market Intelligence </li></ul><ul><li>Measurement </li></ul><ul><li>Multicultural Relations </li></ul><ul><li>Media Relations </li></ul><ul><li>New/Interactive Media </li></ul><ul><li>Organizational Communications </li></ul><ul><li>Public Affairs </li></ul><ul><li>Research </li></ul>
  4. 4. Why PR? <ul><li>Because it’s FREE , right? </li></ul>
  5. 5. Why PR? <ul><li>WRONG! </li></ul>
  6. 6. Why PR? Time = Money* *PR is time-intensive
  7. 7. Why PR? <ul><li>Public relations builds relationships and creates an ongoing dialogue of interaction and involvement with an organization’s target audiences and those who influence those audiences. </li></ul><ul><li>Builds credibility </li></ul><ul><li>Builds and protects reputations </li></ul><ul><li>Enhances knowledge/understanding </li></ul><ul><li>Supports a business strategy </li></ul><ul><li>Helps create or reinforce a market niche </li></ul><ul><li>Tracks and manages special issues </li></ul><ul><li>Extends reach, frequency and message of advertising </li></ul><ul><li>Helps create a supportive environment  </li></ul><ul><li>Informs public opinion </li></ul>©2008 PR 
  8. 8. Planning: Step One <ul><li>Taking into consideration other demands on your time, determine how much time per month you can reasonably expect to dedicate to public relations activities. </li></ul>
  9. 9. Goals and Objectives <ul><li>What do you want to accomplish? </li></ul>More Exposure!
  10. 10. Goals and Objectives <ul><li>PR Goals: </li></ul><ul><li>Broad statements closely aligned with business goals </li></ul><ul><li>PR Objectives: </li></ul><ul><li>Specific and measurable outcomes </li></ul>
  11. 11. Goals and Objectives <ul><li>Engage </li></ul><ul><li>Recruit </li></ul><ul><li>Protect </li></ul>Think verbs : <ul><li>Inform </li></ul><ul><li>Persuade </li></ul><ul><li>Counteract </li></ul><ul><li>Attract </li></ul>What else?
  12. 12. Goals and Objectives <ul><li>What does “measurable” mean? </li></ul><ul><li>Any outcome that can be </li></ul><ul><li>quantified with a metric . </li></ul><ul><li>25% more clients now know that the firm provides sustainable design consulting . </li></ul><ul><li>The firm gained 175 new “likes” on its Facebook page. </li></ul><ul><li>Six state legislators will now vote in favor of the bill. </li></ul>
  13. 13. Planning: Step Two <ul><li>Determine your PR goals and objectives. </li></ul>
  14. 14. Audience <ul><li>Who do you wish to influence? </li></ul><ul><li>Clients </li></ul><ul><li>Potential clients </li></ul><ul><li>Investors </li></ul><ul><li>Thought leaders </li></ul><ul><li>Policy leaders </li></ul><ul><li>Media </li></ul>
  15. 15. Audience <ul><li>That’s fine, but let’s drill deeper. </li></ul>Potential clients <ul><li>Art and entertainment </li></ul><ul><li>Commercial </li></ul><ul><li>Government </li></ul><ul><li>Health care </li></ul>
  16. 16. Planning: Step Three <ul><li>Determine your target audiences and segment them as much as possible. </li></ul>
  17. 17. Message <ul><li>What do you want to communicate? </li></ul><ul><li>Promise a benefit </li></ul><ul><li>Satisfy a need </li></ul><ul><li>Offer a distinctive service </li></ul><ul><li>“This is the business that does ____ for you.” </li></ul>
  18. 18. Message <ul><li>Your PR message should be consistent throughout all your communications. </li></ul><ul><li>Website </li></ul><ul><li>Advertising </li></ul><ul><li>Social media </li></ul><ul><li>Collateral </li></ul><ul><li>Client relations </li></ul><ul><li>Front desk </li></ul><ul><li>Field staff </li></ul><ul><li>Proposals </li></ul>
  19. 19. Message <ul><li>And it must be TRUE . </li></ul>
  20. 20. Planning: Step Four <ul><li>Determine your organization’s key messages and ensure that they appear in every communication to every target audience. </li></ul>
  21. 21. Channels of Communication <ul><li>What is the best way to communicate with your target audiences? </li></ul><ul><li>Remember, each segment may receive information differently. </li></ul>
  22. 22. Channels of Communication <ul><li>Think outside the box. </li></ul><ul><li>The front page of The New York Times is great—but only if your target audience is reading it. </li></ul>
  23. 23. Channels of Communication <ul><li>What trade publications do they read? </li></ul><ul><li>How about community newspapers? </li></ul><ul><li>Are they on Facebook? </li></ul><ul><li>Do they participate in LinkedIn Groups? </li></ul><ul><li>How likely are they to listen to others (WOM)? </li></ul><ul><li>Who are the influential bloggers in the industry? </li></ul><ul><li>What associations do they belong to? </li></ul><ul><li>What conferences / trade shows do they attend? </li></ul>
  24. 24. Planning: Step Five <ul><li>Identify the channels of communication for each of your target audiences that are most likely to be successful. </li></ul>
  25. 25. Tactics <ul><li>How can you best take advantage of each communication channel? </li></ul><ul><li>Trade Publications: </li></ul><ul><li>Submit an article </li></ul><ul><li>Pitch a story </li></ul><ul><li>Apply/Campaign for an award </li></ul><ul><li>Blog </li></ul><ul><li>Place an advertisement </li></ul>
  26. 26. Tactics <ul><li>Submit an article </li></ul><ul><li>Pitch a story </li></ul><ul><li>Apply/Campaign for an award </li></ul><ul><li>Blog </li></ul><ul><li>Place an advertisement </li></ul><ul><li>Write a press release </li></ul><ul><li>Send a media advisory </li></ul><ul><li>Write a feature story release </li></ul><ul><li>Hold a press conference </li></ul><ul><li>Submit a calendar listing </li></ul><ul><li>Write a letter to the editor </li></ul><ul><li>Develop a newsletter </li></ul><ul><li>Write a case study </li></ul><ul><li>Hold an event </li></ul><ul><li>Speak at a conference </li></ul><ul><li>Comment on an online discussion </li></ul><ul><li>Start an online discussion </li></ul>What else?
  27. 27. Planning: Step Six <ul><li>Determine which tactics are best suited for each channel of communication and also are appropriate for your organization. </li></ul>
  28. 28. Reality Check Time = Money* *PR is time-intensive
  29. 29. Reality Check <ul><li>Get out your red pen. </li></ul>ain’t happenin’ It’s time to make the list!
  30. 30. Planning: Step Seven <ul><li>Taking into consideration your budget, demands on your time, and the resources available at your organization, prioritize your PR objectives and determine which PR activities you can reasonably accomplish in a given period of time. </li></ul>
  31. 31. Nuts and Bolts <ul><li>So now that you know what you want to do, where do you start? </li></ul><ul><li>Break it down. </li></ul><ul><ul><li>By month </li></ul></ul><ul><ul><li>By quarter </li></ul></ul><ul><ul><li>Whatever works for you </li></ul></ul>
  32. 32. Nuts and Bolts <ul><li>Put major, confirmed PR opportunities on the calendar first. </li></ul><ul><ul><li>Company product release </li></ul></ul><ul><ul><li>Company anniversary </li></ul></ul><ul><ul><li>Trade show </li></ul></ul><ul><ul><li>National ___ Week </li></ul></ul><ul><ul><li>Editorial deadlines </li></ul></ul><ul><ul><li>Data / report release date </li></ul></ul>
  33. 33. Nuts and Bolts <ul><li>Fill in the gaps with your evergreen campaigns. </li></ul><ul><ul><li>By target audience segment </li></ul></ul><ul><ul><li>By message </li></ul></ul><ul><ul><li>Again, whatever works for you </li></ul></ul>And don’t forget… <ul><ul><li>Social media is an everyday activity </li></ul></ul><ul><ul><li>PR measurement must be scheduled </li></ul></ul>
  34. 34. Ta-Da! <ul><li>Congratulations! You have a PR plan! </li></ul>You’re finished, right? (You have exactly one guess to get this right)
  35. 35. Ta-Da! <ul><li>WRONG! </li></ul>
  36. 36. Planning: The Final Step <ul><li>Not only must you have buy-in from your organization’s management team, but you must communicate the PR plan to everyone in the organization. </li></ul>COMMUNICATE COMMUNICATE COMMUNICATE
  37. 37. Planning: The Final Step <ul><li>Three kisses of death: </li></ul><ul><ul><li>Inaccurate message </li></ul></ul><ul><ul><li>Lack of management buy-in </li></ul></ul><ul><ul><li>Poor internal communication </li></ul></ul>
  38. 38. Questions? <ul><li>Call or email me: </li></ul><ul><li>Jennifer Butsch Petit </li></ul><ul><li>1-757-656-WORD </li></ul><ul><li>[email_address] </li></ul>