The communication plan outlines goals and tactics for increasing awareness of and registration for the 2015 PRSSA National Conference through various communication channels from March 2015 to November 2015. The key goals are to increase social media engagement, drive more potential attendees to register on the website, and promote the conference through e-blasts, PRSSA monthly updates, print collateral, and in-person events. Tactics include increasing social media followers and posts, making the website more interactive, sending targeted e-mails, distributing promotional materials, and raising awareness at other PRSSA events leading up to the conference.

1. 1
Communication Plan
Effective from March 2015-November 2015
E-Communication
Overall Goals:
 Increase awareness of 2015 PRSSA National Conference
 Increase engagement
 Increase traffic
 Increase number of attendees
 Receive verbal commitment of those attending 2015 PRSSA National
Conference
 Increase number of registrations consistently by 5% in the summer and
increase by 15 % until Conference
Social Media
Goal 1: Increase number of likes and followers
 Objectives:
o Increase likes to 200 by start of conference (Facebook)
o Double like and followers compared to 2014 by the first day of the
Conference
 Tactics
o Include graphics with each post
o Connect social media accounts with websites
o Encourage chapter presidents to have members engage with the
Conference on social media
o Provide each chapter with social media content
Goal 2: Increase engagement on social media
 Objectives:
o Increase retweets by 3 per posts by Oct. 2015
o Increase number of tweets to 2-3 per day
o Increase number of like and favorites of graphics added to both
platforms
 Tactics
o Set up Hoot Suite account with scheduled tweets
o Plan social media contests
o Schedule Q/A times
o Retweet Speakers

2. 2
Goal 3: Raise awareness/inform attendees of the Conference
 Objectives:
o Create YouTube content
o Create Facebook page/event page
o Create official Instagram account
o Create Pinterest account
 Tactics
o Facebook:
 Include a “How to prepare for PRSSA National
Conference”
 Offer a Q/A section where questions can be posted and
answered
 Feature top PR Blogs on the page and speakers who will
attend the Conference
 Create a place to connect with other PRSSA students and
chapters across the country
 Make announcements about and feature Conference
speakers
o Twitter:
 Follow PR professional accounts
 Follow all PRSSA chapters
 Create hashtag for past attendees to post and share their
pictures with us and create a hashtag for live tweeting
sessions and discussions about the Conference
 Assign a hashtag for each session for attendees to tweet
about
 Provide constant updates and also promote speakers and
host city/PRSA/PRSSA chapters
 Create graphics for followers to share (through use of
Canva)
 Create live chats (including chats with speakers if possible)
for questions and create discussion topics (check with
National Committee twitter chat schedule)
 Use Hoot Suite to schedule tweets
o Pinterest:
 Create one for conference only
 Actively pin and repin
 Boards:
 Professional
 Clothing
 Resume

3. 3
 Networking tips
 Packing
 All about Atlanta: tourism, food etc.
 Travel on a budget/preparing for
 Speakers
 Socials Attire
o Instagram:
 Post photos of Atlanta and the Marriot Marquis
 Link to “I Love Atlanta” Account
 Post 2014 Conference photos
 Feature Atlanta PR Agency Tours
 Promote agencies and speakers as personable and relatable
 Supply content for PRSSA National Instagram
 Cross promote with PRSA account
o Create contests:
 Recognize PRSSA member who likes our page or follows
us on twitter
 For any social media platform
 Give prize for best roll call video or chant during or prior to
conference (possible all weekend thing)
 Prizes:
 A ticket to the Atlanta Ferris Wheel
 Two tickets to the Coca Cola Factory
 One night free in the hotel
 Grand Prize: basket of sorts containing Uber gift
card, ticket to coke, $20 restaurant gift card and a
sports shirt.
 30-minute coffee with one of the keynote speakers
 A Trolley tour of Atlanta
 Lunch at the Sundial
 CNN Package
o YouTube:
 Create a channel (use PRSSA channel; they already have
an audience so we can build on it)
 Feature chapters and speakers to promote Conference
 Create “commercials” to share on social media channels
and promote and offer Conference information sessions
 Promote a video contest (recognizing winners at
Conference)

4. 4
Website
Goal 1: Drive more potential Conference attendees to register on the website
 Objectives:
o Increase traffic by 25% by May
 Tactics
o Embed 2015 Conference logo on PRSSA homepage where visitors
can click to register
o Encourage chapters to embed Conference logo on their website as
a link to register
Goal 2: Make the PRSSA National Conference website more interactive
 Objectives:
o Create a more user friendly website to increase website visits and
boost registration numbers
 Tactics
o Include social media links on the website
o Include a live feed for social media posts
o Create more fluidity
 Include more eye catching colors that go with the logo
o Add new features
 Provide an easier way to get to registration page
 Design a slideshow highlighting images from past
Conferences
 Increase number of images
 Provide news updates —news room (press releases, news
articles, happenings in Atlanta)
E-Blasts
Goal: Increase awareness of information about the 2015 PRSSA National Conference
 Objective:
o Send out 4 e-blasts leading up to conference
 Tactics:
o Create a fun eye-catching yet professional layout to include
spotlights
o Send out bi-monthly e-blasts
o Include informal on featured speakers
o Include social media posts
o Include events that are happening in Atlanta on the weekend of
Nov. 6-10

5. 5
 Key Messages:
o “They are on board, are you?”
o “Atlanta wants Y-O-U”
o “HOTlanta”
PRSSA Monthly Updates
Goal: Promote National Conference in PRSSA Monthly Update
 Objective:
o Increase click through rate by 3-5% by start of Conference
 Tactics:
o Include conference information in the PRSSA monthly update
o Include embedded link within logo of conference to take potential
attendees to website
Blog/Forum
Goal: Inform attendees on what to expect at the conference
 Objectives:
o Create a space that answers any questions that attendees may have
 Tactics:
o Pull monthly post from the press releases
o Create Q/A and FAQ on forum
o Publish members who have attended previously or members
looking forward to attending
o Feature what members say about their favorite part of 2014
Conference and/or what they are looking forward to in Atlanta
In-Person/At Other National Events:
Goal 1: Raise awareness and get members excited about the National Conference
 Objective:
o Increase open dialogue about National Conference at other PRSSA
events
 Tactics:
o Set up a table at Regional Conferences with information about
National Conference
o Design stickers saying, “If you have a question about National
Conference ask me!”
o Make announcements at Regional Conferences and the National
Assembly

6. 6
 Include basic facts/what members need to know about the
Conference
o Print brochures/newsletters
o Incorporate YouTube videos (including an introduction to Atlanta)
o Design business cards
Goal 2: Create word-of-mouth messages
 Objective:
o Encourage PRSSA members to spread the word about the
Conference
 Tactics:
o Challenge one person to tell six different people about the
Conference
o Organize a Meet & Greet with speakers

7. 7
Print Collateral:
Newsletters:
 Include feature stories
 Distribute at National Assembly and Regional Conferences
Fliers:
 Send to chapters for distribution
 Post at Regional Conferences and National Assembly
Brochures:
 Send to chapter leaders
 Distribute at Regional Conferences and National Assembly
Business Cards:
 Distribute at Regional Conferences, National Assembly and Leadership
Rally
Promotional Items:
 Create magnets, stickers, and pins
*If budget allows mailing.

8. 8
Media List:
PRINT:
The Red and Black (University of Georgia Newspaper
Athens-Banner Herald
Atlanta Journal-Constitution
PRecedent (UGA PRSSA Chapter newsletter)
GA School papers
Campus radio and media stations
NPR
10times.com
eventbright.com
Jezebel Magazine
RADIO :
Q100
Star 94
98.5
The Bull 94.9
Kicks 105.5
TV :
Good Morning Atlanta
Grady News Source
WAGA TV 5 (Fox)
WSB TV 2 (ABC)
There is a Georgia TV station (Peachtree TV?)
WGTV (PBS)
WXIA TV 11
WGCL TV (CBS)
SCHOOLS :
Georgia State
• Newspapers—‘GSU Signal
• Radio station
• Listserv
Georgia Tech
• Newspapers—Georgia Technique
• Radio station
• Listserv
KSU
Mercer
Emory
GaSouthern

9. 9
GCSU
Brenau University
Valdosta
SCAD
Alabama
Clemson
Auburn
Vanderbilt
Atlanta Progressive News
Atlanta Voice
Clarke Atlanta University -CAU Panther (university)
Georgia Bulletin
SCAD Conector
Blogs:
- Pretty Southern
- Reach out to clothing blogs from Pinterest

10. 10
Key Messages:
• Atlanta has more than enough to offer for PR
• Rethink PR
• Rebuild PR/yourself
• Renew PR/yourself
• Rebrand/ Refine your brand
• National Conference is beneficial to growing as a future professional
• Welcome to Atlanta