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Appleseed developing a pr plan
1. Presents:
Appleseed Art of Fundraising Workshop
26th Jan – 28th Jan
Crafting your PR &
Communications plan
Kumaran M Pillai, CEO
Apple Seed Pte Ltd
2. WHAT IS PR?
The main goal of PR is to enhance a company’s
reputation and community presence.
PR is the process of delivering information to the
media that is factual, interesting, newsworthy
and timely.
To understand PR, you must first understand the
difference between PR and Advertising
3. PR FACTS:
PR increases
credibility.
PR removes price
objections.
PR levels the playing
field.
PR is extremely cost-
effective.
PR builds identity.
PR increases visibility.
PR generates name
recognition.
PR broadcasts your
message.
PR compels people to
buy.
4.
5.
6.
7.
8. CREATE YOUR PR PLAN:
Goals
Target Market and Key Messages
Develop plan of attack.
Put measures in place to track
results.
9. STEP 1: ESTABLISH YOUR
GOALS
A few typical business goals served by
PR:
Build goodwill
Create and reinforce your brand
Inform and create good
perceptions
Introduce a new service or
product
Generate sales or leads
Control the impact of negative
publicity
Establish yourself as an expert
10. STEP 2: IDENTIFY TARGET
MARKET
Your target market refers to the kind of people you think are qualified to buy
your products and services.
Match your ideal client to the media that he/she reads, listens to or views.
Now locate the journalists covering your beat.
11. STEP 3: ESTABLISH KEY
MESSAGE
Good communicators don’t just wing it.
Key messages are phrases of different lengths that
provide a description of your company in
understandable terms.
You need key messages to communicate to the
outside world, whether to media or clients.
Key messages will help you in all aspects of your
business.
12. STEP 4: SET TIMELINE
After you have all of your ideas in place, get organized. Develop a schedule and timeline
for each of the activities in your plan by day, week, month, and year. For example:
January: April:
26 – 28 - Attend Appleseed Workshop 1 - Newsletter
10 - Write press release for new
product
February: May:
2 - 9 - Create Fact Sheet, Bio, Press Release 1 - Newsletter
12 - Attend networking event 15 - Business After Hours
March: June:
3, 4, 5, 6 - Create template for newsletter 1 - Newsletter
10 - Create Holiday, submit to Chases.com 12 - Host Open House - Invite Media
13. STEP 5: PLAN OF ATTACK
Create Media Kit
Construct announcement
release
Join Chamber of Commerce
Update Web site
Create newsletter
Seminars & workshops
Community Involvement
Blog, submit articles online
at http://theindependent.sg/forumpost/
Develop story angles and
media list
Work with the calendar
Plan Special Events
14. STEP 6: MEASURE SUCCESS
Understand what motivates your customers.
Monitor online presence daily
Surveys
Suggestion area on website
Clipping notebook
Cost Equivalency & Impressions Report
15. PR PLAN: IN CONCLUSION
After each campaign sit down and review the results.
Did you achieve the defined objectives and goals of this campaign?
Should you consider modifying your original plan?
If so, how and why?