The document outlines an Appleseed Art of Fundraising Workshop held from January 26-28 that will teach participants how to craft a public relations and communications plan. It provides information on what public relations is and its benefits. The workshop will cover how to create a PR plan, including establishing goals, identifying target markets, developing key messages, creating a timeline and schedule, planning tactics, and measuring success. Attendees will learn how to enhance their organization's reputation and visibility through an effective PR strategy.

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.

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?