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Presents:  #DIYPR Webinar Series Module 1, June 2 What Is PR?  Crafting Your PR Plan Presented by:  Cyndy Hoenig, Partner @cyndyhoenig
What Is PR? ,[object Object]
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 AdvertisingCyndy Hoenig & Heather Lytle • H&L Media Partners  hlmediapartners.com
PR Facts: PR increases credibility. 		PRbuilds identity. PRremoves price objections. 	PRincreases visibility. PRlevels the playing field. 	PRgenerates name recognition. PRis extremely cost-effective.PR broadcasts your message. PR compels people to buy. Cyndy Hoenig & Heather Lytle • H&L Media Partners  hlmediapartners.com
Examples Of Effective PR: ,[object Object]
Example: MADD founder Candy Lightner
Example: Mary Hart’s legsCyndy Hoenig & Heather Lytle • H&L Media Partners  hlmediapartners.com
Create Your PR Plan: ,[object Object]
Target Market and Key Messages
Timeline
Develop plan of attack.
Put measures in place to track results. Cyndy Hoenig & Heather Lytle • H&L Media Partners  hlmediapartners.com

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Craft Your PR Plan

  • 1. Presents: #DIYPR Webinar Series Module 1, June 2 What Is PR? Crafting Your PR Plan Presented by: Cyndy Hoenig, Partner @cyndyhoenig
  • 2.
  • 3. PR is the process of delivering information to the media that is factual, interesting, newsworthy and timely.
  • 4. To understand PR, you must first understand the difference between PR and AdvertisingCyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com
  • 5. PR Facts: PR increases credibility. PRbuilds identity. PRremoves price objections. PRincreases visibility. PRlevels the playing field. PRgenerates name recognition. PRis extremely cost-effective.PR broadcasts your message. PR compels people to buy. Cyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com
  • 6.
  • 7. Example: MADD founder Candy Lightner
  • 8. Example: Mary Hart’s legsCyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com
  • 9.
  • 10. Target Market and Key Messages
  • 12. Develop plan of attack.
  • 13. Put measures in place to track results. Cyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com
  • 14.
  • 16. Create and reinforce your brand
  • 17. Inform and create good perceptions
  • 18. Introduce a new service or product
  • 20. Control the impact of negative publicity
  • 21. Establish yourself as an expertCyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com
  • 22.
  • 23. Match your ideal client to the media that he/she reads, listens to or views.
  • 24. Now locate the journalists covering your beat.Cyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com
  • 25.
  • 26. Key messages are phrases of different lengths that provide a description of your company in understandable terms.
  • 27. You need key messages to communicate to the outside world, whether to media or clients.
  • 28. Key messages will help you in all aspects of your business.Cyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com
  • 29. 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: 4, 6, 8 - Attend DIYPR Webinar 1 - Newsletter 10 - Create PR Plan 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 Cyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com
  • 30.
  • 32. Join Chamber of Commerce
  • 38. Develop story angles and media list
  • 39. Work with the calendar
  • 40. Plan Special EventsCyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com
  • 41.
  • 46. Cost Equivalency & Impressions ReportCyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com
  • 47.
  • 48. Did you achieve the defined objectives and goals of this campaign?
  • 49. Should you consider modifying your original plan?
  • 50. If so, how and why?Cyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com
  • 51. Questions? Have questions? Be sure to join us on June 9th for the next part of the series: What Your PR Firm Doesn’t Want You to Know about Media Lists and Contacts Cyndy Hoenig cyndy@hlmediapartners.com Follow me on Twitter: @cyndyhoenig Connect with us on Facebook: Facebook.com/hlmediapartners Cyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com