1. Presents: #DIYPR Webinar Series Module 1, June 2 What Is PR? Crafting Your PR Plan Presented by: Cyndy Hoenig, Partner @cyndyhoenig

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

7. Example: MADD founder Candy Lightner

8. Example: Mary Hart’s legsCyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com

10. Target Market and Key Messages

11. Timeline

12. Develop plan of attack.

13. Put measures in place to track results. Cyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com

15. Build goodwill

16. Create and reinforce your brand

17. Inform and create good perceptions

18. Introduce a new service or product

19. Generate sales or leads

20. Control the impact of negative publicity

21. Establish yourself as an expertCyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com

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

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

31. Construct announcement release

32. Join Chamber of Commerce

33. Update Web site

34. Create newsletter

35. Seminars & workshops

36. Community Involvement

37. Blog, submit articles online

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

42. Monitor online presence daily

43. Surveys

44. Suggestion area on website

45. Clipping notebook

46. Cost Equivalency & Impressions ReportCyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com

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