This document discusses maximizing public relations efforts through effective planning. It emphasizes that a solid PR plan starts with realistic goals and objectives to generate awareness, attract funding, and recruit volunteers. The plan should include research on audiences and competitors, goals, objectives, strategies, tactics, and responsibilities. Regular review and updates help ensure the plan stays focused on what stakeholders define as success. Mixing tactics keeps the PR efforts fresh.

1. Maximizing Your Public Relations Efforts Stephanie Casenza, MS, APR

2. Sound Familiar? How can I … Generate more awareness of my organization? Attract more money to my organization? Recruit more volunteers?

3. A Solid Foundation Starts with a realistic, goal-oriented public relations plan

4. Definitions Public relations looks at the whole organization and cultivates internal and external audiences to create a favorable environment that will allow the organization to be successful. Marketing is externally focused, identifying the needs and desires of its external audiences so products and services can be developed to meet or satisfy those needs and desires. There is generally an exchange of value involved. Both functions seek to create mutually beneficial relationships but have different outcomes!

5. Why Bother with a Written Plan? Manage expectations Helps you stay focused and realistic Useful in gaining management and key volunteer consensus

6. What Comprises a PR Plan The Four-Step Process Research Create the plan Implement the plan Evaluate

7. Research Step Organizational mission, vision and previous business or marketing plans Primary and secondary audiences Your competition Service area Your niche, products and services Define and understand stakeholders

8. Research Strategies &Tactics Search the web to learn what other nonprofits are doing Incorporate social media tools Check out KDPaine.com for latest in planning and measurement best practices

9. Creating the Plan What are you trying to accomplish with this plan? Ask stakeholders: What will success look like?

10. Considerations Age/generational differences of audiences Learning styles How adults remember The nature of today’s media Why should I care . . . What’s in it for me?

11. Creating the Plan (continued) Goals (broad but realistic) Objectives (SMART) Strategies (define an approach) Tactics (the specific tasks or steps) A timeline Who is responsible for each task

12. Evaluation Did you achieve your goals and objectives? What worked? What would you do differently? Do stakeholders still agree with the definition of success around which the plan was created?

13. There is No Silver Bullet Stay focused on goals Review, assess and update regularly Mix up your tools and tactics

14. QUESTIONS?

15. Selected Reading and Resources Putting the Public Back in Public Relations How Social Media is Reinventing the Aging Business of PR by Brian Solis and Deirdre Breakenridge Effective Public Relations , Cutlip Center & Broom Good to Great , Jim Collins Hesselbein on Leadership , Frances Hesselbein Leading Change , John B. Kotter

16. Selected Reading and Resources Full Steam Ahead , Ken Blanchard and Jessie Stoner The One Day Marketing Plan , Roman G. Hiebing and Scott W. Cooper Preparing the Marketing Plan , David Parmerlee Membership Development , Patricia Rich and Dana Hines agoodmanonline.com Kdpaine.com