AENC Marketing & Communications Conference, November 20, 2015, Raleigh, NC

1. P.R. CAMPAIGNS
THAT PACK A PUNCH

2. MISSION
• What do you want to accomplish?
Make your campaign mission critical
Dovetail with overall goals
Keep your brand in mind

3. GOALS & OBJECTIVES
• What are you trying to do?
Influence legislation Industry standard
Advance a cause Gain members
Reach new audiences Promote an event
Raise your profile Fundraising

4. AUDIENCE
• Who is your target audience?
Demographics Potential Members
Profession Funders
General Public New Members
Lawmakers
Customers

5. RESEARCH
• Where do you find your audience?
Media habits
Where they hang out
Organizations
Other influencers
Where will they notice you?

6. TELLING YOUR STORY
• How will your audience know how
wonderful you are? Tell them!
Media
Non traditional outlets
Create opportunities
Logistics
Content
Messaging
Financial

7. OUTCOMES
• What influences the outcome?
Availability to respond
Ability to handle scrutiny
Be prepared with follow up
Learn all about any partners
Positive reception by audience

8. MEASUREMENT
• How do you measure success?
Use hash tags, key words, analytics
Count media mentions
Q&A follow up
Focus groups
Measure participation – count heads
Ask volunteers to monitor their channels

9. EVALUATION
• How do you evaluate the plan?
Were objectives clearly defined?
Were you realistic about resources?
Were you able to provide follow up?
Did you meet your budget?
Did you fulfill your mission?

10. BONUS TRACK
• What’s left?
Make sure there’s a comfort level with leadership
Work with media partners to reach your shared audience
Make sure press releases are clear
Use human interest stories
Look for champions
Distribute accurate and verifiable information
Don’t spam your friends and colleagues
Stay positive
Identify a good spokesperson
Evaluate distribution channels
Create excellent and compelling content

11. THANK YOU
Teri Saylor, Open Water Communications
Writer, editor photographer, association
executive, communication professional
terisaylor@hotmail.com