The document outlines how to develop an effective public relations plan. It recommends aligning PR goals with business goals and prioritizing targets. An effective plan includes primary business strategies, PR goals, target audiences, research on these audiences, recommended tactics like social media, traditional media and alliance marketing, and how to measure results. It provides details on developing key messages and materials like media kits, news releases and engaging with media. The overall message is that a PR plan is a roadmap to reach audiences and influence public opinion through focused messaging and tactics.

1. The Power of PR
Karen Spillers
CorpComm Strategies
“Public Relations To Influence Public Opinion”

2. What’s needed for success?
A solid plan that will help you make better
decisions about opportunities.

3. Why do I need a plan?
Public relations is your “roadmap” for how to
reach your audience with key messages.

4. How do I develop a plan?
 Align your public relations goals with your
business goals
 Keep it short and simple
 Prioritize and focus your goals
 Think objectives, strategies, tactics

5. What does a plan look like?
 Primary Business Strategy
 Public Relations Goals
 Target Audience
 Research
 Tactics
 Measure Results

6. Primary Business Strategy
 Increase sales/clients
 Raise more monies
 Recruit people

7. Public Relations Goals
 Increase awareness
 Position yourself as an expert
 Integrate marketing tactics

8. Target Audience
 Existing
 Prospective
 Centers of Influence
 Media

9. Research
 Organizations
 Media
 Existing marketing opportunities

10. Tactics
 Social Media
 Traditional Media
 Alliance Marketing
 Cause Related Marketing/Community Relations

11. Social Media
 Facebook
 Twitter
 LinkedIn
 You Tube
 Pinterest
 Google Plus
 Four Square

12. Digital Media
 Website
 Blogs
 Ebooks/White Papers
 E-Newsletter

13. Media Relations
 Pitch Story Ideas
 News Releases
 Letters to the Editor
 Bylined Articles/Ezines

14. Alliance Marketing
 Speaking engagements
 Event sponsorships
 Organization memberships
 Legislative initiatives

15. Cause Related Marketing
Community Relations
 Fundraisers
 Sports Teams

16. Media Kit
 Short biography/photo
 News releases
 Tip sheet
 Ebook/White Paper
 General brochure/Fact Sheet
 Reprints
 Annual report

17. News Releases
 New Products/Services
 Anniversaries/Milestones
 Community Involvement
 Designations/Awards
 Personnel Announcements
 Industry News
 Triggers

18. Tip Sheet
 A list of 5-10 tips that illustrates your expertise
and offers ideas for solving or preventing a
problem
 Include examples
 Avoid blatant self promotion

19. Media Engagement
 Regularly read the blog/newspaper
 Write when you agree/disagree/your business
was overlooked
 Keep it short (250-300 words)
 Make a central point
 Emphasize your credentials
 Include your name, title, business
 Keep your tone positive, respectful and professional

20. Bylined Articles/Ezines
 Determine which publication/website would
best reach your target audience
 Introduce yourself and idea
 Meet the deadline
 Maximize reporting with reprints

21. Media Interview
 Develop your key message
 Write down potential Q&A
 Call reporters back ASAP
 Ask about the reporter’s agenda
 Cooperate
 Know the media
 Consider media training

22. How will you be successful?
 Focus on quality over quantity
 Follow your plan
 Evaluate your plan at 6 or 12 months

23. Keep PR in perspective
 It can create or build awareness for your
business
 It can’t immediately sell your product/service,
produce referrals or bring recruits in the door
 Provides an opportunity to focus your message
and audience

24. The Power of PR
Karen Spillers
CorpComm Strategies
“Public Relations To Influence Public Opinion”
www.corpcommstrategies.com