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Public Relations Plan Playbook

The document provides a comprehensive playbook for developing a public relations (PR) strategy that delivers measurable results, outlining steps from establishing PR objectives to understanding audiences and crafting key messages. It includes a maturity model for assessing PR readiness, a range of tools and templates for planning, and guidance on managing media relations effectively. The ultimate goal is to create a sustainable PR program aligned with an organization’s business objectives, supported by measurable outcomes.

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Follow this simple step-by-step guide to develop a to develop a public relations strategy and program that drives measurable results.. PUBLIC RELATIONS PLAN Playbook & Toolkit
Table of Contents PUBLIC RELATIONS PLAN Introduction 06 Conclusion 27 Framework 03 Maturity Model 04 About This Playbook 28 Establish PR Objectives 08 11Internal Self-Assessment 14Understand Your Audience 17Craft Your Key Messages 20Inventory Your PR Assets 23Budget & Measurement stage stage stage stage stage stage 1 2 3 4 5 6
Customer Profile Template Media Relations and PR Audit Media Specialist Job Description PR Agency Selection Tool Budget Template Message Mapping Tool Public Relations Calendar Metrics Dashboard Competitive PR and Advertising Analysis PR Agency RFP Template Strategy Scorecard PUBLIC RELATIONS PLAN Framework Leverage the framework below to quickly empower your organization’s public relations strategy. Click the buttons below to access all related training, tools, templates, and other resources. Editorial Calendar Template Press Kit ChecklistPositioning Statement Worksheet Press Release Template MEASURE6CRAFT4 INVENTORY5ASSESSMENT2 UNDERSTAND31 ESTABLISH
PUBLIC RELATIONS Maturity Model Orientation STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class Process Focus No defined strategy or process for Public Relations No established media relationships or process to develop them Spray and pray. Produce press releases, find targets and send as email attachments When the “spray & pray” approach doesn’t produce results, focus shifts to building relationships with key influencers PR process completely focused on delivering insights and value to key influencers, with whom there are excel- lent relationships Need for a strategy becomes apparent and strategy formulation begins by trial and error A strategy is in place that has produced some results; Investments are made to increase strategy effectiveness A sustainable strategy is in place that produces consistent results and creates measurable value Leadership Unaware of need for or value of PR. Willing to fund press releases for regu- latory compliance only Awareness of need for PR exists; Part-time responsibility delegated to marketing; Communications begin to trickle out Recognition that PR is important and making some contribution; Greater leader- ship involvement in some communications PR is acknowledged as a critical success strategy, understood by all and with strong executive participa- tion and support Technology & Interoperability Fully integrated, cutting-edge PR solu- tion provides media contacts, media monitoring, news distribution and reporting/analytics No PR solutions in use Spreadsheets/homegrown media contact DB in use; Google search used to identify media contacts; News distri- bution services Subscription to a media contact data- base is added to more easily identify key influencers Public Relations
Media Engagement Budget & Staff Management & Policy Metrics No budget exists; Spending & staffing is ad hoc No proactive engagement. Media interaction happens only when or if media inquiries occur Reluctance, ignorance or even fear of media engagement. No designated media spokesperson No formal measurements in place Inexperienced but willing to make something happen; PR efforts managed by someone fairly low in the organization Output metrics (e.g. number of press releases issued) and basic outcome metrics (e.g. number of placements, etc.) Experienced with a solid understanding of the PR process and engagement protocols; Management gets reports and has regular dialogue with PR team Output metrics plus some deeper outcome metrics around interactions or relationships with influencers Expert media relations skills exist; The PR team works in close proximity to executive team; Execs consider communications excellence a competi- tive advantage Advanced output and outcome metrics including sentiment analysis and the ability to link PR efforts to business result Bare bones budget for limited news release distribution; Part time responsi- bility of one staff member Learning who key media contacts are, but media contacts don’t yet know them One or more full-time PR staff, often supported by an agency or publicist; Budget for media contact DB subscrip- tion and professional development conferences Some media relationships exist and there is understanding about how to build them An internal PR team exists that functions like an agency, and is often supported by an outside agency; Ample budget for tools, training and travel to meet influencers Strong, extensive set of relationships exist with media influencers; Company is often sought after as an expert source STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class Public Relations PUBLIC RELATIONS Maturity Model
6PUBLIC RELATIONS PLAN Establish PR Objectives Internal Self-Assessment Understand Your Audience Craft Your Key Messages Inventory Your PR Assets Budget & Measurement 1 2 3 4 5 6 Introduction How to Use This Consulting Playbook This methodology consists of six stages, each with a description, steps, and action items. Action items include using our premium tools and templates. Our intention with this methodology is to help you: What Is the Purpose of This Playbook? To create and sustain a Public Relations (PR) program that produces measurable results. This methodology provides a blueprint for building a PR program that: Defines specific goals and objectives Identifies the target audiences and key messages for them Determines PR metrics and provides measurement frameworks The PR function is often managed as part of the marketing depart- ment and funded through the marketing budget. Helpful Hint –If you would like personal assistance implementing this methodology, contact Demand Metric to schedule a workshop with an experienced Analyst: email us at info@demandmetric.com Complete planning and tracking activities faster than starting from scratch without any guidance Understand each step in the public relations process very clearly with specific instructions and tools Adapt these proven “best practices” to your organization, with limited need for an outside consultant
7PUBLIC RELATIONS PLAN Scope of the Public Relations Function Stage 1 - Establish PR Objectives Public Relations Strategy Scorecard Stage 4 - Craft Your Key Messages Positioning Statement, Message Map, PR Calendar and Press Release Template Stage 5 - Inventory Your PR Assets Press Kit Stage 6 - Budget & Measurement Public Relations Budget and Public Relations Metrics Dashboard Stage 3 - Understand Your Audience Customer Profiles, Media Contacts Database and Editorial Calendar Opportunities Stage 2 - Internal Self-Assessment Media Relations and PR Audit, PR Agency RFP and PR Agency Selection Tool Outputs from This Playbook The full scope of the PR function is quite broad and includes: The focus of this methodology is on helping you establish an effec- tive Media Relations process. This methodology may use the terms Public Relations and Media Relations interchangeably. Media Relations – the primary focus of most PR programs. Investor Relations – for publicly traded companies. Often managed separately from PR. Community Relations – focused on aligning corporate responsibility with your brand. Establish PR Objectives Internal Self-Assessment Understand Your Audience Craft Your Key Messages Inventory Your PR Assets Budget & Measurement 1 2 3 4 5 6 Introduction
Establish PR Objectives STAGE 1 PUBLIC RELATIONS PLAN The purpose of a PR program is to help your organization achieve its business objectives. For this reason, your PR program should have specific, measurable objectives of its own. To embark on some PR initiative just because it seems like a good idea is to risk lack of understanding among management, which could undermine support for the program. As you develop your program’s objectives, make sure they meet the following criteria: relevant – they have real meaning and applicability to your business and its objectives, realistic – they are attainable, measurable – they are quantifiable. STEP 1: Set Your PR Objectives
9PUBLIC RELATIONS PLAN Introduction Establish PR Objectives 1 Set Your PR Objectives Set Your PR Objectives STEP 1 STEP 1 (cont.) Set objectives by asking key questions such as: what business goal is management trying to achieve? Objectives are the end game of your efforts to influence your target audience to know, think or feel a certain way or do a certain thing. Once you’ve identified these objectives, express them using the following framework: Outputs – these are measures of work, such as issuing a press release or receiving a media placement. Outtakes – the understanding and, ideally, retention of the messages: did the right people pay attention and accept them? Outcomes – the “action” step: the result of the PR effort on atti- tudes, opinions and behaviors, where ROI is achieved. Outgrowths – the “halo” effect or beneficial, unintended conse- quences on reputation, relationships, etc. Write specific PR objectives, stating them in a way that is relevant, realistic and measurable. Here are some examples: Output-OrientedObjective:Inconjunctionwiththenewproduct launch, generate 250,000 impressions via placements in online media, technology blogs and national trade publications within three months of the product announcement date. Outtake-oriented objective: Convince 35% of prospective customers that the key differentiating feature in your new product is a ‘must-have’ feature for products in your market space. Outcome-Oriented Objective: Trigger 10,000 downloads of the free trial version of your new software product within three months of launch. Outgrowth-oriented objective: Because Outgrowth results are unintended, it is difficult if not impossible to set objectives for them in advance. However, when they do occur, track and report them. Examples of Outgrowth results include partnership opportunities or merger discussions. Internal Self-Assessment Understand Your Audience Craft Your Key Messages Inventory Your PR Assets Budget & Measurement 2 3 4 5 6
10PUBLIC RELATIONS PLAN Set Your PR Objectives STEP 1 (cont.) Action Item Use our Public Relations Strategy Scorecard to docu- ment your objectives, initiatives, metrics and timeframes to achieve your goals. This concise plan is great to show senior managers. V I E W R E S O U R C E Increasing Influence with Key Media Sources Formalizing Public Relations Strategy Plan Producing Results from Public Relations Activities Common themes for PR objectives may include: Introduction Establish PR Objectives 1 Internal Self-Assessment Understand Your Audience Craft Your Key Messages Inventory Your PR Assets Budget & Measurement 2 3 4 5 6
Internal Self-Assessment STAGE 2 PUBLIC RELATIONS PLAN With objectives established, you should now assess your organization’s ability to achieve them by assessing your current state of Public Relations readiness across each of these process categories: media awareness, positioning, internal support, expertise, process, relationships. STEP 1: Audit Your State of PR Readiness STEP 2: Prioritize Areas for Improvement STEP 3: Allocate Resources with PR Expertise
12PUBLIC RELATIONS PLAN Introduction 2 Internal Self-Assessment Media Awareness Positioning Internal Support for PR Internal Expertise Process Relationships Audit Your State of PR Readiness Prioritize Areas for Improvement STEP 1 STEP 2 Action Item Action Item Use our Media Relations and PR Audit to assess your existing program and identify your strengths, weaknesses, and areas for immediate improvement. Document an action plan to address deficiencies the assess- ment identifies. Areas the audit will address include: V I E W R E S O U R C E Establish PR Objectives Understand Your Audience Craft Your Key Messages Inventory Your PR Assets Budget & Measurement 1 3 4 5 6 Key Challenges Impact Potential Solutions No relationships with media High Purchase a subscrip- tion to a PR database Minimal in-house expertise Med Hire an experienced Media Relations consultant Metrics are not defined Med Agree on key metrics and tracking mechanisms
13PUBLIC RELATIONS PLAN STEP 3 Allocate Resources with PR Expertise Action Item Acquire the expertise you need to run a successful PR program. Many companies starting up their PR program lack the in-house expertise to do so. Because of the highly visible nature of PR, it is not recommended that someone learn PR skills and protocols “on-the-job”. Following are a few options: 1. Hire a Qualified PR Professional – use the Media Specialist Job Description template. 2. Contract with a Qualified Freelance Professional – an ideal approach for small to medium businesses starting out. 3. Enter a Relationship with an Agency – best suited for medium to large companies where PR is a strategic initiative. Use the PR Agency RFP Template and PR Agency Selection Tool to help find the ideal agency. Introduction 2 Internal Self-Assessment Establish PR Objectives Understand Your Audience Craft Your Key Messages Inventory Your PR Assets Budget & Measurement 1 3 4 5 6
Understand Your Audience STAGE 3 PUBLIC RELATIONS PLAN There are two audiences you must study and understand to have PR success: The audience (market segment) to whom your products and solutions are targeted – your buyers. The media that reach this audience with their content. Traditionally, a PR program focused only on members of the media (earned media). In this era of channels for self-publishing content, such as blogs and social media, companies own channels (owned media) that directly reach their target audience. STEP 1: Define Your Target Audience Profiles STEP 2: Listen to Target Audience Conversations STEP 3: Create a Database of Media Contacts STEP 4: Identify Editorial Calendar Opportunities
15PUBLIC RELATIONS PLAN End Users – what are they looking for in a product? Economic Buyers – how can you prove ROI? Technical Evaluators – what assurances do they need? Define Your Target Audience Profiles Listen to Target Audience Conversations STEP 1 STEP 2 Action Item Action Item Use our Customer Profile Template to create fictional personas or profiles for the key audiences you intend to target with your communications and PR efforts. Monitor traditional media and social media to understand what is being said about you. This may include online conversations or stories about your: Company Products Competitors Market space What are the typical profiles that need to be created? V I E W R E S O U R C E A social media monitoring tool can ensure you’re catching every- thing of importance that is said online. Google Alerts is a free option that is easy to set up and help you start your monitoring process. You will use the intelligence you gather to help you craft relevant, intelligent messages during Stage 4. Introduction 3 Understand Your Audience Establish PR Objectives Internal Self-Assessment Craft Your Key Messages Inventory Your PR Assets Budget & Measurement 1 2 4 5 6
16PUBLIC RELATIONS PLAN 1. Sign up for a subscription to an external media database. 2. Study published content from media sources to learn their editorial focus. 3. Identify the specific journalists that cover stories for your target audience. Publication Name Content Type Title Importance Deadline Create a Database of Media Contacts Identify Editorial Calendar Opportunities STEP 3 STEP 4 Action Item Action Item Identify media channels and specific members of the media that publish content for your target audience and use the Editorial Calendar Template to maintain a database of media contacts. Review editorial calendars to learn when relevant stories are planned for publication. Once again, use the Editorial Calendar Template to track these opportunities and their associated important deadlines. How can you simplify the process of building relationships with media contacts? What needs to be tracked in the Editorial Calendar Template? Introduction 3 V I E W R E S O U R C E V I E W R E S O U R C E Publication Date Owner Editor Writer Status Understand Your Audience Establish PR Objectives Internal Self-Assessment Craft Your Key Messages Inventory Your PR Assets Budget & Measurement 1 2 4 5 6
Craft Your Key Messages STAGE 4 PUBLIC RELATIONS PLAN Before you initiate any communication with the media, determine what you need to say to them. You should identify a few primary messages that you’ll infuse into all your external communications. These messages will: Create impact through consistency — repeatedly emitting news and communications that contain these messages will help your target audience fully understand your value proposition. Reinforce your market position — your key messages will help your target audience know when and why they should choose you. You will probably want to define key messages at both the company level and product level. STEP 1: Define Your Positioning Statement STEP 2: Draft & Prioritize Key Messages STEP 3: Schedule & Prepare Communications STEP 4: Standardize Press Release Formatting
18PUBLIC RELATIONS PLAN Introduction Craft Your Key Messages 4 STEP 1 STEP 2 Action Item Action Item Helps your market see how your product is different from competitors – generating prospects becomes easier as a result. Without strong positioning, it takes much more time & money to show prospects why they should buy from you – this forces you to compete on the basis of price, which is not sustainable. Message maps provide a method for brainstorming and priori- tizing potential messages based on their credibility, effectiveness and resonance. Once you have analyzed the relative strengths and weaknesses of each message, a bubble chart message map is automatically generated. Define Your Positioning Statement Draft & Prioritize Key Messages Use the Positioning Statement Worksheet to define a positioning statement that describes your product, defines its differentiation and shows how you will create value for customers. Use the Message Mapping Tool to document the key messages that are important for your target audience to hear about your company or its products. What does strong positioning do for you? What is a message map? V I E W R E S O U R C E V I E W R E S O U R C E Establish PR Objectives Internal Self-Assessment Understand Your Audience Inventory Your PR Assets Budget & Measurement 1 2 3 5 6
19PUBLIC RELATIONS PLAN STEP 3 STEP 4 Action Item Action Item New product announcements Partnerships Key sales, sales milestones or customer case studies Events Anything that represents valid news is appropriate. Ensure that each communication properly reflects the key messages you identified. Headline Contact Information Date Line Lead Sentence – summary of release About Company Schedule & Prepare Communications Standardize Press Release Formatting Use the Public Relations Calendar to track activities, timing, typeofcommunicationandchannelthroughwhichyoushould emit it. After the scheduling, it’s all about execution! UsethePressReleaseTemplatetoensureyouarepreparing your releases in a format the media expects, as many of the communications you emit will go out in this form. The communications you could prepare may include topics such as: Properly formatted Press Releases should have the following structure: V I E W R E S O U R C E V I E W R E S O U R C E Introduction Craft Your Key Messages 4Establish PR Objectives Internal Self-Assessment Understand Your Audience Inventory Your PR Assets Budget & Measurement 1 2 3 5 6
Inventory Your PR Assets STAGE 5 PUBLIC RELATIONS PLAN Take inventory of the content assets that might help you achieve the objectives of your PR program. These assets include: internal subject matter experts that can serve as spokespersons, satisfied customers that will provide references or speak to the media, white papers, case studies, survey results, other research, product marketing literature or other sales collateral, press releases and other corporate communications, clippings from any previous media exposure and outdated Press Kits if they exist. STEP 1: Develop or Update Your Press Kit STEP 2: Create a Directory of Experts STEP 3: Complete Media Coaching
21PUBLIC RELATIONS PLAN Let them know why you’re adding them to the directory. Create the expectation of possible future media contact. Include bios of your experts in your directory so you can easily send them to the media. Include portraits of your experts. Media requests are always urgent. Coach your experts to respond quickly to media inquiries. Keep you directory current. Update it often as experts come and go. Introduction Inventory Your Pr Assets 5 Previously issued press releases Corporate Backgrounder Product marketing brochures Customer Case Studies White Papers Relevant photos and graphics Reprints of past media coverage Key statistics & corporate facts Develop or Update Your Press Kit Create a Directory of Experts STEP 1 STEP 2 Action Item Action Item Use our Press Kit Checklist to assemble an up-to-date Press Kit. Be sure to create both high quality printed and online versions. Identify all subject matter experts, in or outside of your company, that will speak to the media on your behalf. Main- tain a directory of their contact information and their areas of expertise. What are the some of the key elements of a Press Kit? V I E W R E S O U R C E To build and manage your directory of experts: Establish PR Objectives Internal Self-Assessment Understand Your Audience Craft Your Key Messages Budget & Measurement 1 2 3 4 6
22PUBLIC RELATIONS PLAN STEP 3 Complete Media Coaching Action Item Train everyone in the company, from the Receptionist to the CEO, on what to do when the media calls or just shows up. Make sure all staff know who the company’s designated media representatives are and immediately direct inquiries there. Ensure the media contacts know they are always on call to respond to media inquiries. Availability is critical. Help all staff to understand that anything they say to a member of the media is considered “on the record”. Provide media coaching to your internal media representa- tives and subject matter experts. Effectively handling media inquiries: Introduction Inventory Your Pr Assets 5Establish PR Objectives Internal Self-Assessment Understand Your Audience Craft Your Key Messages Budget & Measurement 1 2 3 4 6
Budget & Measurement STAGE 6 PUBLIC RELATIONS PLAN Now that your PR program plan is drafted, you’ll need to estimate the costs to implement it, as well as determine how to measure the results. It is important to track your competitors as well as your own media coverage to see who is influencing the market space, and what messages and market positions are being established. Traditionally, many organizations have used the metric of “Ad Value Equivalency” to measure the effectiveness of their PR program. While this method can provide a rough indicator of success, it has many limitations. Demand Metric advises clients to abandon this method and opt for more modern tracking mechanisms that include the tone and overall impact of the placement. Nevertheless, we have clients who continue to use this method so we have included this as an optional step. STEP 1: Develop Your Public Relations Budget STEP 2: Build Your PR Program Dashboard STEP 3: Track Ad Value Equivalency* (optional) STEP 4: Measure & track cost per impression STEP 5: Reporting
24PUBLIC RELATIONS PLAN Introduction Budget & Measurement 6 Agency fees Wire distribution fees Press kit materials costs Media database subscription Social media monitoring solution costs Travel costs (if you plan press tours or to meet the media at events) Media placements – coverage in various media channels. Communications – news emissions: press release, blog, social media, etc. Web analytics – traffic from links in PR content Social media traction – “Likes”, re-tweets, wall postings, etc. Relationships – how often you’re contacted as a source for a story, etc. Develop Your Public Relations Budget Build Your PR Program Dashboard STEP 1 STEP 2 Action Item Action Item Use our Public Relations Budget Template to detail the expected costs for your program and get approval for funding. Use our Public Relations Metrics Dashboard to track and report on your PR results. Common PR program expenses include: Your PR measurement metrics should link directly to the “objec- tives” you identified during Stage 1. Common PR program metrics include: V I E W R E S O U R C E V I E W R E S O U R C E Establish PR Objectives Internal Self-Assessment Understand Your Audience Craft Your Key Messages Inventory Your PR Assets 1 2 3 4 5
25PUBLIC RELATIONS PLAN This is a metric that measures what your editorial coverage would have cost if it were advertising space or time. Track Ad Value Equivalency* (optional) Measure & track cost per impression STEP 3 STEP 4 Action Item Use our Competitive PR and Advertising Analysis to track your PR and advertising programs, and those of your top competitors, to determine Ad Spend to Ad Value Equiva- lency ratios. As an alternative to Ad Equivalency Value, measure and track the cost per impression. While impressions are truly only impressions if someone sees a media placement, the metric is still valid. Components: Cost: the total cost of producing the media placement. Impressions: the total number of potential or actual impressions from a media placement, e.g. a newspaper with a circulation of 750,000 offers that same number of potential impressions. What is Ad Value Equivalency (AVE)? V I E W R E S O U R C E Helpful Hint – Demand Metric does not endorse this measurement method. A major issue with it is that stories can be positive or negative. View the Institute of PR’s official posi- tion on this metric here: http://bit.ly/hcWi4f Cost Impression = Cost per Impression Introduction Budget & Measurement 6Establish PR Objectives Internal Self-Assessment Understand Your Audience Craft Your Key Messages Inventory Your PR Assets 1 2 3 4 5
26PUBLIC RELATIONS PLAN Summarize the metrics you put in place during Step 2 of this Stage in an easy-to-understand report. Keep stakeholders informed about: Key metrics Prominent media placements or mentions Pending stories Don’t surprise stakeholders with negative media coverage. If you know it is coming, alert them in advance. Reporting STEP 5 Action Item Provide regular reports to stakeholders on the results of your PR program. Introduction Budget & Measurement 6Establish PR Objectives Internal Self-Assessment Understand Your Audience Craft Your Key Messages Inventory Your PR Assets 1 2 3 4 5
Conclusion At the end of any business process, it’s always a good idea to review it and identify areas for improvement. Demand Metric has the tools and expertise to help you with the following: Set up a public relations plan Create or audit your public relations process Assist with using any of the tools referenced in this playbook Provide hands-on assistance to accelerate achieving your goals. To learn more, contact Demand Metric: info@demandmetric.com PUBLIC RELATIONS PLAN
About This Playbook PUBLIC RELATIONS PLAN Demand Metric is a marketing research and advisory firm serving a membership community of over 106,000 marketing professionals and consultants in 75 countries. Offering consulting playbooks, advisory services, and 500+ premium marketing tools and templates, Demand Metric resources and expertise help the marketing community plan more efficiently and effectively, answer the difficult questions about their work with authority and conviction, and complete marketing projects more quickly and with greater confidence — thus boosting the respect of the marketing team and making it easier to justify resources the team needs to succeed. To learn more about Demand Metric, please visit www.demandmetric.com
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Public Relations Plan Playbook

  • 1.
    Follow this simplestep-by-step guide to develop a to develop a public relations strategy and program that drives measurable results.. PUBLIC RELATIONS PLAN Playbook & Toolkit
  • 2.
    Table of ContentsPUBLIC RELATIONS PLAN Introduction 06 Conclusion 27 Framework 03 Maturity Model 04 About This Playbook 28 Establish PR Objectives 08 11Internal Self-Assessment 14Understand Your Audience 17Craft Your Key Messages 20Inventory Your PR Assets 23Budget & Measurement stage stage stage stage stage stage 1 2 3 4 5 6
  • 3.
    Customer Profile Template Media Relationsand PR Audit Media Specialist Job Description PR Agency Selection Tool Budget Template Message Mapping Tool Public Relations Calendar Metrics Dashboard Competitive PR and Advertising Analysis PR Agency RFP Template Strategy Scorecard PUBLIC RELATIONS PLAN Framework Leverage the framework below to quickly empower your organization’s public relations strategy. Click the buttons below to access all related training, tools, templates, and other resources. Editorial Calendar Template Press Kit ChecklistPositioning Statement Worksheet Press Release Template MEASURE6CRAFT4 INVENTORY5ASSESSMENT2 UNDERSTAND31 ESTABLISH
  • 4.
    PUBLIC RELATIONS Maturity Model Orientation STAGE1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class Process Focus No defined strategy or process for Public Relations No established media relationships or process to develop them Spray and pray. Produce press releases, find targets and send as email attachments When the “spray & pray” approach doesn’t produce results, focus shifts to building relationships with key influencers PR process completely focused on delivering insights and value to key influencers, with whom there are excel- lent relationships Need for a strategy becomes apparent and strategy formulation begins by trial and error A strategy is in place that has produced some results; Investments are made to increase strategy effectiveness A sustainable strategy is in place that produces consistent results and creates measurable value Leadership Unaware of need for or value of PR. Willing to fund press releases for regu- latory compliance only Awareness of need for PR exists; Part-time responsibility delegated to marketing; Communications begin to trickle out Recognition that PR is important and making some contribution; Greater leader- ship involvement in some communications PR is acknowledged as a critical success strategy, understood by all and with strong executive participa- tion and support Technology & Interoperability Fully integrated, cutting-edge PR solu- tion provides media contacts, media monitoring, news distribution and reporting/analytics No PR solutions in use Spreadsheets/homegrown media contact DB in use; Google search used to identify media contacts; News distri- bution services Subscription to a media contact data- base is added to more easily identify key influencers Public Relations
  • 5.
    Media Engagement Budget & Staff Management & Policy Metrics Nobudget exists; Spending & staffing is ad hoc No proactive engagement. Media interaction happens only when or if media inquiries occur Reluctance, ignorance or even fear of media engagement. No designated media spokesperson No formal measurements in place Inexperienced but willing to make something happen; PR efforts managed by someone fairly low in the organization Output metrics (e.g. number of press releases issued) and basic outcome metrics (e.g. number of placements, etc.) Experienced with a solid understanding of the PR process and engagement protocols; Management gets reports and has regular dialogue with PR team Output metrics plus some deeper outcome metrics around interactions or relationships with influencers Expert media relations skills exist; The PR team works in close proximity to executive team; Execs consider communications excellence a competi- tive advantage Advanced output and outcome metrics including sentiment analysis and the ability to link PR efforts to business result Bare bones budget for limited news release distribution; Part time responsi- bility of one staff member Learning who key media contacts are, but media contacts don’t yet know them One or more full-time PR staff, often supported by an agency or publicist; Budget for media contact DB subscrip- tion and professional development conferences Some media relationships exist and there is understanding about how to build them An internal PR team exists that functions like an agency, and is often supported by an outside agency; Ample budget for tools, training and travel to meet influencers Strong, extensive set of relationships exist with media influencers; Company is often sought after as an expert source STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class Public Relations PUBLIC RELATIONS Maturity Model
  • 6.
    6PUBLIC RELATIONS PLAN EstablishPR Objectives Internal Self-Assessment Understand Your Audience Craft Your Key Messages Inventory Your PR Assets Budget & Measurement 1 2 3 4 5 6 Introduction How to Use This Consulting Playbook This methodology consists of six stages, each with a description, steps, and action items. Action items include using our premium tools and templates. Our intention with this methodology is to help you: What Is the Purpose of This Playbook? To create and sustain a Public Relations (PR) program that produces measurable results. This methodology provides a blueprint for building a PR program that: Defines specific goals and objectives Identifies the target audiences and key messages for them Determines PR metrics and provides measurement frameworks The PR function is often managed as part of the marketing depart- ment and funded through the marketing budget. Helpful Hint –If you would like personal assistance implementing this methodology, contact Demand Metric to schedule a workshop with an experienced Analyst: email us at info@demandmetric.com Complete planning and tracking activities faster than starting from scratch without any guidance Understand each step in the public relations process very clearly with specific instructions and tools Adapt these proven “best practices” to your organization, with limited need for an outside consultant
  • 7.
    7PUBLIC RELATIONS PLAN Scopeof the Public Relations Function Stage 1 - Establish PR Objectives Public Relations Strategy Scorecard Stage 4 - Craft Your Key Messages Positioning Statement, Message Map, PR Calendar and Press Release Template Stage 5 - Inventory Your PR Assets Press Kit Stage 6 - Budget & Measurement Public Relations Budget and Public Relations Metrics Dashboard Stage 3 - Understand Your Audience Customer Profiles, Media Contacts Database and Editorial Calendar Opportunities Stage 2 - Internal Self-Assessment Media Relations and PR Audit, PR Agency RFP and PR Agency Selection Tool Outputs from This Playbook The full scope of the PR function is quite broad and includes: The focus of this methodology is on helping you establish an effec- tive Media Relations process. This methodology may use the terms Public Relations and Media Relations interchangeably. Media Relations – the primary focus of most PR programs. Investor Relations – for publicly traded companies. Often managed separately from PR. Community Relations – focused on aligning corporate responsibility with your brand. Establish PR Objectives Internal Self-Assessment Understand Your Audience Craft Your Key Messages Inventory Your PR Assets Budget & Measurement 1 2 3 4 5 6 Introduction
  • 8.
    Establish PR Objectives STAGE1 PUBLIC RELATIONS PLAN The purpose of a PR program is to help your organization achieve its business objectives. For this reason, your PR program should have specific, measurable objectives of its own. To embark on some PR initiative just because it seems like a good idea is to risk lack of understanding among management, which could undermine support for the program. As you develop your program’s objectives, make sure they meet the following criteria: relevant – they have real meaning and applicability to your business and its objectives, realistic – they are attainable, measurable – they are quantifiable. STEP 1: Set Your PR Objectives
  • 9.
    9PUBLIC RELATIONS PLAN Introduction EstablishPR Objectives 1 Set Your PR Objectives Set Your PR Objectives STEP 1 STEP 1 (cont.) Set objectives by asking key questions such as: what business goal is management trying to achieve? Objectives are the end game of your efforts to influence your target audience to know, think or feel a certain way or do a certain thing. Once you’ve identified these objectives, express them using the following framework: Outputs – these are measures of work, such as issuing a press release or receiving a media placement. Outtakes – the understanding and, ideally, retention of the messages: did the right people pay attention and accept them? Outcomes – the “action” step: the result of the PR effort on atti- tudes, opinions and behaviors, where ROI is achieved. Outgrowths – the “halo” effect or beneficial, unintended conse- quences on reputation, relationships, etc. Write specific PR objectives, stating them in a way that is relevant, realistic and measurable. Here are some examples: Output-OrientedObjective:Inconjunctionwiththenewproduct launch, generate 250,000 impressions via placements in online media, technology blogs and national trade publications within three months of the product announcement date. Outtake-oriented objective: Convince 35% of prospective customers that the key differentiating feature in your new product is a ‘must-have’ feature for products in your market space. Outcome-Oriented Objective: Trigger 10,000 downloads of the free trial version of your new software product within three months of launch. Outgrowth-oriented objective: Because Outgrowth results are unintended, it is difficult if not impossible to set objectives for them in advance. However, when they do occur, track and report them. Examples of Outgrowth results include partnership opportunities or merger discussions. Internal Self-Assessment Understand Your Audience Craft Your Key Messages Inventory Your PR Assets Budget & Measurement 2 3 4 5 6
  • 10.
    10PUBLIC RELATIONS PLAN SetYour PR Objectives STEP 1 (cont.) Action Item Use our Public Relations Strategy Scorecard to docu- ment your objectives, initiatives, metrics and timeframes to achieve your goals. This concise plan is great to show senior managers. V I E W R E S O U R C E Increasing Influence with Key Media Sources Formalizing Public Relations Strategy Plan Producing Results from Public Relations Activities Common themes for PR objectives may include: Introduction Establish PR Objectives 1 Internal Self-Assessment Understand Your Audience Craft Your Key Messages Inventory Your PR Assets Budget & Measurement 2 3 4 5 6
  • 11.
    Internal Self-Assessment STAGE 2 PUBLICRELATIONS PLAN With objectives established, you should now assess your organization’s ability to achieve them by assessing your current state of Public Relations readiness across each of these process categories: media awareness, positioning, internal support, expertise, process, relationships. STEP 1: Audit Your State of PR Readiness STEP 2: Prioritize Areas for Improvement STEP 3: Allocate Resources with PR Expertise
  • 12.
    12PUBLIC RELATIONS PLAN Introduction 2 Internal Self-Assessment MediaAwareness Positioning Internal Support for PR Internal Expertise Process Relationships Audit Your State of PR Readiness Prioritize Areas for Improvement STEP 1 STEP 2 Action Item Action Item Use our Media Relations and PR Audit to assess your existing program and identify your strengths, weaknesses, and areas for immediate improvement. Document an action plan to address deficiencies the assess- ment identifies. Areas the audit will address include: V I E W R E S O U R C E Establish PR Objectives Understand Your Audience Craft Your Key Messages Inventory Your PR Assets Budget & Measurement 1 3 4 5 6 Key Challenges Impact Potential Solutions No relationships with media High Purchase a subscrip- tion to a PR database Minimal in-house expertise Med Hire an experienced Media Relations consultant Metrics are not defined Med Agree on key metrics and tracking mechanisms
  • 13.
    13PUBLIC RELATIONS PLAN STEP3 Allocate Resources with PR Expertise Action Item Acquire the expertise you need to run a successful PR program. Many companies starting up their PR program lack the in-house expertise to do so. Because of the highly visible nature of PR, it is not recommended that someone learn PR skills and protocols “on-the-job”. Following are a few options: 1. Hire a Qualified PR Professional – use the Media Specialist Job Description template. 2. Contract with a Qualified Freelance Professional – an ideal approach for small to medium businesses starting out. 3. Enter a Relationship with an Agency – best suited for medium to large companies where PR is a strategic initiative. Use the PR Agency RFP Template and PR Agency Selection Tool to help find the ideal agency. Introduction 2 Internal Self-Assessment Establish PR Objectives Understand Your Audience Craft Your Key Messages Inventory Your PR Assets Budget & Measurement 1 3 4 5 6
  • 14.
    Understand Your Audience STAGE3 PUBLIC RELATIONS PLAN There are two audiences you must study and understand to have PR success: The audience (market segment) to whom your products and solutions are targeted – your buyers. The media that reach this audience with their content. Traditionally, a PR program focused only on members of the media (earned media). In this era of channels for self-publishing content, such as blogs and social media, companies own channels (owned media) that directly reach their target audience. STEP 1: Define Your Target Audience Profiles STEP 2: Listen to Target Audience Conversations STEP 3: Create a Database of Media Contacts STEP 4: Identify Editorial Calendar Opportunities
  • 15.
    15PUBLIC RELATIONS PLAN EndUsers – what are they looking for in a product? Economic Buyers – how can you prove ROI? Technical Evaluators – what assurances do they need? Define Your Target Audience Profiles Listen to Target Audience Conversations STEP 1 STEP 2 Action Item Action Item Use our Customer Profile Template to create fictional personas or profiles for the key audiences you intend to target with your communications and PR efforts. Monitor traditional media and social media to understand what is being said about you. This may include online conversations or stories about your: Company Products Competitors Market space What are the typical profiles that need to be created? V I E W R E S O U R C E A social media monitoring tool can ensure you’re catching every- thing of importance that is said online. Google Alerts is a free option that is easy to set up and help you start your monitoring process. You will use the intelligence you gather to help you craft relevant, intelligent messages during Stage 4. Introduction 3 Understand Your Audience Establish PR Objectives Internal Self-Assessment Craft Your Key Messages Inventory Your PR Assets Budget & Measurement 1 2 4 5 6
  • 16.
    16PUBLIC RELATIONS PLAN 1. Sign up for a subscription to an external media database. 2. Study published content from media sources to learn their editorial focus. 3. Identify the specific journalists that cover stories for your target audience. Publication Name Content Type Title Importance Deadline Create a Database of Media Contacts Identify Editorial Calendar Opportunities STEP 3 STEP 4 Action Item Action Item Identify media channels and specific members of the media that publish content for your target audience and use the Editorial Calendar Template to maintain a database of media contacts. Review editorial calendars to learn when relevant stories are planned for publication. Once again, use the Editorial Calendar Template to track these opportunities and their associated important deadlines. How can you simplify the process of building relationships with media contacts? What needs to be tracked in the Editorial Calendar Template? Introduction 3 V I E W R E S O U R C E V I E W R E S O U R C E Publication Date Owner Editor Writer Status Understand Your Audience Establish PR Objectives Internal Self-Assessment Craft Your Key Messages Inventory Your PR Assets Budget & Measurement 1 2 4 5 6
  • 17.
    Craft Your KeyMessages STAGE 4 PUBLIC RELATIONS PLAN Before you initiate any communication with the media, determine what you need to say to them. You should identify a few primary messages that you’ll infuse into all your external communications. These messages will: Create impact through consistency — repeatedly emitting news and communications that contain these messages will help your target audience fully understand your value proposition. Reinforce your market position — your key messages will help your target audience know when and why they should choose you. You will probably want to define key messages at both the company level and product level. STEP 1: Define Your Positioning Statement STEP 2: Draft & Prioritize Key Messages STEP 3: Schedule & Prepare Communications STEP 4: Standardize Press Release Formatting
  • 18.
    18PUBLIC RELATIONS PLAN Introduction CraftYour Key Messages 4 STEP 1 STEP 2 Action Item Action Item Helps your market see how your product is different from competitors – generating prospects becomes easier as a result. Without strong positioning, it takes much more time & money to show prospects why they should buy from you – this forces you to compete on the basis of price, which is not sustainable. Message maps provide a method for brainstorming and priori- tizing potential messages based on their credibility, effectiveness and resonance. Once you have analyzed the relative strengths and weaknesses of each message, a bubble chart message map is automatically generated. Define Your Positioning Statement Draft & Prioritize Key Messages Use the Positioning Statement Worksheet to define a positioning statement that describes your product, defines its differentiation and shows how you will create value for customers. Use the Message Mapping Tool to document the key messages that are important for your target audience to hear about your company or its products. What does strong positioning do for you? What is a message map? V I E W R E S O U R C E V I E W R E S O U R C E Establish PR Objectives Internal Self-Assessment Understand Your Audience Inventory Your PR Assets Budget & Measurement 1 2 3 5 6
  • 19.
    19PUBLIC RELATIONS PLAN STEP3 STEP 4 Action Item Action Item New product announcements Partnerships Key sales, sales milestones or customer case studies Events Anything that represents valid news is appropriate. Ensure that each communication properly reflects the key messages you identified. Headline Contact Information Date Line Lead Sentence – summary of release About Company Schedule & Prepare Communications Standardize Press Release Formatting Use the Public Relations Calendar to track activities, timing, typeofcommunicationandchannelthroughwhichyoushould emit it. After the scheduling, it’s all about execution! UsethePressReleaseTemplatetoensureyouarepreparing your releases in a format the media expects, as many of the communications you emit will go out in this form. The communications you could prepare may include topics such as: Properly formatted Press Releases should have the following structure: V I E W R E S O U R C E V I E W R E S O U R C E Introduction Craft Your Key Messages 4Establish PR Objectives Internal Self-Assessment Understand Your Audience Inventory Your PR Assets Budget & Measurement 1 2 3 5 6
  • 20.
    Inventory Your PRAssets STAGE 5 PUBLIC RELATIONS PLAN Take inventory of the content assets that might help you achieve the objectives of your PR program. These assets include: internal subject matter experts that can serve as spokespersons, satisfied customers that will provide references or speak to the media, white papers, case studies, survey results, other research, product marketing literature or other sales collateral, press releases and other corporate communications, clippings from any previous media exposure and outdated Press Kits if they exist. STEP 1: Develop or Update Your Press Kit STEP 2: Create a Directory of Experts STEP 3: Complete Media Coaching
  • 21.
    21PUBLIC RELATIONS PLAN Letthem know why you’re adding them to the directory. Create the expectation of possible future media contact. Include bios of your experts in your directory so you can easily send them to the media. Include portraits of your experts. Media requests are always urgent. Coach your experts to respond quickly to media inquiries. Keep you directory current. Update it often as experts come and go. Introduction Inventory Your Pr Assets 5 Previously issued press releases Corporate Backgrounder Product marketing brochures Customer Case Studies White Papers Relevant photos and graphics Reprints of past media coverage Key statistics & corporate facts Develop or Update Your Press Kit Create a Directory of Experts STEP 1 STEP 2 Action Item Action Item Use our Press Kit Checklist to assemble an up-to-date Press Kit. Be sure to create both high quality printed and online versions. Identify all subject matter experts, in or outside of your company, that will speak to the media on your behalf. Main- tain a directory of their contact information and their areas of expertise. What are the some of the key elements of a Press Kit? V I E W R E S O U R C E To build and manage your directory of experts: Establish PR Objectives Internal Self-Assessment Understand Your Audience Craft Your Key Messages Budget & Measurement 1 2 3 4 6
  • 22.
    22PUBLIC RELATIONS PLAN STEP3 Complete Media Coaching Action Item Train everyone in the company, from the Receptionist to the CEO, on what to do when the media calls or just shows up. Make sure all staff know who the company’s designated media representatives are and immediately direct inquiries there. Ensure the media contacts know they are always on call to respond to media inquiries. Availability is critical. Help all staff to understand that anything they say to a member of the media is considered “on the record”. Provide media coaching to your internal media representa- tives and subject matter experts. Effectively handling media inquiries: Introduction Inventory Your Pr Assets 5Establish PR Objectives Internal Self-Assessment Understand Your Audience Craft Your Key Messages Budget & Measurement 1 2 3 4 6
  • 23.
    Budget & Measurement STAGE6 PUBLIC RELATIONS PLAN Now that your PR program plan is drafted, you’ll need to estimate the costs to implement it, as well as determine how to measure the results. It is important to track your competitors as well as your own media coverage to see who is influencing the market space, and what messages and market positions are being established. Traditionally, many organizations have used the metric of “Ad Value Equivalency” to measure the effectiveness of their PR program. While this method can provide a rough indicator of success, it has many limitations. Demand Metric advises clients to abandon this method and opt for more modern tracking mechanisms that include the tone and overall impact of the placement. Nevertheless, we have clients who continue to use this method so we have included this as an optional step. STEP 1: Develop Your Public Relations Budget STEP 2: Build Your PR Program Dashboard STEP 3: Track Ad Value Equivalency* (optional) STEP 4: Measure & track cost per impression STEP 5: Reporting
  • 24.
    24PUBLIC RELATIONS PLAN Introduction Budget& Measurement 6 Agency fees Wire distribution fees Press kit materials costs Media database subscription Social media monitoring solution costs Travel costs (if you plan press tours or to meet the media at events) Media placements – coverage in various media channels. Communications – news emissions: press release, blog, social media, etc. Web analytics – traffic from links in PR content Social media traction – “Likes”, re-tweets, wall postings, etc. Relationships – how often you’re contacted as a source for a story, etc. Develop Your Public Relations Budget Build Your PR Program Dashboard STEP 1 STEP 2 Action Item Action Item Use our Public Relations Budget Template to detail the expected costs for your program and get approval for funding. Use our Public Relations Metrics Dashboard to track and report on your PR results. Common PR program expenses include: Your PR measurement metrics should link directly to the “objec- tives” you identified during Stage 1. Common PR program metrics include: V I E W R E S O U R C E V I E W R E S O U R C E Establish PR Objectives Internal Self-Assessment Understand Your Audience Craft Your Key Messages Inventory Your PR Assets 1 2 3 4 5
  • 25.
    25PUBLIC RELATIONS PLAN Thisis a metric that measures what your editorial coverage would have cost if it were advertising space or time. Track Ad Value Equivalency* (optional) Measure & track cost per impression STEP 3 STEP 4 Action Item Use our Competitive PR and Advertising Analysis to track your PR and advertising programs, and those of your top competitors, to determine Ad Spend to Ad Value Equiva- lency ratios. As an alternative to Ad Equivalency Value, measure and track the cost per impression. While impressions are truly only impressions if someone sees a media placement, the metric is still valid. Components: Cost: the total cost of producing the media placement. Impressions: the total number of potential or actual impressions from a media placement, e.g. a newspaper with a circulation of 750,000 offers that same number of potential impressions. What is Ad Value Equivalency (AVE)? V I E W R E S O U R C E Helpful Hint – Demand Metric does not endorse this measurement method. A major issue with it is that stories can be positive or negative. View the Institute of PR’s official posi- tion on this metric here: http://bit.ly/hcWi4f Cost Impression = Cost per Impression Introduction Budget & Measurement 6Establish PR Objectives Internal Self-Assessment Understand Your Audience Craft Your Key Messages Inventory Your PR Assets 1 2 3 4 5
  • 26.
    26PUBLIC RELATIONS PLAN Summarizethe metrics you put in place during Step 2 of this Stage in an easy-to-understand report. Keep stakeholders informed about: Key metrics Prominent media placements or mentions Pending stories Don’t surprise stakeholders with negative media coverage. If you know it is coming, alert them in advance. Reporting STEP 5 Action Item Provide regular reports to stakeholders on the results of your PR program. Introduction Budget & Measurement 6Establish PR Objectives Internal Self-Assessment Understand Your Audience Craft Your Key Messages Inventory Your PR Assets 1 2 3 4 5
  • 27.
    Conclusion At the endof any business process, it’s always a good idea to review it and identify areas for improvement. Demand Metric has the tools and expertise to help you with the following: Set up a public relations plan Create or audit your public relations process Assist with using any of the tools referenced in this playbook Provide hands-on assistance to accelerate achieving your goals. To learn more, contact Demand Metric: info@demandmetric.com PUBLIC RELATIONS PLAN
  • 28.
    About This Playbook PUBLICRELATIONS PLAN Demand Metric is a marketing research and advisory firm serving a membership community of over 106,000 marketing professionals and consultants in 75 countries. Offering consulting playbooks, advisory services, and 500+ premium marketing tools and templates, Demand Metric resources and expertise help the marketing community plan more efficiently and effectively, answer the difficult questions about their work with authority and conviction, and complete marketing projects more quickly and with greater confidence — thus boosting the respect of the marketing team and making it easier to justify resources the team needs to succeed. To learn more about Demand Metric, please visit www.demandmetric.com
  • 29.
    © Demand MetricResearch Corporation. All Rights Reserved. www.demandmetric.com Follow us on Twitter Like us on Facebook Join Linkedin Group