PublicRelationsPlanTemplateWord文件下载.docx

PublicRelationsPlanTemplateWord文件下载.docx

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Whetheryouareaproductorservicecompany,therearethreedocumentsEVERYmedia/presskitshouldhave:

▪FactSheet—thisactsasaquickreferenceforkeypointsaboutyourcompanysuchaslocation（s）,contactinformation,size,marketsserved,boardofdirectorsand/orexecutivemanagementteam,revenue,briefdescriptionofcompanyandproduct/serviceofferings,missionstatement,keyclients,&

significantmilestonesorawards/recognition.

▪Backgrounder—thisprovidesthe"

story"

aboutyourcompanyandit’shistoryandshouldincludeindividualbiographiesofthekeymanagementpersonnel.

▪FrequentlyAskedQuestions（FAQ）—thisisasummaryofallthemostimportantelementsofyourofferingandcompanyinquestionandanswerformat,aswellasanswerstoquestionsthatareoftenposedbyprospects,customers,andpartners.

Additionally,dependingonwhatyouaretryingtoachievewiththekit,youshouldincludepertinentcollateralforproduct/serviceofferings,currentpressreleases,anysupportingorvalue-addmaterialssuchasproductspecificationsandwhitepapers.

2）Createatargetedmedialist.

Whetheryoupurchasealistorcreateyourownthroughresearch,youneedtoknowmorethanjustthepublicationname,address,andphonenumberforthepublisheroreditor-in-chief.PurchasingalistorservicefromBaconsorsimilarvendors,doesprovidethislevelofdetail,

butitcanbecostly.Eitherway,you'

llwanttoverifythepublicationsareappropriateforyourtargetaudience.

Next,youneedtodeterminewhotheappropriatecontactis—whetheritisaneditor,writer,orfreelancer—coveringyourtypeofbusiness.Youcandomuchofthisbygoingonlineandsearchingtheirwebsitesorcallingthemainofficeandaskingthereceptionistormainoperator.Obtainasmuchcontactinformationasyoucanbeforeevercontactingtheeditor,youdon'

twanttowastetheirtimewhenyoudogetaholdofthem.

Besuretotrackyourcommunicationswitheacheditor,aswellasplannedcoverageineachpublication,inadatabaseorspreadsheet.Bydoingthis,you'

llbeabletoeasilymanageyoureffortsandyourlist.

3）Studythepublications.

Gathercurrentandpastissuesofthepublicationsonyourmedialistandreadthemfromcovertocover.Takenoteoftheaudience,recurringcolumns,themes,ortypesofstories,aswellaswhoiswriting,sothatyoucanbettercraftyoursubmissionstofitthepublication.Youshouldalsoobtaineditorialcalendarstoseewhatfuturestoriespertaintoyourbusiness.Checktheleadtimesfortheissueandmakesureyougetyourrelevant'

pitch'

intotheappropriateeditorfarinadvance.

4）Gettoknowyoureditors.

Asidefromknowingyoureditor'

scontactinformation,thereareseveralotherthingsyouneedtolearnaboutthemtoestablishandmaintainalong-term,mutuallybeneficialrelationship.Knowingtheirpreferencesiskey.Howdotheyprefertoreceiveinformation?

（Believeitornot,somestillwantitviafax!

）Whatisthebesttimeofdayordayoftheweektocontactthem?

Whataretheyreallylookingforfromyou（i.e.Whatwillhelpthemdotheirjobandgetyouthecoverageyouwant）?

Whileyouwanttokeepthelinesofcommunicationopenandflowing,youshouldlimitoutboundcontacttothemtonewsworthyandusefulitemsonlyandsticktowhatisconvenientforthem.

5）Haveaplan.

DevelopingaPublicRelationsPlanthatoutlinesyourgoals,objectives,strategiesandtacticsfortheupcomingsixmonthstoyearisamust.Afterdocumentingalloftheplanned,newsworthyevents,launches,andannouncements,aswellasotherpossibleopportunitiessuchasself-writtenarticles,casestudies,etc.,you'

llwanttocreateanimplementationcalendar.Mapopportunitiesyoufoundineditorialcalendarstoyourannouncements,andplugthemintothecalendar.Remember,pitchestoeditorswilllikelyoccurmonthsinadvanceofissuingapressreleasesoyou'

llneedtomaketwoentriesinseparatemonthsforthingslikethis.

Yourultimategoalthroughoutyoureffortstoobtaingoodpublicityistodoyoureditors'

jobsforthem.Providethemwithinformationtheycanuse,thatdoesn'

trequireadditionallegworkorresearchontheirend,andalwaysthinkofwaystomaketheirlifeeasy.

CustomizethisTemplatewithYourLogo

Toinsertyourlogo（here）onthecoverpage:

1.Printthispagesoyoucanrefertoit.

2.Createorlocatea.GIFor.JPGversionofyourlogo.

3.Clickinthisboxandselectallthetext.

4.FromtheInsertmenu,choosePicture/FromFile.

5.Locatethelogoimagefileandselectit.

6.ClickInsert.

7.Resizethelogoandsurroundingboxasneededbyclickinganddraggingoneofthecorners.

Toinsertyourlogointheheaderofthedocument:

1.FromtheViewmenu,chooseHeader/Footer.

2.Selectthetextthatsays“InsertYourLogoHere.”

3.Followsteps3-6above.

OrEnterCompanyNameHere

PublicRelationsPlan

Instructions:

Followthedirectionsthroughoutthedocument.Replacetheplaceholdersindicatedasbrackets[…],withyourowninformation.Whenfinished,highlightanddeletetheinstructionboxesandyouwillhaveafinalizedPublicRelationsPlan.

Ifyouhavequestionsaboutthistemplate,emailusatinforequest@gtms-orvisitformoreinformation.

Version:

[Year]|[DRAFTXorFINAL]

Date:

[Enterdate.]

TableofContents[ToupdateTOC,highlightgraysectionsandhitF9]

PublicRelationsGoals5

PublicRelationsToolsandActivities6

MediaRelations6

PressReleases6

Scope6

Schedule6

Press/AnalystKits8

ContributedArticles/TopicPitches8

Topics:

10

TargetSpeakingVenues:

Calendar11

Q1200x11

Q2200x11

Q3200x11

Q4200x11

PublicRelationsGoals

Thepurposeofthispublicrelationsplanistocreatecompanyawarenessinthepress,thegeneralpopulace,andbusinesscommunities.Publicrelationsefforts,particularlythoseresultinginpresscoverage,providevaluablepromotionandvalidationfromathirdpartysourcewithoutthehighcostsassociatedwithadvertising.Thisawarenesswillbeusedtobuildthebrandandtocreatecredibilityinthemindsofclients（bothemployersandemployees）.

[EnteranintroductionthathighlightsyourcurrentPublicRelationsactivity,theresultsyou’vereceivedandwhat,ingeneralterms,youhopetoachievefromaPublicRelationseffort.]

ThePublicRelationseffortwillfocusonachievingthefollowinggoals:

▪[EnterPRGoal1.]

▪[EnterPRGoal2.]

▪[EnterPRGoal3.]

PublicRelationsToolsandActivities

Reviewthelistbelowandaddordeleteasappropriatetoyourbusiness.Ifyoudonothavethetimeorskilltoworkwiththemedia,considerhiringanoutsideprofessionaltoimplementtheplanonyourbehalf.

MediaRelations

Usinganinternalresource,orcontractedmarketingfirm,[EnterCompanyName]willdevelopatargetmedialistwithwhomtobuildrelationshipsandtocommunicatewithonamonthlybasis.

PressReleases

Tips:

Aneffectivepressreleaseconformstothecontentguidelinesbelowandcontainsthefollowingelements:

contactinformation,releasedate,headline,dateline,leadsentence,openingparagraph（s）,positioningquote,andyourboilerplate.Youshouldalwaysbeclearandconcise.Editorsdon’thavealotoftimeandareinneedofprepackagedinformation,targetedtotheirspecificneeds,thathelpsthemtodotheirjob.

Ifyouaremakingaproduct-specificannouncement,itshouldalsocontaintechnicalinformationsuchasproductrequirements,pricing,andavailability.OurPressReleaseInputFormsareavailableinTheMarketingToolkitTMorcanbepurchasedonlineandwillprovideguidanceforproduct,clientwin,andpartnership/allianceannouncements.

[EnterCompanyName]willusepressreleasestomakenewsworthycorporateannouncementsandupdatestothecompany’sserviceofferings.

Scope

Releaseswillcoverspecifictopicssuchasawards,partnerships,newand/orupdatedserviceofferings,largeorstrategicsales,hiringofexecutiveemployeesandanymajorcompanymilestones.Allreleaseswillgothroughamarketingapprovalprocessandwillbepostedtothewebsite,mailedtoaprospectlist,sentoverthewire,anddeliveredtothetargetpresslistinavarietyofways,specifictoeditorpreferences.Themediarelation’sexpertwillthenfollowupwiththecompany’stargetedpresslisttoidentifyarticlesthatcanbewrittenaboutthenewsannouncement.

Schedule

Bydeliveringconsistentnewsandinformationtothebusinessandmediacommunities,[EnterCompanyName]willbeseenas[Enterkeypositioninggoal].Asageneralrule,[EnterCompanyName]should‘touch’theeditorialcommunityatleastonceeachmonth.Each‘touch’canbevariedwithpressreleases,sendingupdatedpressmaterials,anemail/phonecalltopitchastoryideaordisse