PublicRelationsPlanTemplate.docx
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PublicRelationsPlanTemplate
PublicRelationsPlanTemplate
FiveStepsYouMustTaketoObtainPublicity
ThedevelopmentanduseofPublicRelationsaspartofyourcurrentmarketingplanprovidesacosteffectivemethodforimprovingawarenessofyourcompany,products,andservices.PRallowsyoutostretchlimitedmarketingbudgets,andwhenimplementedproperlyhastheaddedbenefitofprovidingthirdpartycredibility.
Still,whilePublicRelationsisanexcellentmarketingvehicle,understandthatittakestimetobuildasuccessfulPRengineandtheresultsmightnotbeimmediate—makingitdifficulttogaugewhetheryoureffortsaresuccessfulorneedtobemodified.Withthatinmind,you'llwanttogetitasrightaspossiblebeforeyouimplement.
Togetyoustartedontherightfoot,ortoaudityourcurrentstrategythatisn'tyieldingtheresultsyou'dlike,followthesefivesteps.
1)Developapresskit.
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:
10
Calendar11
Q1200x11
Q2200x11
Q3200x11
Q4200x11
PublicRelationsGoals
Instructions:
Thepurposeofthispublicrelationsplanistocreatecompanyawarenessinthepress,thegeneralpopulace,andbusinesscommunities.Publicrelationsefforts,particularlythoseresultinginpresscoverage,providevaluablepromotionandvalidationfromathirdpartysourcewithoutthehighcostsassociatedwithadvertising.Thisawarenesswillbeusedtobuildthebrandandtocreatecredibilityinthemindsofclients(bothemployersandemployees).
[EnteranintroductionthathighlightsyourcurrentPublicRelationsactivity,theresultsyou’vereceivedandwhat,ingeneralterms,youhopetoachievefromaPublicRelationseffort.]
ThePublicRelationseffortwillfocusonachievingthefollowinggoals:
▪[EnterPRGoal1.]
▪[EnterPRGoal2.]
▪[EnterPRGoal3.]
PublicRelationsToolsandActivities
Instructions:
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