PublicRelationsPlanTemplateWord文件下载.docx

1、Whether you are a product or service company, there are three documents EVERY media/press kit should have: Fact Sheetthis acts as a quick reference for key points about your company such as location（s）, contact information, size, markets served, board of directors and/or executive management team, r

2、evenue, brief description of company and product/service offerings, mission statement, key clients, & significant milestones or awards/recognition. Backgrounderthis provides the story about your company and its history and should include individual biographies of the key management personnel. Freque

3、ntly Asked Questions （FAQ）this is a summary of all the most important elements of your offering and company in question and answer format, as well as answers to questions that are often posed by prospects, customers, and partners.Additionally, depending on what you are trying to achieve with the kit

4、, you should include pertinent collateral for product/service offerings, current press releases, any supporting or value-add materials such as product specifications and whitepapers.2） Create a targeted media list.Whether you purchase a list or create your own through research, you need to know more

5、 than just the publication name, address, and phone number for the publisher or editor-in-chief. Purchasing a list or service from Bacons or similar vendors, does provide this level of detail, but it can be costly. Either way, youll want to verify the publications are appropriate for your target aud

6、ience. Next, you need to determine who the appropriate contact iswhether it is an editor, writer, or freelancercovering your type of business. You can do much of this by going online and searching their websites or calling the main office and asking the receptionist or main operator. Obtain as much

7、contact information as you can before ever contacting the editor, you dont want to waste their time when you do get a hold of them.Be sure to track your communications with each editor, as well as planned coverage in each publication, in a database or spreadsheet. By doing this, youll be able to eas

8、ily manage your efforts and your list.3） Study the publications.Gather current and past issues of the publications on your media list and read them from cover to cover. Take note of the audience, recurring columns, themes, or types of stories, as well as who is writing, so that you can better craft

9、your submissions to fit the publication. You should also obtain editorial calendars to see what future stories pertain to your business. Check the lead times for the issue and make sure you get your relevant pitch into the appropriate editor far in advance.4） Get to know your editors.Aside from know

10、ing your editors contact information, there are several other things you need to learn about them to establish and maintain a long-term, mutually beneficial relationship. Knowing their preferences is key. How do they prefer to receive information? （Believe it or not, some still want it via fax!） Wha

11、t is the best time of day or day of the week to contact them? What are they really looking for from you （i.e. What will help them do their job and get you the coverage you want）? While you want to keep the lines of communication open and flowing, you should limit outbound contact to them to newswort

12、hy and useful items only and stick to what is convenient for them.5） Have a plan.Developing a Public Relations Plan that outlines your goals, objectives, strategies and tactics for the upcoming six months to year is a must. After documenting all of the planned, newsworthy events, launches, and annou

13、ncements, as well as other possible opportunities such as self-written articles, case studies, etc., youll want to create an implementation calendar. Map opportunities you found in editorial calendars to your announcements, and plug them into the calendar. Remember, pitches to editors will likely oc

14、cur months in advance of issuing a press release so youll need to make two entries in separate months for things like this.Your ultimate goal throughout your efforts to obtain good publicity is to do your editors jobs for them. Provide them with information they can use, that doesnt require addition

15、al legwork or research on their end, and always think of ways to make their life easy.Customize this Template with Your LogoTo insert your logo （here） on the cover page:1. Print this page so you can refer to it.2. Create or locate a .GIF or .JPG version of your logo.3. Click in this box and select a

16、ll the text.4. From the Insert menu, choose Picture/From File.5. Locate the logo image file and select it.6. Click Insert.7. Resize the logo and surrounding box as needed by clicking and dragging one of the corners.To insert your logo in the header of the document:1. From the View menu, choose Heade

17、r/Footer.2. Select the text that says “Insert Your Logo Here.”3. Follow steps 3-6 above.Or Enter Company Name HerePublic Relations PlanInstructions: Follow the directions throughout the document. Replace the placeholders indicated as brackets , with your own information. When finished, highlight and

18、 delete the instruction boxes and you will have a finalized Public Relations Plan. If you have questions about this template, email us at inforequestgtms- or visit for more information.Version: Year | DRAFT X or FINALDate: Enter date.Table of Contents To update TOC, highlight gray sections and hit F

19、9Public Relations Goals 5Public Relations Tools and Activities 6Media Relations 6Press Releases 6Scope 6Schedule 6Press/Analyst Kits 8Contributed Articles/Topic Pitches 8Topics: 10Target Speaking Venues:Calendar 11Q1 200x 11Q2 200x 11Q3 200x 11Q4 200x 11Public Relations Goals The purpose of this pub

20、lic relations plan is to create company awareness in the press, the general populace, and business communities. Public relations efforts, particularly those resulting in press coverage, provide valuable promotion and validation from a third party source without the high costs associated with adverti

21、sing. This awareness will be used to build the brand and to create credibility in the minds of clients （both employers and employees）.Enter an introduction that highlights your current Public Relations activity, the results youve received and what, in general terms, you hope to achieve from a Public

22、 Relations effort.The Public Relations effort will focus on achieving the following goals: Enter PR Goal 1. Enter PR Goal 2. Enter PR Goal 3.Public Relations Tools and Activities Review the list below and add or delete as appropriate to your business. If you do not have the time or skill to work wit

23、h the media, consider hiring an outside professional to implement the plan on your behalf.Media RelationsUsing an internal resource, or contracted marketing firm, Enter Company Name will develop a target media list with whom to build relationships and to communicate with on a monthly basis. Press Re

24、leasesTips: An effective press release conforms to the content guidelines below and contains the following elements: contact information, release date, headline, dateline, lead sentence, opening paragraph（s）, positioning quote, and your boilerplate. You should always be clear and concise. Editors do

25、nt have a lot of time and are in need of prepackaged information, targeted to their specific needs, that helps them to do their job.If you are making a product-specific announcement, it should also contain technical information such as product requirements, pricing, and availability. Our Press Relea

26、se Input Forms are available in The Marketing ToolkitTM or can be purchased online and will provide guidance for product, client win, and partnership/alliance announcements.Enter Company Name will use press releases to make newsworthy corporate announcements and updates to the companys service offer

27、ings. ScopeReleases will cover specific topics such as awards, partnerships, new and/or updated service offerings, large or strategic sales, hiring of executive employees and any major company milestones. All releases will go through a marketing approval process and will be posted to the website, ma

28、iled to a prospect list, sent over the wire, and delivered to the target press list in a variety of ways, specific to editor preferences. The media relations expert will then follow up with the companys targeted press list to identify articles that can be written about the news announcement.Schedule

29、By delivering consistent news and information to the business and media communities, Enter Company Name will be seen as Enter key positioning goal. As a general rule, Enter Company Name should touch the editorial community at least once each month. Each touch can be varied with press releases, sending updated press materials, an email/phone call to pitch a story idea or disse