HOW TO: Start Creating a PR Plan
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How to: Improve Public Relations Planning HOW TO: Create an Effective PR Plan PR Success Starts with a Smart Plan Heather Whaling [email protected] prtini.com twitter.com/prTini linkedin.com/in/heatherwhaling
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A basic overview of to help small businesses create a communication strategy by integrating PR, email marketing, social media, customer relations and social media.
Transcript of HOW TO: Start Creating a PR Plan
How to: Improve Public Relations Planning
HOW TO: Create an Effective PR Plan
PR Success Starts with a Smart Plan
Heather [email protected]
prtini.comtwitter.com/prTini
linkedin.com/in/heatherwhaling
Then
• Plan around editorial calendars
• Call beat reporters
Photo credit: flickr.com/photos/hectoralejandro/
Now
•Plan in pencil
•Integrate online & offline communication
Photo creditD Sharon Pruitt
What should we plan?
•Media/blogger relations
•Social networks & network driven campaigns
•Our own blogging
•Email marketing
•Leadership visibility/thought-leadership
•Customer satisfaction/service initiatives
•The list keeps growing …
Short- & Long-Term Planning:
•3 Keys to Success:
1.Be quick.
2.Be relevant.
3.Be strategic.
Be Quick
•Monitor trends:
•Expert resource opportunities
•“Piggyback” on stories in the news
•Help a Reporter Out (HARO)
•Helpareporter.com
•@helpareporter
Be Relevant.
•Rule #1: Solid pitches trump lukewarm relationships.
•Monitor editorial calendars
•Create your own “ed cal”
•Think ahead: identify & research reporters
•Subscribe to RSS feeds
•Research their recent stories/posts
•Connect on Twitter, other networks
•Develop relationships in advance
•OR do extra “homework” before pitching
What to share?
•Case studies
•How to, tips, best practices
•Innovative ways to use product/service
•Notable announcements, partnerships
•Solutions to alleviate pain points
•Newsworthy events
•Educational/resource-like information
Case Study: Planned Pitching
1. ID reporters who might be interested in this kind of story
• Covered unusual industries
• Women shattering the glass ceiling
2. Develop a pitch
• What’s the angle?
• Why now?
• Who cares?
3. Follow Up
• Pleasant persistence pays off
Be Strategic.
•Plan in 3-, 6-, or 12-month chunks
•Always keep an eye on the future
•Don’t be so rigid that you miss unplanned opportunities
•Remember to plan more than just PR/media relations
•Track process against measurable goals & objectives
Example: 6-Month Timeline
Identify categories
Fill in tactics
Assign timeframe
Note: This timeline template is available for download here.
Questions?(or need help with your PR planning?)
Heather Whalingheather@gebencommunication
.comprtini.com
@prTinilinkedin.com/in/heatherwhaling
