Plan for successful PR

Hilary BriggsPublic Relations Officer

District 71

The Challenge!

• Current members: 7,000

• Estimated churn (40%): 2,800

• For 10% growth: 700• New members required: 3,500

pa• Guests required (1/3 convert) : 10,000

pa• PR touches req’d (1% read/hear): 1M

pa• For action (typically 7 touches): 7M

pa

How? - Example

• Articles (4/mth, 50k views each):

2.5M• Local media (25 clubs, 4/yr, 10k views):

1.0M• Word of mouth (7k, talk to 1/day):

2.5M• Networking (1k speak to 30/wk):

1.5M

• Total: 7.5M

How? Go for guests directly…Use the things which seem to work

most consistently:• Website: 2 guests/mtg(2x25mtgsx250 clubs) :

12,500• Bring a guest:(7k membs – bring 1-2 guests pa) :

10,000

Building the PR network

SUPPORT

STORIESADG

PRO

VPPR

Public

Members Committee

Area Govs

“Experts”

D71.orgMedia

Target groups

Partner Orgs

My request to you…

• Key PR contact person/Division

• Success stories

• “Experts” (e.g. on web/social

media/networking)

The Challenge! – by club

• Current members:30

• Estimated churn (40%):

12• For 10% growth: 3• New members required: 15

pa• Guests required (1/3 convert) :

45 pa• PR touches req’d (1% read/hear): 4,500

pa• For action (typically 7 touches): 31,500

pa