MARKETING
TIP #095
Public Relations - It’s A Plan
Make the plan then work the plan. It’s especially important in Public Relations. Knowing what you’re going to do and how you’re going to do it will keep you focused and ensures you’re getting the right message out. It will also help keep your budget in line. When you sit down to think about your P. R. plan, here’s a basic framework:
Know your objective. Determine your goal and make sure it fits within the company’s objectives. Defining the objective is essential, so ask the following: Is it achievable? Is it realistic? Is it sustainable?
Know your strategy. What is your overall approach to reach your goal? You can approach it from a number of standpoints such as, education or entertainment, but it must be information-based and have value to the end-user.
Know who you want to touch. Identify your audience: press, public, trade or corporate. This is especially critical since it will drive the tactics you use to reach your goal. Each audience responds differently to various tactics.
Know your tactics. Decide the best way to reach your audience. It may be press releases, blogging, podcasts, RSS feeds or events, just make sure the tactic is measureable, newsworthy and on target.
Know the timing. Timing is everything. For example, if you send out a Christmas release in November, you’ve already missed the Christmas deadlines; most editors are thinking about Christmas in mid-summer. Schedule your tactics so that they complement each other.
Know your budget. Setting down a plan will keep your spending under control. You know how much you have to spend when you start. You’ll find that without a clear-cut plan, expenses can spiral out of control quickly. If you stick to the plan, then the budget should stay in line.
Make a plan and implement it. North Star has the experience, resources and imagination to make your message memorable and effective. Click here to learn more about our services or give us a call, 717-392-6982, ext. 109. Let’s set a time to evaluate how public relations can help build your brand.
Ciao,
Mary Anne Piccirillo
Brand Specialist/Director, Public Relations
