Craft Your PR Plan

Presents: #DIYPR Webinar Series

Module 1, June 2

What Is PR? Crafting Your PR Plan

Presented by: Cyndy Hoenig, Partner

@cyndyhoenig

What Is PR?

The main goal of PR is to enhance a company’s reputation and community presence.

PR is the process of delivering information to the media that is factual, interesting, newsworthy and timely.

To understand PR, you must first understand the difference between PR and Advertising

Cyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com

PR Facts:

PR increases credibility. PR builds identity.

PR removes price objections. PR increases visibility.

PR levels the playing field. PR generates name recognition.

PR is extremely cost-effective. PR broadcasts your message.

PR compels people to buy.


Examples Of Effective PR:

Example: Michael Levine

Example: MADD founder Candy Lightner

Example: Mary Hart’s legs


Create Your PR Plan:

Goals

Target Market and Key Messages

Timeline

Develop plan of attack.

Put measures in place to track results.


Step 1: Establish Your Goals

A few typical business goals served by PR:

Build goodwill Create and reinforce your brand Inform and create good perceptions Introduce a new service or product Generate sales or leads Control the impact of negative publicity Establish yourself as an expert


Step 2: Identify Target Market

Your target market refers to the kind of people you think are qualified to buy your products and services.

Match your ideal client to the media that he/she reads, listens to or views.

Now locate the journalists covering your beat.


Step 3: Establish Key Messages

Good communicators don’t just wing it.

Key messages are phrases of different lengths that provide a description of your company in understandable terms.

You need key messages to communicate to the outside world, whether to media or clients.

Key messages will help you in all aspects of your business.


Step 4: Set Timeline


After you have all of your ideas in place, get organized. Develop a schedule and timeline for each of the activities in your plan by day, week, month, and year. For example:

January: April: 4, 6, 8 - Attend DIYPR Webinar 1 - Newsletter

10 - Create PR Plan 10 - Write press release for new product

February: May:

2 - 9 - Create Fact Sheet, Bio, Press Release 1 - Newsletter

12 - Attend networking event 15 - Business After Hours

March: June:

3, 4, 5, 6 - Create template for newsletter 1 - Newsletter

10 - Create Holiday, submit to Chases.com 12 - Host Open House - Invite Media

Step 5: Plan Of Attack

Create Media Kit

Construct announcement release

Join Chamber of Commerce

Update Web site

Create newsletter

Seminars & workshops

Community Involvement

Blog, submit articles online

Develop story angles and media list

Work with the calendar

Plan Special Events


Step 6: Measure Success

Understand what motivates your customers.

Monitor online presence daily

Surveys

Suggestion area on website

Clipping notebook

Cost Equivalency & Impressions Report


PR Plan: In Conclusion

After each campaign sit down and review the results.

Did you achieve the defined objectives and goals of this campaign?

Should you consider modifying your original plan?

If so, how and why?


Questions?

Have questions?

Be sure to join us on June 9th for the next part of the series:

What Your PR Firm Doesn’t Want You to Know about Media Lists and Contacts


Cyndy [email protected] me on Twitter: @cyndyhoenigConnect with us on Facebook: Facebook.com/hlmediapartners

mailto:[email protected]

Craft Your PR Plan

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