Presents: Appleseed Art of Fundraising Workshop

26th Jan – 28th Jan

Crafting your PR & Communications plan

Kumaran M Pillai, CEOApple Seed Pte Ltd

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

PR FACTS:PR increases credibility.

PR removes price objections.

PR levels the playing field.

PR is extremely cost-effective.

PR builds identity.PR increases visibility.

PR generates name recognition.

PR broadcasts your message.

PR compels people to buy.

CREATE YOUR PR PLAN:

GoalsTarget Market and Key MessagesDevelop 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 leadsControl 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 MESSAGEGood 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 TIMELINEAfter 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: 26 – 28 - Attend Appleseed Workshop 1 - Newsletter

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 at http://theindependent.sg/forumpost/

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?