craft your pr plan
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TRANSCRIPT
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.
Cyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com
Examples Of Effective PR:
Example: Michael Levine
Example: MADD founder Candy Lightner
Example: Mary Hart’s legs
Cyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com
Create Your PR Plan:
Goals
Target Market and Key Messages
Timeline
Develop plan of attack.
Put measures in place to track results.
Cyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com
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
Cyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com
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.
Cyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com
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.
Cyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com
Step 4: Set Timeline
Cyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com
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
Cyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com
Step 6: Measure Success
Understand what motivates your customers.
Monitor online presence daily
Surveys
Suggestion area on website
Clipping notebook
Cost Equivalency & Impressions Report
Cyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com
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?
Cyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com
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 Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com
Cyndy [email protected] me on Twitter: @cyndyhoenigConnect with us on Facebook: Facebook.com/hlmediapartners