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Craft Your PR Plan
- 1. Presents: #DIYPR Webinar Series Module 1, June 2 What Is PR? Crafting Your PR Plan Presented by: Cyndy Hoenig, Partner @cyndyhoenig
- 3. PR is the process of delivering information to the media that is factual, interesting, newsworthy and timely.
- 4. To understand PR, you must first understand the difference between PR and AdvertisingCyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com
- 5. PR Facts: PR increases credibility. PRbuilds identity. PRremoves price objections. PRincreases visibility. PRlevels the playing field. PRgenerates name recognition. PRis extremely cost-effective.PR broadcasts your message. PR compels people to buy. Cyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com
- 7. Example: MADD founder Candy Lightner
- 8. Example: Mary Hart’s legsCyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com
- 10. Target Market and Key Messages
- 11. Timeline
- 12. Develop plan of attack.
- 13. Put measures in place to track results. Cyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com
- 15. Build goodwill
- 16. Create and reinforce your brand
- 17. Inform and create good perceptions
- 18. Introduce a new service or product
- 19. Generate sales or leads
- 20. Control the impact of negative publicity
- 21. Establish yourself as an expertCyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com
- 23. Match your ideal client to the media that he/she reads, listens to or views.
- 24. Now locate the journalists covering your beat.Cyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com
- 26. Key messages are phrases of different lengths that provide a description of your company in understandable terms.
- 27. You need key messages to communicate to the outside world, whether to media or clients.
- 28. Key messages will help you in all aspects of your business.Cyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com
- 29. 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 Cyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com
- 32. Join Chamber of Commerce
- 33. Update Web site
- 37. Blog, submit articles online
- 38. Develop story angles and media list
- 39. Work with the calendar
- 40. Plan Special EventsCyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com
- 42. Monitor online presence daily
- 43. Surveys
- 44. Suggestion area on website
- 46. Cost Equivalency & Impressions ReportCyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com
- 48. Did you achieve the defined objectives and goals of this campaign?
- 49. Should you consider modifying your original plan?
- 50. If so, how and why?Cyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com
- 51. 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 cyndy@hlmediapartners.com Follow me on Twitter: @cyndyhoenig Connect with us on Facebook: Facebook.com/hlmediapartners Cyndy Hoenig & Heather Lytle • H&L Media Partners hlmediapartners.com