The PR Plan

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AndreaGenevieve Michnik

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Developing a S.M.A.R.T. Communications Plan Communicating with all stakeholders is key to recruitment, sustainability and success. Learn to develop a S.M.A.R.T. communications plan with Specific, Measurable, Attainable, Results oriented, and Time conscious objectives. School public relations specialist, AJ Huff, will discuss how having a S.M.A.R.T. plan in place can take the guess work out of the who, what, when and why’s of communicating about your Project SEARCH program.

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Presenter: Marketing consultant and non-profit specialist Niki Lamberg www.nlamberg.com Is your non-profit striving to grow? A communications plan gives you a framework for reaching your most important audiences more efficiently. With a basic, thoughtful plan in place, you can budget, benchmark, and breathe more easily. Whatever your budget--even if it's practically zero--you can take charge of your communications strategy. Presented February 4, 2011 in Framingham, MA for the MetroWest Nonprofit Network

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Strategic Alignment Your Primary Business Goal It’s not about the number of likes or retweets you get. It’s not a popularity contest, it’s about setting measurable goals for your business so that you can achieve change. The trick here is how to align these business goals with specific objectives on social media. You might not know where to start on social media, but you will most definitely know what you want to focus on for your business, and so this is where you should begin. First, define what change you want to see in your business within a specific amount of time. Refer to the recommendations outlined in your research. Rather than thinking about a grand five year plan, think about a one to three month plan. Why? Well, the social media landscape changes quickly and you’ll need to be better at adapting or responding to change. Besides, it’s more feasible to focus on shorter term goals. To make things a bit easier for you, consider the following primary business goals you would like to focus on: Business Research You need to build intelligence to inform your business decisions so that you can minimize risk and design your ideas around what your market desires. Whether you have an idea for an innovation and you need to collect data and insights to help make decisions or you’ve completed a product cycle beyond development and are ready to introduce new offerings to the market, you need to do research. Marketing You have your product offering and need to bring it to the market. You’re focused on building awareness and educating the market about the value your offering brings. Sales The market is now aware of your offerings and you need to create a pipeline to sell them. Product Support The market has bought into your offerings and need support so that you can nurture your relations with them. Doing so will establish your business as a brand they will always trust and choose. Business Development You’ve completed your product offering cycle and looking for ways to scale and introduce new products to the market. You want to better understand the problems your market is experiencing so you can offer something innovative and new that solves their problems. Ask Yourself: Which of these primary business goals would l like to focus on in the next 1 to 3 months? What is the most feasible to accomplish? Your Key Social Media Objectives Now that you’ve established what your business focus will be, you can define your purpose on social media. Your Key Social Media Objectives* should align and support your short-term organizational goals. By defining and aligning goals and objectives, it will make it much easier for you to make decisions about what tools to use, how to use them and know what to measure. This alignment defines your social media strategy. All businesses implementing successful social media strategies focus on the following objectives based on their primary business goals.

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