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1. Public Relations Strategy Scorecard
Objective 1 - Increase Influence with Key Media Sources
Programs, Initiatives, & Actions Key Performance Indicators & Metrics Target Timeframe to Achieve Goals
Press Kit Completed Press Kit (online & printed) Complete by end of Q2 2012
Media Contacts Database # Revant Contacts 50 Contacts by end of Q2 2012
Editorial Calendar Opportunities # Opportunities in Funnel 25 opportunities by end of Q2 2012
Objective 2 - Formalize Public Relations Strategy Plan, Establish Policies and Provide Adequate Training
Programs, Initiatives, & Actions Key Performance Indicators & Metrics Target Timeframe to Achieve Goals
Create a Public Relations Plan Public Relations Plan Approval Approval Obtained by end of Q4 2012
Supporting Documentation (Policy, Terms of Use, etc.) Supporting Documentation Approval Approval Obtained by end of Q1 2012
Provide Training to Employees # of Employees Trained All Employees Trained by end of Q2 2013
Objective 3 - Track Results from Public Relations Activities
Programs, Initiatives, & Actions Key Performance Indicators & Metrics Target Timeframe to Achieve Goals
Public Relations Budget Budget Approval Budget Approved by end of Q4 2013
Public Relations Dashboard # Placements, # News Releases, # Featured Stories 100 Placements, 5 Features, and 50 Releases by Q1 2013
Social Media Monitoring System Selection & Implementation System Implemented by Q3 2012
Coverage Tone Tracking % Placements with Positive Tone 75% Positive Tone by Q1 2013

2. Impact Rating Average Monthly Impact Rating Maintain 2.5+ Impact Rating - Ongoing
Objective 4 - Improve Message Relevance and Consistency
Programs, Initiatives, & Actions Key Performance Indicators & Metrics Target Timeframe to Achieve Goals
Message Mapping Message Map Scores Implement Map System in Q2 2012
Positioning Positioning Statement Finalized Finalized by Q1 2012