A guide to learning how to use PR effectively to attain measurable results.

1. PUTTING YOUR
PUBLIC RELATIONS PLAN
BACK ON TRACK

2. AGENDA
• Introductions
• What is Public Relations?
• The Public Relations Plan
• Case Studies
•Q & A, open dialogue
• More info...

3. INTRODUCTIONS

4. WHO AM I?
Name & Occupation:
Sandra Gabriel
Chief Relationship Officer
Gabriel Press & Relationships (Gabriel PR)
Experience:
Almost 7 years in PR & Communications
Education:
Ryerson University - Public Relations Diploma
Royal Roads University - Applied Communications Degree

5. WHO ARE YOU?
Name?
Business/What do you do?

6. YOUR PUBLIC RELATIONS

7. YOUR PUBLIC MAP

8. PUBLIC PERSONAS

9. RELATIONSHIP MEASUREMENT
PROCESS

10. WHAT IS PUBLIC RELATIONS?

11. PUBLIC RELATIONS THEN...

12. PUBLIC RELATIONS NOW...

13. PUBLIC RELATIONS
THEN AND NOW
• Keyword: Propaganda • Keyword: Relationships
• Viral • Systematic
• Manual • Automated
• Focus on media coverage • Focus on reputation
• Focus on sales • Focus on loyalty
• Fulfilling desires • Fulfilling needs

15. PUBLIC RELATIONS &
COMMUNICATIONS
• Public relations is long-term
• Publicrelations measures outcomes (behaviour, opinion,
attitude)
• Communications is short-term
• Communications measures outputs (brochures distributed,
social media metrics, web analytics)

16. PUBLIC RELATIONS IS...
the process of developing long-term mutually beneficial
relationships with YOUR public, through ongoing
measurement, management and evaluation of your
communications.

17. PUBLIC RELATIONS IS...
• Long-term
• Relationships (mutually beneficial)
• Listening
• Two-Way communication
• Proactive

18. PUBLIC RELATIONS TOOLS
• Media & blogger relations • Partner/sponsor relations
• Social media relations • Supplier/vendor relations
• Client/customer relations • Crisis communications
• Issues & Risk management • Investor relations
• Internal communications • Corporate Social Responsibility
• Employee relations • Industry relations
• Local/community relations • Public affairs

19. COMMUNICATIONS IS...
Develop Message
Transmit Message
an ongoing Feedback
process
Message Received
Message Interpreted

20. THE PUBLIC RELATIONS PLAN

21. PR PLAN OVERVIEW
• Research & Analysis
• Communication
• Evaluation

22. RESEARCH & ANALYSIS
• Research problem
• Research design
• Research strategy
• Generate data
• Analyze data
• Produce report

23. RESEARCH METHODS
• Survey
• Focus groups
• Experimental
• Textual

24. COMMUNICATION
• S.M.A.R.T. objectives
• Key messages
• Strategy & Tactics
• Evaluation plan

25. COMMUNICATION TOOLS
• Policies
• News and media releases
• Newsletters
• Blogs/Vlogs
• Podcasts

26. EDITORIAL PLAN
Who What Where When Why How
product/product Online To increase sales by Video
Clients May News release
features/free trial TV 10% by Dec.
Advertising
product/product To improve media Email
Media Online June Media release
features/relevance relationships
blog
product/product To improve Intranet
Employees Online July employee Video
features/policy
relationships Blog
product/benefits to To increase sponsor Mailed letter
Sponsors Print August
sponsor support by 25% Email
To increase fans and facebook, twitter &
Social Media Groups product/free trial Online September
followers by 50% blog posts
product/product Print To gain industry blog posts
Industry Online October direct mail
features/relevance support
TV Advertising

27. EVALUATION
• Must be planned and analyzed
• Web analytics
• Media monitoring report
• Social media monitoring report

28. CASE STUDIES

29. CASUAL MALE RETAIL GROUP
Overview
•Casual Male Corporation facing bankruptcy in 2002
•Sold most of their assets to Designs, Inc.
•Designs, Inc. became Casual Male Retail Group
Objectives
•To introduce the new company and build a strong brand that would position the retailer as the provider of clothing for the increasing
number of big and tall men.
•To re-introduce itself to Wall Street, showcase Casual Male as a star in an otherwise dim retail sector and claim ownership of the
emerging big and tall space
Tactics
•Develop core messages for media interviews
•Arrange a series of meetings for senior Casual Male executives with key retail industry reporters to forge relationships and lay the
foundation for future coverage
•Use George Foreman and his new clothing line to create feature stories for print and broadcast coverage
•Actively promote significant corporate announcements to generate a steady stream of positive news
•Generate regional and national media coverage
Results
•Casual Male brand won recognition as the leader in its space
•Stock prices soared 65% over the next four months
•Same-store sales increased 7% in the first half of the fiscal year
•A profile story in the Miami Herald fuelled a one-day 60% sales boost
•Today, Casual Male is twenty times larger than its closest competitor

30. U.S. DEPARTMENT OF TREASURY
Overview
•The government issues 150 million paper checks to 20% of those who receive Social Security at a cost of $120 million in printing and
postage
•Most of those who still receive checks comprise a diverse, diffuse audience of hard-to-reach or difficult-to-persuade individuals
•Campaign goal was to execute an integrated direct deposit campaign: Go Direct, to dramatically reduce the number of checks issued
Research
•Major study was commissioned of check recipients’ attitudes toward direct deposit.
•Study showed that awareness of direct deposit option was already high and raising awareness alone would not change behaviour
•The research fed the Go Direct integrated approach to reached recipients where they live, work and socialize
•Second phase of research conducted to test key messages
•Research included quantitative phone surveys and qualitative focus groups in english and spanish
Tactics
•Grassroots outreach
•Turnkey materials
•Media relations
•Advertising
•Toll-free numbers
•Direct mail
•Websites
Results
•600,000 converted to direct deposit through Go Direct call center (does not include converts through financial institutions)
•Print and broadcast media placements secured in high-profile media outlets to an audience of 250 million
•A 450-partnership network including 30 of the largest financial institutions, hundreds of smaller banks and credit unions, national
organizations for seniors and the IRS
•18 million hits on the Go Direct website
•1.8 million brochures distributed, 28,000 posters, 44,000 table tents and 42,000 Go Direct buttons

31. SUMMARY
• Stop selling
• Start listening
• Start talking
• Consider all audiences
• Consider all
communication tools
• Lose control
• Give the people what
THEY want

32. QUESTIONS & ANSWERS
PR experience, issues, etc.?

33. CONTACT ME
• Email: sandra@gabrielpr.ca
• Tel: 416-907-2560
• Twitter: @cafegabriel

34. THANK YOU!