How to do PR - A PR planning tool, by Debbie Leven
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A PR planning tool - setting out what you need to consider to do your own PR. Public Relations is much more than just media relations. So, if you want to take the broader view and plan it out this will help you to focus on the important elements and the questions you will need to address. More resources available at: www.prcoach.co.uk
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How to do PR - A PR planning tool, by Debbie Leven
- 1. Planning out your PR (Public Relations) By Debbie Leven www.prcoach.co.uk Twitter: @debbieleven
- 3. Audit Audit What do our audiences think of us and our services? How are we being portrayed in the press and media? What comments come back in customer feedback/via the website? What qualities, under standing, experi ence, skills and tools do we have? How do staff describe, and speak about, the organisation? Where are we now?
- 4. Audit Aspiration Leap forward, what does success look like in a year, in two? What are the words and phrases we want to be associated with? How do we want to be perceived by clients and potential clients? How do we want to be perceived by other audiences that matter? Where do we want to be?
- 5. Audit Aims Educating Influencing Establishing/ building reputation Enhancing reputation Repairing reputation Creating new partnerships Building goodwill Stimulating debate/ interest Motivating employees Stimulating demand Building trust Informing Raising awareness What do we want, specifically, to achieve?
- 6. Audit Audiences Who do we want to communicate with? Can we break down our audiences further? What’s important to our audiences and who/what influences them? Are our audiences just external or are we including staff? Where do our audiences go to get information about what we offer? Who do we want to communicate with, and to?
- 7. Audit MessagesWhat do we want to say? Do we have tailored messages for different audiences? Do key spokespeople know the key messages ? Do we have supporting proof for key messages? Is timing relevant for our audiences/ key messages? What are the key messages we want to get across?
- 8. Audit Research What is the profile for the audiences we want to target? What are the best communication channels? What are the relevant press and media? What opportunities are available for us to get our messages across? What is important to our key audiences and how can we use that? What do we need to know to develop our plan?
- 9. Audit Ideas Launching something new Hosting an event Being the first Running an awards scheme Launching a guide Carrying out some research Positioning as an expert Which ideas are best suited for what we want to achieve?
- 10. Audit Channels Events Direct/ face-to- face Traditional print – newspapers, ma gazines, in-house publications Television and radio Own website Online publications /websites Online – blogs, foru ms, podca sts Social networks What are the appropriate channels of communication?
- 11. Audit Tools News releases/ media kit Newsletter Website Brochure, flyers, leaf lets Information guide Articles, le tters to the editor, co mments Blog What tools do we need to support our PR?
- 12. Audit ResourcesWhat time do we have? Who will be responsible? Do we have the right skills? Do we have enough knowledge? What is our budget? Do we have the resources we need or will we need help?
- 13. Audit Timeframe Have we defined a timeframe for our work? Have we been specific about what we want to achieve in the timeframe? Do we have a system for checking activity against timeframe as we progress? Is our timeframe part of a bigger plan i.e. year one of three? What is our timeframe?
- 14. Audit Consensus Who do we need to engage about our plans? How do we go about engaging? How will we report back on progress? Who will influence our plans? Are we engaging staff about our plans? Do we have consensus?
- 15. Audit Assessment / evaluationHave we benchmarked where we are now? Surveys Coverage in the press and media Feedback via the website How do staff speak about the organisation? Direct response Engagement and profile How will we know if we have been successful?
- 16. Thank you for viewing this presentation Let me know what you think by email: debbie@prcoach.co.uk More resources are available at: www.prcoach.co.uk Connect with me via: Twitter, LinkedIn and Facebook