This document summarizes the key elements of an effective public relations plan and campaign, including research, goals, objectives, strategies, tactics, timelines, budgets and evaluations. It provides examples of tactics that have worked well for other organizations, such as collaborative videos, blogs, social media and events. The document also introduces some online tools that can help with public relations efforts, like Pitchengine.com for presentations, Smartsheet for project management, and Tagxedo for visual word clouds. It concludes by soliciting any questions from attendees.

1. SMPS Alaska Chapter:
10 Steps to Launching an Award-
Winning Communications Program
August 27, 2013

2. •The Public Relations Plan
•Tactics That Work
•Cool Tools to Help
•Questions & Answers
Today’s Talk

3. Public Relations
How we communicate and build
relationships with
all of our publics

4. •Research
•Goal
•Objective
•Strategy
•Action/Tactic
•Timeline
•Budget
•Evaluation
The PR Plan
-ReGOSATBE

5. • Poll, focus group, mail
questionnaire, SurveyMonkey
• Man on street, post question
on Facebook or Twitter,
interview past donors, talk to
peers
Research
Formal or informal

6. The big, hairy audacious
accomplishment
Get everyone to remember that reading is still
important
Be Alaska’s # 1 advocate for Sportfishing
interests
Goal

7. • Public - who do we need to reach?
• Effect - what effect will we have?
• Level - to what degree?
• Timeline - how long do we have to get it
done?
Examples:
Get 25 positive stories or mentions in Alaska media
over the next 6 months
Improve proposals to potential clients, so that my
company wins 5 percent more bids in 2013
Objective
P.E.L.T.

8. How you’re going to do it
Example: We Try Harder - AVIS
Just Do It - Nike
We Deliver For You - US Postal Service
Strategy

9. Actions/Tactics
The PR tools in the toolbox
•Video and post on YouTube
•Special event/reception
•Collateral-brochure, flyer
•Workshop or public meeting
•Grand Opening or Media Tour
•CEO in-person meetings

10. Who is doing what and when
Timeline

11. Budget
What’s it going to cost

12. Tactics that Work
Pick. Click. Give.
Unique ways of spreading the word

13. Tactics that Work
Collaborative video-Anchorage Public Library & the ACES

14. Tactics That Work
Blogs

15. Tactics that Work
Alaska Children’s Services – talk to the right audience

16. Tactics That Work
Figure out a way to get them in the door

17. Tactics that Work
Build Relationships Via Facebook

18. Cool Internet Tools I Use
Pitchengine.com

19. Cool Internet Tools
Smartsheet

20. Cool Internet Tools
Visual Thesaurus

21. Cool Internet Tools
Twitter Search

22. Cool Internet Tools -
Dropbox
Share large files

23. Cool Internet Tools: Expensify
Expense Reports That Don’t Suck!

25. Lightt
Smartsheet

28. Cool Tools: Make It Visual - Tagxedo

29. •Efficient, entrepreneurial, irreplaceable
•Visually compelling
•Smarter, more shareable
•More localization, customization
•Micronetworks and crowdsourcing
•Smart design, inspired by nature
What We’ll Need
for 2013

31. Questions?
Contact Information:
www.KDPRVirtual.com
kathy@kdprvirtual.com
(907) 868-4884