media & public relations
requires a powerful plan:
Media and Public Relations should be an integral part of any good marketing plan. It can leverage your budget and be worth tens of thousands of dollars in advertising.
1. Determine the Overall Objective
What specific results do you want to see from your story getting in the media?
Without a definite objective, there is no way to evaluate the effectiveness, and if the target is quantifiable.
2. Analyze Current Situation
Know exactly where you want to be, by knowing where you are, and gathering specific data to the goal.
3. Set Media Goal
Decide the target media – local, regional, national and/or international papers, news stations, online media, etc..
4. Establish Target Audience
Who do you want to reach?
example 1 - Fundraiser: local community, specifically higher income and influential population.
example 2 - Computer Software Company, launching a new application for calculating payroll taxes: payroll companies, accounting firms, and human resources/payroll departments.
5. Develop a Strategy
Example: call appropriate reporters and editors, put together and distribute press kits, contact local news stations, etc..
6. Define the key message
Decide on an angle and/or focus of the story line. examples: on the organization itself, the fundraiser or product itself, history of the event or product – or a combination.
7. Media List
Compile a list of the media to be targeted. Do the Research.
Local audience, Nationwide market, International media, or all three.
Keep in mind that international and national media will require an observance of time zones and languages.
Nationwide Resource: http://www.burrellesluce.com/sites/default/files/TopMedia_updatedMay2012.pdf
8. Method(s) of Delivery
Define delivery applications: Selection should include links to Social Media (twitter, Facebook YouTube, Pinterest, etc)., Company’s/Organization’s website/media/blog, and mobile media applications. Keep in mind that each delivery method requires its own specific specs and layout – TEXT, PDF, XML, HTML, etc.
9. Tracking & Measuring
Results must be measured and tracked to reach the goal. There is more to PR and media relations than simply calling a reporter. A well thought-out detailed plan will help to reach the goal and extend the marketing budget.
10. Things to Consider - a good PR and media relations plan should incorporate:
samples below : Press Release - Simple formats
Media and Public Relations should be an integral part of any good marketing plan. It can leverage your budget and be worth tens of thousands of dollars in advertising.
1. Determine the Overall Objective
What specific results do you want to see from your story getting in the media?
Without a definite objective, there is no way to evaluate the effectiveness, and if the target is quantifiable.
2. Analyze Current Situation
Know exactly where you want to be, by knowing where you are, and gathering specific data to the goal.
3. Set Media Goal
Decide the target media – local, regional, national and/or international papers, news stations, online media, etc..
4. Establish Target Audience
Who do you want to reach?
example 1 - Fundraiser: local community, specifically higher income and influential population.
example 2 - Computer Software Company, launching a new application for calculating payroll taxes: payroll companies, accounting firms, and human resources/payroll departments.
5. Develop a Strategy
Example: call appropriate reporters and editors, put together and distribute press kits, contact local news stations, etc..
6. Define the key message
Decide on an angle and/or focus of the story line. examples: on the organization itself, the fundraiser or product itself, history of the event or product – or a combination.
7. Media List
Compile a list of the media to be targeted. Do the Research.
Local audience, Nationwide market, International media, or all three.
Keep in mind that international and national media will require an observance of time zones and languages.
Nationwide Resource: http://www.burrellesluce.com/sites/default/files/TopMedia_updatedMay2012.pdf
8. Method(s) of Delivery
Define delivery applications: Selection should include links to Social Media (twitter, Facebook YouTube, Pinterest, etc)., Company’s/Organization’s website/media/blog, and mobile media applications. Keep in mind that each delivery method requires its own specific specs and layout – TEXT, PDF, XML, HTML, etc.
9. Tracking & Measuring
Results must be measured and tracked to reach the goal. There is more to PR and media relations than simply calling a reporter. A well thought-out detailed plan will help to reach the goal and extend the marketing budget.
10. Things to Consider - a good PR and media relations plan should incorporate:
- How to respond to a PR/and or Company Crisis (SMS plan)
- PR Tactics
- Company, Product/Service Roll Outs and Openings
- How to handle bad publicity
- Quick Analysis
- Building good relationships with Media
samples below : Press Release - Simple formats
caam_immediate_release_-_2012_oia_grant.pdf | |
File Size: | 156 kb |
File Type: |
pj_press_release_sample.pdf | |
File Size: | 93 kb |
File Type: |