appleseed developing a pr plan
TRANSCRIPT
Presents: Appleseed Art of Fundraising Workshop
26th Jan – 28th Jan
Crafting your PR & Communications plan
Kumaran M Pillai, CEOApple Seed Pte Ltd
WHAT IS PR?
The main goal of PR is to enhance a company’s reputation and community presence.
PR is the process of delivering information to the media that is factual, interesting, newsworthy and timely.
To understand PR, you must first understand the difference between PR and Advertising
PR FACTS:PR increases credibility.
PR removes price objections.
PR levels the playing field.
PR is extremely cost-effective.
PR builds identity.PR increases visibility.
PR generates name recognition.
PR broadcasts your message.
PR compels people to buy.
CREATE YOUR PR PLAN:
GoalsTarget Market and Key MessagesDevelop plan of attack. Put measures in place to track results.
STEP 1: ESTABLISH YOUR GOALS
A few typical business goals served by PR: Build goodwill Create and reinforce your brand
Inform and create good perceptions
Introduce a new service or product
Generate sales or leadsControl the impact of negative publicity
Establish yourself as an expert
STEP 2: IDENTIFY TARGET MARKET
Your target market refers to the kind of people you think are qualified to buy your products and services.
Match your ideal client to the media that he/she reads, listens to or views.
Now locate the journalists covering your beat.
STEP 3: ESTABLISH KEY MESSAGEGood communicators don’t just wing it. Key messages are phrases of different lengths
that provide a description of your company in understandable terms.
You need key messages to communicate to the outside world, whether to media or clients.
Key messages will help you in all aspects of your
business.
STEP 4: SET TIMELINEAfter you have all of your ideas in place, get organized. Develop a schedule and timeline for each of the activities in your plan by day, week, month, and year. For example:
January: April: 26 – 28 - Attend Appleseed Workshop 1 - Newsletter
10 - Write press release for new product
February: May:
2 - 9 - Create Fact Sheet, Bio, Press Release 1 - Newsletter
12 - Attend networking event 15 - Business After Hours
March: June:
3, 4, 5, 6 - Create template for newsletter 1 - Newsletter
10 - Create Holiday, submit to Chases.com 12 - Host Open House - Invite Media
STEP 5: PLAN OF ATTACK Create Media Kit Construct announcement
release Join Chamber of
Commerce Update Web site Create newsletter Seminars & workshops
Community Involvement Blog, submit articles
online at http://theindependent.sg/forumpost/
Develop story angles and media list
Work with the calendar Plan Special Events
STEP 6: MEASURE SUCCESS
Understand what motivates your customers.
Monitor online presence daily
Surveys
Suggestion area on website
Clipping notebook
Cost Equivalency & Impressions Report