Only English PR Document is posted in this topic.I hope It willl hope we improve our english and PR skill. An Example of a Public Relations Plan by Dave Dolak -------------------------------------------------------------------------------- The following PR plan outline allows you to see the critical parts of a PR plan to use in your own public relations endeavors. The document below was used as a planning tool to help conduct a PR au*** while at the same time start delineating the specifics of a more comprehensive and final plan. The approach taken was: 1) Define where the organization is now in terms of its public relations 2) Define where the organization wants to be 3) Determine how to get from where it is now to where it wants to be (identify the tactics) and 4) Define metrics and measure results. Keep in mind, there is no absolute "correct" way to write a PR plan and plans will differ. -------------------------------------------------------------------------------- Introduction: XYZ Corporation has historically been very successful defining our value proposition, communicating our message, and delivering the best in quality products, information, support, and value to our customers. We believe we can further grow our company by extending our marketing reach through a new Public Relations initiative that not only expands upon our current marketing programs, but also explores new ways to communicate with our customers, vendors, media markets, the local community, and other targeted groups. We have a great story to tell and offer an outstanding value proposition to customers, we simply need to be more effective telling our story in order to be more visible and take our business to great new heights. I. Where are we now? A. Review Business and Marketing Plans to gain full understanding of goals of the business. Will also serve as a review and rededication to the plan B. Review management structure, history, mission C. Conduct a PR Au*** 1. Interviews with management and other key personnel 2. What are the current issues, problems, and opportunities? 3. Define the "publics" or audiences whom we now influence (customers, vendors, trade media, competition, internal staff, etc.) 4. Assess the attitudes and concerns of customers, employees, vendors, local community, and other target audiences 5. Review current media outlets and media contact list and assess whether or not there is adequate coverage in desired segments 6. Literature review of all marketing communications materials, corporate literature, articles archive, press kit, advertising, press clippings, etc. D. Create written au*** report 1. Current substantive PR goals of the company 2. Target audiences and behavioral changes desired from them 3. Messages and current themes being conveyed and how effective we are in conveying them and influencing behavior 4. Changes required in attitudes, opinions, and beliefs of target audiences in order to bring about the desired behavioral changes II. Where do we want to go? A. Define audience(s) we wish to influence and how we wish to influence them in order to increase visibility through our PR function 1. Internal staff/employees 2. Customers 3. Vendors 4. Trade media 5. National and regional media 6. Local community 7. Other B. Target and prioritize audiences to influence C. Define the Identity we wish to project and the Image we wish to create D. Formulate themes and messages We already use established, effective themes in our marketing and PR efforts. We will review our current themes and consider new themes that also effectively educate our audiences about XYZ Corp. These themes will answer the question: ''Why should our target audience(s) turn to us''? Current and Desired Themes: We are a source of definitive product information and an authoritative voice in our industry. We remove the risk of doing business with us by offering an outstanding guarantee, excellent return policy, and lifetime technical support. We have a long and storied history spanning more than 26 years and we have been successful by listening to our customers and focusing on their needs. We must continue to keep in mind that everything we do is to help our customers. We will leverage our experience as an established, trusted retailer in the face of new competition-especially in New Media outlets. While other widget retailers may come and go, XYZ Corp. will remain a steady, trusted advocate for our customers for a lifetime. We deliver the highest value to consumers. We strive to be a good member of our local community and a helpful neighbor. Because we are a good neighbor in our local community and because we offer the best value to our customers, there should be no reason people in our region turn to any other source-especially discount retailers and national chains-for their widget purchases. Other themes III. How do we want to get there? These are just some possible ideas on how we might choose to influence the behavior of our audiences. A. Tactics and promotional ideas to influence our employees 1. Publicly recognize outstanding performance and achievement 2. Encourage employees *****bmit written articles or story ideas to be used in our newsletter and marketing communications materials 3. Employee Billboards. Create magnetic XYZ Corp. signs that attach to sides of automobiles (or bumper stickers and ask the public to participate!). Request that employees voluntarily place the signs on their vehicles as they travel locally and once a month record the license plate number of a vehicle spotted in town and that employee wins a gift certificate, cash bonus, or other incentive. 4. Other ideas targeted toward particular behavior defined in section IIA B. Tactics and promotional ideas to influence customers/consumers 1. Clarify and more widely and effectively communicate our story, and integrate corporate history in more of our marketing communications materials 2. Create a strong, visible spokesperson to give the company a face, voice, tone, and personality 3. Explore ways to acquire, organize, and more efficiently communicate product knowledge and information a. Create "How to" booklets and information guides to be given away freely and used as giveaways at promotional events b. Explore educational/sales tools such as CD-ROM''s, product seminars, workshops, interactive product demonstrations on Website, etc. 4. Participate as Sponsor in local events aligned with our mission and vision such as ... 6. Review all advertising and marketing communications to evaluate whether or not we wish to reach customers in new and different ways or with a new advertising messages 8. Create contests to engage our customers. Examples: a. Where have you gone with XYZ Corp.? Have customers take and submit pictures of themselves in unique or far-flung places with XYZ Corp. branded items such as T-shirts or bumper stickers to be used in the print catalog and on the Website. Farthest, most unusual, noteworthy photos, or photos taken with famous people win prizes. b. Tell us your best XYZ Corp. service story. Have customers submit written details of their happy dealings with our company or technical support staff. Could be used as press releases, testimonials on Website and in print catalog, or as article fodder in vendor newsletter c. Link to us and win. Place a graphical link on your Website to XYZCorp.com and once a month we will draw a name, verify that the link exists, and award prizes. d. Consider creating an online auction to liquidate discontinued, obsolete, or returned merchandise. Will encourage repeat visitation to Website C. Tactics and promotional ideas to influence our vendors and suppliers 1. Establish vendor newsletter to not only educate and inform but also to build and develop our relationships in a light, friendly manner. Perhaps use "war stories" to which vendors will be able to relate and provide information about how to deal with difficult customers, shipping mishaps, etc. 2. Use informational booklets as a co-branding strategy that vendors/suppliers could use as giveaways or premium items for their customers 3. Pursue reciprocal linking strategy with vendors to establish links to and from XYZCorp.com D. Tactics and promotional ideas to influence the trade, national, regional media, and New media 1. Set goal to be the number #1 rated Website for companies in our industry and submit to review sites a. Are there ways to improve functionality and customer experience? b. Can we offer enhanced or expanded information? c. Can we integrate new features or launch a unique capability that benefits our customers and Website visitors? d. Syndicate a monthly industry- or product-related column written by us e. Encourage key personnel to actively participate in relevant online forums and newsgroups. Thoughtful, informative messages should be posted that project the XYZ Corp. image while authors use signature files that contain short XYZ Corp. promotional message and URL at the bottom of each message. 2. Submit informational articles to be used as Feature Articles in trade media, separate and distinct from press release activities 3. Launch concerted effort to be known as the information source in our industry. Position and promote a company representative as a resource for reporters, e***ors, writers, and other media personnel. Write and issue contact letters that introduce our authority and offer interview opportunities with that person. 4. Co-sponsor events with local or national radio and television stations 5. Participate in charity events and notify media ahead of time so they are given the opportunity to cover the event 6. Explore and enroll in media services such as PR Newswire''s Profnet that can increase our visibility within the media community and offer us as an informational resource7. Cultivate breadth and depth in relationships with all media contacts 8. Dispatch key personnel to speak at industry events, professional association meetings, panel discussions, public forums, etc. 9. Target a frequency rate for issuing of press releases 10. Define media outlets in which we wish to establish/further develop relationships and pursue press coverage/media relations more formally and aggressively in those targeted outlets and regions 11. Establish stronger ties with opinion leaders E. Review/establish budget F. Prioritize activities G. Set deadlines and target dates H. Create a PR calendar I. Execute the plan IV. How do we know when we get there? A. Define measurables and evaluation methods or otherwise define what success or "satisfaction" with our PR efforts looks like B. Set new goals, refine our plan, and set new PR goals and objectives for continuous improvement and growth
The Dos and Donõ?Tts of Press Releases The following is excerpted from PR Essentials, a complete, self-paced public relations course offered through The PR Academy. PR Essentials is available tailored to students and grads; freelancers and career advancers and changers. Properly conceived and conveyed, a press release will most certainly generate coverage for your company, at least at the local level. Free publicity! It doesnõ?Tt get any better than that. But used improperly, the press release can alienate and irritate the very people you want to curry favor with õ?" the reporters and e***ors who decide what gets printed and what doesnõ?Tt. To make sure your news gets the coverage it deserves, consider these tips for using this important public relations tool: DO õ?Ư Make certain you have correct addresses and contact information for your media contacts before you send your release. Use a headline that quickly conveys what the release is about. Try to answer all the 5 Ws and H (Who, What, Where, When, Why and How) in your lead (first) paragraph. Use facts and figures that have been double-checked for accuracy, and cite the source if itõ?Ts outside your company. Follow the inverted pyramid style of keeping the most important information up front, followed by information of decreasing importance. Include complete contact information for your companyõ?Ts internal media contact, including his or her e-mail address, and make sure the person listed as your companyõ?Ts media contact will be able to answer questions about the content of the release if asked. Include germane, succinct quotes. Include the price if applicable. Include only newsworthy items: it should be timely, include something of interest, and/or include proximity, notoriety or novelty. Keep it to one page if possible, two or three at most. Brevity counts. Proofread carefully. Provide quality black and white photographs when applicable. Use company letterhead; if the press release is more than one page in length, use a quality bond paper for ad***ional pages. Use a company boilerplate. Create a filing system for organizing your press releases (both electronic and on paper). The electronic version will keep you from having to reinvent the wheel each time; simply overwrite an existing press release with the new information. (But proofread carefully and double check dates, names, etc.). The paper version will make a handy reference when your boss asks, õ?oDid you really misspell the companyõ?Ts name in that release?õ? Use the method of delivery (snail mail, fax or e-mail) that your media contact prefers. Don''t know? Ask. DONõ?TTõ?Ư Donõ?Tt be surprised if your prose is e***ed. Donõ?Tt complain if the reporter got something wrong (unless a retraction is warranted, and then be very diplomatic). Donõ?Tt follow up with a phone call to see if your press release was received. And never call on a reporterõ?Ts deadline day unless itõ?Ts an emergency situation. (If you donõ?Tt know whether a reporter is on deadline, ask.) Donõ?Tt include a cover letter. Reporters have enough to read. Donõ?Tt pad it with unnecessary copy. Be concise. Donõ?Tt send it to the wrong reporter or publication (know your audience). Donõ?Tt use hyperbole or buzz words. Reporters hate no-meaning phrases such as, õ?ocross-platform multimedia solution.õ? Donõ?Tt use potential advertising revenue as leverage. The e***ing and advertising departments are usually separate, and cajoling and threats wonõ?Tt get you anything but ill will. PR Dialogue (About Our Courses: In Our Studentsõ?T Words) Following are comments from recent PR Essentials students on the value of their coursework. Zaal A., A PR Essentials: Career Advancement Student: [On Lesson One]: õ?oThe lesson is a snapshot of PR basics and this form of presentation is very useful for me. This lesson has helped me to understand clearly essentials of public relations and even reconsider some of my previous views on this issue. I now understand the importance of positioning and differentiation of the organization, business within its market place. I have made a first step into the beginning of PR.õ? William S., A PR Essentials: Freelance E***ion Student [One Lesson One]: õ?oFirst, let me say that PR is a lot more involved in the business world than I thought it was. I guess the best way to describe it all, in my words, would be that Public Relations seems to be the ''back room'' side of promotion. Meaning that it isnõ?Tt readily visible ''as'' PR, whereas just about anybody can tell an advertisement, or a marketing item. But, without PR, all the advertising and marketing in the world could, and possibly would, fall on deaf ears. The best example of PR that I can think of is Domino''s Pizza. I worked for them for seven years, and they had an internal ''newspaper'', or newsletter called the Pepperoni Press. They were always giving ideas on how to improve sales, marketing, and such. But, along with that came all the positive spins on who was getting promoted, what new programs were being implemented, and what good deeds others within the company were doing. Their charity foundations, both internal and external were great PR for improving the corporate image. And I never realized all this ''till I read it in the PR course!õ? Anna U.: A PR Essentials: Freelance E***ion Student [On Lesson Two]: õ?oLike it or not, the PR impression we give people has to be correct, especially that first impression! The main thing I learned from this lesson is unity within the organization and competency in the finished product. We must use the same terminology in our group and the finished product must show competency and professionalism.õ? Rashidah F.: A PR Essentials: Career Advancement Student [Overall Course Impression]: õ?oIn this course I am learning a great deal of valuable information. I went on a internship interview and I used most of the knowledge that I learned from The PR Academy to gain my internship.õ? Congratulations, Rashidah! If youõ?Td like to enroll for one of our complete public relations courses, there''s no better time than now. Shipping costs will increase in June. Visit us at www.learnpr.com and choose the course that best fits your needs.
Why Small Businesses Need Public Relations õ?" and Why Youõ?Tll Be in High Demand After Completing PR Essentials! Small businesses (which comprise 98% of all businesses in the U.S.) are at a disadvantage when it comes to promoting themselves. They simply donõ?Tt have the huge marketing and advertising budgets (and the slew of people to spend them) that big businesses have. Public relations helps to level the playing field by providing a high-impact, low-cost way to get key messages to an intended audience. Public Relations õ?Ư Is the most effective way to form a favorable public opinion Achieves an õ?oimplied endorsementõ? from the media and other influencers Creates "buzz" about a company, its products or services Costs less than other types of promotion (marketing and advertising) Assists in recruiting by attracting qualified applicants to a business Improves employee morale; aids in retaining quality employees In short: small businesses need public relations to help them achieve the visibility they need to get noticed in their market ... which leads to getting and keeping more customers ... which is how they stay in business.
I read a interesting article about PR and then I post it here.Hope U will be pleased Public Relations - The Art and Science of Persuasion A "White Paper" By Bruce Brough, APR Vice President, PR Practice Director, Cintara Corp. Public Relations (PR) is a careful blending of art and science focused on persuasion. As such, it is a very potent part of any marketing mix, as well as the harbinger of corporate identity. The goal of any PR effort is to achieve awareness and understanding that will persuade people and/or organizations to take action. Unfortunately, the process and benefits of Public Relations itself is often thoroughly misunderstood. PR is a good example of the old axiom, "The shoemaker''s son goes barefoot." The "art" of Public Relations is in the set of tools used to proclaim the message, which is scientifically derived and focused. Part of the misunderstanding of the discipline can often be focus on the tools alone, without comprehension of the science used to conceive and direct the message! Another good simile is the architect: This artist uses experience and knowledge to create a building master plan, and then supervises each step of the process as the contractor uses old skills and all available tools along with newest technology to create a structure, turning the master plan into reality. Some of these artistic tools are: News releases and backgrounders (written art); radio and TV talk shows and news (dramatic arts); presentations (visual and speaking arts); media and analyst tours (the same); Internet news (graphic art); and media relations (all the arts, including entertainment and relationship building). Misunderstanding comes when the art is judged only on its own merit, without concern as to whether or not it meets the PR objective(s). And in many cases, the misunderstanding is compounded because there are no clear objectives. The "science" of Public Relations is in the social and linguistic sciences used to formulate and package "the message" while directing it to the "demographically correct" audience or audiences. Untrained and inexperienced people can "do" PR by buying or applying some or all of the artistic tools described above. This is similar to a hunter set loose in the jungle with a shotgun and a blindfold. The science of PR is removing the blindfold (so the target can be identified), and replacing the shotgun with a sharpshooter''s rifle. Research can discover, for example, exactly what demographic group is a prospect for the product or service being promoted, and also what media can be used to reach exactly that group. Here the rifle vs. shotgun simile is obvious. Science also applies to the messaging: Trial and error is not acceptable when thousands of dollars and untold hours of effort need to be placed behind a honed and directed message. The process of PR is also more science than art. Here, a good diagram is worth many words. Cintara has created this PR process chart to show the logical progression: In a multifaceted agency setting, like Cintara, this process is simply easier to implement, and more cost effective for the client(s) than piecemeal approaches. That is a differentiator for Cintara. For example, the first item in our PR process chart is strategic planning. And the second is messaging and positioning. Our Strategic Marketing group works with the PR Practice in these two basic areas. This puts the symbolic rifle in our hands for the next process steps (the verbal, written and graphic arts). Likewise, when graphical representations, presentations, or even image advertising are part of our PR strategy, the other facets of the Cintara team are here on site ready to assist under a single project manager. So the four basic steps of PR: Fact-finding; Strategic PR Planning; Tactical Implementation; and Measurement and Re-Focus can be coordinated and cohesive. This pattern helps make PR understandable as a discipline, and more tactically effective. In ad***ion to these somewhat staid steps, the art of PR is suffused with personal relationships. Thus the term "media relations" is far from staid. It means getting in touch with target media people, and managing such relationships long term. Art, science and smooth personal coordination: These three combined can make PR a most effective tool in the ongoing struggle for corporate and product understanding. Purposeful persuasion gives clients the upper hand in meeting the ever-increasing competitiveness in today''s marketplace.
