How to plan your PR

1. 1 Decide what audience you are trying to influence: customers, potential employees or the local community.
2. 2 Clarify your objectives; most PR aims to build your reputation with customers and increase awareness of your business and products.
3. 3 Establish your timescales and budget; consider alternatives (advertising, for example), particularly for short-term objectives.
4. 4 Decide who will be responsible for PR; establish how other employees should deal with press enquiries.
5. 5 Consider whether you should involve a PR agency, particularly if you have a budget or want exposure in national media.
6. 6 Provide any necessary training in producing effective press releases and handling the media.
7. 7 Identify media which reach your audience and which are likely to give you coverage (eg local press, trade journals, online and off).
8. 8 Investigate their requirements: the types of story they cover, their style, and their publication deadlines.
9. 9 Identify contacts and build relationships: for example, inviting them to events or offering to provide useful industry information.
10. 10 Plan a sustained flow of press releases and other PR initiatives over a period of months or even years; do not expect immediate results.
11. 11 Identify any natural opportunities for PR: for example, product launches, new premises, milestone events.
12. 12 Consider creating PR opportunities: for example, holding an open day, commissioning a survey, running a competition or sponsorship.
13. 13 Investigate other opportunities, such as submitting articles or letters for publication, supporting local events, or offering yourself as a public speaker.

Cardinal rules