How to plan your PR
- 1 Decide what audience you are trying to influence, whether it's customers, potential employees or the local community.
- 2 Clarify your objectives; most PR aims to build your reputation with customers and increase awareness of your business and products.
- 3 Establish your timescales and budget; consider alternatives (advertising, for example), particularly for short-term objectives.
- 4 Decide who will be responsible for PR; establish how other employees should deal with press enquiries.
- 5 Consider whether you should involve a PR agency, particularly if you have a large budget or want exposure in national media.
- 6 Provide any necessary training in producing effective press releases and handling the media.
- 7 Identify media which reach your audience and which are likely to give you coverage (eg local press, trade journals).
- 8 Investigate their requirements: the types of story they cover, their style, and their publication deadlines.
- 9 Identify contacts and build relationships: for example, inviting them to events or offering to provide useful industry information.
- 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 Identify any natural opportunities for PR: for example, new product launches, new premises, milestone events.
- 12 Consider creating PR opportunities: for example, holding an open day, commissioning a survey, running a competition or sponsorship.
- 13 Investigate other opportunities, such as submitting articles or letters for publication, supporting local events, or offering yourself as a public speaker.
- set clear objectives
- target suitable media and build relationships
- create a sustained flow of PR opportunities
- produce effective press releases
- expect PR to have a short-term impact
- use PR when other promotional methods would be more effective