| Define your goal | | | | * Letters to the Editor |
| The first step in creating your PR Campaign is deciding | | | | * Press Releases |
| what you want to achieve. It’s important to know | | | | * Articles |
| what you are working toward so that you know when | | | | * Newsletters |
| you’ve achieved it. Set deadlines and establish the | | | | * Blogs |
| criteria for measuring success so you know you've | | | | * Networking |
| reached it. As always your goal should be specific, | | | | * Speaking Engagements |
| measurable, attainable, and time-specific. | | | | * Tradeshow |
| Develop media database | | | | * Interviews |
| Your media database should include groups that have | | | | * Surveys |
| the potential to impact your ability to reach your goal. | | | | * Webinars/Seminars |
| Including: | | | | Create query/pitch letters |
| * Investors | | | | Your query letter should be one-page, explain why the |
| * Referral sources | | | | targeted media would be interested in your story. It |
| * Employees | | | | should include some details, and possible ways to |
| * Local government leaders | | | | approach the story. |
| * Business leaders | | | | Create a media/press kit |
| * Freelance writers | | | | Your media kit provides detail. It tells about your |
| * Industry analysts | | | | company, your product and service, as well as your |
| * Newspaper | | | | message. Your media kit should be sent to any one in |
| * Television stations | | | | your database who requests it, and anyone that can |
| * Radio stations | | | | deliver your message to your targeted media. Your |
| * News syndicates | | | | media kit can include: |
| * Magazine | | | | * Press Releases |
| * Ezines | | | | * Articles you've written |
| In addition to contact information, your media database | | | | * Speeches you've given |
| should include deadline, preferred method of contact, | | | | * Company and product fact sheets |
| and frequency of publications. | | | | * Biographies of key people in your company |
| Develop your message | | | | * Testimonials and case studies |
| When developing your message, make sure it's | | | | * Photographs of key people in your company |
| newsworthy, contains phrases that you want | | | | Implement the campaign & follow-up |
| repeated that describe your business and what you | | | | Implementing your campaign is the easy part. You just |
| want others to think about when they think about your | | | | have to follow your action plan, mail, emailing, post your |
| company. You want your message to be clear, | | | | messages as you planned in your strategy. Now |
| concise and to communicate the uniqueness of your | | | | following up, that's the hard part. But basically you just |
| business. You also want your message to be | | | | contact the person you sent your message to to |
| grounded in truth. | | | | confirm they received it, and occasionally send |
| Develop PR Strategy & Tactics | | | | updated and new information. |
| Your PR Strategy consists of the type activities, | | | | * Track the results |
| channels and actions you are going to implement to | | | | * Did you achieve your overall goal? |
| achieve your goal. Basically, this will be the details of | | | | * How many inquires did you receive? From media |
| the plan, dates the activities will be implemented, and | | | | targets? From prospective clients? |
| by whom. Your strategy can include: | | | | * Number of unique visits to your website? |