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PR Planning 101

PR Planning 101. Tara Linker Vice President Funk Luetke Skunda Marketing. D E V E L O P I N G A P R P L A N. Set public relations goals. Increase general awareness of the agency and the services it provides

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PR Planning 101

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  1. PR Planning 101 Tara Linker Vice President Funk Luetke Skunda Marketing

  2. D E V E L O P I N G A P R P L A N Set public relations goals • Increase general awareness of the agency and the services it provides • Raise awareness and build relationships with key constituents for potential fundraising purposes

  3. D E V E L O P I N G A P R P L A N Determining your audiences • Internal • Employees • Board members • External • General public • Donors • Community leaders • Politicians • Key constituents

  4. D E V E L O P I N G A P R P L A N Key messages • What do you want people to know about your organization? • Develop three or four sentences about your organization • Mission statement • Supports strategic plan/business plan initiatives • Appropriate for audiences identified

  5. D E V E L O P I N G A P R P L A N Tactics • Letters • Signage, fliers, posters • Advertising (if funds available) • Media relations • Events

  6. D E V E L O P I N G A P R P L A N Events • Sponsorships • Target companies with natural tie to your organization • Target companies early on, prior to budgeting cycle • Sponsors want recognition • Signage • Advertising • Logo usage

  7. D E V E L O P I N G A P R P L A N Measurement • Are you getting the most return on your investment? • ROI is not just dollars raised • Consider, for example when doing an event • Human resource investment • Good will investment • Media investment

  8. D E V E L O P I N G A P R P L A N Your turn • Developing your PR plan - Group activity • Real life scenarios • Assignment: • Develop plan outline • Goals • Timeline • Present your plan to the group

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