Public Relations Strategy Scorecard

1. Public Relations Strategy Scorecard Public Relations Strategy ScorecardObjective 1 - Increase Influence with Key Media SourcesPrograms, Initiatives, & Actions Key Performance Indicators & Metrics Target Timeframe to Achieve GoalsPress Kit Completed Press Kit (online & printed) Complete by end of Q2 2012Media Contacts Database # Revant Contacts 50 Contacts by end of Q2 2012Editorial Calendar Opportunities # Opportunities in Funnel 25 opportunities by end of Q2 2012Objective 2 - Formalize Public Relations Strategy Plan, Establish Policies and Provide Adequate TrainingPrograms, Initiatives, & Actions Key Performance Indicators & Metrics Target Timeframe to Achieve GoalsCreate a Public Relations Plan Public Relations Plan Approval Approval Obtained by end of Q4 2012Supporting Documentation (Policy, Terms of Use, etc.) Supporting Documentation Approval Approval Obtained by end of Q1 2012Provide Training to Employees # of Employees Trained All Employees Trained by end of Q2 2013Objective 3 - Track Results from Public Relations ActivitiesPrograms, Initiatives, & Actions Key Performance Indicators & Metrics Target Timeframe to Achieve GoalsPublic Relations Budget Budget Approval Budget Approved by end of Q4 2013Public Relations Dashboard # Placements, # News Releases, # Featured Stories 100 Placements, 5 Features, and 50 Releases by Q1 2013Social Media Monitoring System Selection & Implementation System Implemented by Q3 2012Coverage Tone Tracking % Placements with Positive Tone 75% Positive Tone by Q1 2013

2. Impact Rating Average Monthly Impact Rating Maintain 2.5+ Impact Rating - OngoingObjective 4 - Improve Message Relevance and ConsistencyPrograms, Initiatives, & Actions Key Performance Indicators & Metrics Target Timeframe to Achieve GoalsMessage Mapping Message Map Scores Implement Map System in Q2 2012Positioning Positioning Statement Finalized Finalized by Q1 2012 Impact Rating Average Monthly Impact Rating Maintain 2.5+ Impact Rating - OngoingObjective 4 - Improve Message Relevance and ConsistencyPrograms, Initiatives, & Actions Key Performance Indicators & Metrics Target Timeframe to Achieve GoalsMessage Mapping Message Map Scores Implement Map System in Q2 2012Positioning Positioning Statement Finalized Finalized by Q1 2012