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How to: Improve Public Relations Planning HOW TO: Create an Effective PR Plan PR Success Starts with a Smart Plan Heather Whaling

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Presentation on theme: "How to: Improve Public Relations Planning HOW TO: Create an Effective PR Plan PR Success Starts with a Smart Plan Heather Whaling"— Presentation transcript:

1 How to: Improve Public Relations Planning HOW TO: Create an Effective PR Plan PR Success Starts with a Smart Plan Heather Whaling prtini.com twitter.com/prTini linkedin.com/in/heatherwhaling

2 Then Plan around editorial calendars Call beat reporters Photo credit: flickr.com/photos/hectoralejandro/

3 Now Plan in pencil Integrate online & offline communication Photo creditD Sharon Pruitt

4 What should we plan? Media/blogger relations Social networks & network driven campaigns Our own blogging marketing Leadership visibility/thought-leadership Customer satisfaction/service initiatives The list keeps growing …

5 Short- & Long-Term Planning: 3 Keys to Success: 1. Be quick. 2. Be relevant. 3. Be strategic.

6 Be Quick Monitor trends: Expert resource opportunities “Piggyback” on stories in the news Help a Reporter Out (HARO)

7 Be Relevant. Rule #1: Solid pitches trump lukewarm relationships. Monitor editorial calendars Create your own “ed cal” Think ahead: identify & research reporters Subscribe to RSS feeds Research their recent stories/posts Connect on Twitter, other networks Develop relationships in advance OR do extra “homework” before pitching

8 What to share? Case studies How to, tips, best practices Innovative ways to use product/service Notable announcements, partnerships Solutions to alleviate pain points Newsworthy events Educational/resource-like information

9 Case Study: Planned Pitching 1. ID reporters who might be interested in this kind of story Covered unusual industries Women shattering the glass ceiling 2. Develop a pitch What’s the angle? Why now? Who cares? 3. Follow Up Pleasant persistence pays off

10 Be Strategic. Plan in 3-, 6-, or 12-month chunks Always keep an eye on the future Don’t be so rigid that you miss unplanned opportunities Remember to plan more than just PR/media relations Track process against measurable goals & objectives

11 Example: 6-Month Timeline Identify categories Fill in tactics Assign timeframe Note: This timeline template is available for download here.download here

12 Questions? (or need help with your PR planning?) Heather Whaling linkedin.com/in/heatherwhaling


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