PR Planning 101 Tara Linker Vice President Funk Luetke Skunda Marketing

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 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 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 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 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 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 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 D E V E L O P I N G A P R P L A N