An Example of a Public Relations Plan

Introduction:

XYZ Corporation has historically been very successful defining our value proposition, communicating our message, and delivering the best in quality products, information, support, and value to our customers.

We believe we can further grow our company by extending our marketing reach through a new Public Relations initiative that not only expands upon our current marketing programs, but also explores new ways to communicate with our customers, vendors, media markets, the local community, and other targeted groups.

We have a great story to tell and offer an outstanding value proposition to customers, we simply need to be more effective telling our story in order to be more visible and take our business to great new heights.

I. Where are we now?

A. Review Business and Marketing Plans to gain full understanding of goals of the business. Will also serve as a review and rededication to the plan

B. Review management structure, history, mission

C. Conduct a PR Audit


1. Interviews with management and other key personnel

2. What are the current issues, problems, and opportunities?

3. Define the "publics" or audiences whom we now influence (customers, vendors, trade media, competition, internal staff, etc.)

4. Assess the attitudes and concerns of customers, employees, vendors, local community, and other target audiences

5. Review current media outlets and media contact list and assess whether or not there is adequate coverage in desired segments

6. Literature review of all marketing communications materials, corporate literature, articles archive, press kit, advertising, press clippings, etc.

D. Create written audit report

1. Current substantive PR goals of the company

2. Target audiences and behavioral changes desired from them

3. Messages and current themes being conveyed and how effective we are in conveying them and influencing behavior

4. Changes required in attitudes, opinions, and beliefs of target audiences in order to bring about the desired behavioral changes

II. Where do we want to go?

A. Define audience(s) we wish to influence and how we wish to influence them in order to increase visibility through our PR function

1. Internal staff/employees

2. Customers

3. Vendors

4. Trade media

5. National and regional media

6. Local community

7. Other

B. Target and prioritize audiences to influence

C. Define the Identity we wish to project and the Image we wish to create

D. Formulate themes and messages

We already use established, effective themes in our marketing and PR efforts. We will review our current themes and consider new themes that also effectively educate our audiences about XYZ Corp. These themes will answer the question: 'Why should our target audience(s) turn to us'?

Current and Desired Themes:

• We are a source of definitive product information and an authoritative voice in our industry.
  
• We remove the risk of doing business with us by offering an outstanding guarantee, excellent return policy, and lifetime technical support.
  
• We have a long and storied history spanning more than 26 years and we have been successful by listening to our customers and focusing on their needs. We must continue to keep in mind that everything we do is to help our customers.
  
• We will leverage our experience as an established, trusted retailer in the face of new competition-especially in New Media outlets. While other widget retailers may come and go, XYZ Corp. will remain a steady, trusted advocate for our customers for a lifetime.
  
• We deliver the highest value to consumers.
  
• We strive to be a good member of our local community and a helpful neighbor.
  
• Because we are a good neighbor in our local community and because we offer the best value to our customers, there should be no reason people in our region turn to any other source-especially discount retailers and national chains-for their widget purchases.
  
• Other themes
  

III. How do we want to get there?

These are just some possible ideas on how we might choose to influence the behavior of our audiences.

A. Tactics and promotional ideas to influence our employees

1. Publicly recognize outstanding performance and achievement

2. Encourage employees to submit written articles or story ideas to be used in our newsletter and marketing communications materials

3. Employee Billboards. Create magnetic XYZ Corp. signs that attach to sides of automobiles (or bumper stickers and ask the public to participate!). Request that employees voluntarily place the signs on their vehicles as they travel locally and once a month record the license plate number of a vehicle spotted in town and that employee wins a gift certificate, cash bonus, or other incentive.

4. Other ideas targeted toward particular behavior defined in section IIA

B. Tactics and promotional ideas to influence customers/consumers

1. Clarify and more widely and effectively communicate our story, and integrate corporate history in more of our marketing communications materials

2. Create a strong, visible spokesperson to give the company a face, voice, tone, and personality

3. Explore ways to acquire, organize, and more efficiently communicate product knowledge and information

a. Create "How to" booklets and information guides to be given away freely and used as giveaways at promotional events

b. Explore educational/sales tools such as CD-ROM's, product seminars, workshops, interactive product demonstrations on Website, etc.

4. Participate as Sponsor in local events aligned with our mission and vision such as ...

6. Review all advertising and marketing communications to evaluate whether or not we wish to reach customers in new and different ways or with a new advertising messages

8. Create contests to engage our customers.

Examples:


a. Where have you gone with XYZ Corp.? Have customers take and submit pictures of themselves in unique or far-flung places with XYZ Corp. branded items such as T-shirts or bumper stickers to be used in the print catalog and on the Website. Farthest, most unusual, noteworthy photos, or photos taken with famous people win prizes.

b. Tell us your best XYZ Corp. service story. Have customers submit written details of their happy dealings with our company or technical support staff. Could be used as press releases, testimonials on Website and in print catalog, or as article fodder in vendor newsletter

c. Link to us and win. Place a graphical link on your Website to XYZCorp.com and once a month we will draw a name, verify that the link exists, and award prizes.

d. Consider creating an online auction to liquidate discontinued, obsolete, or returned merchandise. Will encourage repeat visitation to Website

C. Tactics and promotional ideas to influence our vendors and suppliers

1. Establish vendor newsletter to not only educate and inform but also to build and develop our relationships in a light, friendly manner. Perhaps use "war stories" to which vendors will be able to relate and provide information about how to deal with difficult customers, shipping mishaps, etc.

2. Use informational booklets as a co-branding strategy that vendors/suppliers could use as giveaways or premium items for their customers

3. Pursue reciprocal linking strategy with vendors to establish links to and from XYZCorp.com

D. Tactics and promotional ideas to influence the trade, national, regional media, and New media

1. Set goal to be the number #1 rated Website for companies in our industry and submit to review sites

a. Are there ways to improve functionality and customer experience?

b. Can we offer enhanced or expanded information?

c. Can we integrate new features or launch a unique capability that benefits our customers and Website visitors?

d. Syndicate a monthly industry- or product-related column written by us

e. Encourage key personnel to actively participate in relevant online forums and newsgroups. Thoughtful, informative messages should be posted that project the XYZ Corp. image while authors use signature files that contain short XYZ Corp. promotional message and URL at the bottom of each message.

2. Submit informational articles to be used as Feature Articles in trade media, separate and distinct from press release activities

3. Launch concerted effort to be known as the information source in our industry. Position and promote a company representative as a resource for reporters, editors, writers, and other media personnel. Write and issue contact letters that introduce our authority and offer interview opportunities with that person.

4. Co-sponsor events with local or national radio and television stations

5. Participate in charity events and notify media ahead of time so they are given the opportunity to cover the event

6. Explore and enroll in media services such as PR Newswire's Profnet that can increase our visibility within the media community and offer us as an informational resource7. Cultivate breadth and depth in relationships with all media contacts

8. Dispatch key personnel to speak at industry events, professional association meetings, panel discussions, public forums, etc.

9. Target a frequency rate for issuing of press releases

10. Define media outlets in which we wish to establish/further develop relationships and pursue press coverage/media relations more formally and aggressively in those targeted outlets and regions

11. Establish stronger ties with opinion leaders

E. Review/establish budget

F. Prioritize activities

G. Set deadlines and target dates

H. Create a PR calendar

I. Execute the plan

IV. How do we know when we get there?

A. Define measurables and evaluation methods or otherwise define what success or "satisfaction" with our PR efforts looks like

B. Set new goals, refine our plan, and set new PR goals and objectives for continuous improvement and growth