Begin the first page as follows:
Key Messages Tactics Now, keep in mind, not every plan needs to be a three-ring binder or the equivalent in our online world full of pages and pages of detail.
Sometimes, a tactical PR timeline works just as well, as long as everyone is one the same page about the goals. Executive Summary Sometimes, we present plans to a large group of people, some of whom want all the nitty gritty, while others just want the high-level overview.
If someone is only going to read two pages of your hard work, this is it. The summary is just that: If your plan is fairly brief, you can skip this section. Write this section last. Research Summary Every good PR plan is based on solid research. That can be extensive, in-depth research which my friend Chuck Hemann will talk to you about any day … or it can be a simpler way of collecting information.
Research can include interviews with: Each has a valuable perspective to offer. Try to conduct the interviews without other management in the room.
Why are they doing business with your company over the competition? What do they like about working with you? What do they not like? This is where the real wealth of information lies. Why did someone choose to stop working with the company? How can PR play a role in addressing those issues?
It can even be done online. While a phone survey conducted by a professional research company is optimal, interviews conducted internally can work just as well.
To keep their costs manageable, our agency conducted about 70 interviews by phone. Though time-consuming, it was an effective way to gather anecdotal evidence that provided the basis for the plan.
In addition to interviews, collect qualitative data: SurveyMonkey is an affordable, easy to use option. How often are people talking about your company vs.
Are comments negative or positive? Who is the competition and how are they positioning themselves? Define their brand vocabulary. Where and how are they promoting themselves?
What are they doing well? What are they not doing well? A quick definition of goals, strategies and objectivescourtesy of Amber Naslund: Goals are your general intentions, the big picture aims.Airplane flights come and go at airports everyday.
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