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Pre-planning steps Research: _ The internal factors include the company environment, marketing objectives, and product features

and benefits. _ The external factors include the audience, marketplace, channels of distribution, and competition. Some of the methods I use to gather information on the internal and external factors: _ Interviews with key company executives _ Mail or phone surveys with customers and potential customers _ Personal interviews with customers and potential customers _ Interviews with industry analysts, consultants, journalists, and other experts _ Reviews of all current and past PR and marketing materials, including article clippings, ad tear sheets, press release archives, product brochures, catalogs, and other promotional documents _ Thorough searches of Internet and print sources such as articles, case studies, product literature, and other relevant publications Defining Your Goals and Objectives _ The key messages you want to communicate: _ The marketing objective: _ The audience: _ The response you want to generate: _ The media you want to reach:

Putting together the PR plan


1. Overview: An executive summary of the marketing challenge youre facing that the PR campaign is designed to help you meet. 2. Goals: What you want the PR campaign to achieve for your firm. 3. Strategies: The methods by which you will achieve your goals. (See Chapter 6.) 4. Target audiences: The types of people you want to reach. 5. Key target media: The specific publications and programs toward which you will direct your PR efforts. (See the chapters in Part IV for ideas on how to use radio, television, print and the other media.) 6. Recommendations: Which of the PR tactics presented throughout this book you will use; other ideas you have; and the theme, hook, or angle for each tactic. 7. Next steps: An action plan for who does what and when.

Every public relations concept or tactic should be constructed from four elements: o newsmaking, o commercial message, o media target, and o advance target.

Sharpening Ideas to Form Creative Promotions


_ Understand that the media is looking for news. _ Accept that, often, the most successful PR ideas arent totally unique. _ Dont lose sight of who youre creating publicity for. _ Use the radio-show test. _ Tie into hot news stories. _ Tie into seasons or holidays. _ Tie into an emotion. _ Research your media. _ Take stock of your assets when going after the media. _ Use swaps to grab attention.

Assessing PR Ideas: Will It Work?


_ Does the campaign have emotional strength? _ Does it demonstrate the message? _ Can the intended audience relate to it? _ Is it a step above the ordinary? _ Does it answer the basic questions of who, what, when, and where? _ What results do you want?