Building a PR Plan
You have heard of a marketing plan, you have heard of a business plan, but have
you heard of a communications or PR plan?
Known as the ”RACE” (Research, Analysis, and THEN Communication, and
Evaluation) formula, here are the steps to consider in your PR and promotion
plan:
1. Research:Who are your target audiences? Where do they get their
information? Are media relations the best way of reaching them or can you go
directly to them?
2. Analysis: So, you have the raw data…what does it tell you? If you are a toy
distributor looking to get your product out to more kids than ever before, perhaps
the way of doing it is proving to older siblings just how ”cool” the new gizmo
actually is. Perhaps your company sells to a small group of government purchasers.
In this instance, the analysis tells you that a more focused and ”below the radar”
approach is needed.
3. Communication: ONCE you have taken up the 1st two steps, this is the
time to decide on the methods you will use. Will it be press releases? What about a
grand scale event with advertising? How about newsletters or an online PR
campaign? The options are limitless.
4. Evaluation: Now that you have decided on the tools for promotion, how
will you measure its effect? If you’ve gained a pack of media clippings as a result of your efforts, that’s great and one means of evaluating. But how will you know if
perceptions have changed in your favour? By this point, you will need to consider
surveys or even focus groups.
PR is more than just ”bugging” journalists for coverage. For the long term
development of your business, you owe it to yourself to start planning now. You’ll
be amazed how it will positively impact your brand recognition. Fortune 500
companies such Starbucks have successfully leveraged PR plans to their benefit. You
can too! Coming in the New Year, I will be launching a new stand alone service
helping professionals build their promotion/PR plans.
Mark Buzan is the owner of Action Strategies: http://www.action-strategies.ca, a public
affairs & marketing communications consultancy. You can subscribe now to his
monthly lobbying tips newsletter by visiting and dropping down the “newsletter” menu.
You can also subscribe to his blog: http://actionstrategies.blogspot.com.
