In a competitive environment each small business must position itself in the best public light possible. This requires strategy, commitment and a timely public relations plan that becomes a working document.
MESSAGE
Once your objective is determined, what is the key message or messages that you want people/clients/customers to know about your company? You message is very closely tied to your brand - our "your public face." Are you a low-cost leader? Specializing in service that few others offer? Trying to reach a new demographic that you haven't targeted before?
Key messages are the party favor - what will your audience leave with? What do you want people to know about your company? These messages may vary depending on your audience. If your business provides goods or service for different age groups or constituents in the community, you can refine the key messages so that they target the audiences' needs most closely.
OBJECTIVE
What is your desired outcome for publicity? Are you a start up business that needs visibility? Are you trying to grow your client or customer base? Are you trying to build business alliances for partnership and potential mergers or acquisitions? Determine and state what you are trying to achieve with your public relations plan.
Remember that the plan is a guideline. While it is a working document that will be written and rewritten many times, primary goals and objectives should not be rewritten until goals have been met. The plan should be reviewed on a regular basis to ascertain if activity is in keeping with your business objectives. Once objectives are met and measured, it is time to define new objectives and rewrite the plan.
AUDIENCE
Determine and prioritize your audiences. There may be only one or two. There may be several. Include all groups for whom your business is relevant in a priority list. This is also the place to begin building the media list you will use for outreach to traditional and non-traditional mediums.
ASSESS
The best public relations plan is a guideline; a flexible document that provides structure and strategies to initiate the best publicity possible. Begin with assessing your business and its strengths. Reflect and research how you want to position your company to the public. Make sure your ideas are strong, reasonable and attainable. Most small companies need to start slowly and build publicity and name awareness over time.
TIMELINE
Establish timelines for each tactic. Some may be short term - within a week or a month, others may be 6 months to one-year or longer.
BUDGET
Create a budget for your plan. This may include costs for direct mail, website design, promotion and events.
STRATEGY
This is a general step. How will you primarily communicate your message? Advertising? Media promotion? Website promotion? Events? Word of mouth?
TACTICS
Tactics are the specifics of the plan. They focus on using mediums to your best advantage. Television and print are traditional media that typically require building relationships and trust, and positioning yourself as an expert in a field to become a resource to reporters. You may foster a trend story about your industry in which you are quoted. This builds credibility for your business.
Radio promotions are another tactic. Local stations may spotlight your business during a live radio remote. Sending news radio a public service announcement that relates to your business is another way of securing radio promotion.
Events are a tactic that can drive people to your business site if you provide retail or personal or professional services.
Online tactics put you and those in your company much more "in the driver's seat." A well-designed website, a presence on Facebook, Twitter, LinkedIn, Flickr and other social mediums may create recognition and awareness more quickly than traditional mediums. In addition to your website, if applicable create a blog. Allow customers or clients to interact with you electronically.
If you are using social media, remember that promotion is important. Make sure your clients and customers know to follow you on online with social media and keep your sites current, dynamic and relevant.
Tactics also include specific points such as: website creation, media/news releases, special events (open house, grand opening, hosting clients or business groups).
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