WHAT IS IT?
This is an important document, as it sets the stage and provides structure for your entire initiative, whether that is a product launch or an event.
GOAL: In the simplest terms, what is our goal? For a simple example, let’s use a military analogy. Our goal is to simply “Win the War.” For you, here are some examples:
- To be a market leader? Build brand awareness? To have the most people at your event? To get the most downloads? To get investors to pay attention?
This is one sentence. One over-arching goal.
OBJECTIVE: What do we need to do, to reach the goal? Defeat the Empire. For you, here are some examples:
- Increase signups? Generate brand awareness? Get 300+ people to our event?
STRATEGY: How are we going to do it? What channels will we use? How about, take them by Air, Land and Sea. For you, here are some examples:
- Conduct a media tour? Host an event? Partner with Influencers?
TACTICS: What do we need to get it done? here are some examples:
- Social Media Campaign, a Blog (Content Creation), Press Release, contributed content, and so on…
CREATE A BACKWARDS TIMELINE: After you have your Plan in place, you’ll want to create a backwards timeline to help you stay on track for everything that needs to be done leading up to your big announcement/initiative/event.
You can make this as long or as short as you would like, but for a PR initiative, we recommend a minimum of 6 weeks.
Week of 1/6
– Draft messaging
– Compile use cases (if needed) and data
– Come up with an idea for contributed content or blog post
Week of 1/13
– Finalize messaging; get executive approval
– Draft press release
Week of 1/20
– Build press list for target audience
– Draft pitch
– Start media relations (call/email press to pitch them on the news) and set up interviews for week of 2/3
Week of 1/27
– Continue media relations (call/email press to pitch them on the news) and set up interviews with executive or spokesperson for week of 2/3
Week of 2/3
– Prepare briefing documents for reporter interviews
– Staff briefings with reporters (or if it’s you, participate in the briefing!)
Week of 2/10
– Queue up your press release on a newswire – Announcement week!
– Monitoring for coverage; flagging, fact checking if needed
– Post coverage on company website and share via social media
GOALS/MEASURABLE KPI’S (KEY PERFORMANCE INDICATORS)
What are you measuring against?
- What will determine success for the business? For your CEO? For your customers?
- For example “2-3 stories in the business press with key message pull-through”