Jewell Enterprises Public Relations Plan for:
Nov 15, 2014
Jewell Enterprises
Public Relations Plan for:
Jewell Enterprises - Overview
Company has 3 Divisions
Performing Arts
Publishing
Ministry/Non-Profit
PR Program Focus
Performing Arts Actor▪ Historic
Portrayals▪ Mistress of
Ceremony▪ Other Acting
Research
Company operates 3 separate divisions
Update web site
Word of mouth advertising
No plan to generate additional bookings
Focus: Performing Arts, Historic Portrayals
Opportunity - Lack of a wide array of options for such presentations
. Community-
corporate organizations identified
Situation
The organization is relatively unknown
Wants to turn past successes into current opportunities
Objectives
Highlight the presentations available
Show how they
help enhance the target publics’ message.
Position Jewell Enterprises as the “go to” organization for target publics’ programs and events.
Audience/Publics
Museums Women’s
organizations Public libraries Urban leagues School districts Community
colleges City councils NAACP chapters
Strategy
One meeting per week with new publics
Drive target publics to company web site
Tactics
Contact sixty target audiences through an email with a link to video clips
Highlight the updated website with a contest using the social media to advertise it.
Timetable/Calendar
Introductions to target publics generated June, July, and August 2013
Informational meetings September and October 2013
Booked presentations January - March 2014
Confirm appointments November and December 2013
Budget
Staff -Time
In-House Implementation
OPP
Evaluation
Highlight the presentations available
show how they
help enhance the target publics’ message.
Position Jewell Enterprises as the “go to” organization for target publics’ programs and events.
Communication
Word-of-Mouth Company web site One-on-One
contacts Social Media
FacebookTwitter
Evaluation
Objective 1:
Highlight the portrayals available show how they can enhance the target publics’ message.
• Count the number of appointments generated
• Compare them against the appointment goals.
Evaluation (cont.)
Objective 2:
Position Jewell Enterprises as the
“go to” company
• Survey the target publics
• How many of them would invite Jewell Enterprises back to present
• Would they recommend Jewell Enterprises to other organizations within their networks.
References
Wilcox, C. & Cameron, G. (2012) Public relations strategies and tactics