PR Planning 101Tara LinkerVice PresidentFunk Luetke Skunda Marketing
Set public relations goals
Increase general awareness of the agency and the services it provides
Raise awareness and build relationships with key constituents for potential fundraising purposes
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Determining your audiences
Internal– Employees– Board members
External– General public– Donors– Community leaders– Politicians– Key constituents
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Key messages
What do you want people to know about your organization?
– Develop three or four sentences about your organization
– Mission statement– Supports strategic plan/business
plan initiatives– Appropriate for audiences identified
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Tactics
Letters
Signage, fliers, posters
Advertising (if funds available)
Media relations
Events
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Events
Sponsorships– Target companies with natural tie
to your organization– Target companies early on, prior to
budgeting cycle– Sponsors want recognition
• Signage • Advertising• Logo usage
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Measurement
Are you getting the most return on your investment?
– ROI is not just dollars raised– Consider, for example when doing
an event• Human resource investment• Good will investment • Media investment
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Your turn
Developing your PR plan - Group activity– Real life scenarios– Assignment:
• Develop plan outline• Goals• Timeline• Present your plan to the group
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