A PR planning tool - setting out what you need to consider to do your own PR. Public Relations is much more than just media relations. So, if you want to take the broader view and plan it out this will help you to focus on the important elements and the questions you will need to address. More resources available at: www.prcoach.co.uk
3. Audit
Audit
What do our
audiences think
of us and our
services?
How are we
being portrayed
in the press and
media?
What
comments
come back in
customer
feedback/via
the website?
What
qualities, under
standing, experi
ence, skills and
tools do we
have?
How do staff
describe, and
speak
about, the
organisation?
Where are we now?
4. Audit
Aspiration
Leap
forward, what
does success
look like in a
year, in two?
What are the
words and
phrases we want
to be associated
with?
How do we want
to be perceived
by clients and
potential clients?
How do we
want to be
perceived by
other
audiences that
matter?
Where do we want to be?
6. Audit
Audiences
Who do we want
to communicate
with?
Can we break
down our
audiences
further?
What’s important
to our audiences
and who/what
influences them? Are our
audiences just
external or are
we including
staff?
Where do our
audiences go to
get information
about what we
offer?
Who do we want to
communicate with, and to?
7. Audit
MessagesWhat do we
want to say?
Do we have
tailored
messages for
different
audiences?
Do key
spokespeople
know the key
messages ?
Do we have
supporting
proof for key
messages?
Is timing
relevant for
our audiences/
key
messages?
What are the key messages
we want to get across?
8. Audit
Research
What is the
profile for the
audiences we
want to target?
What are the
best
communication
channels?
What are the
relevant
press and
media?
What
opportunities
are available for
us to get our
messages
across?
What is
important to our
key audiences
and how can we
use that?
What do we need to know
to develop our plan?
12. Audit
ResourcesWhat time
do we have?
Who will be
responsible?
Do we have
the right
skills?
Do we have
enough
knowledge?
What is our
budget?
Do we have the
resources we need or
will we need help?
13. Audit
Timeframe
Have we
defined a
timeframe for
our work?
Have we been
specific about
what we want to
achieve in the
timeframe?
Do we have a
system for
checking activity
against timeframe
as we progress?
Is our
timeframe part
of a bigger
plan i.e. year
one of three?
What is our timeframe?
14. Audit
Consensus
Who do we
need to
engage about
our plans?
How do we
go about
engaging?
How will we
report back
on
progress? Who will
influence
our plans?
Are we
engaging
staff about
our plans?
Do we have consensus?
15. Audit
Assessment
/ evaluationHave we
benchmarked
where we are
now?
Surveys
Coverage in
the press
and media
Feedback
via the
website How do staff
speak about
the
organisation?
Direct
response
Engagement
and profile
How will we know if we
have been successful?
16. Thank you for viewing this presentation
Let me know what you think by email:
debbie@prcoach.co.uk
More resources are available at:
www.prcoach.co.uk
Connect with me via:
Twitter, LinkedIn and Facebook