PR Campaigns that Pack a Punch - Teri Saylor, Open Water Communications

P.R. CAMPAIGNS THAT PACK A PUNCH

MISSION• What do you want to accomplish?

Make your campaign mission criticalDovetail with overall goalsKeep your brand in mind

GOALS & OBJECTIVES• What are you trying to do?

Influence legislation Industry standardAdvance a cause Gain membersReach new audiences Promote an eventRaise your profile Fundraising

AUDIENCE• Who is your target audience?

Demographics Potential MembersProfession FundersGeneral Public New MembersLawmakersCustomers

RESEARCH• Where do you find your audience?

Media habitsWhere they hang outOrganizationsOther influencersWhere will they notice you?

TELLING YOUR STORY• How will your audience know how

wonderful you are? Tell them!MediaNon traditional outletsCreate opportunitiesLogisticsContentMessagingFinancial

OUTCOMES• What influences the outcome?

Availability to respondAbility to handle scrutinyBe prepared with follow up Learn all about any partnersPositive reception by audience

MEASUREMENT• How do you measure success?

Use hash tags, key words, analyticsCount media mentionsQ&A follow upFocus groupsMeasure participation – count headsAsk volunteers to monitor their channels

EVALUATION• How do you evaluate the plan?Were objectives clearly defined?Were you realistic about resources?Were you able to provide follow up?Did you meet your budget?Did you fulfill your mission?

BONUS TRACK• What’s left?

Make sure there’s a comfort level with leadershipWork with media partners to reach your shared audience Make sure press releases are clearUse human interest storiesLook for championsDistribute accurate and verifiable informationDon’t spam your friends and colleaguesStay positiveIdentify a good spokespersonEvaluate distribution channelsCreate excellent and compelling content

THANK YOUTeri Saylor, Open Water Communications

Writer, editor photographer, association executive, communication professional

terisaylor@hotmail.com