Public Relations Tips

Contents:
Developing an effective communications plan
Do's and dont's of news releases

Developing a Communications Plan An Effective Communications Plan
A communications plan will help your business focus on resources and initiatives, and set priorities. It also allows for effective communication with stakeholders and other audiences.

Steps in the development of a communications plan:

• Think about your business in a broad aspect using the following:
  What is the history of your business?
  What services does your business provide to the community and your clients?
  Who benefits from the services that you provide?
  What is the role of your business in your service area?
  Who is your market competition? How is your business better and/or different?
   
• Define your audience: Who do you want to reach?
  First, define who your primary audience is. In other words, who is it that you ultimately want to influence and benefit from your plan? A good way to begin is to name names. From there, determine how you are best able to reach these people.

  Next, define your secondary audience. Who supports the work you do, and who is critical of your work? Again, name names.
   
  Make a media contact list, including media in your surrounding area, the contact person you should speak with (i.e., entertainment, business or lifestyle editor), their phone numbers and email addresses.

  If you wish to provide your audience with new information, what do you hope they do with it?

• Develop goals and objectives for your communications plan
  Develop your goal(s): What do you ultimately want to achieve as a result of this plan?

  Think about your objectives; they should be SMART:
  Specific
  Measurable
  Attainable
  Results-oriented
  Time-bound

  How will you measure the success of your plan and what will your benchmarks include?

• What are your key messages?
  A key message is based on communicating information about a particular issue. 

  Answer the following:

  • What is your "hook?"
  • What words and ideas are you using in your message?
  • Are you consistent with the communication of your message to the public?
     
• Develop strategies and tactics for your communications plan
  What are the best strategies to communicate with your key audience?
  How will these strategies effectively achieve your goals and objectives?
  What media channels are essential to the development of your plan?
  How will you get the word out about your plan using the media?
   

• Timetable and Budget
  Develop a timetable for your plan, including specific dates essential to keep your business on track with development and implementation.

  Develop a budget using the funds and resources that are available to you. Are there any grants you would be able to apply for?

• Evaluation
  Determine an effective, measurable strategy for evaluating the success of your plan.

Do's and Dont's of News Releases  Do's and Don'ts of an Effective Release

Do's

1. Send relevant news.
2. Check the accuracy of all facts, especially names, titles and phone numbers.
3. Include 'quotable quotes' - sayings or comments that stand out for their originality, simplicity and strength - and source your quotes.
4. Spend time developing an engaging subject line for your email and news release heading, as well as the first 10 words of the lead paragraph. This could be the difference between an editor or reporter reading on or clicking delete.
5. Ensure that you have highlighted the top benefits or value of the event, product or service you're promoting.
6. Include the contact details of the best person for further information.
7. Try to keep your news release to one page. Insert the word 'more' at the bottom of the first page if you must continue onto a second page.
8. Proofread your news release.

Don'ts

1. Send any attachments, including photographs, since emails with attachments are often blocked by the media's spam filters. Your news release should be included as the message of the email. You may also wish to indicate that photos are available upon request.
2. Use bold type, underline or color text, or color backgrounds.
3. Send a lengthy news release (more than 650 words). You will alienate the editor.
4. Exaggerate or make inflated claims. Stick to the facts.
5. Use jargon or clichés.
6. Use complicated language if there is an easier way of saying it.
7. Use fluffy language with too many adjectives.
8. Wait until the window of opportunity has closed on sending out your news release. If the public has lost interest, you have missed your moment.