Professional Documents
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T T
PREPARING A PR PLAN
If your event involves people, you need a PR/communication plan! Varying format, detail and content depending on:
scope purpose size duration big picture
10 Elements of a PR Plan
1. Background/situation analysis 2. Goals/General Aim 3. Research 4. Key Publics 5. Objectives 6. Communication Strategy & Tactics 7. Timeline 8. Project Management 9. Budget 10.Evaluation
www.stayinbedday.org
Background/situation
Low awareness of AMDF Low awareness of mito disease (complex) Competition for charity $/sympathy Impact on support & fundraising Ongoing mito research & pos. news Mito families available for interview Key medical experts supportive Successful Stay in Bed Days International foundations keen to be involved
2. Goals/General Aim
Aligned with organisations vision, mission, values, business plan big picture Overall program direction or goals Broader than objectives
Goals/General Aim
AMDF mission:
Fund research for diagnosis, treatment & cure of mitochondrial disorders Educate public and doctors about mito Support patients and families
3. Research
Needed to understand situation, set objectives, communicate effectively with key publics Design your plan to be measurable Include in plan:
Previous research & results Other formative research required Research during the campaign
Research options
Range of options, from low cost/DIY to commissioned research Aim for benchmark data if possible Desk research Field research Formal research (qual. & quant.)
Research
Reviewed AMDF strategic/business plans Reviewed PR evaluation reports, including past Stay in Bed Days Reviewed media coverage analysis Canvassed medical experts re likely news, progress on diagnosis, treatment Talked with patients & families re medical experiences, willingness to be interviewed Annual omnibus phone poll re public awareness (1 in 3) & understanding (1 in 7) of mito disease
4. Key publics
Different groups of people who have an impact on organisation/event Each may require different tactics Segment/define re:
Demographics/socio-economic details Importance to campaign Awareness, level of involvement, attitudes (i.e. situational analysis)
Key Publics
Primary:
People with mito disease & family Friends, colleagues, community members People interested in health/charitable causes
Secondary:
Doctors with an interest in mito disease Business community re potential sponsors Charitable foundations/trusts
Mediating:
Health, medical & science journalists Womens & mens magazines with health focus General news media
5. Communication Objectives
Need to be SMART, esp. measurable Exclude results you cant control Outcome objectives
Changes in attitude, behaviour, etc
Output objectives
Related to specific activities/tactics e.g. media coverage
PR Objectives
To increase public awareness of mito disease by X% by 30 June 2012 To increase public understanding of mito disease by X% by 30 June 2012 To equal or exceed impact rating and reach for media coverage of mito & SIBD by 30 June 2012
PR Strategy
Promote mito disease and AMDF through media liaison over a sustained period to build context, awareness
Emphasise mito prevalence, human impact (patient stories), difficulties in diagnosis & treatment, no cure, research vital, AMDF funds used wisely
Main PR Tactics
Distribute regular media updates to key health/medical/science media Use significant mito medical news as media hook, with AMDF mito experts as spokespeople Utilise mito families in publicity activities & produce Media Guide help them DIY local publicity Use Global Mitochondrial Disease Awareness Week and World Stay in Bed Day as media opportunities/hooks
Social media campaign: World Wide Bed on Facebook Targeted media activity, pitches
WHAT
HOW
Likely/possible coverage
What media want to cover & when Audience interests What sells Editorial policy/mix Media competition
WHO
7. Timeline
Detailed to-do list Who is doing what, by when Include research activities, evaluation report, etc Chart or table Factor in sufficient time for various elements
8. Project management
Credentials and responsibilities of personnel Account management details e.g. reporting, meetings
9. Budget
Must be thoroughly researched
More expensive incl. more detail
10. Evaluation
Evaluation is important! Discuss mechanisms/tools to be used during and at end of campaign Refer back to objectives Include measurement criteria Evaluating media coverage
AMDF Evaluation
Awareness & understanding: Repeat omnibus survey and measure against benchmark Media coverage: Monitor media, analyse coverage, measure impact and branding against benchmark Also anecdotal feedback from AMDF, experts, mito families, media, updates on fundraising progress
Objective # 2
Objective # 3
Objective # 4
Objective #1
Objective # 5
Date
Media Outlet
Location
Media Type
Reach
Notes
0 0 0 0 0 0 0
Total Reach: Number of Media Items: Average Tone: Average Quality Rating: Average Total Score: Budget: $ Per Contact/Opportunity to See: $ $
(or "opportunities to see") /5 /5 /10 (PR budget for media relations) (Budget by reach)
Tone (5 = positive; 3 = neutral/balanced; 0 = negative). The explicit or strongly implicit characterisation of the article's or segment's subject; how a target audience feels (or is likely to feel) about the organisation, product or topic. Tone is tone is independent of the rest of the variables. Objectives (1 = achieved; 0 = not achieved) could be for key message use, branding, use of quotes/ photo, positioning, size/length, A/B/C target media, etc Could add columns to track useful information re journalist/author, name of spokesperson, main topic, etc
Priorities
Communication channels Type & mix of communication tools Messaging, focus Image, branding, positioning