Jewell Enterprises

Public Relations Plan for:

Jewell Enterprises - Overview

Company has 3 Divisions

Performing Arts

Publishing

Ministry/Non-Profit

PR Program Focus

Performing Arts Actor▪ Historic

Portrayals▪ Mistress of

Ceremony▪ Other Acting

Research

Company operates 3 separate divisions

Update web site

Word of mouth advertising

No plan to generate additional bookings

Focus: Performing Arts, Historic Portrayals

Opportunity - Lack of a wide array of options for such presentations

. Community-

corporate organizations identified

Situation

The organization is relatively unknown

Wants to turn past successes into current opportunities

Objectives

Highlight the presentations available

Show how they

help enhance the target publics’ message.

Position Jewell Enterprises as the “go to” organization for target publics’ programs and events.

Audience/Publics

Museums Women’s

organizations Public libraries Urban leagues School districts Community

colleges City councils NAACP chapters

Strategy

One meeting per week with new publics

Drive target publics to company web site

Tactics

Contact sixty target audiences through an email with a link to video clips

Highlight the updated website with a contest using the social media to advertise it.

Timetable/Calendar

Introductions to target publics generated June, July, and August 2013

Informational meetings September and October 2013

Booked presentations January - March 2014

Confirm appointments November and December 2013

Budget

Staff -Time

In-House Implementation

OPP

Evaluation

Highlight the presentations available

show how they

help enhance the target publics’ message.

Position Jewell Enterprises as the “go to” organization for target publics’ programs and events.

Communication

Word-of-Mouth Company web site One-on-One

contacts Social Media

FacebookTwitter

Evaluation

Objective 1:

Highlight the portrayals available show how they can enhance the target publics’ message.

• Count the number of appointments generated

• Compare them against the appointment goals.

Evaluation (cont.)

Objective 2:

Position Jewell Enterprises as the

“go to” company

• Survey the target publics

• How many of them would invite Jewell Enterprises back to present

• Would they recommend Jewell Enterprises to other organizations within their networks.

References

Wilcox, C. & Cameron, G. (2012) Public relations strategies and tactics