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PR Planning for a New Year

About Albers Communications Group

• Full-service PR, social media and marketing communications agency

• Specialize in integrated strategies• Represent clients in all 50 states and Canada• Create national and local market exposure

Today’s Presenter

• Gina Pappas, Director of New Media• Gina@AlbersCommunications.com • @GinaPappas

Today’s Topics

• The Importance of Planning• Four-Step Planning Process• Case Study• Interactive Work Session• Questions and Discussion

Goals for Today’s Webinar

• Help you better understand the fundamentals of PR planning

• Illustrate the systematic process of PR planning • Provide an opportunity for you to start your own

planning process• Inspire you to make your communications strategy a

bigger priority

The Importance of Planning

• Having a plan allows you to • Prioritize your communications goals

• Budget for the strategies you develop

• Stay on schedule

• Measure your progress

The Four-Step Process

Put a process behind your strategies to help drive business

Evaluation

Implementation

Planning

Research

Identify Problems You’re Facing

• What business issues are you trying to overcome?• StrategicHealthSolutions, LLC

• Recruitment and brand recognition

• Develop a plan that will work toward solving your problem

Research

• Determine your communications objectives• What problem are you trying to solve?

• Identify your target audience(s)• Who are you trying to reach?

• Consider primary or secondary research• Build a plan based on the research• Figure out how you will define success

• Measure results every step of the way• Measure the actions you want people to take

Planning

• What is a goal?• A goal is what you hope to accomplish through your strategies

• Elements of a SMART goal• Specific• Measurable• Achievable• Relevant• Time-Framed

• Sample goal:• “By the end of the year, our goal is to increase media impressions

by 15%.”

Case Study: SunCo

• Goals• Increase visibility and brand awareness, especially in targeted

ZIP codes• Increase sales among current clients• Earn new clients through an integrated offline and online approach• Engage clients in the digital space

Planning

Implementation

• What is a strategy?• A strategy is the way in which you hope to accomplish your goal

• Sample strategy• Create regular touch points with my target audiences

• What are tactics?• Tactics are the vehicles you use to achieve your strategies

• Sample tactic• Distribute an email newsletter every month that highlights your services

Planning for SunCo Grounds Management

Establish credibility through targeted earned media exposure

Cross-sell services by educating clients

Revamp online presence to support organic SEO

Become experts in topics relevant to the industry

vz

GOALSIncrease Brand Awareness

Increase Sales Among Current Clients

Earn New Clients

Engage in the Digital Space

Implementation for SunCo Grounds Management

Establish credibility through targeted earned media exposure

- Promote seasonal topics- Share relevant “spot” news- Comment on industry trends- Provide an expert opinion

Cross-sell services by educating clients

- Showcase your services on the website

- Establish a regular touch point through email marketing

- Proactively provide relevant content via social media

- Enhance SEO continuously

Drive more people to SunCo’s digital properties

- Audit website for key search words- Insert search-friendly content in

relevant ways- Establish a video platform- Build online buzz through social media

Become experts in topics relevant to the industry

- Leverage the seasonality of your business

- Be available for “spot news” opportunities

- Create videos that showcase your range of expertise

vz

GOALSIncrease Brand Awareness

Increase Sales Among Current Clients

Earn New Clients

Engage in the Digital Space

Implementation

Evaluation

Outcomes for SunCo Grounds Management

Evaluation

• Potential measurements include: • Consistency of message • Number of media impressions created • Share of voice vs. competition • Event attendance• Social media engagement • Website traffic/analytics • Email metrics • Video views

QUESTIONS & DISCUSSION

@alberscg

/AlbersCommunicationsGroup

www.alberscommunications.com