5 Steps to Creating a Simple PR Plan

Apr 16

Public relations is a process. A mega huge one. Not a sprint. Many first timers jump in thinking they can blindly start emailing and messaging journalists with hardly a strategy in place. And then turn around wondering why no one is replying.

Here is the thing, even the most prepared and bangin’ story or pitch can fall short. But when you create a plan, it helps to set expectations and timelines so that everyone, including yourself, is on the same page.

So what exactly is a PR plan? It’s a detailed strategy on how to leverage earned media to increase awareness of your company and how to draw the right attention to your products or services.

A PR plan is hugely beneficial as it helps centre your objectives and key messaging you would like to communicate to the public. It drives website traffic, engages with your audience, builds connections within your community, and organically promotes your brand. The strategy is all about storytelling and telling your brand’s ethos.

Creating a PR plan may seem like a daunting task, especially if you’ve never done one before. Writing out and creating a master document to outline your PR plan creates a concrete visual that you as an individual can follow or your team can collaboratively work on.

I’ve broken this process down into five simple steps to create attainable goals that will help you create a successful PR strategy so that you can get some great media wins.

The 5 Simple Steps:

1. Be Prepared

Being prepared and organized sets you up for success as you’ve determined your goals and vision.

It's beneficial to establish your mission and goals from the start, as these will be consistently essential when communicating your values forward through various platforms. [Read Is PR Even For You? 5 ways to find out.]

Creating a table with a task list and deadline expectation will help your team stay on track, ensuring that the appropriate steps are taken towards your finalized plan. Let’s have a closer look at three elements to ensure preparedness.

The Company or Organization's Website

We live in a digital world, so having a website is pretty much a must these days. It’s the gateway for your audience to discover your values, messaging, products and services. Your website should appeal to your audience. Avoid making it a complex mind map; you want to have a website that's visually engaging, clear, concise and with easy navigation options. The website is the main stage to showcase your brand and personality, show your followers your originality and authenticity.

Take some time to explore the brands you love most so that you can compare what’s on the websites and social media channels. Social media platforms are a fantastic way to engage with your audience directly and create meaningful connections. Remember to keep consistency across all platforms with your branding (logo, colours, imagery and values).

Product

Paying attention to your product, service, membership or whatever you're trying to sell to your consumers is essential. People want to know what about you and that your product or service will solve their problem. Each product should have a clear purpose and story to share. Stories create a more personable and approachable aura instead of a more “cold call” or “door-to-door” feel.

Products on your website, should be shown clearly with a concise copy so that your audience understands what that product is. It should cover the who, what, why and how? Show your passion behind the product as this will contribute to increasing your sales and growing as a business.

Spokesperson

Sorting out who is going to be your leading spokesperson is an excellent way to stay prepared. Whether that spokesperson will be you as the business owner, a person on your team or a PR agent, it needs to be somebody comfortable in situations where they are being questioned, recorded or filmed. They need to be comfortable with interviews, radio conversations, press conferences, events, etc.

Find somebody that does have the disposition and charisma to deal with the media pressure. You could be the smartest, brightest, and most fantastic worker around, but if you struggle with being recorded and maintaining a more outgoing disposition, it may not be for you. Think about who is best suited for this role to push your business forward.

You want somebody that can roll with the punches and improvise when odd or surprising questions come up. They should know the company background very well and effectively communicate the company's values. It’s well worth your time to create a media plan for your spokesperson to prepare for all hypothetical situations.

It is also great to provide yourself or your team with professional media training. If it's something you're going to be doing a lot of, it's well worth investing in your spokesperson/spokespeople.

2. Create Your Media List

When it comes to creating a media list, also sometimes known as a press list, you want to communicate your business and your story.

Who’s on a Media List?

The media list includes journalists, writers, bloggers, editors, and influencers who will want to write about your business or mention you. When first starting out, don’t over do it by finding hundreds of contacts. Make a list of 10 tier 2 media (not the big guns) and find 2-3 contacts for each outlet. Remember quality over quantity when it comes to your contacts.

Here a few helpful tips when creating a media list:

Know your audience. What platforms they are visiting to find and learn about you?
Build and sustain relationships with the contacts on your list from day one. I always say ‘make friends before you need them.’
Keep an organized contact file; this can include name/news outlet/blog site/social media/job title/e-mail and subjects they have a particular interest in
Keep your list updated by adding new contacts and removing the outdated ones. This list will evolve over time just like your business. Journalists move around a lot.

3. Build Your Network

Network, Network, Network, is the name of the game. It’s so important to build, grow and nurture your audience and partnerships. Relationship building is an essential aspect of business growth as this where you start to establish your reputation.

Like building a media list, it can help create a network list. Whether they are a customer or a potential partner, certain relationships will become a crucial part of your business. Nurture these contacts and appeal to your audience.

4. Create a Media Kit

A media kit is displayed through one of your web pages, so it's easy to access for your sources. It’s a quick and easy way to provide information to your news outlets.

It also provides you with some control of what copy and imagery are used by the media. Having a media kit available online helps to centralize the messaging across all pitches and communications. You want to create a media kit that makes people want to convey your story and spread the word.

Check out my advice and on media kits. Have a read-through and if you have any questions, please reach out.

5. Stand Out (Tips on how to Remain Memorable)

In the sea of countless businesses and organizations, it’s essential to establish what makes your company unique and what you have to offer. Find a way to stand out from the crowd, especially in this digital age people scroll through news fast so keep your messaging innovative. Check out some more of my freebies to utilize for your business plan.

Here are a few tips to leave you with on how to be and remain memorable:

Know your goals and core messaging; this will help bring purpose to your actions
Target your audience and know what platforms where they are hanging out
Tell your story, people know when a business is showing desirable authenticity
Be meaningful- establish those connections
Show your human side; people love to know the faces behind the business
Focus on your strengths and keep developing them. It showcases your confidence
Find a creative and engaging way to get your message out
Have a visually appealing media kit on your website

If you're looking for more information on how to hone your PR skills and marketing, check out my book called Get Covered! How to craft, pitch and tell your startup’s story to get more customers.

We Wild Women Can Help!

I hope this has given you more of an insight and outline into creating a PR plan. Although these are challenging times for business owners due to the global pandemic, I can help streamline this process for you and help grow your vision.

I’ve created an accessible program called, Sidelines to Headlines (PR Coaching) targeting female entrepreneurs who want to get more mainstream attention. Please check out my program to access additional details: Sidelines to Headlines

I’m here to help in any way I can; I want to see your business succeed and pass on a helpful tool kit to do this. Please reach out with any questions.

Happy Planning and Strategizing!

Ready to gain some visibility for your business? Get your FREE DIY Media Kit today! Start building that dream of yours today!