Launching a Public Relations Campaign
Public Relations Campaign Implementation Elements
Traditional Media Outlets
- Newspapers
- Magazines
- Broadcast
- Radio
- Reached by news releases and direct pitch
Media kits should be available if you are doing a media event
Advertising
Paid-for promotion that is usually developed in partnership with public relations team
Sometimes you can get advertising donated
Interactive Media Channels
As of 2007 there were more than 400 million internet users worldwide
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Email - used to disseminate news release, pitches and other publicity material
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Web sites - most visible promo vehicle for an organization
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Social media - viral marketing at low or no cost
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Blogs - allow for publishing of news, opinions and more on a monthly, weekly or daily basis
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Podcasts - short interviews on a variety of subjects
Nonmedia Channels
Event planning
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Do not depend on a single event to carry you
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Have realistic expectation of media coverage
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Pay attention to detail
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Prepare and provide safety/security measures
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Evaluate the event immediately
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Types of events
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Commemorative
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Educational
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Meals
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Contests and competitions
Employee communications
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Newsletters
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Bulletin board and information racks
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Advisory committees
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Staff meetings, briefings, and conference calls
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Direct mail
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1-800 customer assistance lines
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Conventions and tradeshows
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Information booths
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Speeches
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Lobbying
Other Important Elements
Staffing
Staff - determine hours that will be worked, possible overtime, hiring of temporary or
freelance employees
Budget
Program and production costs - involves all costs for design and production of
communication pieces, planning events, advertising, photography, printing, audiovisual, prizes for contests
and competitions
Administrative costs - office supplies, photocopies, travel, and liability insurance for
events
Determine of any in-kind services can be donated
Decide what tactics are being implemented
Build a timeline
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