Some of you may have already developed a 2010 Public Relations plan. Many people I communicate with through my PR company and blog are confused about where to begin…so they haven’t gotten started just yet. Others say they need some serious tweaks. Help has arrived.
With the burst of technology and Social Media opportunities that are available, 2010 can be an exciting year of learning, growing and becoming a valued part of new communities- in your town and on-line.
As you read the 7 tips to help build your PR strategy, keep in mind I was a radio news reporter, news director and on-air anchor. I’ve been in the news business for 25 years. It’s all about controlling your message, understanding what’s newsworthy, timing your stories and sharing value.
Onto the media plan for 2010:
1- Mark the calendar. Take a large wipe-off calendar or desk blotter calendar and go through each month. Pencil in any dates that have pre-planned events, like a new product launch, company anniversary, annual golf outing, board meeting, groundbreaking or a blood drive.
2- Gather the dates of other people and groups who make news. This can include the Governor’s budget address, a town hall meeting, the release of an industry study or quarterly stats. Plug these into your calendar as well. These are events that you can “piggyback” off of and get quoted as a source or reaction. You don’t always have to do something to get publicity. Often times you only have to pay attention to the news and respond in a timely and concise manner.
3-Create new events. Review the calendar and drum up some new events and press ideas, like a food drive in April (there are hungry people year-round, not just in November and December), or team up with a local company or nonprofit to create a joint event. Record a quick video blog about your project, collaboration, it’s impact on the public and the goals. Include a call to action to get people involved. Consider the seasonal timeliness of your ideas, especially when there are slow news cycles like long holiday weekends. If you are looking for idea’s and creativity, go online and read the business section from local newspapers in other cities and towns. What stories (from your industry) are they covering? What are your counterparts across the country doing to make news? This can quickly help stir your creative juices.
4- Expect the unexpected. Breaking news can not be marked in advance on your calendar. The news is fluid and can change minute-to-minute. In this industry, it’s virtually impossible to plan everything in advance. Opportunities will present themselves during the year that will allow you to get “free press.” Keep your news antennae up and be ready to think and act fast. When news breaks, if you are a fast-working and fast-thinking pro, the reporters will appreciate your ideas and begin to depend on you as a credible source. That’s the thrill of the news and PR business. Granted, a lot of people, companies and industries don’t like “surprises.” They have to carefully think things through, meet with a committee, draft a white paper, have their legal counsel review the wording, blah, blah, blah. They are the ones whose heads may explode if presented with an unplanned news or PR opportunity. Those who can be spontaneous with breaking news and unplanned interviews will thrive.
5- Integrate Social Media with traditional media. We are treading on new ground with Internet policies in the workplace, blogging and ghost-blogging, customer service, journalists, blogger/journalist-wanna-be’s and online networking. If you are reading this, chances are you’re somewhat tech savvy. Your online presence and goals must be developed within your PR and media plan. The people responsible for Facebook Fan Pages, videos, Twitter, RSS feeds, Linked In groups, etc. must be given the framework and freedom to represent your organization, culture, brand and positions online. It goes beyond simply knowing technology. It’s about real-time “listening”, watching and observing online conversations and communities to build your brand, sales and reputation. Reporters are like your prospects and clients. They are all over Social Media. Understanding how to connect and influence them online (on the fly—a.k.a. real-time) is huge. After all, aren’t we all looking for smart professionals who are opinion leaders that recognize industry trends and add value? Be that person—for the media and your clients.
6- Develop a crisis communications plan. For our purposes, I’m not referring to damage control if someone Tweets that the phone company has them on hold for 20 minutes. My point here addresses companies/corporations with offices, stores, nonprofits, schools, and colleges. With communication at our fingertips, word of your emergency or news will go viral in a matter of minutes. It’s also more likely than ever before that misinformation will be spread by people using Twitter and other channels. It seems like everyone wants to be a reporter and “Tweet” what’s going on but they have never been trained to fact-check and understand how to cover the news. This can pose serious problems and add to your crisis. You will need to control your message with a plan or heads can roll. It’s essential to have your plan in place BEFORE the emergency hits–not during or afterwards. In fact, you get demerits for the latter two. Consider this: if the roof of your building collapses and people are trapped, a disgruntled former employee returns to your office with a weapon or the CEO is arrested and brought outside in handcuffs with a raincoat over his head, a plan would be a very good tool to have in your PR toolbox. Emergencies can happen on Tuesday at 3 a.m. or on a Sunday at 6 p.m. It’s critical to gather your key people, write and distribute a press release in 15 minutes or less, and know the 3 R’s- Readiness, Response and Recovery.
7- Build relationships with reporters. Target reporters you want to work with by doing your homework. Find out which topics and area’s they cover, read their past articles or columns, watch and listen to their radio and TV shows and interviews, and comment on their blogs. Know where you fit in and what is newsworthy before you contact them. Don’t try to sell your product or service. Instead, help their readers or audience to solve a problem by offering solutions. In time, journalists will be calling you to be a resource or expert. If you want to sell something, call the advertising department, not the newsroom.
Being proactive and rising above the clutter and noise with a solid strategy is both an art and a science. Good luck!
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