PR Planning 101Tara LinkerVice PresidentFunk Luetke Skunda Marketing

Set public relations goals

Increase general awareness of the agency and the services it provides

Raise awareness and build relationships with key constituents for potential fundraising purposes

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Determining your audiences

Internal– Employees– Board members

External– General public– Donors– Community leaders– Politicians– Key constituents

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Key messages

What do you want people to know about your organization?

– Develop three or four sentences about your organization

– Mission statement– Supports strategic plan/business

plan initiatives– Appropriate for audiences identified

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Tactics

Letters

Signage, fliers, posters

Advertising (if funds available)

Media relations

Events

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Events

Sponsorships– Target companies with natural tie

to your organization– Target companies early on, prior to

budgeting cycle– Sponsors want recognition

• Signage • Advertising• Logo usage

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Measurement

Are you getting the most return on your investment?

– ROI is not just dollars raised– Consider, for example when doing

an event• Human resource investment• Good will investment • Media investment

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Your turn

Developing your PR plan - Group activity– Real life scenarios– Assignment:

• Develop plan outline• Goals• Timeline• Present your plan to the group

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