Public Relations Plan Methodology & Tool-Kit

Building a Results-Oriented 01 Executive Summary
01 Objectives
Public Relations Program: 02 Situation Analysis
02 Assessment
03 Planning
a proven approach and premium tool-kit 03 Audience Understanding
04 Administration
04 Craft Key Messages
05 Measurement
Follow this simple, step-by-step, methodology 06 BudgetInventory
05 Asset
06 Budget & Measurement
to develop a public relations strategy and

program that drives measurable results.

© 2011 Demand Metric Research Corporation. All Rights Reserved.

What is the purpose of this methodology?
 To create and sustain a Public Relations (PR) program that produces measurable results.

 This methodology provides a blueprint for building a PR program that:

» Defines specific goals and objectives

» Identifies the target audiences and key messages for them

» Determines PR metrics and provides measurement frameworks

 The PR function is often managed as part of the marketing department and funded through the
marketing budget.


How to use this consulting methodology:
This methodology consists of five stages, each with a description, steps and action items. Action items

include using our premium tools & templates. Our intention with this methodology is to help you:

1. Understand each step in the public relations process very clearly with specific instructions and tools.

2. Adapt these proven “best practices” to your organization, with limited need for an outside consultant.

3. Complete planning and tracking activities faster than starting from scratch without any guidance.

If you would like personal assistance implementing this methodology, contact Demand Metric to schedule a workshop with an
experienced Analyst: email us at info@demandmetric.com or call us on (866) 947-7744.


Scope of the Public Relations Function
The full scope of the PR function is quite broad and includes:

 Media Relations – the primary focus of most PR programs.

 Investor Relations – for publicly traded companies. Often managed separately from PR.

 Community Relations – focused on aligning corporate responsibility with your brand.

The focus of this methodology is on helping you establish an effective “Media Relations” process. This
methodology may use the terms Public Relations and Media Relations interchangeably.


Outputs from this Planning Process:
Stage 01 – Public Relations Strategy Scorecard

Stage 02 – Media Relations and PR Audit, PR Agency RFP and PR Agency Selection Tool

Stage 03 – Customer Profiles, Media Contacts Database and Editorial Calendar Opportunities

Stage 04 – Positioning Statement, Message Map, PR Calendar and Press Release Template

Stage 05 – Press Kit

Stage 06 – Public Relations Budget and Public Relations Metrics Dashboard


01 Objectives 04 Craft Key Messages
Objectives 02 Assessment 05 Asset Inventory
03 Audience Understanding 06 Budget & Measurement

STAGE 01 – ESTABLISH PR OBJECTIVES
The purpose of a PR program is to help your organization achieve its business objectives. For this reason, your PR program
should have specific, measurable objectives of its own. To embark on some PR initiative just because it seems like a good idea
is to risk lack of understanding among management, which could undermine support for the program.

As you develop your program’s objectives, make sure they meet the following criteria:

 Relevant – they have real meaning and applicability to your business and its objectives.

 Realistic – they are attainable.

 Measurable – they are quantifiable.



STEP 1 – Set Your PR Objectives
Set objectives by asking key questions such as: what business goal is management trying to achieve? Objectives are the end
game of your efforts to influence your target audience to know, think or feel a certain way or do a certain thing.

Once you’ve identified these objectives, express them using the following frame work:

Outputs – these are measures of work, such as issuing a press release or receiving a media placement.
Outtakes – the understanding and ideally retention of the messages: did the right people pay attention and accept them?
Outcomes – the “action” step: the result of the PR effort on attitudes, opinions and behaviors, where ROI is achieved.
Outgrowths – the “halo” effect or beneficial, unintended consequences on reputation, relationships, etc.



STEP 1 – Set Your PR Objectives (continued)

Write specific PR objectives, stating them in a way that is relevant, realistic and measurable. Here are some examples:

Output-Oriented Objective:
“In conjunction with the new product launch, generate 250,000 impressions via placements in online media,
technology blogs and national trade publications within three months of the product announcement date.”

Outtake-oriented objective:
“Convince 35% of prospective customers that the key differentiating feature in our new product is a ‘must-have’
feature for products in our market space.”




Write specific PR objectives, stating them in a way that is relevant, realistic and measurable. Here are some examples:

Outcome-Oriented Objective:
“Trigger 10,000 downloads of the free trial version of our new software product within three months of launch. ”

Outgrowth-oriented objective:
Because Outgrowth results are unintended, it is difficult if not impossible to set objectives for them in advance. However,
when they do occur, track and report them. Examples of Outgrowth results include partnership opportunities or merger
discussions.




 Action Item – Use our “Public Relations Strategy Scorecard” to document your objectives, initiatives,
metrics and timeframes to achieve your goals. This concise plan is great to show senior managers.

Common themes for PR objectives may include:

» Increase Influence with Key Media Sources
» Formalize Public Relations Strategy Plan
» Produce Results from Public Relations Activities Download


Assessment 02 Assessment 05 Asset Inventory

STAGE 02 – INTERNAL SELF-ASSESSMENT
With objectives established, you should now assess your organization’s ability to achieve them by assessing your current
state of Public Relations readiness across each of these process categories:

Media awareness
Positioning
Internal support
Expertise
Process
Relationships



STEP 1 – Audit Your State of PR Readiness
 Action Item – Use our “Media Relations and PR Audit” to assess your existing program and identify your
strengths, weaknesses, and areas for immediate improvement.

Areas the audit will address include:

1. Media Awareness 4. Internal Expertise
2. Positioning 5. Process
3. Internal Support for PR 6. Relationships
Download



STEP 2 – Prioritize Areas for Improvement
 Action Item – Document an action plan to address deficiencies the assessment identifies:

Key Challenges Impact Potential Solutions

No relationships with media High Purchase a subscription to a PR database

Minimal in-house expertise Med Hire an experienced Media Relations consultant

Metrics are not defined Med Agree on key metrics and tracking mechanisms



STEP 3 – Allocate Resource with PR Expertise
Action Item - Acquire the expertise you need to run a successful PR program.

Many companies starting up their PR program lack the in-house expertise to do so. Because of the highly visible nature of PR,
it is not recommended that someone learn PR skills and protocols “on-the-job”. Following are a few options:

1. Hire a Qualified PR Professional – use the Media Specialist Job Description template.

2. Contract with a Qualified Freelance Professional – an ideal approach for small-medium businesses starting out.

3. Enter a Relationship with an Agency – best suited for medium-large companies where PR is a strategic initiative. Use the

PR Agency RFP Template and PR Agency Selection Tool to help find the ideal agency.


01 Executive Summary 04 Craft Key Messages
Audience 02 Situation Analysis 05 Asset Inventory
Understanding 03 Audience Understanding 06 Budget & Measurement

STAGE 03 – UNDERSTAND YOUR AUDIENCE
There are two audiences you must study and understand to have PR success:

 The audience (market segment) to whom your products and solutions are targeted – your buyers.
 The media that reach this audience with their content.

Traditionally, a PR program focused only on members of the media (earned media). In this era of channels for self-
publishing content, such as blogs or social media, companies own channels (owned media) which directly reach their
target audience.



STEP 1 – Define Your Target Audience Profiles
 Action Item – Use our “Customer Profile Template” to create fictional personas or profiles for the key
audiences you intend to target with your communications and PR efforts.

What are the typical profiles that need to be created?

1. End Users – what are they looking for in a product?

1. Economic Buyers – how can you prove ROI?

Download
2. Technical Evaluators – what assurances do they need?



STEP 2 – Listen to Target Audience Conversations
 Action Item – Monitor traditional media and social media to understand what is being said about you.

This may include online conversations or stories about your:

» Company
» Products
» Competitors
» Market space

A social media monitoring tool can ensure you’re catching everything of importance that is said online. Google
Alerts is a free option that is easy to set up and help you start your monitoring process. You will use the intelligence
you gather to help you craft relevant, intelligent messages during Stage 04.



STEP 3 – Create a Database of Media Contacts
 Action Item – Identify media channels and specific members of the media that publish content for your
target audience and use the “Editorial Calendar Template” to maintain a database of media contacts.

How can you simplify the process of building relationships with media contacts?

1. Sign up for a subscription to an external media database.

1. Study published content from media sources to learn their editorial focus.

Download
2. Identify the specific journalists that cover stories for your target audience.



STEP 4 – Identify Editorial Calendar Opportunities
 Action Item – Review editorial calendars to learn when relevant stories are planned for publication. Use the
“Editorial Calendar Template” track these opportunities and their associated important deadlines.

What needs to be tracked in the Editorial Calendar Template?

» Publication Name » Publication Date
» Content Type » Owner
» Title » Editor
» Importance » Writer Download
» Deadline » Status


Craft 02 Assessment 05 Asset Inventory
Messages 03 Audience Understanding 06 Budget & Measurement

STAGE 04 – CRAFT YOUR KEY MESSAGES
Before you initiate any communication with the media, determine what you need to say to them. You should identify a few
primary messages that you’ll infuse into all your external communications. These messages will:

 Create impact through consistency - repeatedly emitting news and communications that contain these
messages will help your target audience fully understand your value proposition.

 Reinforce your market position - your key messages will help your target audience know when and why they
should choose you.

You will probably want to define key messages at both the company level and product level.



STEP 1 – Define Your Positioning Statement
 Action Item – Use the “Positioning Statement Worksheet” to define a positioning statement that describes
your product, defines its differentiation and how you will create value for customers.

What does strong positioning do for you?

» Helps your market see how your product is different from competitors –
generating prospects becomes easier as a result.

» Without strong positioning, it takes much more time & money to show Download
prospects why they should buy from you – this forces you to compete on
the basis of price, which is not sustainable.


STEP 2 – Draft & Prioritize Key Messages
 Action Item – Use the “Message Mapping Tool” to document the key messages that are important for your
target audience to hear about your company or its products.

What is a message map?

» Message maps provide a method for brainstorming and prioritizing potential
message based on their credibility, effectiveness and resonance.

» Once you have analyzed the relative strengths and weaknesses of each Download
message a bubble chart message map is automatically generated.



STEP 3 – Schedule & Prepare Communications
 Action Item – Use the “Public Relations Calendar 2012” to track activities, timing, type of communication
and channel through which you should emit it. After the scheduling, it’s all about execution!

The communications you could prepare may include topics such as:

» New product announcements
» Partnerships
» Key sales, sales milestones or customer case studies
» Events
Download
Anything that represents valid news is appropriate. Ensure that each
communication properly reflects the key messages you identified.



STEP 4 – Standardize Press Release Formatting
 Action Item – Use the “Press Release Template” to ensure you are preparing your releases in a format the
media expects as many of the communications you emit will go out in this form.

Properly formatted Press Releases should have the following structure:

»Headline
»Contact Information
»Date Line
»Lead Sentence – summary of release
Download
»About Company


Asset 02 Assessment 05 Asset Inventory
Inventory 03 Audience Understanding 06 Budget & Measurement

STAGE 05 – INVENTORY YOUR PR ASSETS
Take inventory of the content assets that might help you achieve the objectives of your PR program. These assets include:

 Internal subject matter experts that can serve as spokespersons
 Satisfied customers that will provide references or speak to the media
 White papers, case studies, survey results, other research
 Product marketing literature or other sales collateral
 Press releases and other corporate communications
 Clippings from any previous media exposure
 Outdated Press Kits if they exist



STEP 1 – Develop or Update Your Press Kit
 Action Item – Use our “Press Kit Checklist” to assemble an up-to-date Press Kit. Be sure to create both
high quality printed and online versions.

What are the some of the key elements of a Press Kit?

» Previously issued press releases » White Papers
» Corporate Backgrounder » Relevant photos and graphics
» Product marketing brochures » Reprints of past media coverage
» Customer Case Studies » Key statistics & corporate facts Download



STEP 2 – Create a Directory of Experts
 Action Item – Identify all subject matter experts, in or outside of your company, that will speak to the
media on your behalf. Maintain a directory of their contact information and their areas of expertise.

To build and manage your directory of experts:

» Let them know why you’re adding them to the directory. Create the expectation of possible future media contact.
» Include bios of your experts in your directory so you can easily send them to the media. Include portraits of your experts.
» Media requests are always urgent. Coach your experts to respond quickly to media inquiries.
» Keep you directory current. Update it often as experts come and go.



STEP 3 – Complete Media Coaching
 Action Item – Train everyone in the company, from the Receptionist to the CEO, on what to do when the
media calls or just shows up.

Effectively handling media inquiries:

» Make sure all staff know who the company’s designated media representatives are and immediately direct inquiries there.
» Ensure the media contacts know they are always on call to respond to media inquiries. Availability is critical.
» Help all staff to understand that anything they say to a member of the media is considered “on the record”.
» Provide media coaching to your internal media representatives and subject matter experts.


Budget & 02 Assessment 05 Asset Inventory
Measurement 03 Audience Understanding 06 Budget & Measurement

STAGE 06 – BUDGET & MEASUREMENT
Now that your PR program plan is drafted, you’ll now need to estimate the costs to implement it as well as determine how to
measure the results. It is important to track your competitors as well as your own media coverage to see who is influencing
the market space, and what messages and market positions are being established.

Traditionally, many organizations have used the metric of “Ad Value Equivalency” to measure the effectiveness of their PR
program. While this method can provide a rough indicator of success it has many limitations. Demand Metric advises clients
to abandon this method and opt for more modern tracking mechanisms that include the tone and overall impact of the
placement. Nevertheless, we have clients who continue to use this method so we have included this as an optional step.



STEP 1 – Develop Your Public Relations Budget
 Action Item – Use our “Public Relations Budget Template” to detail the expected costs for your program
and get approval for funding.

Common PR program expenses include:

» Agency fees
» Wire distribution fees
» Press kit materials costs
» Travel costs (if you plan press tours or to meet the media at events)
Download
» Media database subscription
» Social media monitoring solution costs



STEP 2 – Build Your PR Program Dashboard
 Action Item – Use our “Public Relations Metrics Dashboard” to track and report on your PR results.

Your PR measurement metrics should link directly to the “objectives” you identified during Stage 1.

Common PR program metrics include:

» Media placements – coverage in various media channels.
» Communications – news emissions: press release, blog, social media, etc.

» Web analytics – traffic from links in PR content
» Social media traction – “Likes”, re-tweets, wall postings, etc.
Download

» Relationships – how often you’re contacted as a source for a story, etc.



STEP 3 – Track Ad Value Equivalency* (optional)
 Action Item – Use our “Competitive PR and Advertising Analysis” to track your PR and advertising
programs, and those of your top competitors, to determine Ad Spend to Ad Value Equivalency ratios.

What is Ad Value Equivalency (AVE)?

» This is a metric that measures what your editorial coverage would have
cost if it were advertising space or time.
Download

* Demand Metric does not endorse this measurement method. A major issue with it is that stories can be positive or negative.
View the Institute of PR’s official position on this metric here: http://bit.ly/hcWi4f


STEP 4 – Measure & track cost per impression
 As an alternative to Ad Equivalency Value, measure and track the cost per impression. While impressions
are truly only impressions if someone sees a media placement, the metric is still valid. Components:

Cost: the total cost of producing the media placement.

Impressions: the total number of potential or actual impressions from a media placement, e.g. a newspaper with a circulation of
750,000 offers that same number of potential impressions.

Cost
= Cost per Impression
Impressions


Measurement 03 Audience Understanding 06 Budget &
Measurement

STEP 5 – Reporting
 Action Item – Provide regular reports to stakeholders on the results of your PR program.

Summarize the metrics you put in place during Step 2 of this Stage in an easy-to-understand report.

Keep stakeholders informed about:

» Key metrics
» Prominent media placements or mentions

» Pending stories

Don’t surprise stakeholders with negative media coverage. If you know it is coming, alert them in advance.


Public Relations Plan Methodology & Tool-Kit

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