1. How to: Improve Public Relations Planning HOW TO: Create an Effective PR Plan PR Success Starts with a Smart Plan Heather Whaling heather@gebencommunication.com prtini.com twitter.com/prTini linkedin.com/in/heatherwhaling

2. Then Plan around editorial calendars Call beat reporters Photo credit: flickr.com/photos/hectoralejandro/

3. Now Plan in pencil Integrate online & offline communication Photo creditD Sharon Pruitt

4. What should we plan? Media/blogger relations Social networks & network driven campaigns Our own blogging Email marketing Leadership visibility/thought-leadership Customer satisfaction/service initiatives The list keeps growing …

5. Short- & Long-Term Planning: 3 Keys to Success: 1. Be quick. 2. Be relevant. 3. Be strategic.

6. Be Quick Monitor trends: Expert resource opportunities “Piggyback” on stories in the news Help a Reporter Out (HARO) Helpareporter.com @helpareporter

7. Be Relevant. Rule #1: Solid pitches trump lukewarm relationships. Monitor editorial calendars Create your own “ed cal” Think ahead: identify & research reporters Subscribe to RSS feeds Research their recent stories/posts Connect on Twitter, other networks Develop relationships in advance OR do extra “homework” before pitching

8. What to share? Case studies How to, tips, best practices Innovative ways to use product/service Notable announcements, partnerships Solutions to alleviate pain points Newsworthy events Educational/resource-like information

9. Case Study: Planned Pitching 1. ID reporters who might be interested in this kind of story Covered unusual industries Women shattering the glass ceiling 2. Develop a pitch What’s the angle? Why now? Who cares? 3. Follow Up Pleasant persistence pays off

10. Be Strategic. Plan in 3-, 6-, or 12-month chunks Always keep an eye on the future Don’t be so rigid that you miss unplanned opportunities Remember to plan more than just PR/media relations Track process against measurable goals & objectives

11. Example: 6-Month Timeline Identify categories Fill in tactics Assign timeframe Note: This timeline template is available for download here.download here

12. Questions? (or need help with your PR planning?) Heather Whaling heather@gebencommunication.com prtini.com @prTiniprTini linkedin.com/in/heatherwhaling