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Complete PR Campaign Needs:

Overview: .................................................................................................... 2
What Can PR do for your Campaign? .................................................................. 2
Breaking it Down: ........................................................................................ 2
Research: .................................................................................................... 3
Something to Keep in Mind: ............................................................................ 3
Research Needs: ......................................................................................... 3
Different Mediums to Target Your Audience: ........................................................ 4
Campaign Creation: ........................................................................................ 5
Start Structuring Campaign: ........................................................................... 5
10 Questions to Ask Before Rolling out the Program:* ............................................. 8
Evaluation: .................................................................................................. 9
Measuring Success: ...................................................................................... 9
Revisiting the Campaign Breakdown: ................................................................. 9
Addendums: ................................................................................................ 10
Media Pitching Worksheet: ............................................................................ 10
Press Kit Needs: ......................................................................................... 11







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Overview:
What Can PR do for your Campaign?
Below are all of the different things that a PR campaign can do for your brand, ad, et al.
When doing a campaign pitch, we will show how all of these different aspects are targeted.
- Building marketplace excitement before media advertising breaks
- Improving ROI
- Creating advertising news where there is no product news
- Introducing a product with little or no advertising
-Providing a value added customer experience
- Building brand to consumer bonds
- Influencing the influentials
- Defending products at risk and giving consumers a reason to buy
Breaking it Down:
So that we can start your campaign, please fill out the following to the best of your
knowledge. Once your campaign strategy is created, we will fill out the same section with any
changes that have been made.
Objectives:
Audience:
Timing:
Tools/ Media:







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Research:
Something to Keep in Mind:
We need to create messages that can traverse the model of communication. Through
thorough research, this process will work to our advantage:
Model of Communication:
Source/ Sender (us) - Encoding- Channel Message (what we are using to send our
message)- Decoding- Receiver (our public)
Research Needs:
Define which view of Public Relations you are using: Corporate or Media
Media Centric View of Public Relations:
Define the following stakeholders:
Customers:
Suppliers:
Government:
Corporation:
Investors:
Community:
Activists:
Define Stakeholders and Stakeholder Categories:
Latent Stakeholders: Has only one of three salience attributes: Insert media outlets/
stakeholders that fit these ideologies:
- Dormant: Power only
- Discretionary: Legitimacy only
- Demanding: Urgency only
Expectant Stakeholders: Posses two of the three salience attributes:
-Dominant: Power and Legitimacy
- Dependent: Legitimacy and Urgency

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- Dangerous: Power and Urgency
Definitive Stakeholders: Have all three
Different Mediums to Target Your Audience:
To be able to target your publics, we can use the following mediums:
- Press Release
- Press Conferences
- Exclusives
- Interviews
- Community Involvement
- The Internet
- Social Networks and Blogs













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Campaign Creation:
Start Structuring Campaign:
1. Figure Out What You Have:
- What are the key points of the campaign?
- Figure out what is the most marketable aspect of the promotion
- What is the scope of the campaign? Is this national? Could this be national?
- What makes this special?- Analyze this campaign based off of other campaigns
and overall successful campaigns
- Identify the WHO WHAT WHEN WHERE AND WHY of the campaign
2. Media Audit:
- Who are the journalists that have been talking about this company or topic in
the past?
- What are people saying about campaigns like this one?
- What are the key components that the media might be interested in knowing
about based off of previous involvement?
3. Identify Your Publics:
-What are the publics that you want to target?
- How are these publics currently involved?
- Define each of the publics based off of the Grunig typology
-Are they active, aware, latent or non-public?
- Figure out what you want to move your public to- (which of the typologies are
you trying to get to?)
- How are you going to target each of these publics?
- If through to social:
- What are the different channels? Look to social media campaign and
strategy
- If through PR:

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- Who are the journalists that might be interested?
- How wide is your scope?
- What is your budget?
- What are the needs of your journalist targets?
4. Create Goals and Objectives:
- Create goals that are both organization centered and audience centered
- Goals can fall into the following categories (all PR campaigns should have
goals that match each of the categories)
- Image Goal: What image of the company or campaign do you want to
put out?
- Demographic Goal: What demographics do you want to appeal to?
- Grunig Goal: How to you want to change the typologies that have been
created previously?
- Additional Goal: What other issues of the campaign do you want to
highlight?
-Create objectives:
- Make sure that you have objectives that follow each of the categories
- Knowledge Objectives- Need for more knowledge
- Attitude Objectives: Change the attitude towards something
- Behavior Objective: What behaviors do you want to change?
5. Create Message Strategies:
- Identify the already created messaging strategies:
- Copy platform
- Copy points
- Visuals
- Explain how the current messaging strategies fall into the different goals and
objectives
6. Selection Strategies:

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- What are the communication selection strategies?
- What are the media selection strategies?
- What are the personal communication strategies?
7. Media Selection Strategies:
- What media outlets do we want to work with?
- What media outlets will get something out of this campaign?
- Merge and purge that list
- Itemize everything that the journalists can get from this program and write
cover letters to go with it.
- Decide on reach
- Figure out frequency of releases
- Figure out tactic through releases to that will create full audience saturation-
the final goal
8. Create Deliverables:
- Make sure that all releases have a cover letter that targets the correct
demographic
- Create media list
- Create press kits.
9. Send Out Deliverables:
- Send out both digital and print media kits to the top journalists
- Send copy of both to sponsors so that they can see the program and also
promote if interested
- Follow up with each of the journalists after the kit has been sent
10. Create Findings and Analytics Based off of Your Goals and Objectives:
- Look at which goals were fulfilled
- Look at what objectives were fulfilled
- Make note of the journalists who were receptive of the information
- Create a clipping binder for future campaigns

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- Write thank you to each of the journalists who picked up the coverage and
tell them that we hope to work with them in the future
10 Questions to Ask Before Rolling out the Program:*

1. Does the plan reflect a thorough understanding of the companys business situation?
2. Has the PR program made good use of research and background sources?
3. Does the plan include full analysis of recent editorial coverage?
4. Do the PR people fully understand the products strengths and weaknesses?
5. Does the PR program describe several cogent, relevant conclusions from the research?
6. Are the program objectives specific and measurable?
7. Does the program clearly describe what the PR activity will be and how it will benefit the
company?
8. Does the program describe how its results will be measured?
9. Do the research, objectives, activities and evaluations tie together?
10. Has the PR department communicated with marketing throughout the development of the
program?

* from Advertising and Promotion- Belch and Belch








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Evaluation:
Measuring Success:
To measure success, we will look at the following factors:
- Total number of impressions over time
- Total number of impressions on the target audience
- Total number of impressions on specific target audience
- Percentage of positive articles over time
- Percentage of negative articles over time
- Ration of positive to negative articles
- Percentage of positive/ negative articles by subject
- Percentage of positive/ negative articles by publication or reporter
- Percentage of positive/ negative articles by target audience
Revisiting the Campaign Breakdown:
Objectives:
Audience:
Timing:
Tools/ Media:







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Addendums:
Media Pitching Worksheet:
1. Research:
- Who are you targeting?
- What have each of the journalists written about in the past?
- How does your story fall in their wheelhouse?
- Are they covering your industry?
- Have they covered products like yours?
- What makes your product different from past stories?
2. Is this news?
- Write down key points about why this is newsworthy
- Ask around to see if others see this as news or marketing
- If it is marketing, DO NOT CONTINUE- either discard the campaign or find a new
angle
3. What is your content?
- Create a pitch for each of the journalists- no more just sending out media alerts
- Create a pitch that can be sent through both social media (twitter) and e-mail
4. What are your angles?
- Why should the journalists care?
- Find four ways that you can pitch the story
5. Exclusives
- Will you be offering an exclusive?
- If so, to who?




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Press Kit Needs:
1. Letter of Introduction:
- Why should the journalists care?
- Include overview of everything that they will find in this press kit
- Include contact information about the media contact and why they will be able to
give you the best possible interview
2. Information about the Journal and any Sponsors:
-Include a company profile that talks about the:
- Company
- Agency Team
- What makes us stand out
- Media contact
- Department leadership
- Include information about the sponsors
- This should be defined by the sponsors themselves
3. Information about the campaign/ program:
- Include facts sheets and sell sheets (minus the pricing)
- Include any information or trends about the product/ program- this is where you can
show off what happened in the past
4. Any press coverage:
- Include both recent coverage of the program but also coverage that might have
taken place when the program ran in the past
5. General press release:
- Include a release that has an overview of all of the information about the program-
give the media every angle that you would want them to cover
6. Any specific press releases about the program:
- What are the specific aspects of the program
- Write a release about each of these aspects

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7. FAQ:
- Include answers to any questions that might be something that a journalists would
ask in an interview about this program
8. Previous creative work:
- Include the logo, past ads, really any creative that showcases our skills
9. Any other relevant information: