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Logistics bill format for Public Relations

hi everyone and welcome to the Bus trining domcom video module on components of successful PR campaigns here we'll cover the seven essential parts of that PR plan first an over review of the pr plan and or PR campaign and as you noticed I was using plan in um um in lie of campaign and really the two terms mean the same thing they are a campaign or a plan for generating public relations uh or PR rather around a brand and a company Etc and the term plan sounds a little shorter than a campaign um and that's somewhat due to the fact that a PR plan and a PR campaign are shortlived especially in retrospect to a company's entire lifespan and after each plan is over they need to be revamped or just you know a new plan created altogether and as with any campaign changes need to be made when the changing environment or uh changing customer needs occur so like a marketing plan it's not something that's created only when interest is trying to be generated but it should be something that is consistently fixed constantly tweaked and improved upon you should also create new plans when things change like I mentioned um objectives are improved for the company or the industry and Market sees some major growth or decline using a PR campaign or or utilizing a PR plan is really important because it's meant to create that awareness for a company the pr plan is meant to be your blueprint the map for guiding your PR efforts more importantly it's to ensure that everyone in the company is on the same page if there's confusion or disagreement about tactics and strategies that you create you can talk aloud and plan this through the planning process take advantage of this time to come to a consensus on where the company is going and how that lines up with where the company actually wants to go use this information to create a better plan and generate more support from everyone in the company so here are the seven core components of a PR plan um this creation really needs to take place after research is done after uh Target markets have been identified this is just the formalization of the plan itself so um you know create all of these things on their own and ensure that they make their way into the plan the first is the introduction or analysis of the situation this is where your research would be shared the research again would be an analysis of the industry company situation market analysis Etc this is also the place where the plan is briefly described and defines the issues that brought upon the creation of the plan in the first place this is like an executive summary that is meant to answer questions of why second is your objectives and goals as described above this is the place where goals are recognized where goals are really explained and delved into in detail ensure that the company helps uh in this planning process because you in order to create strategies and in order to create activities which uh is also synonymous for tactics if you want to create those two things you really have to have clear really wellestablished objectives and goals and that moves on to the target audience target audience is you know who you plan to reach with your PR plan who you hope to turn into a customer or an advocate for your you know save the wall the the whales campaign you know whatever you're doing your target audience is who you plan to reach with this plan and particular now your target audience may include um you know vegetarians and vegans around the world but for this specific PR plan you only want to Target those in the US and only those that are from Generation Y for example and that can be for various reasons but ensure that you target the correct audience but that you also have done your research so that you know who your target audience actually is aside from just defining Generation Y so take the time here to explain your target audience talk with the company's analysts talk with the company's Executives figure out who your target audience is from there you can create strategies what do you want to accomplish with this goal you know with this plan your goal may be to continue offering excellent customer support and your strategy from that then would be to create a stronger brand image and create more Customer Loyalty now how do you do that will you create activities and tactics to achieve that strategic standpoint based on your objectives and goals so it's really you know a triangle your strategies rely on your activities and tactics that you define and your activities then in turn rely on your objectives and goals because you created your strategies based on those things so ensure that this pyramid this triangle of information is really concrete because you you can't you can't Implement something like Twitter or LinkedIn or you know any other social media use without knowing why so in order to create customer loyalty you'd create tactics and activities like um an easier return policy now this may not be something that's really PR related but you can Advocate that because you can share with your team you can share with your um you know people online who are your Advocates share with them hey we're making changes this will be your PR this will be your activity this will be the tactic that you can use to really generate that strategic advantage that you hope to get over other companies so that's a pretty simple analysis and simple example of why it's so important to have objectives strategies and tactics that all tie into one another and you know if you need help with these really lay them out put them in a flowchart figure out okay why are we using Twitter you know did we use it just because everyone else is using it that may not be the right reason so really take a step back and re-evaluate why you're doing things sixth step is to implement and evaluate um really create that measurement of success after you delegate responsibilities figure out who's dealing with what who's managing what you want to ensure that you've created a a sort of guideline to base their success upon and measurements of success will be uh very vital when creating your next plan and when using this plan's results to really Advocate something like the budget the budget is exactly what it sounds like for every tactic that you use you need to lay that out you know even for the planning of this PR plan you are on a budget so include that you know include that well we plan these tactics that's going to cost this much and then to implement those tactics is going to cost this much really lay it out especially for your client or your uh you know company that you're working for really knows where you're going to be spending that money and how much everything is going to cost and you know a PR plan may not be final until the 10th or 11th version but this is also going to be a request you know for their taking this on and really trusting you with what you want to do so be very clear be very concise and uh be upfront and in that budget you know things may change next year so use this plan use your success if you've had some and really show them hey you know we're successful we set our goals high in the implementation and evaluation section of our plan because we wanted to see you know what sort of challenges we could meet and we were successful so next year we want to continue that success and keep the same amount of budget um you know or maybe we need more of a budget so the pr plan can be a very vital tool and lastly Just One Last tip to remember there can be more sections to your PR plan if you want or if you feel that you need to add them but these that we went over in the previous slide are really the most important components of the pr plan or campaign they need to be in place to ensure the success of your PR efforts otherwise you can end up wasting your time and tarnishing your brand what's worse you can ruin someone else's brand if you've been hired to help them with their PR needs for more tips on PR plans and campaigns check out the video on success PR campaigns where I cover some tips on how to create the best plan after knowing the right parts to include thank you for watching the Bus tr.com video module I hope you enjoyed it to learn more about our training and certification programs that we offer please visit our homepage at bus trining tocom he