PUBLIC RELATIONS PLAN

Playbook & Toolkit

Follow this simple step-by-step guide to develop a to develop

a public relations strategy and program that drives measurable results..
Table of Contents PUBLIC RELATIONS PLAN

Framework 03

Maturity Model 04

Introduction 06

stage 1 Establish PR Objectives 09

stage 2 Internal Self-Assessment 12

stage 3 Understand Your Audience 16

stage
4 Craft Your Key Messages 19

stage 5 Inventory Your PR Assets 22

stage
6 Budget & Measurement 25

Conclusion 29

About 30
 PUBLIC RELATIONS PLAN
Framework

Click the buttons below to access all related

Leverage the framework below to quickly empower training, tools, templates, and other resources.
your organization’s public relations strategy.

1 ESTABLISH 2 ASSESSMENT 3 UNDERSTAND 4 CRAFT 5 INVENTORY 6 MEASURE

Training Course: Media Relations and Customer Profile Positioning Statement Press Kit Checklist Budget Template
Public Relations PR Audit Template Worksheet

Media Specialist Job Editorial Calendar Message Mapping Metrics Dashboard

Strategy Scorecard Template
Description Tool

PR Agency RFP Public Relations Competitive PR and

Template Calendar Advertising Analysis

PR Agency Press Release

Selection Tool Template

Public Relations
Solution Study

Digital Marketing
Roles Matrix

Public Relations
Vendors Matrix

PR System
Vendor Evaluation

PR System
RFP Template
 PUBLIC RELATIONS
Maturity Model

STAGE 4 - World-Class
STAGE 3 - Mature
STAGE 2 - Progressive
Public STAGE 1 - Undefined
Relations
A strategy is in place that has produced A sustainable strategy is in place
Need for a strategy becomes apparent some results; Investments are made to that produces consistent results and
No defined strategy or process for and strategy formulation begins by trial increase strategy effectiveness creates measurable value
Orientation Public Relations and error

Awareness of need for PR exists; PR is acknowledged as a critical

Unaware of need for or value of PR; Recognition that PR is important and
Part-time responsibility delegated to success strategy, understood by all
Leadership Willing to fund press releases for regu-
marketing; Communications begin to
making some contribution; Greater leader-
and with strong executive participa-
latory compliance only ship involvement in some communications
trickle out tion and support

When the “spray & pray” approach PR process completely focused on

Spray and pray. Produce press
No established media relationships doesn’t produce results, focus shifts delivering insights and value to key
Process Focus or process to develop them
releases, find targets and send as
to building relationships with key influencers, with whom there are excel-
email attachments
influencers lent relationships

Spreadsheets/homegrown media Fully integrated, cutting-edge PR solu-

Subscription to a media contact data-
Technology & contact DB in use; Google search used tion provides media contacts, media
No PR solutions in use base is added to more easily identify key
Interoperability to identify media contacts; News distri-
influencers
monitoring, news distribution and
bution services reporting/analytics
 PUBLIC RELATIONS
Maturity Model
Public
Relations STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class

Strong, extensive set of relation-

No proactive engagement. Media
Media
interaction happens only when or if
Engagement media inquiries occur
Learning who key media contacts
Some media relationships exist and there ships exist with media influencers;
are, but media contacts don’t yet
know them
is understanding about how to build them Company is often sought after as
an expert source

One or more full-time PR staff, often An internal PR team exists that

Bare bones budget for limited news supported by an agency or publicist; functions like an agency, and is often
Budget & No budget exists; Spending & staffing
release distribution; Part-time responsi- Budget for media contact DB subscrip- supported by an outside agency;
Staff is ad hoc
bility of one staff member tion and professional development Ample budget for tools, training and
conferences travel to meet influencers

Expert media-relations skills exist;

Inexperienced but willing to make Experienced with a solid understanding
Reluctance, ignorance or even fear of The PR team works in close proximity
Management & something happen; PR efforts of the PR process and engagement
media engagement; No designated to executive team; Execs consider
Policy media spokesperson
managed by someone fairly low in protocols; Management gets reports
communications excellence a competi-
the organization and has regular dialogue with PR team
tive advantage

Advanced output and outcome

Output metrics (e.g. number of press
Metrics No formal measurements in place releases issued) and basic outcome
metrics (e.g. number of placements, etc.)
Output metrics plus some deeper
metrics including sentiment analysis
outcome metrics around interactions or
and the ability to link PR efforts to
relationships with influencers
business result

Want to rate your organization’s Public Relations maturity with an

interactive tool? Download our Media Relations and PR Audit VIEW RESOURCE
and get started today!
 1 2 3 4 5 6
Establish PR Internal Understand Craft Your Key Inventory Your Budget &
Objectives Self-Assessment Your Audience Messages PR Assets Measurement

Introduction

What Is the Purpose of This Playbook?
To create and sustain a Public Relations (PR) program that produces
measurable results.
This playbook provides a blueprint for building a PR program that:
How to Use This Consulting Playbook
This playbook consists of six stages, each with a description, steps,
and action items. Action items include using our premium tools and
templates. Our intention with this playbook is to help you:

Defines specific goals and objectives

Understand each step in the public relations process
Identifies the target audiences and key messages for them very clearly with specific instructions and tools

Determines PR metrics and provides measurement frameworks

The PR function is often managed as part of the marketing depart- Adapt these proven “best practices” to your organization,
ment and funded through the marketing budget. with limited need for an outside consultant

Complete planning and tracking activities faster than

starting from scratch without any guidance

PUBLIC RELATIONS PLAN 6

 1 2 3 4 5 6
Establish PR Internal Understand Craft Your Key Inventory Your Budget &
Objectives Self-Assessment Your Audience Messages PR Assets Measurement

Introduction

Scope of the Public Relations Function Outputs from This Playbook

The full scope of the PR function is quite broad and includes: Stage 1 - Establish PR Objectives
Public Relations Strategy Scorecard

Media Relations – the primary focus of most PR

Stage 2 - Internal Self-Assessment
programs. Media Relations and PR Audit, PR Agency RFP and PR
Agency Selection Tool

Stage 3 - Understand Your Audience

Investor Relations – for publicly traded companies. Customer Profiles, Media Contacts Database and Editorial
Calendar Opportunities
Often managed separately from PR.
Stage 4 - Craft Your Key Messages
Positioning Statement, Message Map, PR Calendar and
Press Release Template

Community Relations – focused on aligning

corporate responsibility with your brand. Stage 5 - Inventory Your PR Assets
Press Kit

The focus of this playbook is on helping you establish an effective Stage 6 - Budget & Measurement
Media Relations process. This playbook may use the terms Public Public Relations Budget and Public Relations Metrics
Dashboard
Relations and Media Relations interchangeably.

PUBLIC RELATIONS PLAN 7

 1 2 3 4 5 6
Establish PR Internal Understand Craft Your Key Inventory Your Budget &
Objectives Self-Assessment Your Audience Messages PR Assets Measurement

Introduction

Are You Dealing With a Public Relations

Emergency?
Use our Public Relations Crisis Playbook & Toolkit to build a plan that
supports your company’s goals & objectives.

PUBLIC RELATIONS CRISIS

Playbook & Toolkit

VIEW RESOURCE

Follow this simple step-by-step playbook to develop a Public Relations Crisis plan
that supports your company’s goals & objectives.

Stages of the playbook include:

Learn
Assess
Notify
Manage
Communicate
Monitor

PUBLIC RELATIONS PLAN 8

 PUBLIC RELATIONS PLAN

STAGE 1

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: Take the Training Course: Public Relations

STEP 2: Set Your PR Objectives
 2 3 4 5 6
Introduction
1 Internal Understand Craft Your Key Inventory Your Budget &
Self-Assessment Your Audience Messages PR Assets Measurement
Establish PR
Objectives

STEP 1 STEP 2
Take the Training Course: Public Relations Set Your PR Objectives
Set objectives by asking key questions such as: what business
Action Item goal is management trying to achieve? Objectives are the end
Take our 6-modules Training Course: Public Relations that game of your efforts to influence your target audience to know,
will help you develop a comprehensive public relations think or feel a certain way or do a certain thing.
strategy & plan. Once you’ve identified these objectives, express them using the
following framework:

Outputs – these are measures of work, such as issuing a press

release or receiving a media placement.
S TA R T L E A R N I N G
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 atti-

The course includes tools and templates to create outputs that are tudes, opinions and behaviors, where ROI is achieved.
the components of your public relations plan, such as:
Outgrowths – the “halo” effect or beneficial, unintended conse-
Objectives
quences on reputation, relationships, etc.
Assessment
Audience Understanding
Craft Key Messages
Asset Inventory
Budget & Measurement

PUBLIC RELATIONS PLAN 10

 2 3 4 5 6
Introduction
1 Internal Understand Craft Your Key Inventory Your Budget &
Self-Assessment Your Audience Messages PR Assets Measurement
Establish PR
Objectives

STEP 2 (cont.) STEP 2 (cont.)

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

Output-Oriented Objective: In conjunction with the new product Use our Public Relations Strategy Scorecard to docu-
launch, generate 250,000 impressions via placements in online ment your objectives, initiatives, metrics and timeframes
media, technology blogs and national trade publications within to achieve your goals. This concise plan is great to show
three months of the product announcement date. senior managers.

Outtake-oriented objective: Convince 35% of prospective

customers that the key differentiating feature in your new product
is a ‘must-have’ feature for products in your market space. VIEW RESOURCE

Outcome-Oriented Objective: Trigger 10,000 downloads of

the free trial version of your new software product within three
months of launch.
Common themes for PR objectives may include:
Outgrowth-oriented objective: Because Outgrowth results Increasing Influence with Key Media Sources
are unintended, it is difficult if not impossible to set objectives Formalizing Public Relations Strategy Plan
for them in advance. However, when they do occur, track and Producing Results from Public Relations Activities
report them. Examples of Outgrowth results include partnership
opportunities or merger discussions.

PUBLIC RELATIONS PLAN 11

 PUBLIC RELATIONS PLAN

STAGE 2

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

STEP 2: Prioritize Areas for Improvement
STEP 3: Allocate Resources with PR Expertise
STEP 4: Audit Technology
STEP 5: Research Vendors
STEP 6: Select PR Solution
 1 3 4 5 6
Introduction Establish PR
2 Understand Craft Your Key Inventory Your Budget &
Objectives Your Audience Messages PR Assets Measurement
Internal
Self-Assessment

STEP 1 STEP 2
Audit Your State of PR Readiness Prioritize Areas for Improvement

Action Item Action Item

Use our Media Relations and PR Audit to assess your Document an action plan to address deficiencies the assess-
existing program and identify your strengths, weaknesses, ment identifies.
and areas for immediate improvement.
Key Challenges Impact Potential Solutions

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

Minimal Hire an experienced

in-house Med Media Relations
expertise consultant
Areas the audit will address include:
Media Awareness
Positioning Agree on key
Metrics are
Med metrics and tracking
Internal Support for PR not defined
mechanisms
Internal Expertise
Process
Relationships

PUBLIC RELATIONS PLAN 13

 1 3 4 5 6
Introduction Establish PR
2 Understand Craft Your Key Inventory Your Budget &
Objectives Your Audience Messages PR Assets Measurement
Internal
Self-Assessment

STEP 3 STEP 4
Allocate Resources with PR Expertise Audit Technology

Action Item Action Item

Acquire the expertise you need to run a successful PR Read our Public Relations Solution Study and highlight
program. insights, the landscape, and the vendors associated with
the PR space.

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: PUBLIC VIEW RESOURCE
RELATIONS
Solution Study
1. Hire a Qualified PR Professional – use the Media Specialist
Job Description template.

2. Contract with a Qualified Freelance Professional – an ideal

Insights, Landscape, & Vendor Analysis

approach for small to medium businesses starting out.
3. Enter a Relationship with an Agency – best suited for medium
to 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.
Success in Public Relations continues to depend on skill in
building relationships and influencing the influencers with effec-
tive, timely communication of relevant content. Public Relations
solutions facilitate the success of their users by helping them
better manage relationships and communications processes.

Helpful Hint – Looking for a tool to help you organize your

Digital Marketing efforts? Use our Digital Marketing Roles
Matrix across different departments.

PUBLIC RELATIONS PLAN 14

 1 3 4 5 6
Introduction Establish PR
2 Understand Craft Your Key Inventory Your Budget &
Objectives Your Audience Messages PR Assets Measurement
Internal
Self-Assessment

STEP 5 STEP 6
Research Vendors Select PR Solution

Action Item Action Item

Use our Public Relations Vendors Matrix to obtain infor- Use our Public Relations System Vendor Evaluation
mation about key vendors that provide Public Relations to compare Public Relations vendor solutions based on
solutions. your requirements.

VIEW RESOURCE VIEW RESOURCE

You need to learn about key vendors of Public Relations solu- Key benefits of this tool include:
tions. Our Vendors Matrix allows you to collect basic information Logical apples-to-apples comparison
that improve understanding of what a Public Relations vendor
Documents requirements & necessity
can provide to your company.
Provides visual report for results

Helpful Hint – You can also use our Public Relations

System RFP Template to help you design an RFP for a
Public Relations system.

PUBLIC RELATIONS PLAN 15

 PUBLIC RELATIONS PLAN

STAGE 3

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 and social media, companies own channels
(owned media) that directly reach their target audience.

STEP 1: Define Your Target Audience Profiles

STEP 2: Listen to Target Audience Conversations
STEP 3: Create a Database of Media Contacts
STEP 4: Identify Editorial Calendar Opportunities
 1 2 4 5 6
Introduction Establish PR Internal
3 Craft Your Key Inventory Your Budget &
Objectives Self-Assessment Messages PR Assets Measurement
Understand
Your Audience

STEP 1 STEP 2
Define Your Target Audience Profiles Listen to Target Audience Conversations

Action Item Action Item

Use our Customer Profile Template to create fictional Monitor traditional media and social media to understand
personas or profiles for the key audiences you intend to what is being said about you.
target with your communications and PR efforts.
This may include online conversations or stories about your:

Company

Products
VIEW RESOURCE
Competitors

Market space

What are the typical profiles that need to be created?
End Users – what are they looking for in a product?
Economic Buyers – how can you prove ROI?
Technical Evaluators – what assurances do they need?
A social media monitoring tool can ensure you’re catching every-
thing 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 4.

PUBLIC RELATIONS PLAN 17

 1 2 4 5 6
Introduction Establish PR Internal
3 Craft Your Key Inventory Your Budget &
Objectives Self-Assessment Messages PR Assets Measurement
Understand
Your Audience

STEP 3 STEP 4
Create a Database of Media Contacts Identify Editorial Calendar Opportunities

Action Item Action Item

Identify media channels and specific members of the Review editorial calendars to learn when relevant stories
media that publish content for your target audience and are planned for publication. Once again, use the Editorial
use the Editorial Calendar Template to maintain a data- Calendar Template to track these opportunities and their
base of media contacts. associated important deadlines.

VIEW RESOURCE VIEW RESOURCE

How can you simplify the process of building relationships with What needs to be tracked in the Editorial Calendar Template?
media contacts? Publication Name Publication Date
1. Sign up for a subscription to an external media database. Content Type Owner
2. Study published content from media sources to learn their Title Editor
editorial focus.
Importance Writer
3. Identify the specific journalists that cover stories for your target
Deadline Status
audience.

PUBLIC RELATIONS PLAN 18

 PUBLIC RELATIONS PLAN

STAGE 4

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

STEP 2: Draft & Prioritize Key Messages
STEP 3: Schedule & Prepare Communications
STEP 4: Standardize Press Release Formatting
 1 2 3 5 6
Introduction Establish PR Internal Understand
4 Inventory Your Budget &
Objectives Self-Assessment Your Audience PR Assets Measurement
Craft Your
Key Messages

STEP 1 STEP 2
Define Your Positioning Statement Draft & Prioritize Key Messages

Action Item Action Item

Use the Positioning Statement Worksheet to define a Use the Message Mapping Tool to document the key
positioning statement that describes your product, defines messages that are important for your target audience to
its differentiation and shows how you will create value for hear about your company or its products.
customers.

VIEW RESOURCE VIEW RESOURCE

What does strong positioning do for you? What is a message map?

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 prospects why they should buy from you –
this forces you to compete on the basis of price, which is not
sustainable.
Message maps provide a method for brainstorming and priori-
tizing potential messages based on their credibility, effectiveness
and resonance.
Once you have analyzed the relative strengths and weaknesses
of each message, a bubble chart message map is automatically
generated.

PUBLIC RELATIONS PLAN 20

 1 2 3 5 6
Introduction Establish PR Internal Understand
4 Inventory Your Budget &
Objectives Self-Assessment Your Audience PR Assets Measurement
Craft Your
Key Messages

STEP 3 STEP 4
Schedule & Prepare Communications Standardize Press Release Formatting

Action Item Action Item

Use the Public Relations Calendar to track activities, timing, Use the Press Release Template to ensure you are preparing
type of communication and channel through which you your releases in a format the media expects, as many of the
should emit it. After the scheduling, it’s all about execution! communications you emit will go out in this form.

VIEW RESOURCE VIEW RESOURCE

The communications you could prepare may include topics such as: Properly formatted Press Releases should have the following
New product announcements structure:

Partnerships Headline

Key sales, sales milestones or customer case studies Contact Information

Events Date Line

Lead Sentence – summary of release
Anything that represents valid news is appropriate. Ensure that
About Company
each communication properly reflects the key messages you
identified.

PUBLIC RELATIONS PLAN 21

 PUBLIC RELATIONS PLAN

STAGE 5

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 and outdated Press Kits if they exist.

STEP 1: Develop or Update Your Press Kit

STEP 2: Create a Directory of Experts
STEP 3: Complete Media Coaching
 1 2 3 4 6
Introduction Establish PR Internal Understand Craft Your Key
5 Budget &
Objectives Self-Assessment Your Audience Messages Measurement
Inventory
Your Pr Assets

STEP 1 STEP 2
Develop or Update Your Press Kit Create a Directory of Experts

Action Item Action Item

Use our Press Kit Checklist to assemble an up-to-date Identify all subject matter experts, in or outside of your
Press Kit. Be sure to create both high quality printed and company, that will speak to the media on your behalf. Main-
online versions. tain a directory of their contact information and their areas
of expertise.

To build and manage your directory of experts:

VIEW RESOURCE 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.
What are the some of the key elements of a Press Kit?
Media requests are always urgent. Coach your experts to
Previously issued press White Papers
respond quickly to media inquiries.
releases Relevant photos and
Corporate Backgrounder graphics Keep you directory current. Update it often as experts come
Product marketing Reprints of past media and go.
brochures Customer coverage
Case Studies Key statistics & corporate
facts

PUBLIC RELATIONS PLAN 23

 1 2 3 4 6
Introduction Establish PR Internal Understand Craft Your Key
5 Budget &
Objectives Self-Assessment Your Audience Messages Measurement
Inventory
Your Pr Assets

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 representa-

tives and subject matter experts.

PUBLIC RELATIONS PLAN 24

 PUBLIC RELATIONS PLAN

STAGE 6

Budget & Measurement

Now that your PR program plan is drafted, you’ll 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

STEP 2: Build Your PR Program Dashboard
STEP 3: Track Ad Value Equivalency* (optional)
STEP 4: Measure & track cost per impression
STEP 5: Reporting
 1 2 3 4 5
Introduction Establish PR Internal Understand Craft Your Key Inventory Your
6
Objectives Self-Assessment Your Audience Messages PR Assets
Budget &
Measurement

STEP 1 STEP 2
Develop Your Public Relations Budget Build Your PR Program Dashboard

Action Item Action Item

Use our Public Relations Budget Template to detail the Use our Public Relations Metrics Dashboard to track and
expected costs for your program and get approval for report on your PR results.
funding.

VIEW RESOURCE VIEW RESOURCE

Common PR program expenses include: Your PR measurement metrics should link directly to the “objec-
Agency fees tives” you identified during Stage 1. Common PR program metrics
include:
Wire distribution fees
Media placements – coverage in various media channels.
Press kit materials costs
Communications – news emissions: press release, blog, social media.
Media database subscription
Web analytics – traffic from links in PR content
Social media monitoring solution costs
Social media traction – “Likes”, re-tweets, wall postings, etc.
Travel costs (if you plan press tours or to meet the media at events)
Relationships – how often you’re contacted as a source for a story, etc.

PUBLIC RELATIONS PLAN 26

 1 2 3 4 5
Introduction Establish PR Internal Understand Craft Your Key Inventory Your
6
Objectives Self-Assessment Your Audience Messages PR Assets
Budget &
Measurement

STEP 3 STEP 4
Track Ad Value Equivalency* (optional) Measure & track cost per impression
As an alternative to Ad Equivalency Value, measure and
Action Item track the cost per impression. While impressions are truly
Use our Competitive PR and Advertising Analysis to only impressions if someone sees a media placement, the
track your PR and advertising programs, and those of metric is still valid.
your top competitors, to determine Ad Spend to Ad Value Components:
Equivalency ratios.
Cost: the total cost of producing the media
placement.

VIEW RESOURCE 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.

What is Ad Value Equivalency (AVE)? Cost

This is a metric that measures what your editorial coverage = Cost per Impression
Impression
would have cost if it were advertising space or time.

PUBLIC RELATIONS PLAN 27

 1 2 3 4 5
Introduction Establish PR Internal Understand Craft Your Key Inventory Your
6
Objectives Self-Assessment Your Audience Messages PR Assets
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 28

PUBLIC RELATIONS PLAN

Conclusion
At the end of any business process, it’s always a good idea to review it
and identify areas for improvement.

Demand Metric has the tools and expertise to help you with the
following:
Set up a public relations plan
Create or audit your public relations process
Assist with using any of the tools referenced in this playbook
Provide hands-on assistance to accelerate achieving your goals.
PUBLIC RELATIONS PLAN

About ANA
The ANA (Association of National Advertisers) makes a difference
for individuals, brands, and the industry by driving growth, advancing
the interests of marketers and promoting and protecting the well-
being of the marketing community.

Founded in 1910, the ANA provides leadership that advances marketing

excellence and shapes the future of the industry. The ANA’s member-
ship includes more than 1,000 companies with 15,000 brands that
collectively spend or support more than $400 billion in marketing
and advertising annually. The membership is comprised of more than
750 client-side marketers and 300 associate members, which include
leading agencies, law firms, suppliers, consultants, and vendors.

Further enriching the ecosystem is the work of the nonprofit ANA

Educational Foundation (AEF), which has the mission of enhancing
the understanding of advertising and marketing within the academic
and marketing communities.
 PUBLIC RELATIONS PLAN

About Demand Metric

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training, and a simple, modern platform for managing work.

Our analysts identify best practices from fast-growing companies and

build Playbooks & Toolkits, Guides & Reports, Training Courses, and Project
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ment, and get your team punching above their weight class.

Manage your work visually with our easy-to-use platform, built for small
marketing teams by design. See what your team is working on at a glance
so you can spend less time managing projects and more time knocking
stuff off your list.

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