PUBLIC RELATIONS STRATEGY HELP

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PUBLIC RELATIONS STRATEGY PROJECT ESTIMATED TIME 20-25 HOURS / OVER 6-8 WEEKS

DELIVERABLES

A Public Relations (PR) strategy that includes:

• Review of Organization's public relations goals

• Identification of the audiences Organization should be addressing to achieve stated goals

• Identification of the media outlets Organization should target to reach stated audiences

• A press list created based on Organization's target media outlets

• Recommendations on the best tactics to build relationships with Organization's target media outlets

PREREQUISITES

PROFESSIONAL

• Excellent writing and editing skills

• Understanding of PR planning

• Experience as a communications consultant or PR Professional

NONPROFIT

• Clear goals for your PR efforts

• An understanding of the staff capacity that you can dedicate to PR

• Staff member ready to prioritize this project

PROJECT STEPS

• Prep: Project goals, timeline, and process established and initial information distributed
• Volunteer Manager outlines any current PR activities and strategies
• Volunteer Manager shares any existing PR materials

Milestone 1:

• Project goals, timeline, and process established and initial information distributed
• Professional connects with the Volunteer Manager for a brainstorming and overview session, to discuss goals and existing activities/materials
• Professional and Volunteer Manager outline next steps and timeline for the project

Milestone 2:

• Target audiences and media outlets have been identified
• Professional identifies target audiences and media outlets the Organization should be going after and shares the information with the Volunteer Manager
• Volunteer Manager provides feedback on the target audiences and media outlets
• Professional incorporates Volunteer Manager’s feedback and creates a finalized list of target audiences and media outlets

Milestone 3:

• Finalized PR strategy has been delivered to the Organization
• Professional creates a press list based on the media outlets identified
• Professional delivers final strategy to the Organization and provides recommendations for implementation, based on staff capacity and budget

We need this because:

(1) We want to present our Organization as a thought leader through press and media outlets

(2) We want to increase awareness of our brand through press and media outlets

(3) We want to publicize a major event or development through press and media outlets

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