TAILIEUCHUNG - Elements of a PR Plan

We often get asked what makes a successful public relations program? What does it cost? Does my organization really need it? How long do I need to do it? Can’t I do it myself? Why do my competitors always get in the papers? Why does the media get my story wrong? | Elements of a PR Plan e-agency Elements of a PR Program Table of Contents Overview Why Public Relations is Important Elements of a PR Program Plan Media Press Kits Print and Electronic Develop Media Lists Press Releases - Announcements - Major announcements - Trend Press releases - Feature story releases - B-roll or video news releases VNRs - Webcasts Media Training - Becoming a source Public service announcements PSAs Op-Ed Articles Letters to the Editor Press conferences Media tours Press Clipping Services - Riding a news story Special Events Trade Shows Speech Writing Photography Audio Tapes Internet Monitoring Community Meetings Specialized Fact Sheets By-line Articles Quarterly Newsletters Annual Reports Community Calendar Listings PR Campaign Measurement Crisis Management Contact Information e- 2 Elements of a PR Program Overview We often get asked what makes a successful public relations program What does it cost Does my organization really need it How long do I need to do it Can t I do it myself Why do my competitors always get in the papers Why does the media get my story wrong To answer some of these questions we have put together this booklet as a starting point for a discussion on how to develop a public relations plan. Unless you are a celebrity good public relations just doesn t happen on its own. It takes a lot of skill and consistent hard work over a period of time. It s part art part science and when practiced correctly the results can be very rewarding. The bottom line public relations versus other marketing communication tools delivers the most bang for your buck. e-

• PR - Truyền thông
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• PR
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• Elements of a PR Plan
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