When was the last time you had a PR check.  How are you doing at telling your “story” to your community or the world about your product, service or organization?  When was the last time you updated or even looked at your website? Take a day this week and go through our checklist.

• Do you know your target audience?
  • These will depend on the nature of your business, but are broadly defined as:
    • Customers/clients
    • The media--newspaper, radio, TV, Internet
    • Internal groups—employees, club members, suppliers, congregation
    • Community groups/activist groups
    • Government/Chamber of Commerce 
    • Investors, shareholders, donors, sponsors
• When was the last time you checked your research?
  • If you’re not already doing research, you’re behind!  This will reveal areas that you need to concentrate on, and can then act as a benchmark against which to measure your success in meeting your objectives.
• Check your public relations objectives
  • You need goals. Whether to increase your sales, brand awareness or to reach a particular people group, set goals.
• What’s your key message?
  • If you don’t know your key message, how do you expect your audience, customers or clients to know? Write it down.
• Identify your PR resources
  • Set your budget for PR and assign personnel duties in-house and with your outside PR professional.
• Select and calendar program activities
  • Choose your PR activities, prioritize and calendar communication channels.
  • Below are examples of types of activity you might schedule.
    • Media relations
      • Press releases/statements, articles, radio and TV interviews and discussions, press conferences and briefings, photo opportunities and photographs, media tours.
    • Internal communications
      • In-house newsletters, staff briefings and seminars, sales  memos, briefing papers, training manuals, internal videos, open days, conferences, intranets and e-mails.
    • Public affairs and lobbying
      • Trade group or city day at your state capital or Washington.  
    • Events management
      • Exhibitions, conferences, talks, presentations, road shows, staffing a booth or leading workshops at trade shows, competitions and awards.
    • Community relations
      • Leadership visits, community projects, sponsorship of local charities, open house for community leaders and neighbors, information videos, consultation and discussion groups.
    • Investor relations
      • Reports, accounts, briefings and presentations, shareholder newspaper/magazine, corporate video, shareholders meeting.
• Evaluate successes and failures from last year
  • Don't make the same mistakes over and over.
• Check your outreach resources
  • Website updates, letterhead, sales flyers, brochures, tv spots, training and marketing videos, building signage, etc - you get the idea!

These are a few items to get you started. Now for another shameless commercial: Good public relations doesn’t just happen. MSGPR has the team with broad experience in journalism, social marketing, event management, media production and crisis communication – all the skills needed to successfully plan and execute your public relations program. No matter if your reach is local, national or international, we look at the big picture and develop integrated marketing communication programs that extend your brand into all facets of your business. Get a FREE Big Picture Evaluation by visiting this page.

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