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Step 1
Research, assess and plan. Look at the past year's PR campaign, if there was any. Find out what the public knows and how it views your business and see how your competitors publicize. Build a database of editors and reporters, their target audiences, press release deadlines, how often they publish and complete contact information.
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Step 2
Define your objectives and goals. Create a list, concentrating on what your business hopes to accomplish, including establishing expertise, building goodwill and brand image, introducing a new product or service and increasing sales. Develop a deadline or benchmarks for results and consider your budget.
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Step 3
Determine your business's target audience. This will narrow your list of publications and markets, ensuring the most publicity for your budget.
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Step 4
Create a schedule and plan for your PR campaign. Create a list, concentrating on press releases, articles, customer success stories, letters to the editor, press conferences, interviews, media tours, seminars, speaking events and event sponsorships.
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Step 5
Carry out your plan. Review results and modify the campaign as needed. Be available for interviews to establish yourself as an expert in the field of your business.
