471_Creating A PR Plan

471_Creating A PR Plan

• 1.
  Public relations 471Creating a pr plan
• 2.
  Our overview for today Request For Proposal The Proposal The PR Plan
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  The request forproposal Client background Client needs Applicant guidelines Follow these to the letter or you don’t get the work Break down your proposal following their format
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  The proposal Creating a budget Writing the proposal
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  Project budgeting breaksdown three ways Project Management Project Development Collateral Costs
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  Project management Howoften do you need to meet the client? How much time do you prepare for those meetings? Agenda prep Analytics reports Travel time How many internal meetings do you need to have? How much time will you budget for fires?
• 7.
  Project management Thereare no golden rules RFP’s tend to dislike lots of project management time. Can you hide project management in other areas, or are you willing to eat some money to get the work?
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  Project development Thereare two ways to bill time A blended rate: Set amount every hour An unblended rate: Different rate for different people President charges 200 Middle Management charges 125 Intern charges 40
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  Project development Hereare some questions to consider What is the internal review process? Is it easier for a higher level person to do the work or review the work of a lower level person? What is the main event of the work?
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  Collateral costs Whois going to pay for supplies? How much will you mark those costs up? What kind of receipts does the client require to see before paying you back?
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  Writing the proposalFollow RFP guidelines to the point Otherwise, risk DQ Here are things to have on hand Company history Staff bio Work samples References
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  Writing the proposal:once you have the job Work through the ROPE Model ID the audience Create a project calendar map When is an item due? Who is responsible? How will they deliver material? Back time this from a week prior to the due date.
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  Random transition toe-newsletter
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  E-newsletter 101 OpenRate: The number of people who open the email Monthly e-newsletters average in the low 20% range. Daily e-newsletters average in the mid-teens.
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  E-newsletter 101 ClickThrough: The amount of people who click on a link. B2B range from 5% to 15%.. B2C range from about 2% to 12%. Highly segmented and personalized email lists (B2B and B2C) are often in the 10% to 20% CTR range.
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  E-newsletter 101: 7 steps to success If people opt in to the e-newsletter, the open rates and click through are higher. Subject lines must be direct and motivate people to act now. The higher the bounce rate, the worse your numbers will be.
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  E-newsletter 101: 7steps for success Layout and design matter. So do links. The more, the better. Make the reader click to read more. Make this platform special…we have something you’ll only get with this e-newsletter.
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  E-newsletter platforms ConstantContact: Easiest to use Generic templates Not as much choice MailChimp More choice More HMTL knowledge YMLP Met in the middle Struggled on older computers