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Anchorage Chamber Brown Bag:
Planning, Tactics and Internet Tools for
Public Relations Success
March 16, 2010
•Public Relations Defined
•The Public Relations Plan
•Tactics to Work Smarter
•Internet Tools
•Questions & Answers
Today’s Talk
Public Relations
How we communicate and build relationships with
all of our publics
•Research•Goal•Objective•Strategy•Action/Tactic•Timeline•Budget•Evaluation
The PR Plan -ReGOSATBE
•Poll, focus group, mail questionnaire
•Man on street, post question on Facebook or Twitter, interview past donors, talk to peers
ResearchFormal or informal
The big, hairy audacious accomplishment
Be the top-of-mind organization when Alaskans think “advocacy for girls.”
Be Alaska’s favorite family restaurant
Goal
•Public - who do we need to reach?•Effect - what effect will we have?•Level - to what degree?•Timeline - how long do we have to
get it done?
Examples: Convince 50 of our current donors to increase
their level of support over the next six months
Attract 250 new cellular customers in Anchorage over the next 90 days
ObjectiveP.E.L.T.
How you’re going to do it
Example: We Try Harder - AVIS Just Do It - Nike We Deliver For You - US Postal Service
Strategy
Actions/TacticsThe PR tools in the toolbox
•Direct mail campaign•Special event/reception•Collateral-brochure, flyer•Workshop on Planned Giving•Grand Opening or Media Tour•CEO in-person meetings
Who is doing what and when
Timeline
Budget
What’s it going to cost
Evaluation
Did we accomplish our objectives?
How many donors did we get and how much more did they donate?
How many new cellular customers did we sign-up in Anchorage?
Tactics that WorkJr. Classic video for Kenai River Sportfishing Association
Tactics that WorkWorld Wildlife Fund - Media Relations
News ReleaseMarch 6, 2009Contact: Margaret Williams, WWF, (907) 830-4349Kathy Day, KD/PR, (907) 868-4884 or 229-2470 cell
Pribilof Island Ship Grounding Highlights Urgency for Shipping Safety in Alaska
Anchorage (March 6, 2009) – Residents of St. George Island, the US Coast Guard’s Pacific Strike Team, local USCG personnel, and a marine salvager are converging on the remote Bering Sea island to respond to the grounding of a Seattle-based trawler, the Mar-Gun, on the wildlife-rich island. With the crew of the 112-foot fishing vessel safely rescued, the quickly assembled emergency responders have now turned toward the task of removing oil from the ship before it leaks onto the beaches of one of America’s largest seabird colonies and summer breeding ground for thousands northern fur seals
Tactics that WorkCollaborate
Tactics that WorkAlaska Children’s Services - tell your people stories
Tactics that WorkPick. Click. Give.Make lemonade out of lemons
Tactics that WorkUse Social Media - Anchorage Reads: Frankenstein
Cool Internet Tools I Use
Pitchengine.com
Pitchengine
Cool Internet Tools I UseSmartsheet
Cool Internet Tools I UseFreeConference
Cool Internet Tools I UseCustomScoop
Cool Internet Tools I UseBlogger.com
Cool Internet Tools I UseVisual Thesaurus
Cool Internet Tools I UseTwitter Search
Questions?
Contact Information:
(907) 868-4884
