Michael Levine is author of Guerilla PR and writes the Guerrilla PR Insights ezine with great tips for getting publicity. Here’s an outline of a quick marketing plan he recommends before taking action on PR.
When you need a "down and dirty" marketing plan, you can use the following outline. We use this plan at my company as a quick starting point. I’m sure you’ll find it useful as a starting point.
- OBJECTIVE(S): What do you want to achieve?
- AUDIENCE(S): Who can best help you reach that goal?
- Definition of your product or service:
- Message: Why your audience should want or could benefit by your product or service:
- Why are you better than your competition?
- What else do you want your audience to know?
- Media: What vehicles should you use to get the message to your audience?
- Summary/Results: How does the delivery of the above message to the targeted audiences via these media achieve your objectives?
Once you have written out this plan, refine it, then put together an action plan. Good planning is the starting point for getting PR.
Answering these questions is also effective for clearly defining your newsletter goals. If you struggle with your newsletter, it may be you aren’t clear on who your audience is and what you want to achieve.
When’s the last time you sat and wrote out your marketing plan and objectives?