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Plan Your 2011 Public
Relations Campaign Now
By Karen Pierce Gonzalez

Time stands still for no one. Neither does the media. That’s why it’s important to make publicity plans as early as possible.

Today’s streamlined news rooms mean that there are fewer reporters and photographers just waiting around for story pitches or last minute news. This is especially true for non-urgent news (lecture, book release, new product line, etc.). The sooner you submit your news pitch the more likely it will be considered.

Editorial deadlines must be taken into account when scheduling media outreach. Not sure of what the deadline is for the media outlet you are trying to contact? Give them a call, send them an email, or see if that information is on their website. Some media venues, such as quarterly slick glossy magazines require six months advance notice. Many blog talk radio shows (like Big Blend Magazine) prefer to book their guests several months out, so waiting until the last minute will not be in your best interest, or theirs.

Here is a suggested timeline that could help you to maximize your options for media visibility:

• Eight-24 Weeks in Advance

Research Deadlines and find out how media prefers to be contacted (email, fax, etc.)

• Eight-Twelve Weeks In Advance

Determine News Angles (story pitches)

Event highlights, personality profiles, relevance to pop culture/current affairs

• Eight-Ten Weeks In Advance

Determine Media Selection

Local, Regional, National, Trade, Print, Radio, TV, Internet; Specific news departments (lifestyles, business, etc.)

• Six-Twelve Weeks In Advance

Create Press Materials

Collect bios, photos, background info (organization mission/history, etc.)

Press release, PSA, TV footage, press kit, guest blog post, etc.

Plan advertising campaign

• Four-Eight Weeks In Advance

Distribute Press Materials

Email, Fax, Snail Mail (if preferred)

Post to websites

Create/schedule placement of advertisements

• Two-Five Days after Distribution of Press Materials

Follow-up and resend if necessary

Provide additional information - Answer any questions, Enhance pitch

Set up interviews

• Post-coverage

Track/record media clips

Samples of secured media can be used for future promotional purposes

Secure reprint permission where required

The added value of pre-planning your media campaign is that it will enable you to work with the media and the key to any successful pr strategy is in the relationships that are built and fostered.

Karen Pierce Gonzalez of Karen Pierce Gonzalez Public Relations has over 25 years of media/public relations experience and 3 decades of experience as a professional journalist and writer/writing facilitator with several literary awards to her credit. Learn more about her PR Campaign & Consultation Services at
www.KarenPierceGonzalez.com

Karen Pierce Gonzalez was interviewed about  PR Campaigns on Big Blend Radio. To listen to the interview, please click here.