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Public
Relations Implementation
Once a quality Public Relations Research study has
been completed the data derived from the process will help identify which media
outlets might best be included in the Public Relations Inplementation Plan, the
types of PR to be included and who to contact to submitt newsreleases for
publication.
The implementation of a Public Relations Plan
includes a number of basic elements:
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A routine effort to collect information and
photographs of topics of interest that relate to the product or service;
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The drafting of a public relations release that
whenever possible include photographs. Photographs have been proven to
attract far more attention than releases that just include print and text;
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The inclusiong in the press release information
about the product or service and where more information can be obtained about
purchasing it;
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The testing of the press release with a focus group
to determine if it produces the desired impact and response;
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The submission of the press release to a specific
contact, usually the editor or manager who is the decision maker regarding media
content selection (avoid submitting content to a generic contact);
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Evaluate the success of the submission of
a press release for publication (e.g. was the press release
published?, was it published as submitted?, was there a response from
consumers after the press releas was published, etc.);
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If press releases submitted to a media
outlet are not being published contact the editor or manager that
received the publication and ask for information about why it may not
have been published, how the submission format might be differentlhy
formated to be more acceptable for for publication or other advice
that can be used to upgrade the public relations implementation
process.
Not all press releases get published, but persistence and the
development of a positive working relationship with the editor/manager
contact at the media outlet can have a significant impact on increasing
the number or releases that get published. However in the final
analysis the press release must include content and photographs that
will be of interest to the readers.
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