Have LeClaire adaptable PR plan is really important is basically a way of setting out what it is that you need to do to achieve your business goals and objectives with PR a plan of how you're going to inform and communicate with your target audience. The PR plan, the first thing to do is look at what you're trying to communicate and why I say this because not everything is newsworthy. Think about your audience and put yourself in their shoes. What may interest you, your investors and your suppliers won't necessarily be the same thing that interest your customers. Some companies issue press releases for any and everything and then they wonder why no one is interested. For some businesses press release in any reports and accounts is a major event.
But for others it falls into the category of bedtime reading Total snooze fest. But for a specific audience like investors and key stakeholders, it would build major interest. This is why tailoring information to your audience is so important. I used to work for Ofsted, the regulatory body for standards in education, and children's services. So their annual report was a big deal. As it laid out the state of education in schools across England, we would have a massive press briefing.
And we would be busy with our major spokespeople, doing newspaper magazine, TV and radio interviews and providing sound bites. But this makes sense given the context. Whilst your investors may be interested in your annual report and accounts, your average customer is not. It's important to think about who you are trying to converse with. And whether it's really something they need to know. We've redecorated not exactly news.
What Fa but we've had an eco friendly button ization and as a result, we have saved thousands of pounds and we'll be using some of that money to donate to a charity is news. You really to be asking yourself is my announcement on X y&z newsworthy? Who would want to know and why? If you didn't announce it, what would happen? Go setting. Start by setting your goals.
What are your overall aims and objectives? And what is it that you weren't your target audience tonight as I mentioned earlier, your pure objective should be linked into your overall business objectives and priorities. You also want your aims objectives to be measurable, which brings you back to why you are doing this activity, which is to generate results for your business. Some examples of PR goals to give you some ideas You may want to launch a new product or business or service to the market. You may want to increase awareness of your service or product. You may want to have an event to launch a new product or a service.
Or maybe you've launched a new phone app. You want to increase your profile has an expert in the field that you work in and and secure maybe two to four pieces of media coverage. You may want to increase the number of people in your city or nearby using your business services by say 20% it could be that you want to do an awareness campaign to increase membership sign up for your service. Or your goal could be to generate one piece of coverage every other month for mostly an industry magazine to help build awareness of your service. Or you may want to guest blog industry to build up your reputation as an expert in your field. Now, like I said, these are exams pools, so you need to make sure that your goals fit your business needs.
Now it's time for an exercise. recapping on what you've just learned about what PR is, setting your goals and the importance of planning. I'd like you to go and write down your PR goals for your business using the PR plan template provided. You can list at least a minimum of three bullet points