Business plan and PR plan should go hand in hand
Whether you're in a product or service-oriented
business (even a non-profit), you probably have a
business plan. It may or may not be a formal plan. It
may be in your head rather than in written form.
Your business plan should form the outline for your
publicity plan. There are lots of things that are worthy
of some media attention - both print and online.
A regular flow of publicity is important so you're
always "top of mind" and potential customers know about
your business, your products and services.
A commercial real estate developer client had a
multi-year plan to transform a 30-acre landfill into an
upscale shopping center. The publicity plan followed his
business plan: Stories over an 18-month period focused
on the following:
*His vision to turn a non-performing eyesore into an
upscale destination center;
*The challenge of environmental remediation on the
*Complex geotechnical engineering challenges of
building on a landfill;
*Success of a public-private partnership;
*Number of construction jobs created;
*The groundbreaking ceremony with local, state and
VIP photo ops;
*Leases signed with prestigious retail tenants;
*Number of full and part-time jobs the project would
bring to the area;
*New tax revenue stream that would flow to the host
*Ribbon-cutting and opening cocktail reception.
In the next few months there were stories about the
center's successes, and how that project served as a
catalyst, inspiring nearby property owners to renovate
or build anew in a former no-man's land. My client
bought a nearby industrial building, tore it down, and
built a 90,000 square-foot supermarket. More jobs, more
new taxes for the town, more blight to beauty. I also
created a story about a prestigious award the developer
and engineering firm won for his project. More good
stories. More great press.
Each step along the path to growing your business
lends itself to telling another chapter in your story.
Building your brand -- getting your team, your company,
products/services and accomplishments noticed -- is what
good PR is all about.