some notes for public relation plan

Though I have done some sort of "public relation" activities before, today is the first time I actually create an overall plan. Here are some notes I think would be useful for future use. (Let me know if you see any mistakes...or things that can be improved :))

Step 1: Set-up objective

The P.R. objective should stay align with the overall project plan. I used SMART descriptions.

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To attract potential donor to invest in Project in 6 months;

To increase foundation’s visibility in three years by attracting media attention, managing press release, and organizing workshops;

To attract 10% more potential loan beneficiaries in 3 years.

Step 2: Identify target audiences

The primary audiences are the public we want to influence directly; the secondary audiences are those who can influence the primary one.

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Audience	Description
Potential donor	With the profile of microfinance or renewable energy, ethic-minded
Conventional Media	Newspaper, press release.
Online Media	Facebook, twitter, blog; in field of development
Potential loan beneficiaries	Low-middle income, with micro-business, preferable female.

Step 3: Strategies

Broad & reasoning...

Organize series of professional activities of Mantra project to provide a social-responsible, environmental friendly and financially self-sustainable image. 

Step 4: Plan activities

List out activities which align with the strategy that can achieve different objective by reaching the target groups. A budget plan can also be added in this part. 

Activities	Description	Budget
Earth day campaign	A warm-up campaign for the formal luncheon, gather media’s attention	Preferable less than 50 Euro
Formal Luncheon	Including a formal presentation about the program and a word from  CEO and a Chair/member of its board. The invitees would be potential stakeholders of donnors (existing and potential future donnors), other big NGOs working in Micro finance, Private sector companies interested in clean energy. Once a year.	About 1000 Euro *http://www.theater-concordia.nl/zalen.pdf
Annual report	Report to donors: include research studies and evaluation of the project. Once a year.	About 500 Euro for 50 copies. *Printing Costs – 6 Euro plus 0.01 Euro/ page
Online media update &follow-up	Facebook, twitter, newsletter. Monthly update.	0
On site campaign in SL	To attract potential loan beneficiaries, and create positive image of the project. Activities could be community meeting, entrepreneurship training, financial advice, dancing night, etc. Preferable 3 times a year.	200 Euro. *Food, transportation, accommodation and drinking money for community leader.
Formal orientation in SL	Keep good relationship with local government, chiefdom, NGOs and religious leader. Once a year.	500 Euro. *Food, transportation, accommodation, and presentation material.

Step 5: Scheduling