PUBLIC RELATIONS PRIMER

Looking to boost your bottom line? Don’t forget your public relations plan.

The Plan

The first step is to set attainable goals. A goal must be measurable, and it must be benchmarked. A goal should be an overarching achievement, not a detailed description of a business plan. While the methods of accomplishing a goal can be adjusted, the overall direction of a communications plan should be clear and balanced.

Objectives are specific tasks designed to accomplish the goal, and should be finite in nature. There are two kinds of objectives: impact and output. An impact objective describes a change in human behavior/perception, i.e. “Increase hits to the company Web site by 25% from January 1 to July 31, 2006.” Output objectives describe action on behalf of the public relations professional, i.e. “Distribute one news release each month throughout 2006.”

As objectives are accomplished, always refer back to the overall goal. Evaluate early successes and failures, and make adjustments as necessary. There is no such thing as the perfect plan, and not every good idea produces a desirable result.

Making public relations work for you

The media—newspapers, radio, television, magazines, online news—are always searching for stories and angles. The key to good public relations is to determine who will be interested in your particular story, and which outlets your customers and prospects are reading. The next step is to provide these media outlets with valuable information, causing them to write your story.

Public relations is a participative sport, where you and your pr practitioner must work together to develop strategies and tactics that not only entice but will lead to a change in behavior or attitude. By targeting the right media—and offering a seductive story—you will begin to see how public relations builds credibility for a company.

Credibility will gain customers’ confidence and can very easily persuade them to purchase your product or service. A well-written press release that is picked up by the media will build credibility for your business. A well-written release can dramatically increase your sales, expose your company to the masses, and greatly enhance the image of your business or products.

M2 Public Relations, LLP is a marketing communications firm that specializes in helping owners expand their business and their bottom line. Based in Milwaukee, Wis., M2 PR works with businesses nationwide, from startup to several hundred employees.

The agency’s philosophy is to work with clients by setting attainable goals and objectives. As a result, clients understand the power of strategically placed, positive publicity. By utilizing developmental news, successful profiles, human-interest stories and product/service launches, M2 PR has transformed local stories into regional and national placements for clients.

Editor’s note: Mark H. Mahoney, President and Founder of M2 Public Relations, brings extensive knowledge of the media and a creative style of writing to the firm's clients.

Prior to starting M2 Public Relations, Mahoney held various roles at leading public relations and marketing firms throughout the Midwest. Mahoney has worked with several well-known franchises and startup companies, facilitating growth strategies by developing and implementing media campaigns and go-to-market strategies aimed at building brand awareness.

Mahoney successfully works with his clients by setting attainable goals and objectives. As a result, clients understand the power of strategically placed, positive publicity. By utilizing developmental news, successful profiles, human-interest stories and product/service launches, Mahoney has transformed local stories into regional and national placements for clients.

An active member of the Southeast Wisconsin Chapter of the Public Relations Society of America, Mahoney currently serves as editor of the organization's monthly newsletter.

Media Relations _Mahoney has secured the placement of positive news stories in The Wall Street Journal , New York Times , CBS MarketWatch and AARP Magazine as well as other national print, television, radio and online news sources.

In addition, Mahoney has authored articles in the Chicago Sun-Times , Law Enforcement Technology , Boat & Motor Dealer , Franchising World and other media outlets. Having served many startup and franchise concepts, Mahoney has developed the ability to draft clear, concise prose for all of his clients throughout the retail, restaurant, financial, automotive, leisure and manufacturing industries.

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