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How to prepare a simple Publicity Plan

If publicity is a cornerstone to your overall marketing strategy this year, then you’ll need to create a plan of attack to help you take action, avoid overwhelm and achieve your goals.

A solid plan will need to outline several key details so you can understand the scope of the project and what’s required of yourself and/or your team.

To help get you started, I’m sharing how I would create a publicity plan below.

  1. Name the project > Everything needs a name, especially if it’s a launch or announcement.
  2. Objectives > What’s your main goal and key outcomes you’d like to see achieved as a result
  3. Audience > Who needs to hear about your project / new offer / story?
  4. Research > Where does your audience hang out? What do they read and listen to?
  5. Media List > Create a list of all your preferred media outlets that not only reach your dream audience but would potentially run a story you have in mind (there is a sweet spot between the two).
  6. Assign Stories > Next to the list of media you just made, assign them each a different angle of your story. Media don’t want the same thing as everyone else – they’re competitive! This also provides diversity and you can get a feel of what stories work with which media.
  7. Write a press release > A press release isn’t always needed – especially if you’re pitching to for an interview on a Podcast or write a guest article, however if it’s announcing something new like a product or book, then a press release might be worthwhile.
  8. Establish your timeline > I recommend working backwards from the end of your campaign and allocating tasks to certain dates or weeks in reverse. Then you’ll know how much time you need to implement your activities, liaise with media, conduct interviews and follow up etc.. Always overestimate! It’s better to be safe then sorry.
  9. Draft a list of key activities > In addition to pitching your stories you also need to consider compiling hero images, a short and long professional bio, updating your website or social media platforms to support your pitch and activity in the media.
  10. Project Debrief > At the end of your campaign take time to identify what worked and what didn’t. Where did you secure media coverage and what impact did it have? How could you have prepared better, or given yourself greater support? The final step is crucial to understand how your campaign went (return on investment) and determine what you could tweak in the future.
  11. Keep File > Make sure you create a ‘keep file’ of all your press clippings and online links to bolster your press page and use as evidence to help you secure more press coverage in the future. These sources add to your credibility and can be referred to again and again.

If you haven’t got it already, download the Quick Guide to Secure Free & Powerful Publicity. It’s a really straightforward 5 step process that I’ve used over and over again to confidently pitch stories to media, influencers and journalists and get the hits my clients want!

Grab this super valuable free resource now.

Connect with me on Instagram @SianYewdall.

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