By Anthony Hardman | Posted: December 5, 2014
How to winterize your public relations plan
Winter is coming (or maybe where you live, it's already here).
冬季即將來臨 ( 或也許你住的城市已經來了)
Where I’m from (Cleveland, Ohio), that means it’s time to check my car battery, replace tires,
and make sure everything checks out under the hood.
若在我的家鄉（美國俄亥俄州克里夫蘭市 ) 這是意味著是時候去檢查車子的電力 ， 換輪胎，
並進一步仔細檢查內部結構已確認每件事就緒 。
Much like taking care of a vehicle, it also means now is the time for PR pros to dust off
their strategic plans and give them a much needed tune-up.
很像檢驗車輛般 ，這也是說現在是時候為公關專業人士們清除他們策略企劃的灰塵 ，
並給予需要的調整 。
In 2014, 46 percent of organizations operated without a digital marketing strategy, and only
44 percent of marketers had a content strategy. That makes me wonder, how many
organizations are operating without a PR plan?
在 2014年 ，有46 %的組織沒有運用數位行銷策略操作， 並指有44%的行銷人員有內容
策略 ，這使我想知道 ，有多少組織在運作時並沒有公關計畫 ?
The good news is that even if you’re writing a public relations plan for the first time, you’re likely
ahead of the curve, but how do you develop an effective plan. More important, how do you get
executive buy-in?
好消息是 ，即使你為第一次寫公關計畫 ，你似乎保持領先 ，但你如何發展一個有效的計畫，
更重要的 你耴何獲得精確執行採買 ?
There are several steps you can take to ensure success.
這有幾個計畫可幫助你獲得成功
Start with goals and work backwards
開始於目標與訂定詳細的計畫
Much like writing a story, writing a public relations plan requires a framework. Starting with
goals is the best way to build it with the end in mind.
就像寫故事般， 寫一份公關計畫需要一份架構 ，開始於設定目標起點並在心中建造到結束。
When considering goals, don’t think in terms of earning five more placements than last year,
or gaining more followers on Twitter. While those are great things to strive for, those metrics
don’t mean much to senior executives. You need to tie your goals to business objectives.
當考慮到目標，不要以為是用在同期收入存款比去年增加5%之類方面， 或在Twitter上
獲得更多的追隨者。雖然這些都是偉大的事情可去爭取，這些指標並沒有多大高深的執行
意義。你需要配合你的目標到業務標的。
Does your company want to increase revenue by 15 percent? Do you want to gain traction
against competitors in a new market segment, or increase employee engagement?
或提高員工敬業契合度？
First, figure out where your company or clients are headed, and then set tactical goals to
support that direction.
首先，找出其中你的公司或客戶的首要之務，然後設置戰術目標努力支持這個方向。
Recommend tactics
推薦戰術
Once the business goals give you a destination, you will need a road map to guide you there.
That’s where tactical PR elements come in.
一旦業務目標給你一個使命，你需要一個路線圖，以指導你到達。
這就是讓戰術PR的元素進去。
If the goal is to increase revenue, there are several initiatives you can implement to support that.
For example, use your website as a hub and distribute content via paid and owned media.
This will create awareness and give you the ability to track referral traffic back to your site.
如果目標是為了增加收益，你可以實現多種舉措以支持。
例如，使用你的網站作為一個樞紐，並通過付費和擁有的媒體分發內容。
這將創造意識，給你追踪流量並回流你網站的能力。
You can also give earned media extra legs by posting it to your website, and then promoting
it in the same way.
您還可以通過到你的網站發布，然後推廣給媒體獲得額外的分支並以同樣的方式推廣。
If the goal is to gain traction in a new market, seek media in that segment and align your media
relations efforts with editorial calendars. However, don’t be afraid to pitch stories outside of the
calendar as most journalists are always looking for good stories.
如果目標是在一個新的市場獲得牽引力，謀求符合在那個片段的頻媒並和媒體密切合作關係
努力編輯實現行事曆。但是，不要害怕講述不在體系內的情節故事因為大多數記者一直在尋找
好故事。
Think about each goal and recommend tactics to achieve them. Be flexible throughout the year,
and change course if something isn’t working.
想想每個目標和建議的策略，以實現這些目標。在全年保持靈活彈性，如果有什麼沒用，
改變原因。
Establish measurement now, not later
現在，而不是以後建立測量
Measuring success is probably the most important part of your public relations plan, because
it is how you validate all the work you do.
There are a lot of different things you can measure, but just like goals and tactics, you
have to tie it to the business.
可以測量很多不同的東西，但就像目標和戰術，你必須用它以配合業務。
If your organization is business-to-consumer, and you use e-commerce, you can track
spending from awareness with Google analytics.
警覺追踪支出。
If your organization is business-to-business, you can track leads to conversions with
marketing automation platforms such as Hubspot, or create a survey of new customers to
gauge the percent of revenue that was influenced by PR efforts.
如果您的組織是企業對企業，你可以追踪線索來轉換營銷自動化平台，如 Hubspot，
或藉公關工作創建新客戶的調查，以了解該 收益的多少百分比被影響。
Offering a chance to win something, or another incentive, will encourage people to answer
your survey.
提供機會贏得一些東西，或其他誘因，可鼓勵普民回答您的調查。
Your public relations plan
你的公關策劃
Just like a car, your public relations plan needs regular maintenance.
就像一輛汽車般，你的公關計劃需要定期的維護。
Take a look at it every quarter, evaluate your progress, make necessary changes, and
continually measure. As long as you know where you’re going, check the directions, and
measure distance, you can cruise through 2015.
定期在每一季來檢視它，評估你的進步，做出必要的改變，並持續測量。
只要你知道你要去的目標，檢查方向，並測量距離，您可以在2015年持續巡航。
[FREE White Paper:Learn to measure your communication efforts, align PRAnthony Hardman is a senior public relations executive who has worked in media,
objectives to business goals, and prove your value within your organization.]
government, information security and most recently as Director of PR for an integrated
advertising agency.
A version of this post originally appeared on Spin Sucks.
(Image via)
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