ONLINE PR WORKFLOW TEMPLATE

CATEGORY AND TASKS TO REVIEW	PERSON RESPONSIBLE	DEADLINE	APPROVAL
CONDUCT AUDIT OF CURRENT MEDIA COVERAGE
Paid Media
Earned Medi
Shared Media
Owned Media
SET GOALS
Raise awareness
Generate interest
Create demand
Promote brand image
DETERMINE AUDIENCE
Geographic
Demographic
Behavioral
Psychographics
Online surveys and polls
Customer service feedback
IDENTIFY INTERESTED JOURNALISTS AND RELEVANT PLATFORMS
Search tools
Contact lists
Social media engagement
Identify your audience's audience
Industry or topical websites
Bloggers
Events and exhibitions

CATEGORY AND TASKS TO REVIEW	PERSON RESPONSIBLE	DEADLINE	APPROVAL
DEVELOP KEY MESSAGING
Focus on benefits, value
Provide supporting facts, stories, expert tips, and visuals
DEVELOP MESSAGE OR PITCH
Highlight the value you provide
Connect to consumer trends
Craft email that gets to the point quickly and clearly
Write online press release
Create story for your website
Create social campaign for your story
Optimize digital channels
FOLLOW UP
Optimize digital channels
Identify the most logical journalists or influencers
Engage in social conversation
Keep your contact list updated
ASSESS YOUR RESULTS
Number of pitches sent
Number of follow-ups
Number of stories placed
Social media engagement
Search results
Tactics that reach journalists, influencers

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