Are you trying to sell more product, increase market share, persuade a specific target
audience to do something, increase membership. etc? Try and be as specific as possible.

What factors (economic, social, political, regulatory, competitive) are likely to affect your
business? Which will be most important for you? Identify the competition – direct and
indirect. Identify your single most important point of differentiation.

Who do you need to reach and what do you know about them that ultimately will help in
influencing their thinking or their behavior? Also consider here what you want this
audience(s) to do.

What messages will have the most impact in getting your audience(s) to respond or
behave in the manner you desire? Which channels will reach your audience(s), e.g. TV,
newspapers, seminars, the internet, tradeshows, brochure, etc?

Depending on the type and duration of your offer or the seasonality of your product, timing
of any PR efforts will be critical. Similarly, key audience events may also dictate timing.
Consider when your audience will be most open to your messages or your offer, and when
you want or need them to react.

How will you measure the impact of your PR efforts? Are your objectives and expectations
realistic, achievable, and measurable? Does your budget and timeline support your goals?

You are now in a much better position to start planning any communications efforts and
to develop an initial brief for discussion with a PR counselor or agency.


For further information or to discuss your PR needs, call 717-391-6712.
Please fax 717-391-6714, email or mail us your completed worksheet.

Lime Street Studios PR
44 N. Lime Street
Lancaster, PA 17602

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