Professional Documents
Culture Documents
and benefits. _ The external factors include the audience, marketplace, channels of distribution, and competition. Some of the methods I use to gather information on the internal and external factors: _ Interviews with key company executives _ Mail or phone surveys with customers and potential customers _ Personal interviews with customers and potential customers _ Interviews with industry analysts, consultants, journalists, and other experts _ Reviews of all current and past PR and marketing materials, including article clippings, ad tear sheets, press release archives, product brochures, catalogs, and other promotional documents _ Thorough searches of Internet and print sources such as articles, case studies, product literature, and other relevant publications Defining Your Goals and Objectives _ The key messages you want to communicate: _ The marketing objective: _ The audience: _ The response you want to generate: _ The media you want to reach:
Every public relations concept or tactic should be constructed from four elements: o newsmaking, o commercial message, o media target, and o advance target.