Public Relations Procedure | MT1020

Public Relations Procedure

The Public Relations Procedure provides a framework for building awareness of your company and its offerings. The Public Relations Procedure ensures that a good image of your company is in front of the public (positioning), and influencing the public.

The Public Relations Procedure applies primarily to the marketing manager, public relations (PR) director, and company President. (26 pages, 3470 words)

Public Relations Responsibilities:

The Marketing Manager is responsible for developing MT1020-2 PUBLIC RELATIONS PLAN, ensuring the Plan’s implementation, and monitoring and reporting on Plan activities. (In a large enough company, the Marketing Manager’s responsibilities may be handled by a Director of Public Relations or Marketing Manager.)

Where public relations are handled by an outside firm, the Marketing Manager is responsible for ensuring that the Plan developed by that firm is in alignment with the company’s plans, goals, and objectives and for maintaining an open, ongoing dialogue between the company and the PR firm.

The CEO (Chief Executive Officer) is responsible for approving MT1020-2 PUBLIC RELATIONS PLAN.

Public Relations Definitions:

Audience – Public with whom the company is communicating.

Controlled communications media – Communications media where the company can control the content, timing of communications (e.g., direct mail, e-mail, blogs, web site copy/content).

Letter of transmittal – Cover letter that introduces a document such as a report to the reader, typically with less formality than the report itself; reminds the reader of highlights and may present sensitive or confidential information related to, but not part of, the report.  A letter of transmittal typically includes: the name and address of the recipient of report in the inside address; information about what is being sent; follow-up action expected of the reader; and an offer of continued communication or clarification.

Primary audience – Specific audience or public the company wants to influence; persons or organizations whose attitudes and behavior the company wants to affect.

Public – Group of people with similar interests.

Public Relations Procedure Activities

• Background
• Developing a Public Relations Plan
• Implementing the PR Plan
• Monitoring the PR Plan
• Updating the PR Plan

Public Relations Procedure References

• U.S. Securities & Exchange Commission (SEC) Fair Disclosure regulations (“Reg FD”)
• PRSA Code of Professional Standards

Public Relations Procedure Forms

• Public Relations Plan Worksheet Form
• PR Event Checklist Form
• Public Relations Plan Form
• Media Kit Checklist Form
• Press Release Template Form
• PR Events Log Form