Home  PR Brief Action Plan
Action Plan/PR Brief
Use this sample brief prepared by Peter Persic, PR & Marketing Director for the Los Angeles Public Library, as a guide in turning your strategic plan into action.
Sample:
Los Angeles Public Library
Program:
The Smartest Card
Description:
A citywide campaign to raise awareness that the Los Angeles Public Library card is the most valuable card a person can own—and it’s free.
Dates:
December 1, 2004 – February 28, 2005
Pitch:
If you’re like most Angelenos you have many cards in your wallet. But do you have the one card that gives you free access to books, magazines, CDs, DVDs and the Internet? That card is the Los Angeles Public Library card. It’s free and gives you access to a collection of more than 6 million items, plus the limitless resources of the World Wide Web. From December through February, the Library’s "Smartest Card" campaign will encourage everyone in the city to get it and use it!
Target Audiences:
Families (Parents)
Elected officials and influentials with input on budget.
Media
Library staff
Message:
The Los Angeles Public Library card is the smartest card. Get it. Use it. And make sure your kids have one, too.
Message Points:
1. It’s the smartest card because it provides access to unlimited resources that can help you and (for families--your children) succeed.
2. It’s free.
3. Research and add supporting statistics
Spokespeople:
Primary: City Librarian
Secondary: Commission President
Collateral Material:
1. Program press release
2. Campaign kick-off release
3. Campaign kick-off media alert
4. List of sponsors
5. Los Angeles Public Library Fact Sheet
6. Fact sheet of studies to support claim that library & library card use help children and adults succeed in school and life
7. Campaign press kit folders (50)
8. Promotional Bookmarks (25,000)
9. Flyers for campaign related events (50,000)
10. Campaign promotional posters (200)
Timeline:
| Week |
Action(s) |
| August 30 |
Prepare campaign outline, preliminary budget & determine measurable goals
Complete "Building a Marketing Communications Plan" in campaign binder
|
| September 6 |
Secure approval for campaign from appropriate authority |
| September 13 |
Present campaign for review & input to library administration, trustees, etc.
Present campaign for review and input to library staff
Adjust campaign elements based on feedback
|
| September 20 |
Make ad buys (if budgeted)
Meet with key influentials who have input in Library budget (Governor, Mayor, City councilmember, etc) to develop opportunity(ies) for their participation in campaign
Pitch to media & business partners/sponsors
|
| September 27 |
Send letter with announcement of campaign & list of involvement opportunities to external stakeholders (friends groups, business/community partners, etc.) |
| October 4 |
Develop media list and timeline
Prepare media materials
Begin media outreach to long-lead media
|
| October 11 |
Identify and develop text for collateral material |
| October 18 |
Meet with designer for collateral material |
| October 25 |
Collateral material text & design finalized |
| November 1 |
Begin media outreach
Collateral material to printer
|
| November 15 |
delivery & distribution of collateral material |
| November 22 |
Confirm press conference participant
develop materials, props, etc. for press conference
|
| December 1 |
Campaign Launch Press conference |
| January 1 |
Poll stakeholders about campaign effectivenes
Develop modifications based on stakeholder input
|
Media List:
|
Item to send
|
Media
|
Contact
|
Reason
|
Deadline
|
|
Kit
|
L.A. Times
|
James Klang, reporter
|
Covered past library events
|
open
|
|
Release
|
Air California
(in flight mag)
|
Mary Ellis, Events Editor
|
Good visual for "Happenings" section
|
Oct. 1 for Dec 1 publication
|
|
Release
|
La Opinion
|
Luis Torres, assignment ed.
|
Likes community benefit stories;
Covered bilingual website launch
|
open
|
|
Kit
|
L.A. Weekly
|
Maggie Hanes, events editor
|
Likes local programs for "Listings" sec.
|
3 wks prior to pub date
|
|
Kit
|
KNBC-
channel 4
|
Rae Choi, assignment ed.
|
Visual press conference, covered library opening
|
Pitch 3 wks prior; follow-up 1 week prior
|
PLA is a division of the American Library Association. Copyright Statement.
|
