Communications Program Outline

TOPIC: PR/MARKETING Communications Program Outline

The following is the general outline I follow when designing PR & Marketing Communications programs.
While comprehensive Public Relations and Marketing Communications programs need the same information, advertising, direct marketing, and other marketing tools use only portions of this information.

FOREWORD
SITUATION
Consideration: The challenge
Response: The strengths
OBJECTIVES
Marketing objectives
Marketing communications objectives
Goals
Tasks to achieve goals
STRATEGIES
Short-term strategy
Long-term strategy
DISCUSSION
Program components
BUDGET
APPENDICES
A. Public Relations
B. Advertising
C. Direct Marketing
D. Trade Shows
E. New Product Development
F. Sales Literature

The following paragraph, adapted by me from a definition of public relations, succinctly describes how I believe fine marketing communications and public relations programs unfold.

“By identifying the company’s or product’s publics first, we can then plan on using the various communications tools to reach those audiences, either educating them, or reinforcing or changing their perceptions. Publicity, advertising, direct mail, trade shows, internal communications, financial relations, trade media relations, and government lobbying are a few of the tools used to achieve the common marketing goals.”

Discussing Proprietary Information with SCORE Counselors

Discussing Proprietary Information with SCORE Counselors
As a small business owner or entrepreneur, you have some great ideas that could be moneymakers. However, you have questions. You would like to discuss the ideas with someone, yet you are hesitant about revealing what you believe are novel ideas.
You have heard about SCORE, but are hesitant to discuss the ideas in person or via email.

Be assured that, just as doctors or lawyers, SCORE counselors are bound to secrecy and cannot divulge any information obtained during an in-person or email session with a client.

If I had what was an idea for a novel product or service, I too, might be hesitant to discuss it with someone I barely knew or with whom I was ‘talking’ via email. I think I would choose to have an in-person meeting, where I could get a good feel for the person with whom I was dealing, and reveal information as I became more comfortable.

In the past, I have provided consultations via both in-person and email to entrepreneurs or small business owners who felt comfortable revealing proprietary details to me.