Every day we hear about the tough economic times, the downfall of another corporation, and newspapers closing their doors.  As a public relations (PR) professional, I’m seeing first-hand our media lists getting smaller and smaller by the month.  With fewer people to contact for a story, what does this mean for your organization and its PR endeavors?

Despite the decrease of media outlets, the amount of companies, organizations and businesses out there pushing for media coverage remain the same.  The competition is fierce and your organization needs to be ready!  Will you have what it takes to get the coverage you need?

As a little fish in a big pond, it’s important, now more than ever, to implement a PR plan for your organization.  Public relations is more than just sending out press releases and calendar listings.  In order to improve its value, your organization needs to be proactive in seizing PR opportunities.  In these tough times, our resources are limited.  Whether a project requires money, time, or both, it’s best to have a plan in place to utilize those limited resources.

To be successful in achieving media coverage, strategic communications must be used.  By clearly outlining various strategies and tactics in your plan, you can help your organization visualize its goals.  Ways of communicating in your plan may include press releases, special events, posters, newsletters, brochures, and/or calendar listings.

Each event or activity needs to be customized accordingly.  Ask yourself, is the message appropriate? Meaningful? Understandable? Who is the target audience?  Where is the target audience spending their time?  Your answers will determine how to set forth your PR efforts.  Should we send a calendar listing?  Pitch a story to a reporter? Include information in our newsletter? Post it on our Facebook page?  Or all of the above?

Write down the scope of media and communication tools available to your organization’s public relations person.  For example, your plan can include an objective to increase knowledge of barbershop singing in order to promote your local chapter.  To do so, the chorus plans to appear on local cable channels and radio stations.    

Avoid bombarding media outlets with too much “stuff.”  Don’t let your local paper prioritize your coverage for you by picking one of the three or four press releases you sent over - determine for yourself which events need the most attention and apply your PR tactics accordingly.  Does your annual show closely follow your Singing Valentines program?  Which one needs more general newspaper coverage to be successful?  Are there enough media outlets in your area that you can split the coverage – send Singing Valentine info to one and annual show info to the other?

With limited media outlets, you need to create the best PR plan for your organization.  Customize your PR endeavors to ensure you get the coverage you need, when you need it.