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PR Program Execution

April 13, 2006

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PR programs can often be created, managed, and executed completely by small business personnel. Many PR programs are simple to create and do, unlike advertising and some promotion events requiring outside experts to create, produce, manage, and execute.

Creating an effective PR program for a small business follows the same procedures as creating effective advertising and promotion programs:

• Build upon a solid business positioning strategy.
• Establish marketing objectives. For example, percent awareness among target buyers and end users over a specific period of time (e.g., "achieve 50 percent awareness of our new product line among key chain buyers by the end of year one).
• Establish a PR budget. See our discussion of a small business budget process.
• Determine the PR message. See advertising ideas.
• Select PR channels and events:
  • press releases
  • speeches
  • public service or charitable activities
  • special events
  • company vehicles and other assets

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