Branching out with PR
For example, this recent advisory call discussed the company's new scheduling application program. This scheduler is an ideal platform for schools, families, sports, events, etc. After performing a fact-finding meeting or what we also call a "brain dump," we then create multiple story lines to get the word out to millions of people. For the scheduler, this might include a mini campaign to reach press that cover topics related to: education, technology, families, moms, dads, kids, time management, consumer issues, lifestyle, new products, among many others. If you take each of these targets and multiply them times X number of publications (both online and offline) and include horizontal media such as tv and radio, well, as you can see, you have a myriad of opportunities to reach millions of people. And, this is only one strategy that we draw up as part of a PR plan.
Give it some thought...start with the big picture (the stump) and break it down to multiple branches to maximize your potential for coverage and visibility.