The Process.
First, I speak with the potential client to clearly define the goal of the project, the obstacles in place and the challenges facing the organization en route to that goal.
Next, I map a plan. Goal, Strategy, Tactics and Timing. This way I have a roadmap that we can both agree on for moving forward.
Once agreement is in place, I set up a proposal/agreement for payment and signature.
Publicity
First, I get to work targeting the proper press outlets or consumer audience, building a target list for the press pitch, and drafting the correct messaging.
I then start preparing the pitch for the press element—evaluating the client's need and what will spark a reporter's interest. What is the hook, what is the news peg, and how can I condense the message into a concise statement that members of the press can digest quickly?
Run the pitch by the client to ensure all the bases are covered.
Then…out goes the pitch.
Then, follow up, follow up, follow up.
If interest is low or non-existent, it's time to pivot. Re-examine the pitch, the targets and the messaging. Incorporate any feedback from reporters.
If the interest is there…the administrative work begins – setting up interview times and making sure the client is prepared.
After the press hits, compile a report detailing each hit, the reach and the impact of the press received.
Event Planning
The first step is to build a roadmap for the event, starting with the basics – budget, location, theme, permits, logistics, etc…
Next, it's the invitation list and the process of building a plan to distribute the invitations and capture the RSVPs—always evaluating the balance between capacity and making sure the event is well attended.
Then, we review menus to match the budget and expectations and the event's theme. A few days before the event, a logistical run-through is needed to address any possible issues and craft a "plan B" or even "plan C" if necessary, depending upon weather, possible traffic or parking issues, etc…
Event day!