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Often, the reason entrepreneurs and small business owners fail to get publicity is because of a lack of planning.
If you read and implemented the actions from last week’s post on customer avatars, you will have put together a list of what your ideal customer is reading, listening to and watching. Contacts: This should list all the media contacts or bloggers’ names, their contact details and website addresses. Importance: If you’re working on multiple campaigns at once, and particularly if you’re looking at including magazines which can have a four- to six-month lead time, this allows you to priorities your campaigns. The media plan template can be as detailed or brief as you like, as long as it’s easy to follow.

For a fashion business, that might mean focusing on fashion trends for the start of each new season – summer, winter, autumn and spring, Mother’s Day fashion in May, spring cleaning your wardrobe in September and Christmas office party attire in December. From here, the key is to plug all these tasks into your calendar to make sure you stick to your timeline. You can download a done for you media plan template to use, which also gives you a sample media plan within it to show you how to use it and increase your chances of media success. It can also help you manage your time better, make better use of the opportunities presented to you and allow you to plan your work months in advance and not miss those important deadlines. Study those media outlets and the types of content they produce, then begin your media plan.
Add in categories along the top bar, including announcement date, subject, content, vehicle, contacts, status, deadline and importance.
Then look at products or services you plan to launch and events you’re oganising or which you’re involved with.

If you can see gaps in your calendar, look at evergreen content and topics you could write as guest posts or articles. I challenge you to set aside an hour or two of your time to put together a six-month media plan. We cover these inside our Public Relations News Calendar, which also includes a handy calendar and monthly story prompts.
It really is a great way to put in all your tasks and colour code your PR activities so you can see which tasks need doing and when. Determine what has worked and what hasn’t and note these for the next six- to 12-month plan.

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