Levin’s 50: A Checklist for a New Marketing/PR Program

Research
1. Survey audiences and conduct a communications audit to generate a benchmark and develop the basis for a plan.
2. Conduct secondary research to gather further input.
3. Have an independent researcher ask 100 prospects and customers to compare your company with four competitors.
4. Define sub markets and list prospects for each.
5. State competitors by various categories such as geography, size and product line.

Planning
6. Conduct internal interviews to determine the needs of the sales force, human resources, the financial team, and your CEO.
7. Assign at least 10% of the budget to unpredictable opportunities.
8. Write a plan with goals, objectives, themes, strategies, tactics, evaluation, timetable, and budget.
9. Prepare a crisis management plan.

Publicity Preparation
10. Gather, prioritize a media list.
11. Prepare editor pitch letters.
12. Create or update a press kit.
13. Determine potential case history (testimonial) opportunities, obtain approvals, conduct interviews, gather illustrations, and pre-place.
14. Research upcoming publicity opportunities; list the likely news releases for the next few months.
15. Review editorial calendars from media directories and publication web sites.
16. Review distribution alternatives including PR Newswire, Business Wire, and Internet Wire.

Media Contact
17. Train interviewees and conduct mock interviews.
18. Prepare a list of the most difficult questions a reporter might ask (with answers).
19. Contact print, web and broadcast outlets with a series of targeted ideas.
20. Schedule interviews and follow-up with reporter to determine coverage.
21. Conduct a media tour, arranging editorial meetings as an add-on to normal executive travel.

Publicity Writing and Follow-Up
22. Create by-lined feature article themes, pitch editors, write and place.
23. Write releases, fact sheets, backgrounders, case histories, etc. for editorial use.
24. Write “Letters to the Editor.”
25. Continually report all publicity results, measuring against program objectives.
26. Arrange and distribute pre-prints, reprints and videotapes.

Speaking Engagements
27. Research speaking engagements through sponsor web sites, industry publications,and online directories.
28. Pitch conference coordinators and complete applications as required.
29. Write presentation, gather visuals, and prepare leave-behind.
30. Rehearse the speaker thoroughly.
31. Check travel, site, auditorium, and arrangements.

Buying Influences, Analysts
32. Update list of industry/financial analysts and other influentials.
33. Create and enhance relationships with the most important analyst organizations.
34. Send an introductory package of materials, add to future mailings.
35. Arrange meetings on a regular basis.

Trade Shows/Special Events
36. Consider special events at a trade show such as a breakfast for reporters, an educational seminar, mid-afternoon ice cream sundae, or post-show cocktails.
37. Prepare pre-trade show publicity, put kits in the pressroom, send materials to reporters before the event, and arrange interviews.
38. Conduct survey for publicity purposes.
39. Create contests, awards, open houses and other special events for holidays,anniversaries, product launches, and new facilities.
40. Recognize outstanding employee achievement.

Online Public Relations
41. Update, enhance web site; organize media room section with news releases, published articles or excerpts, executive bios, brochures, photos, and graphics.
42. Review the search engine optimization of your site.
43. Conduct online publicity through e-pitches, placements on web publications, web seminars, and contests.
44. Draft and distribute an e-newsletter aimed at prospects, employees, or other appropriate audiences.
45. Conduct viral marketing on newsgroups, message boards and online communities.
46. Research affiliate programs and linking opportunities.
47. Monitor competition and rogue sites.
48. Conduct research online using “monster” search engines (Dogpile, e.g.) and online software search clients (Copernic, etc.).
49. Visit university and library web sites, online business publications, and online business publications for additional research sources.
50. Utilize interactive resources available on the web.

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