Public Relations Plan
June 18, 2013
Pro Bono Time
S3IDF works to expand the poor’s access to energy and other basic infrastructure services by creating and strengthening small-scale enterprises in developing countries. Examples of the services that we provide include lighting, drinking water, and cooking solutions.
After 10 years of working on the ground in India, proving the efficacy of our innovative Social Merchant Bank Approach (SMBA), and benefiting more than 100,000 people, S3IDF is looking to grow our reach and increase our impact!
S3IDF appreciates that PR is crucial to the success of not-for-profit organizations through its ability to help organizations build awareness, create credibility, and support fundraising efforts. While S3IDF has earned recognition and praise within large development institutions, we realize that we need to increase our name recognition to generate credibility and interest within additional target audiences.
The ultimate goals of our PR plan would be to (1) support fundraising efforts and to (2) facilitate networking and information-sharing opportunities with like-minded organizations. By identifying outreach channels, relevant publications, appropriate messaging/story angles, and related strategies and steps to achieve these objectives, S3IDF hopes that we can create a PR plan that works with S3IDF’s current capacity, resources, and needs.
Audiences to target include (1) foundations (and individuals with relevant connections to foundations) that are interested in impact philanthropy/social enterprise and/or South Asia, and (2) development practitioners who work in the same sectors of international development.
By working with us on S3IDF’s PR plan, you will have the opportunity to immerse yourself in the nuances of S3IDF’s innovative approach and learn more about how to address serious development challenges, such as lack of access to basic services. You will also have the opportunity to build experience with PR for a US-based nonprofit that works internationally and make a huge difference in our ability to expand our impact in India and beyond!
We are looking for a professional who works in the field of PR/communications and has direct experience and expertise in developing PR strategies.
A public relations plan outlines an organization's objectives and creates a road map for conducting external communications. An organization will develop key messages to the public to influence opinions and actions. A public relations plan will help identify target audiences and outreach channels, and will outline specific tactics to achieve public relations goals.
A plan detailing messages that an organization wishes to convey with tactical recommendations for how best to reach target audiences using limited resources. This will include suggestions for implementing this strategy and suggested Catchafire projects. This is a planning project and does not include long-term execution or implementation.
The professional and the organization assess current state of the organization's communications program, evaluating previous efforts and how audiences have previously received information.
The professional helps the organization identify stakeholders and the motivations for reaching out to each group. The professional maps target audiences for all of the organization's outreach and communications efforts.
The professional assesses the organization's needs and capacity, including how the organization plans to manage its outreach (whether on its own or with other volunteers).
The professional develops tactical public relations activities that align with the organization's communications goals and determines the time frame for specific parts of public relations plan as they relate to those goals.
The professional drafts and delivers the public relations plan to the organization for feedback through up to 3 rounds of review.
The professional and the organization create guidelines for measuring the success of tactical public relations efforts.
The professional delivers the final plan with recommendations for the organization to implement the strategy moving forward.
- At least 3 years of experience in public relations and communications
- Experience creating a comprehensive public relations or communications plan
- Ability to offer as much information as possible about the organization's goals and where current public relations strategy stands
- Ability to implement recommendations independently or seek help if required