Whether you’re doing all the public relations yourself — or part of a large organization with a press shop — you need a media plan.
The first mistake is to focus on internal aspects, process and technical details such as “Who will write the material?” and “Should we do a blog or be on Facebook?” It’s easy to get lost in those details and lose the big picture.
The two biggest questions you have to ask are (1) What audiences are you trying to reach? and (2) What do you want those audiences to do?
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