Timeline: Ninety Days to All-Out Buzz

August

ACTIVITY	DATE
Creative session to identify core objectives	August 1
Research competitive landscape	Week of 8/1
Develop strategic PR plan based on core objectives	Week of 8/1
Identify key message points	Week of 8/1
Develop message tracks to follow first announcement	Week of 8/1
Devise story-pitching angles for target media	Week of 8/8
Conduct media training for potential company spokespersons	Week of 8/8
Create press kits (press releases, fact sheet, bios, corporate backgrounder, screen shots)	Week of 8/8
Develop comprehensive media target lists	Week of 8/8
Send biweekly progress report to relevant parties	8/11 and 8/30
Begin source filing principals with major publications	Ongoing
Pitch top-tier journalists on launch/partnerships/clients	Ongoing
Proactive story pitching in new trends in product support	Ongoing
Research survey options for examining consumer attitudes toward customer service	Week of 8/21
Go out to the market with surveys— test out a few on colleagues to see if you get any results you think are noteworthy	Week of 8/30

September

ACTIVITY	DATE
Meet to discuss company developments, upcoming announcements, new partnerships, etc.	Week of 9/4
Develop press release schedule	Week of 9/4
Develop media lists in vertical target markets in conjunction with new customers, partnerships, etc.	Week of 9/4
Identify key analysts	Week of 9/4
Arrange analyst tour	Week of 9/11
Conduct analyst tour	Week of 9/18
Pitch top-tier journalists on launch/ partnerships/clients	Ongoing
Proactive story pitching in new trends in product support	Ongoing
Survey development begins this week, time to finalize topic	Week of 9/18
Develop survey questions	Week of 9/25
Make changes and finalize survey	9/15, 9/31

October

ACTIVITY	DATE
Meet to discuss company developments, upcoming announcements, new partnerships, etc.	Week of 10/2
Proactive pitching to vertical markets	Ongoing
Continue to pitch top-tier journalists on launch/partnerships/clients	Ongoing
Continue to refine and develop new pitch angles to track strategies	Week of 10/9
Obtain and analyze survey results	Week of 10/9
Develop case studies on current customers	Week of 10/9
Pitch case studies in trend pieces to top-tier target media	Week of 10/9 and on
Develop survey release strategy	Week of 10/16
Research and compile a list of recommended holiday media tours with gadget gurus	Week of 10/16
Release survey results	Week of 10/23
Conduct follow-up on survey announcement to media targets	Ongoing
Develop second-quarter PR plan	Week of 10/23
Analyze all the above and make changes to move forward immediately	10/15, 10/31