How can you create a media relations plan that targets women and millennials?

1 Know your audience

Before you craft your media relations plan, you need to understand who you are trying to reach and what they care about. Women and millennials are not monolithic groups, but they share some common traits and preferences that you can use to your advantage. For example, women tend to value authenticity, social impact, and personal stories, while millennials are more likely to consume digital media, follow niche sports, and engage with interactive content. You can use surveys, interviews, analytics, and social listening tools to gather insights about your audience and segment them into personas.

2 Define your goals and objectives

Once you have a clear picture of your audience, you need to set your goals and objectives for your media relations plan. What do you want to achieve and how will you measure your success? Your goals should be SMART: specific, measurable, achievable, relevant, and time-bound. For example, your goal could be to increase the awareness of your women's soccer team among female millennials in your city by 20% in six months. Your objectives could be to generate 10 positive media stories, 50 social media mentions, and 1000 website visits per month.

3 Identify your media channels and outlets

The next step is to choose the best media channels and outlets to reach your audience and deliver your messages. You need to consider the type, tone, format, and frequency of your content, as well as the credibility, reach, and influence of your media partners. You should also diversify your media mix to include traditional, digital, and social media, as well as owned, earned, and paid media. For example, you could create a blog on your website, pitch stories to local newspapers and podcasts, run ads on Facebook and Instagram, and invite influencers to attend your games.

5 Implement and monitor your plan

The final step is to execute your media relations plan and monitor its performance. You need to create a timeline, budget, and action plan for your media activities, and assign roles and responsibilities to your team members. You also need to track and evaluate your media coverage, engagement, and impact, using quantitative and qualitative methods. You should use tools like Google Analytics, media monitoring software, and social media analytics to measure your reach, impressions, clicks, shares, and sentiment. You should also collect feedback from your audience, media partners, and stakeholders, and use it to improve your plan.