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Communications Plan – Why your business needs one (2020)

One of the things I love most about working in public relations is getting to host fabulous events on behalf of clients.

If there is one thing I’ve learned through party planning it’s that a PR girl needs a few key things to pull off a perfect party.

This list includes a great team, a detailed plan, flexibility and a good pair of pumps to withstand the night.

Our company recently helped with the grand opening for Atrium Ready-to-Wear, a boutique within a bridal shop offering designer cocktail and evening gowns.

The owner of the boutique, Luvi Wheelock, has had much success in her first retail venture so the pressure was on to successfully introduce Houston to her second creation.

When it comes to event planning, no detail is insignificant. From the invitation font and the guest list to the sugar-rimmed cocktails and cupcakes toppers, nothing can be overlooked. Months in advance, The PR Boutique team gathered around our Tiffany blue table to brainstorm and map out a timeline for the grand opening. These are some of my favorite times at the office, where each co-worker’s unique ideas and personalities come out.

In order to garner coverage amongst several areas of media and spread the word to the boutique’s target audience, we decided to apply several strategies.

The first step was to plan a perfect party.

We invited a fashion-focused non-profit to preview the boutique before it opened to the public.

On the menu for the night were lite bites, cocktails.  And an exclusive sneak-peak at the soon-to-be-open space.

Social coverage was maintained by snapping pics of the prominent charity supporters. That night, Atrium established its plan to provide goodwill in the community by offering a percentage back to the charity of items sold.

For the grand opening, we turned Atrium into a must-see social and fashion affair. A personal appearance by renowned celebrity designer Prabal Gurung had the fashion media on alert.

A schedule, timed down to the minute, mapped out press interviews with Luvi and the designer. (Note: always plan for flight delays from New York)

Atrium’s clientele is a unique, high-end demographic with an active social life.

To get this target through the door, we sought the support of three event chairs. These ladies were a great help in inviting their friends. Perfect for generating social press buzz and above all looked stunning in Prabal’s clothes.

A highlight of the opening was seeing the designer give attendees hands-on fashion advice on what to purchase.  Another was seeing guests raise their (sugar-rimmed) glasses and cheer our client to her new business.

The result of all the hard work was an event that gained a plethora of media coverage.  Followed by new boutique customers, a satisfied client and another pair of perfectly broken-in heels.

– Meredith Wierick


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