Tuesday, February 5, 2013

How to create a Public Relation (PR) plan?

Public Relations or PR plan is the basis for your public relations program. Public Relations plans can either be company-wide (improving the identity of a company) or they may focus on a specific product line, product or service. Below is a template of what a typical public relation plan would look like.  

1. Executive Summary 
    Here you put a brief synopsis of     what the plan is trying to address, and the time frame involved in carrying out the plan.

2. Communication Method
Develop your plan of attack.
What communication vehicles
will you use to get your message 
to the public? Examples 
may include:
           - Press releases
           - Articles
           - Customer Success Stories
           - Letters to the Editor
           - Press Conferences, Interview, or Media Tours
           - Radio, Television, or Press Interviews
           - Seminars or Speaking Engagements
           - Event Sponsorships

3. Background
Define the background of your public relations plan. Too often, business owners say the background is to “raise awareness” when they really want to achieve much more. As a business owner, you want to do more than merely raise awareness of your business.

4. SWOT/Situation Analysis
Here you describe the situation in context of what the plan is trying to address. What is the current public opinion of the subject of the plan? How does it compare in the public’s eye to its closest competitors?

5. Message Statement
Draft the messages statement of your public relations plan. Make sure they are consistent but not necessarily identical among your various public.

6. Key Audience
Here the PR person would list who are primary audiences are that he/she wants to impact through this plan.

7. Key Message
Key messages are something you want to impress upon your target audience. Too many messages create “noise” and confusion, reducing the possibility that your most important messages will get through.

8. Budget
The total budget will be a single line item; individual expenses will be noted in another section.

9. Implementation Plan
Develop a detailed task list and timetable so you can implement your public relations tactics with maximum efficiency. The success of your public relations plan will largely depend on your ability to make deadlines stick.

10. Monitoring and Evaluation
Once your PR plan is completed, evaluate whether your objectives have been met. If not, determine why. Add these to the measurement section and make it part of your completed PR plan for historical reference. 
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