Public Relations Plan Template

Public Relations Plan Template - Public Relations Plan...

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: Public Relations Plan Template Purpose The purpose of this tool is to help you create a comprehensive and measurable Public Relations Plan. The plan is a blueprint of an overall public relations campaign that maps out goals and objectives, defines target audiences, sets out strategies and activities, and lays out measurable tracking and evaluation. Most often the PR Plan is created by an in-house marketing department and is submitted for budget approval within the organization. How to Use this Templ ate Writing a Public Relations Plan is a challenging and important task. A PR Plan usually demands tight deadlines and requires careful analysis and creative thinking. Complete the following sections with your marketing and public relations team: Executive Summary, Situation Analysis, Planning, Administration & Evaluation, and Budget. Table of Contents Page 1. Executive Summary 1.1 Executive Summary 2. Situation Analysis 2.1 3 Objectives Target Audiences Strategies Activities Schedule Crisis Communications 4. Administration and Evaluation 4.1 4.2 4.3 4.4 6 Staffing Administration Tracking Evaluation 5. Budget 5.1 3 Situation Analysis 3. Planning 3.1 3.2 3.3 3.4 3.5 3.6 3 6 The Bottom Line 1. Executive Summary 1.1 Executive Summary Provide enough information (1 page or less, double spaced) for the readers to become acquainted with the full document. Include a statement of the problem, background information, a description of any alternatives, and the major conclusions. (Include a description of: Overall Objective, Target Audiences, Strategies, Evaluation Plans, and Recommended Budget.) Tip: Someone reading an executive summary should get a good idea of main points of the document. 2. Situation Analysis 2.1 Situation Analysis Provide a brief overview (1-3 pages or less, double spaced) of the reasons the plan is being written. Use our Media Relations Maturity Assessment to measure your Media Relations Maturity across 6 key success drivers: Media, Awareness, Positioning, Internal Support, Expertise, Process, & Relationships. You will also want to summarize the data you’ve collected in your background research (Competitive Analysis, Media Analysis, and Consumer Segmentation), describe the public relations challenges faced by y our organization, and raise all of the issues the plan is designed to address. Tip: Demonstrate your knowledge of the PR needs and build excitement and interest in the program. You should be familiar with company background, strengths, weaknesses and distinguishing features of products or services. Look up information on programs being used by competitors, and understand which media outlets your management wants coverage in. 3. Planning 3.1 Objectives Using numbered bullets, list your PR Plan objectives . Ensure that your objectives are stated clearly and concisely. They should demonstrate your understanding of the organization’s needs. Tip: The public relations plan should be integrated with the overall marketing plan. It is important to consider how PR fits with other marketing initiatives and opportunities in order to maximize their collective impact. 3.2 Target Audiences Identify the target audience your campaign is trying to reach. List your intended audience using bullet form. You may also decide to list the messaging you want each of your targeted audiences to receive. Use Demand Metric’s Customer Profile template to get a head start. Tip: This section will help you identify your activities, which are based around your target audience. The audience can be broken up into Primary (public that you specifically want to influence) and Secondary (people who can intervene on your behalf and influence the primary audience). Example: Audience Description Males & Females (18-26 years) Middle Income, Sports minded Sports Opinion Leaders Professional Athletes Media Sports Writers, Columnists* New Media Sports Forums, Podcasts, Blogs* * For media, you may consider listing target media outlets and reporters 3.3 Strategies Describe in broad terms (in bulleted form) the strategies you will use to achieve your objectives and reach your target audiences. This section should also briefly state why you recommend a particular strategy. Tip: You may find it easier to select a strategy after reviewing the list o f public relations activities that you will develop after conducting a number of creative brainstorming sessions. This section is different than the “Acti vities” section, which describes in detail the actual work you’ll be performing. Example: Strategy Reasoning Create excitement surrounding our sports campaign by associating our brand with professional athletes Generate enthusiasm with the blog community Our research has shown that our target demographic is heavily influenced by what professional athletes purchase Our customers are web-savvy and spend much time scouring the Internet, reading their favorite sports opinion blogs 3.4 Activities Provide specific ideas for promoting your campaign. List individual activities in paragraph form. Demonstrate how the activity is suited to the target audiences. Explain why the idea is likely to get media coverage. Establish why the idea is well-suited to your product or service. Use our Press Release Template when designing specific external marketing communications. Tip: This section is considered by some as the most important part of the PR Plan. If you have conducted some creative brainstorming, you should have developed a list of possible activities that will achieve your previously stated objectives. You must explain how the specific ideas will help sell more of the company’s product. Example: Activities Generating Description media coverage with mainstream sports publications Our target customers are heavily influenced by sports media experts. We will be sending out a regular stream of announcements, pitches to targeted media, including influential sports editors, sports bloggers and popular social networking sites. Sports “Street Marketing” campaign Our customers frequently attend sports games. We will send representatives to the three following events, handing out collateral material and signing up prospects with demo accounts… * There is no set number of activities a PR Plan should contain. Scope and amount of activities is usually governed by the budget. 3.5 Schedule In this section, present your planning calendar. Be specific and include specific dates and the point person for the designated assignment. You should list deadlines for each of the events and activities. Use our Media Relations Database to track editorial calendar opportunities, media coverage & contacts and to monitor due dates. 3.6 Crisis Communications Plan Provide a description of what you intend to do should a PR crisis occur. Although the crisis communication plan may not be utilized, it is better from a public relations standpoint to be adequately prepared. Include in this section, the person who will be the designated spokesperson and contact information. 4. Administration and Evaluation 4.1 Staffing Explain who will implement the PR Plan and who will overs ee the PR Plan. Explain why these people are well-suited for the role. Use Demand Metric’s Media Specialist Job Description to document key responsibilities. 4.2 Administration What is the timetable for the implementation of the program? Outline a schedule with dates and target objectives. Will you be using contractors, such as an external PR agency? 4.3 Tracking Which, if any, media monitoring service s will you use to track media coverage of your PR Plan activities? Use Demand Metric’s Competitive Ad vs. PR Analysis Tool if you need to use a manual tracking process. 4.4 Evaluation List how you will evaluate your PR Plan. Will you be using qualitative tools? Will you be conducting before and after market research? Will you be highlighting how many releases were prepared and distributed? How many column inches and minutes of air-time coverage you got? Or, How many people were exposed to your message? Tip: The goal of the Evaluation and Administration section is to convince the management that you have a competent team and adequate resources to meet your stated objectives. This section should also show that the tracking and evaluation will adequately demonstrate the value received for the dollars spent on public relations. 5. Budget 5.1 The Bottom line Describe the costs associated with the activities. Provide a brief summary of costs that includes a line item for each activity. See next page for example. Example: Activities Costs Generating Press Kits Photographs, news release $20, 000 servicing, fact sheet, backgrounder, printing costs Sports “Street Marketing” campaign, collateral materials, staffing, $10, 000 licensing, rental of trucks Total $ ...
View Full Document

This note was uploaded on 01/08/2011 for the course PUR 3000 taught by Professor Oyer during the Spring '07 term at University of Florida.

Ask a homework question - tutors are online