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Unformatted text preview: Public Relations Plan Template
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
1. Executive Summary
1.1 Executive Summary 2. Situation Analysis
Crisis Communications 4. Administration and Evaluation
4.4 6 Staffing
Evaluation 5. Budget
5.1 3 Situation Analysis 3. Planning
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
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.
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
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
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
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.
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?
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.
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 $ ...
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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.
- Spring '07