What is the point of a PR Plan?

By Tiffanny Junee 2011

There is not one prescriptive way in which a PR plan must be written. There is however, a number of elements that need to be included, in order to articulate succinctly what the business unit/ company/ brand/ or charity is trying to achieve via a dedicated public relations program.

As we have seen throughout the course, public relations is known by MANY names (ie: corporate communications, PR, media management, government relations, investor relations and the list goes on.) Whatever we prefer to call it, at its core, public relations is a discipline, dedicated to the timely strategic communication of key messages to target audiences at a time, when most receptive to receive them.

Traditionally, public relations practitioners use an array of PR tools (ie: media releases, press conferences, one-to-one interviewsetc) and methodologies in an express desire to positively influence key decisions and behaviors of members of their target audience, without the exchange of money (a key differentiator from Advertising).

PR practitioners, enable the company/ brand/ charity to communicate their key messages in a tone and at a time that is contextually relevant (it means something to the receiver of the message/ or intended target of the message).

Tiffanny Junee 2011

A PR Plan enables an organisation/ and or individual to articulate their intentions (objectives), through strategic communications ie: constructing words into sentences to tell the desired story or truths (key messages) that an organisation or individuals wishes its target media, business and consumer markets to use when talking about them!

A PR plan enables an organization to communicate (both internally and externally) your goals, objectives, schedules of events and desired outcomes, with its key stakeholders, in an attempt to align ALL business operations (both internal and external), across business units, to support the mission and objectives of the overall business plan and ultimately grow the bottom line, either by increasing brand awareness and/ or ultimately sales.

What does a PR plan template look and sound like?

PR PLAN TEMPLATE: NEW PRODUCT LAUNCH

EXECUTIVE SUMMARY This is usually written last and is a succinct overview of what it is you are actually presenting.

INTRODUCTION Overview of the company/ brand/ charity/ product / service that is being launched.

Tiffanny Junee 2011

Including a brief rationale for and contexualisation of the business to communicate the relevance of the PR programs to be outlined in greater detail later in the plan.

OBJECTIVES & GOALS These are usually bullet-pointed and while they will differ widely from campaign-to-campaign, they should always aim to be SMART goals (specific, measurable, achievable, relevant and timely).

KEY MESSAGES

What is it you are saying? List 3 key words or phrases that sum up what you want to say and how you want people to talk about you/your company/brand. It is these key messages that shape the tone of your campaign. Keep in mind: how you sound, shapes the emotion/ connection of your target audience with you and your product/company/brand.

TARGET MARKET

Who are you talking to? Be specific

Tiffanny Junee 2011

If you choose to incorporate the specifics of your target market in the Introduction as a way of contextualising your proposed PR program, there is no point repeating it again for the sake of ticking boxes. After all, the whole point of the PR Plan is to tell the business: a. What your story is, b. Who you are telling it to and how; and c. What you expect to achieve as a direct result of your communications.

SPOKESPERSON

Who best embodies the qualities of your company/ brand / product? Who is it that is best to deliver your key messages to your target audience?

PROGRAMS

- Media

Refer: Media Plan Template

Event Overview: - Event Why are you holding an event? What is its purpose and what is going to happen

Tiffanny Junee 2011

there?

Event Details: When, where and what time is the event being held? How will the event be styled?

Event Guest List: Who is being invited to the event? Ie: Who is on the guest list?

Target Media List: What media are you targeting? You would once again use the Media Plan Template here to articulate an event specific (pre-event, event and post-event) media plan.

Event Budget: This budget details ALL associated event costs (no matter how small) from venue hire and F&B, to security, invitations and printing costs, to agency fees and beyond. Remember that you MUST include a 10% (minimum) contingency buffer to cover any surprise costs.

Tiffanny Junee 2011

TIMELINE Scenario One Pre Launch Launch Post Launch

Scenario Two

Pre-Event

Event

Post-Event

Scenario Three

Pre Launch Activities ie: VIP Event & Retail Launch

Launch Activities Ie: VIP Event & Retail Launch

Post Launch Activities ie: VIP Event & Retail Launch

BUDGET The budget must provide a detailed breakdown of associated PR costs across the entire PR program as a whole. As well as, allocating specific costs to key activities ie: Launch event costs and associated promotions and talent costs.

Tiffanny Junee 2011