PR plan overview
They are Plan or Campaign for PR and very much designed to create or develop PR for a brand or business. The term is also synonymous with the term PR campaign as both are sort of the same. Both are given a very short life span in terms of the company's entire lifetime and need to be reworked after each other is over. As with any PR campaigns and plans, changes needs to be made with the changing environment, consumer's needs, etc.
Why use a PR plan?
A Public Relations plan or campaign is meant to establish awareness, understanding & perception. It is meant to be the blueprint, like a map to guide you out. Like Event Management or any other businesses, having a plan makes your entire work easy and smooth. Without a plan, you're just a tourist.
Imagine looking forward to a weekend of vacation with your family to this amazing destination but you wouldn't expect all of them to show up at the right place at the right time. You didn't provide them with the destination or a clear plan of how to get there. Just like how many organizations lack a clear strategic plan.
There's a saying by this very famous French novelist who says " A Goal without a plan is just a wish"
There's an incident that I came across and it seemed out to be a great lesson while planning out a cover magazine shoot. While deciding about the shoot there was no clear plan involved which led us to a huge confusion in the end.
Here are the 8 Core Components of the PR plan -
1. Analysis of the situation - This is where you get to share your total research. The research could be analysis of the industry or business, Company situation, Market analysis etc. This is also the place where everybody put their inputs and the plan is briefly described and defines the issues that brought upon the creation. It's like an executive summary that's meant to answer questions of WHY.
2. Goals & Objectives- This is a place where the goals are recognized, where goals are explained and delved into in detail to ensure that the companies help into this planning process because to have a clear vision you need to have proper tactics and that led to having clear objectives & goals
3. Target Audience - The target audience is basically who you plan to reach with your PR plan, who you hope to turn into a customer. For example, your campaign is about Save Animals well in this case you would be targeting the non-vegan people and creating awareness about your campaign. Well, you wouldn't target the vegans who are already aware of it.
4. Strategies- By going through your target audiences from there you can create strategies. What do you want to accomplish from this goal? Your goal perhaps wants to continue offering excellent customer support. And from your strategy would be to create a strong brand image and customer loyalty.
Well, how could we do that?
5. Activities - Well you would create activities & tactics to achieve the plan based on your objectives & goals.
6. Implementation & evaluation - Create the measurement of success after you delegate responsibilities to figure out dealing with who's doing what? Who's managing what? You need to ensure that you have created a guideline to base their success upon and measurement of success would be very vital when the creation of the next plan and using this plan.
7. Media Strategy - Try to get in touch with the publishers & editorial who would help you outreach your target audience. Release a press release or feature articles to the publications that are ready to cover the news. Always be prepared with the presentation as you can establish it for your target audience at an event. You could also submit appropriate blogs to your target audience.
8. Budget- The budget is exactly what it sounds like, for every tactic you use you need to lay that out. From planning up to executing a budget plays a vital role. Be very clear, be very concise and be very upfront.
Remember rowing harder doesn't help if the boat is in the wrong direction. So the question is how do you keep your boat headed in the right direction
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