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Public Relations

The public relations 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.

Public Relations Plan Template:



[Title Page]

 [NAME OF COMPANY]

PR PLAN FOR [NAME OF PRODUCT, SERVICE OR CO. THE PLAN ADDRESSES]

[Date], 200X

Prepared by:

[your name or name of person preparing]

Prepared for:

[company president or other]

CONFIDENTIAL: FOR INTERNAL USE ONLY

[Next page; beginning of plan]

Executive Summary

[Here you put a brief synopsis of what the plan is trying to address, and the timeframe involved in carrying out the plan.]

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? Note from Ask PR: this information can be obtained through a communications audit;]

Goal

[Here, put the single goal that would directly address the problem or opportunity identified in your situation analysis.]

Objectives

[Three or more objectives will probably underlie the goal. These should be specific, measurable and attainable and have a specific deadline for completion.]

  • [Objective 1]
  • [Objective 2]
  • [Objective 3]

Target Audience

[List who your primary audiences are that you want to impact through this plan.]

  • [Target Audience 1]
  • [Target Audience 2]
  • [Target Audience 3]

Key Messages

[List no more than three key messages 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]

  • [Key Message 1]
  • [Key Message 2]
  • [Key Message 3]

Strategies

[What methods will you use to get your message across? Strategies should include the broad who, how and what of accomplishing your objectives.]

  • [Strategy 1]
  • [Strategy 2]
  • [Strategy 3]

Tactics

[Tactics are the specific action items you will take to support your strategies and meet your objectives. Each should include a deadline and cost estimate.]

  • [Tactic 1] Deadline: Budget:
  • [Tactic 2] Deadline: Budget:
  • [Tactic 3] Deadline: Budget:
  • [Tactic 4] Deadline: Budget:
  • [Tactic 5] Deadline: Budget:
  • [Tactic 6] Deadline: Budget:

Budget

[The total budget will be a single line item; individual expenses will be noted in the Tactics section above.]

The budget total for this PR plan is $

Measurement

[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. For now, leave the heading in so you don’t forget to add the information later.]

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