How to write a Public Relations plan
How to Put Together a Public Relations Plan
In this video, the speaker discusses how to put together a public relations plan. She explains the importance of doing research and understanding your market before creating a PR plan. The speaker also covers the seven steps of a PR plan and provides additional tips for creating an effective plan.
Situational Analysis
- Step one is conducting a situational analysis or SWOT analysis.
- Research is essential in identifying strengths, weaknesses, opportunities, and threats.
- Understanding your product, service, company or project is crucial.
- Knowing your market forms part of step one.
Setting Overarching Goals
- Step two involves setting overarching goals for the strategy or PR plan.
- Identify why you are putting together this plan.
- Having one big goal will help with the following steps.
Identifying Target Audience
- Step three is identifying target audiences.
- Include internal staff members in large corporations or companies that manufacture products or vehicles.
- Keep target audience lists short as it will be easier to create tactics later on.
Creating Key Messages
- Step four involves creating key messages based on research done in step one.
- Identify what your target audience needs to know and what are the most important effects.
Developing Tactics
- Step five involves developing tactics that align with key messages and overarching goals.
- Tactics should be specific, measurable, achievable, relevant and time-bound (SMART).
Implementing Tactics
- Step six involves implementing tactics by executing them according to schedule.
- Monitor progress regularly and make adjustments if necessary.
Evaluating Results
- Step seven involves evaluating results by measuring success against predetermined goals.
- Use data to make informed decisions for future PR plans.
How to Build a Public Relations Plan
In this section, the speaker discusses the first six steps in building a public relations plan.
Identifying Objectives
- Identify objectives based on research, key audience, and key messages.
- Use SMARTY objectives that are specific, measurable, timeless, and targeted.
- Link objectives to key audiences for easier management.
Developing Tactics
- Develop innovative tactics that link to target audience and objectives.
- Tactics can include media releases, events, exhibitions or sponsorships.
- Budget should be linked to tactics with a 10% contingency buffer.
Measuring Public Relations Efforts
- Measurement depends on the tactic used.
- For media releases measure number of publications and value of publicity received.
- For events survey attendees for feedback and evaluate engagement for social media tactics.
- Be transparent about how you will evaluate your efforts.
Recap of Building a Public Relations Plan
In this section, the speaker summarizes the eight steps in building a public relations plan.
Eight Steps in Building a PR Plan
- Situational analysis or SWOT analysis
- Define target audience
- Establish key messages
- Research competition
- Identify objectives using SMARTY objectives
- Develop innovative tactics linked to target audience and objectives
- Determine budget linked to tactics with 10% contingency buffer
- Measure public relations efforts using appropriate evaluation tools
How to Evaluate and Measure PR Efforts
In this section, the speaker discusses how to evaluate and measure public relations efforts.
Steps for Evaluating and Measuring PR Efforts
- Create a step-by-step plan for putting together a public relations plan.
- Include a summary at the end of the plan to evaluate or measure all of your efforts.
- Encourage viewers to ask questions in the comments section about anything they would like tackled in future episodes.
- Remind viewers to subscribe and follow on Instagram for more content.