9 Components to Master Before Crafting Your Next PR Plan
Every PR campaign relies on a clear and attainable PR plan. Having a concise outlook on what your team will do is the key to an effective campaign. Here are 9 crucial elements to consider for your next PR plan:
- Objective
What is the ultimate goal of your public relations campaign?
Clear objectives help set up and guide the rest of the PR plan to your final goal.
- Goals and measurement
What do you want to achieve, and what will success look like?
Goals should be SMART: specific, measurable, achievable, realistic and timely.
Don’t let measurement be an afterthought. Measurement should be defined at the outset and tracked throughout a campaign to gauge performance.
- Publics or audience
What target audience do you want to influence?
The key to good PR practice is defining your public as robustly as possible. This may be based on behavior, location or a demographic. Having a clear audience in mind allows for more effective and relevant messaging.
- Research
This may sound like a given, but take the time to research the audiences you wish to reach.
- Insights
Your research should reveal insights that drive your strategy. Let the data shape your content ideas.
- Strategy
Your strategy statement should clearly and concisely summarize how you plan to achieve your goals.
- Creative
What content will your audience clamor for? It’s all about what they want.
- Channels
Modern PR campaigns must work across an array of platforms and channels. Earned or owned media content typically leads the way, with paid distribution and social media efforts used as a means of amplification and engagement.
- Calendar
Make sure to craft a detailed content calendar that schedules campaigns, channels and timelines.