We are often asked how to develop a PR plan. Here is a six - point plan to help people through what is often a complicated process.
- What is the goal of the plan? Is it to raise awareness of a new product or program, to reach new audiences or to campaign on a particular issue? Establish your goals and keep them measurable.
- What is the current situation for your organisation? Research your competitors, understand the climate that the business is working in, both internally and externally, what is it that senior leadership is looking to do?
- Who are your audiences: whom are you trying to reach, what and why you are communicating them. You should research your different target groups carefully. This part is critical and you should spend time with the leadership team defining the different groups.
- Tactics: how will you reach your audiences, through what channels and what are you going to do?
- Measure and report back: Your plan is only as good as what you achieve so put in steps of how you will measure and how you will report back and to whom.
- Prepare a budget for each year. You need to prepare an itemized budget for each year of the plan. Be as close to accurate prices as you can.
Before you start implementing, the plan should be presented to the CEO and Board. The plan should be adjustable, depending on circumstances.
If you need help at any stage, contact Penny Underwood on (03) 9818 8540.