All organisations should have a PR plan to ensure the message is spread about new campaigns, projects or the organisation itself.
The PR plan is an essential mix in any organisation's business and marketing strategies.
Start with a review
The starting point is always a review of current PR efforts, target audiences and goals. This review, or communication audit, is vital to have before you start any new plan. It allows you and your team, as well as senior managers, to come together to ask questions, discuss successes and less than satisfactory campaigns. Questions should include: what is working and why? What is missing the mark and why? How do you know?
MediaWise has a useful communications audit starting point conversation. Ring Penny Underwood on (03) 9818 8540 to receive a copy.
Next step
From your review, which could take several weeks, you will need to write up your findings and recommendations which should be shared with the senior management team. Their input should be fed into the final review which sets the scene for a new plan.
Helicopter view
Our PR strategies always take a helicopter view of what is required, each strategy is supported by an implementation plan.
A typical content structure is:
- Background
- Executive Summary
- Goals
- Target audience
- Messages for each audience
- Overall tactics to be used: these could be specific community dates; research publications; or annual lecture.
- What tools are needed to support PR campaigns. These include booklets, animations, podcasts, and infographics.
- Evaluation: Work our how you will assess success and failure; what evidence will you draw on and is it robust enough?
- Budget: how much is everything going to cost and what is the Return on Investment?
Implementation plan
The implementation plan goes into more detail, and should include timelines, who is responsible for what, and story angles for each main tactic.
Plan for a regular check into the roll-out of the plan so you assess what is working or otherwise. Keep maintaining databases and media lists, and hen you do get media pick up, share it with your supporters in your social media, newsletters and website.