Marketing Matters Minute: PR Planning 101

Putting together an effective public relations campaign isn’t always easy, but there are some basic principles that can be applied to campaigns of any and every size that will enable you to manage them in the most efficiently way possible. The next time you’re working on a public relations campaign, consider the following guideline:

• Situational Analysis/Opportunity – Why are you embarking on this campaign? Why is it necessary and what benefit does it offer your brand?
• Goal – What is the primary objective of this campaign? Your goal does not always have to be immediately measurable. (e.g. Build brand awareness)
• Objective – Should be a very specific outcome you wish to accomplish. Should always, always be measurable. (e.g. Secure media coverage in five local media outlets)
• Strategy – Will describe what actions you will take to achieve the related objective. (e.g. Develop interesting case studies relevant to local audiences)
• Tactic – The exact way in which you will implement your strategy. (e.g. Pitch local media outlets on story ideas related to case studies)

Following this tried-and-true outline for your next public relations campaign is a great way to make sure you and your entire team understand the plan.