Public relations, like many aspects of our lives, is more effective with a plan. The perfect plan for any corporation or individual depends ultimately on the details of their end goal. However, there are six basic elements that serve as guidelines for any PR plan.
Evaluate your State of Affairs:
To begin the planning process, we must take a wholesome look at our current situation. This visual aids in showing us which tactics are working, which are not, and what aspects just need to be tweaked. It also gives us insight of the elements to follow.
Determine your Goals:
At this point, you will make a list of objectives. These are based upon what the overall outcome you would like to create. Our goals are very important to our process. They keep us and others on track and in the right mindset needed for group success. Specific, numeric goals also create measurable results.
For more information about types of goals and why they are beneficial, visit: http://www.cuttingedgepr.com/articles/prplans_set_goals.asp
Establish the Target Audience:
An audience is essential in public relations. Their response to our campaigns can make or break the effectiveness to our message. Therefore, it is important to include them within our plan. Directing our messages to the audience with stances that are beneficial to both them and us is ideal. The audience wants to feel just as involved and important as those directly in the campaign.
For assistance in establishing target audiences, check out the possibilities at: http://prtini.com/target-audiences-and-key-messages/
Develop a Strategy:
It is crucial to the process to develop a strategy based upon the details. A strategy statement provides a clear picture of what to do next based on our current situation, goals, and target audience. The strategy will provide the guidelines and themes for the PR campaign and essentially set the tone.
I’ve found that in writing a detailed strategy, you can also include the tactics and timing. Tactics are important because they are the tiny pieces to a bigger operation. Without tactics, it would be nearly impossible to execute your plan. Planning the date and time that you release your message to the public will take some thought. I would not suggest holding a press release or anything of that nature during the same time as a competitor. This would divide the audience’s attention and potentially lessen the power of your initial message. You want you campaign to be unique and well thought out. Providing an impeccable time and staying on schedule will ensure that you reap the full benefits.
For information on when and why to evaluate your strategy, click here: http://blog.hubspot.com/agency/pr-strategy-importance-reevaluating-every-90-days
Creating and maintaining a budget:
Budgets may be created by the client or the PR firm. It is important to maintain a budget so that the firm and public relations representative are paid reasonably for their time and effort. They are also important so that a corporation or individual does not extend their expenses too much. Overspending can create a negative relationship between the firm and the client, which can eventually effect their campaign and how effective their message is conveyed.
Determining Measurement Action:
The final step of the plan is to determine how to take the measurements. These measurements are in reference to our objectives. It is important that our objectives be measurable to assure with data that our campaign was successful. One way to measure success is with the Three O’s: Output, Outgrowth, and Outcome. Output refers to whether the target audience saw message. Outgrowth references the audiences understanding of the message. Outcome questions whether or not the audience did something about the message.
For more information on the Three O’s, please visit: http://www.strategicamerica.com/measure-strategy-three-os-output-outgrowth-outcome/
For examples of recent and effective PR campaigns, visit: http://prexamples.com/2015/06/top-10-pr-and-marketing-stunts-and-campaigns-of-may-2015/
I hope that these six basic elements will assist you in establishing a powerful plan that is perfect for you!