THE PR PLAN

Step by Step to Creating a

Successful Plan
 The Parts
Problem/Opportunity Statement
Situation Analysis
Target Public(s)
Goal Statement
Objectives
Strategies
Tactics/Activities
Evaluation
Timeline
Budget
 Problem/Opportunity
Statement
Identify the nature of the
situation: problem, challenge
or opportunity?
Lead to a compelling
argument for public relations
Not judgmental or blame-
placing
 Situation Analysis
An analysis of the situation as
you understand it
Include history of PR and
current perceptions (by media
and others)
Argue for taking action
Don’t include solutions or
suggestions
 Suggested Structure

Standard
Four O’s
SWOT Analysis
 Goal Statement
Focus the goal on a single
aim in a single sentence.

Describe the end result as

though it’s already been
achieved.

The goal should start

include the words “to be...”
and answer: what do you
want the ultimate result to
be of a successful campaign?
 Primary Focus/
Target Audiences
The primary focus should be
people (or a person).
Fully describe each:
demographics,
psychographics, disposition,
what each knows or doesn’t
know.
Write about each separately.
 “Young Professionals”
Demographics Traits:
Urbanicity: Suburban
Income: Downscale
Income Producing Assets: Low
Age Ranges: Age <35
Presence of Kids: Family Mix
Homeownership: Renters
Employment Levels: White Collar,
Mix
Education Levels: Some College
Ethnic Diversity: White, Black, Asian,
Hispanic
 “Young Professionals”
Filled with young, single adults, this
audience represents adults in transition.
Many of its members are twenty-
something singles and couples just starting
out on their career paths--or starting over
after recent divorces or company
transfers. Ethnically diverse--with more
than half its residents Hispanic, Asian, or
African-American-- “young professional”
households tend to have the modest living
standards typical of transient apartment
dwellers.
 Objectives
An objective must have four
parts:
What must be done
With whom/to whom (one
objective per audience)
Why such an action is
necessary
How should we measure?
 Objectives, Part Deux

Must be measurable
Must be achievable
May include a target date
or deadline
Only include targets you
have control over.
 Strategies
Describe in concept, how
each objective will be
accomplished.
Include messages and
themes.
Be creative.
More than one strategy
okay.
 Tactics/Activities

How will you achieve your

strategies?
Detailed steps
Not a to-do list or laundry
list
 More on Activities

Support! Tactics support

Strategies, which
support Objectives,
which support the Goal
Evaluation/Measurement

Identify how you’re going

to show success
Evaluation for each
objective: must be
explicitly linked
 Timeline
Include all major steps with
dates or date ranges
Show execution dates
Parallel structure (start with
a verb)
Two-column format
Don’t include tactics not in
your plan
 Budget

Show personnel & out-

of-pocket expenses
Affordable
Self-Explanatory
Tactics