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Putting Together a PR Plan




Most public relations plans are formatted the same and have the same goal, being published. But as everyone is different and each business is different, you should incorporate the common factors, but tailor them to your business, and your objectives. Make your publications as simple as possible so that it works for you specifically.

Set Goals and Objectives

Determine what is to be accomplished by the public relations campaign and plan to meet these goals and objectives, such as:

Make all public relations actions relevant to meeting the goals and objectives initially determined. The public relations campaign should be integrated with the overall marketing plan, which might include advertising or "word-of-mouth," among other practices. It is important to consider how public relations fits with these other marketing initiatives and opportunities to maximize their collective impact.

Identify PR Experts Who Can Help

If you are not a PR pro, that's okay. There are numerous experts you can tap, including officials at your institution. You might even want to form a PR committee to offer and/or help implement ideas, if you have a larger business.

Put the Campaign in Writing

Putting the public relations campaign in writing provides a roadmap for implementing activities leading up to and through the season. It is a guide, but it also helps hold you and your team accountable for assignments. In addition, it is easier to evaluate the impact and success of a plan that is in writing. Sections for the plan might include:

PR Plan Objectives


Identify key audiences – This will depend on your type of business, your audience may be seniors 55 and older, or college students. An integral part about finding out demographic information on your audience is to track how they found out about your company via a database. Find out how to relate to your audience through your promotions.



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