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12 Point Campaign Plan

This 12-point plan outlines the key steps for developing a public relations campaign: [1] Research background information; [2] Identify problems or opportunities; [3] Set goals and measurable objectives; [4] Target specific publics; [5] Develop tailored key messages; [6] Devise a strategy to achieve objectives through targeted tactics; [7] Select appropriate communication channels; [8] Consider legal and ethical issues; [9] Conduct a risk analysis; [10] Create a timeline; [11] Develop a realistic budget; [12] Plan monitoring, evaluation and modifications. Following this comprehensive plan helps ensure PR campaigns are well-researched, targeted and effective.

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Ermin Ćelahmetovic
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406 views2 pages

12 Point Campaign Plan

This 12-point plan outlines the key steps for developing a public relations campaign: [1] Research background information; [2] Identify problems or opportunities; [3] Set goals and measurable objectives; [4] Target specific publics; [5] Develop tailored key messages; [6] Devise a strategy to achieve objectives through targeted tactics; [7] Select appropriate communication channels; [8] Consider legal and ethical issues; [9] Conduct a risk analysis; [10] Create a timeline; [11] Develop a realistic budget; [12] Plan monitoring, evaluation and modifications. Following this comprehensive plan helps ensure PR campaigns are well-researched, targeted and effective.

Uploaded by

Ermin Ćelahmetovic
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOC, PDF, TXT or read online on Scribd
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Certificate IV Public Relations

Develop public relations campaign plans


12-point plan
The following plan can be used to design PR programs, campaigns or projects.

1. Background
Set the scene by gathering information about the company and/or the issue:
Research the company to find out where it has been and where it is now eg its activities, history, past
performance, current market position and image
Research where it wants to go, eg goals, vision, mission, desired image
Research the issue eg publics points of view, trends, what action is being demanded, can it create benefits or
will it cause damage?

2. Problem or opportunity
Identify the problem or the opportunity:
Does the situation present an opportunity for the organisation?
Does the situation create a problem that needs to be addressed?
What communication response is required?

3. Goals + Objectives
Comment on the overall goal of the campaign. Write clear statements of what you want to achieve in relation to
the problem or opportunity. These can be presented as bullet points.

Objectives should be specific, measurable, achievable, realistic, and time bound (SMART)
Objectives are written as actions, for example, To inform To promote To identify To increase
To generate
Your objectives will relate to PR and communication not to areas outside of this field and out of your control

4. Target publics
Communication is aimed at specific groups of people or target publics (never aimed at everyone). Consider the
communication requirements of each public. Determine what will motivate them. Target publics can include for
example, a companys employees, customers, members, Government agencies, media, shareholders, local
residents, users, unions, sponsors, etc.

Target publics can be described according to their:


Demographics (eg age, gender, income bracket, employment type, education level, race, ethnic origin)
Psychographics (eg interests, beliefs, attitudes, opinions)
Geographics (location, eg street, suburb, state, region, climate)

5. Key messages
What messages can be devised to maximise opportunities or minimise problems?
The message must suit the characteristics and needs of the target publics
Publics will ask, what is in it for me? (WIIFM)
There may be different messages for different publics
The message must help you achieve your objectives
What is your theme, angle and strongest idea?
How can you write each message so it is clear, concise and easily understood?

6. Strategy
Reviewed 20/07/09
Certificate IV Public Relations

The strategy is your overall plan for your PR project or program, ie what you are going to do to address the
problem or opportunity
The strategy is a most important part of your plan as it describes how you are going to achieve the objectives
Each objective may have one or more strategies
Each strategy has a series of tactics
Tactics provide details of actions and/or activities
The strategy must be realistic, ie consider the available budget and timeline

7. Channels
The choice of channels relates directly to your strategies. What are the best vehicles or channels to deliver your
key messages to target publics? Channels include for example, media releases, brochures, posters, videos,
newsletters, functions, events, meetings etc.

8. Legal and Ethical Issues


Consider what legal and ethical obligations will be placed on you in the course of conducting this campaign. Each
campaign will be different and the obligations will also be different. Who are your target publics what are my
obligations to them, what about staff? Do I need any types of insurance or coverage? What about permits or
licences? Ask yourself is what I am going appropriate for the organisation and the target public? Has my campaign
moved from persuasive to manipulative?

9. Risk analysis
In the form of a risk matrix, consider the risks in conducting this campaign. Risks will include the internal and
external environments and may relate to staff, target publics, resources, equipment and reputation etc

10. Timeline
Determine a realistic schedule or timeline for all the activities you have included. The timeline will include
planning, production, implementation, distribution, monitoring and evaluation. The timeline can be presented as a
Gantt chart.

Your timeline must consider how to:


Use resources efficiently by creating impact
Get the message out to the publics at the right time
Message repetition
Length of time needed to get message across
Production timelines

11. Budget
The budget for the program must be realistic. Identify all costs associated with the development, implementation
and evaluation of the program. Refer back to strategy and channels to ensure all activities have been included.
The budget should be presented as a table. Use headings within the budget table to categories costs.

12. Monitoring, evaluation and modification


The program or project should be monitored during its implementation to ensure it is heading in the right direction
and to see if immediate changes are required. What can be monitored? What can you do to monitor the
progress?

Ways to evaluate the program are determined before it is implemented, ie what can be measured? The actual
evaluation occurs at the end of the program. Evaluation of the programs success will relate back to the programs
objectives did you achieve what you set out to? Did you keep to the budget? Was your planning realistic?
Should you continue or drop the program? Should you change components? Consider the use of surveys and
professional researchers if possible.

Reviewed 20/07/09

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