Scribd
Upload
331 views3 pages

Public Relations Plan Template: Executive Summary

The document provides a template for creating a public relations plan with sections for an executive summary, situation analysis, goals, objectives, strategies and tactics, schedule of activities, target audiences and channels, key messages, investment, and evaluation and measurement. The executive summary should overview the full plan in 1-2 pages. The situation analysis involves research on industry trends and the company's current marketing situation. Goals and objectives should be specific, measurable, and linked to the overall strategic plan. The strategies, tactics, and activities section breaks down how to implement the plan. Target audiences, channels, and key messages are also identified. An investment section outlines the resources and budget needed. Evaluation measures the plan's success and areas for improvement.

Uploaded by

Ermi Susilowati
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
331 views3 pages

Public Relations Plan Template: Executive Summary

The document provides a template for creating a public relations plan with sections for an executive summary, situation analysis, goals, objectives, strategies and tactics, schedule of activities, target audiences and channels, key messages, investment, and evaluation and measurement. The executive summary should overview the full plan in 1-2 pages. The situation analysis involves research on industry trends and the company's current marketing situation. Goals and objectives should be specific, measurable, and linked to the overall strategic plan. The strategies, tactics, and activities section breaks down how to implement the plan. Target audiences, channels, and key messages are also identified. An investment section outlines the resources and budget needed. Evaluation measures the plan's success and areas for improvement.

Uploaded by

Ermi Susilowati
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
You are on page 1/ 3

Public Relations Plan Template

Whether you are starting a new business or want to update the public’s perception of your brand, a public
relations (PR) plan can help you determine your objectives and guide your activities. This template
provides a starting place for developing a PR plan for any industry.
HubSpot Tip: Your PR plan should be considered a living document. As external circumstances or
internal goals change, be sure to update your plan accordingly.

Executive Summary
It is considered a best practice in business to include an executive summary at the beginning of any
lengthy document. The executive summary should provide an overview of all of the content in no more
than one to two pages.
The executive summary serves as a brief that a C-level member of the organization can read quickly
during a busy day to get an understanding of all the main points in the PR plan.
HubSpot Tip: Consider writing the executive summary either first or last. If you write it first, it can
serve as a guide as you develop the rest of the document. Be sure to revise it at the end, as some details
are likely to change as you write. Alternatively, you can write the complete executive summary after you
have finished all of the other sections of the plan.

Situation Analysis
Every great plan begins with research on the background of the specific problem to be addressed. Your
situational analysis research should include meetings with stakeholders, including senior leaders at your
organization. You will also need to assess the competition and your industry as a whole by reading news
articles and studies.
Your research can be considered complete when you can comprehensively define the current marketing
situation at your company and what needs to be done to improve it.
HubSpot Tip: Be sure to focus your research on trends both within and outside your organization.

Goals
In this section, you should define the high-level goals of your PR plan. If your organization has been
facing a specific marketing challenge, talk about it here. Describe what you want to achieve, ensuring that
the goals you select are reasonable and specific.
HubSpot Tip: Try to keep your list of goals to no more than five.

Objectives
Based on the goals you have defined, create a list of objectives for the PR plan. Think of these objectives
as the milestones you need to achieve in order to reach your goals.

1
Choose SMART (Specific, Measurable, Attainable, Relevant, and Timely) objectives that address the
problem identified in your Situational Analysis.
HubSpot Tip: Your objectives should link back to the organization’s overall strategic plan.

Strategies, Tactics, and Activities


Break down your objectives into actionable strategies, tactics, and activities. This section should describe
how you will implement your PR plan.

Schedule of Activities
Include a calendar that indicates when the key activities will occur. You can use a format like the table
below.
Activity Description Start Date End Date

HubSpot Tip: If you have identified any opportunities for innovation, describe them in this section.

Target Audience and Channels


Define who makes up your target audience and describe their needs. Your target audience typically
includes your current customers, desired customers, the people who influence them, and the media.
You should also identify your target channels. How does your target audience get their information? You
should choose the media channels that they use and trust the most.
HubSpot Tip: When defining your target channels, be sure to focus not only on traditional media like
radio and television, but also new media like websites, social media, mobile apps, and podcasts.

Key Messages
Now that you know your goals, objectives, and target audience, design a message that conveys what you
want them to hear about your organization. Your key messages are the core ideas that will shape your PR
content going forward. Be sure they are designed to be credible and straightforward.
HubSpot Tip: Keep your list of key messages to no more than three.

Investment
Once you have determined the strategies, tactics, and activities you will take to implement the PR plan,
you should note the resources needed. Resources can include personnel hours, equipment, facilities, and
other materials.
Use a table like the one below to outline the resources you will need and how much they will cost.

2
Resource Cost Quantity Total

Total Cost:

HubSpot Tip: This section could also be called “Budget.”

Evaluation and Measurement


Evaluation and measurement are crucial to any plan. The evaluation phase gives you an opportunity to
find and target areas for improvement going forward.
When designing your evaluation plan, think about what success would look like and how you will know
when you reach your stated objectives. Describe how will you document and demonstrate the results of
the activities of your plan once they have been completed.

HubSpot Tip: Consider reviewing your PR plan on a regular basis, perhaps quarterly.

You might also like

pFad - Phonifier reborn

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

Note: This service is not intended for secure transactions such as banking, social media, email, or purchasing. Use at your own risk. We assume no liability whatsoever for broken pages.


Alternative Proxies:

Alternative Proxy

pFad Proxy

pFad v3 Proxy

pFad v4 Proxy