Creating a PR Plan The public relations plan is the basis for your public relations program.

Public relations plans can either be company-wide (improving the identity of a company) or they may focus on a specific product line, product or service. Below is a template of what a typical public relation plan would look like. Executive Summary Here you put a brief synopsis of what the plan is trying to address, and the timeframe involved in carrying out the plan. Situation Analysis Here you describe the situation in context of what the plan is trying to address. What is the current public opinion of the subject of the plan? How does it compare in the publics eye to its closest competitors? Goal Here, put the single goal that would directly address the problem or opportunity identified in your situation analysis. Objectives Three or more objectives will probably underlie the goal. These should be specific, measurable and attainable and have a specific deadline for completion. [Objective 1] [Objective 2] [Objective 3] Target Audience List who your primary audiences are that you want to impact through this plan. [Target Audience 1] [Target Audience 2] [Target Audience 3] Key Messages List no more than three key messages you want to impress upon your target audience. Too many messages create noise and confusion, reducing the possibility that your most important messages will get through.

[Key Message 1] [Key Message 2] [Key Message 3] Strategies What methods will you use to get your message across? Strategies should include the broad who, how and what of accomplishing your objectives. [Strategy 1] [Strategy 2] [Strategy 3] Tactics Tactics are the specific action items you will take to support your strategies and meet your objectives. Each should include a deadline and cost estimate. [Tactic 1] Deadline: Budget: [Tactic 2] Deadline: Budget: [Tactic 3] Deadline: Budget: [Tactic 4] Deadline: Budget: [Tactic 5] Deadline: Budget: [Tactic 6] Deadline: Budget: Budget The total budget will be a single line item; individual expenses will be noted in the Tactics section above. Measurement Once your PR plan is completed, evaluate whether your objectives have been met. If not, determine why. Add these to the measurement section and make it part of your completed PR plan for historical reference. For now, leave the heading in so you dont forget to add the information later. This article reprinted with permission from Yvonne Meacham Buchanan, http://www.careersin-public-relations.com.

Sample Plan 1: Public Relations Society of America Strategic Plan 2000-2004

Click here to download this document in Winword format. Vision Statement PRSA is the organization to unify, strengthen and advance the profession of public relations. Mission To empower public relations practitioners to realize their full potential. To establish PRSA as the preeminent organization that builds value, demand and global understanding for public relations. Target Audiences Present and prospective PRSA members. Public relations profession. Users and specifiers of public relations. Six Guiding Principles Focus on three core areas: Value Demand Global Understanding Build on current programs and create new initiatives. Involve membership at all levels in the plans implementation. Create annual operating plans, with specific goals. Assess national leadership and staff performance, based on objectives and established evaluation criteria. Objective 1 Build membership to 25% market share. Increase membership and involvement of senior professionals. Establish new membership categories. Make membership representative of the profession. Increase PRSSA alumni membership. Objective 2 Increase the profession's talent pool, from entry-level to mid-career professionals. Develop programs to prepare mid-career professionals to assume senior-level positions. Prepare professionals for international positions. Work with colleges to develop certificate programs.

Objective 3 Enhance the Society's professional development offerings, at all levels. Link to Accreditation and the Body of Knowledge. Enhance chapter-level professional development offerings. Achieve recognition for PRSA as the leader in the field of professional development. Share our professional development expertise globally. Objective 4 Develop programs that advance PRSA's reputation and the credibility of the profession. Make PR a key part of what the Society does for itself. Regularly measure awareness and perception of PRSA. Focus on promoting our key reputation initiatives: --K.I.D.S., Credibility Index, Universal Accreditation. Objective 5 Foster research that anticipates changes in the profession in response to cultural, societal and technological factors. Initiate new research/measurement tools. Utilize research from other sources. Train professionals in the use of research to measure their effectiveness. Objective 6 Strengthen internal communications and relationships throughout the Society. Objective 7 Vigorously communicate to and educate members and other professionals regarding our ethical standards and their enforcement. Rewrite the Code of Ethics. Conduct education campaign for Code. Create staff support for ethics education. Objective 8 Develop necessary funding and resources to achieve the strategic plan. Dues revenue. Non-dues revenue. Investment income. Other sources (Foundation grants, sponsorships). 2000 Operating Plan

Each year's operating plan will outline specific tactics, budgets and measurement.

COMMUNICATIONS PLANNING WHY SHOULD YOUR NON-PROFIT DEVELOP A COMMUNICATIONS PLAN? Formanyreasons: 1. Most NGOs have limited resources both time and money. A strategic communications plan will help your group focus those resources on the most important tasks and set priorities. Without a plan, groups run the risk of reacting toexternal events in a knee-jerk manner, wasting valuable communication opportunitiesand getting pulled offmission in the process. 2. A good plan imposes discipline and clear thinking that will help you clarify your objectives and target audiences, sharpen your message and help you better understand the environment in which you will be delivering that message. 3. Strategic communications planning will help your organization integrate all of its communications work on a particular issue, including not only media activities, but government relations, grassroots organizing, fundraising, and communications with members. 4. A good plan will help ensure that everyone in your organization is on the same page when they communicate with the rest of the world. 5. A strategic communications plan will help you develop better media plans, too. And awell-developed media plan is important because the media is the primary education force in our society; they set the public policy agenda and frame public perception on many issues. WHO SHOULD BE INVOLVED IN COMMUNICATIONS PLANNING?