This is how to make the perfect PR plan
But first: what is a PR plan? In such a plan, you describe your organisation's communication strategy. This (often live or organic) document is an important part of the overall marketing strategy and aims to improve your company's reputation and relationships with your internal and external stakeholders. Below we answer the question 'what is a PR plan?' in more detail. We also talk about content and how to make a PR plan.
Creating a PR plan starts with the analysis...
A PR plan starts with a situation analysis, in which you or an external reviewer evaluates your organisation's current situation. This includes an analysis of the internal and external factors affecting the organisation, such as competition, market developments and the company's reputation.
No direction without goals
When you are done with the comprehensive analysis, determine your communication objectives on that basis. You can focus these objectives, for example, on improving your company's reputation, increasing your brand awareness or strengthening relationships with key stakeholders. Without proper goals, ideally formulated SMART, you cannot create a targeted PR plan.
From objectives to PR plan
You then develop a strategy to achieve your goals. This strategy can consist of different tactics, such as sharing corporate news through press releases, setting up social media campaigns or organising events. For each tactic, you describe a specific approach, including the necessary resources and responsibilities.
...And ends with the analysis
Measurement is knowledge, also in a PR plan. That is why monitoring and evaluation are very important. In this section, you describe how you will monitor the progress of the campaigns and how you will measure results. Frequently used performance indicators are the number of publications, (spontaneous and assisted) brand awareness or image, and Share of Voice. Should you not achieve the desired results, you can adjust the communication strategy based on your KPIs in a more targeted way.
Want to write a strong PR plan? We are here to help
A PR plan is an important tool for streamlining your organisation's communication and specifically targeting your key audiences and objectives. By regularly analysing the situation and adapting your strategy accordingly and to changing circumstances, your organisation can stand out and strengthen its reputation. We also understand that between all your work, this can feel like a time-consuming chore. So feel free to knock on our door and we will be happy to think along with you.
Getting started with your PR plan?
We would love to hear from you! Leave your details here behind or contact Thomas Bekker, on +31 (0)6 1932 8584 or thomas@mediatic.eu/en.
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