Writing A Public Relations Plan - 10 Step Process printable pdf download

Writing A Public Relations Plan - 10 Step Process

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Writing a Public Relations Plan – 10 Step Process

Tip: These 10 steps for writing a plan follow the research phase. Begin here after you decide what you want to accomplish and

identify the things you want to correct, prevent or preserve.

1. Overall goals for public relations

Keep these few in number. Identify no more than three to five. One may be enough.

Be consistent with management goals and mission.

Think in terms of end results, not process alone.

2. Target audiences or publics

Groups or sub-groups with which you need to communicate (talk and listen).

Consider:

Who needs to know or understand?

Who needs to be involved?

Whose advice or support do you need?

Who will be affected? Who has something to gain or lose?

3. Objectives for those audiences

Think in terms of the awareness, attitude or action you desire. Not the process but the end result.

Articulate with verbs: Recognize, favor, accept, endorse, support, oppose, ban, buy, discard, etc.

Phrase objectives in terms of specific results you desire, and what you think is possible.

Each objective should cite an audience, outcome, attainment level (%) and time frame. (Example: At the end of six

months, 65 percent of employees will be in a car pool or ride-share program.)

The same objective may fit a number of audiences but strategies may need to be different.

4. Strategies

Military definition: science and art of employing political, economic, psychological and military forces to support

policies or achieve goals; to meet the enemy under advantageous conditions.

In planning, how will you approach the challenge of working toward your objectives? On what can you build or

take advantage in your situation? What devices will you employ?

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Writing A Public Relations Plan - 10 Step Process