Writing A Public Relations Plan - 10 Step Process (Page 2 of 2) in pdf

Writing A Public Relations Plan - 10 Step Process Page 2

Your strategy may describe the diplomacy, psychology, philosophy, themes and appeals you will use, or the

message you will convey.

It may describe how you will work with community groups.

You probably will have several strategies for an objective.

Some strategies may serve several objectives.

o NOTE: Messaging follows Strategies and has been included as a separate step in the process.

5. Tactics

How will you use your resources to carry out your strategy and work toward objectives?

You can have several tactics per strategy.

Some plans stop with tactics, omitting detail of activities.

6. Activities

Include specific activities required under your tactics to carry out strategies.

Informal plans often jump from objectives to activities.

Vehicles or channels you will use to communicate can appear here.

7. Evaluation

Are you reaching your objectives?

Measurement? Observation? Opinion? Feedback?

8. Materials

What do you need to implement/execute tactics?

9. Budget

Out-of-pocket costs, staff time, volunteer energy, transportation, images, materials, fabrication, etc.

10. Timetable and task list

Who does what when? Work backward from deadline or forward from start date.

Courtesy of Ferne G. Bonomi, APR, Fellow PRSA

M O D U L E R E S O U R C E

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Writing A Public Relations Plan - 10 Step Process Page 2