What Is a Public Relation or PR Plan?
According to the Chartered Institute of Public Relations, organizations use public relations (PR) to tell their "story to their publics." Those publics could include employees, investors, suppliers, government agencies, customers and potential customers in the general public. Businesses and non-profit organizations use PR to differentiate themselves from their competition through reputation management. The PR plan serves as a road map that defines the who, what, when, where and why of shaping perceptions that influence the organization's ability to achieve its goals.
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Introduction
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Northern Kentucky University professor emeritus Michael Turney notes that no one approach to PR planning exists. Whether a two- or 100-page document, the PR plan requires continual assessment and adjustment to reflect market and economic conditions as well as business developments. PR Newswire's Rachel Meranus observes that planners should "consider the full year ahead, plan for six months and expect to revise after three months. She also advises including crisis planning in the PR plan.
Mission
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Turney suggests using the mission statement as the starting point for any planning effort. Meranus agrees, adding that the organization's mission statement and objectives form the "backbone" of any PR plan. A plan for PR should begin with a PR-specific mission statement that defines how PR will champion what the organization wants to accomplish. This mission statement underscores the importance of focusing all messages on the desired results.
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Audience Identification
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Research that identifies which audiences and publics the PR plan will address complements both the mission statement and the corporate objectives, according to the Universal Accreditation Board of the Public Relations Society of America (UAB). This professional group defines "publics" as "people mutually involved or interdependent with particular organizations." Knowing who should be reached will determine how to reach them, both in terms of communication vehicle and tailored message. Audience identification research should include an assessment of current perceptions and relative reception of media outlets under consideration.
Planning
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The core of the PR plan outlines the short-term objectives that will support the mission statement and address the target audiences. Each objective should define the audience; the desired awareness, behavior or action to achieve; the time period, budget and how results will be measured. According to Turney, these goals often "link to a project, publication or special event" such as product launches, production milestones or corporate anniversaries.
Tactics
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The menu of tools PR practitioners use to put their plan into action encompasses print, broadcast and social media; events; sponsorships; in-house publications; lobbying; presentations; promotional tie-ins; meetings; conventions and trade shows. Key considerations in selecting effective tactics include budget and available resources, ability to deliver the message to the target audience and issues such as legal and ethical compliance, according to the UAB.
Evaluation
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Evaluation of PR activity takes two forms: ongoing and project end. Monitored programs and campaigns can be adjusted mid-stream if regularly reviewed. Analyzing which tactics worked and which fell short of desired results will benefit future programs. Qualitative and quantitative measurements of PR effectiveness can cement PR's role in the organization's success.
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References
- Chartered Institute of Public Relations: What is PR?
- Public Relations Society of America, Universal Accreditation Board: Four-step Planning Process in Public Relations
- Northern Kentucky University: Developing a Public Relations Plan; Michael Turney, Ph.D.
- Entrepreneur: Developing a PR Plan
- Northern Kentucky University: Tactical PR Planning; Michael Turney, Ph.D.
