PR Plan Writing Tips
PR PLAN
Sample
I. Introduction - analysis of the current situation including the state of the market and key issues that pr activities will address
II. Objectives – Overall objectives of the public relations activities in support of company’s marketing and business objectives
III. Message – up to 3 key messages, based on the company’s strategy detailed in the Marketing Plan that PR activities will communicate
IV. List of the Target Audience – A detailed list of media (on-line and print, newsletters, trades, technology, business, local, and broadcast), market and financial analysts and other influencers, based on the Market Leverage Model in the Marketing Plan. Lists should be prioritized (tier 1, 2, etc.) and categorized by type and coverage. Include in-depth profiles of Top 10 publications and Top 5 analyst firms.
V. Spokespersons/Training – List of approved spokespersons for various topics, e.g. Corporate – CEO, Technology – CTO, Product – VP Marketing, and plan for general training of spokespersons and for pre-briefing prior to interviews and tours
VI. PR Activities – Detail on specific activities, with objectives, tactics, timing, budget and measurement for each. Sample pr activities might include:
A. Corporate/Product Press Kit Materials – corporate presentation, backgrounder, fact sheets, data sheets, collateral, kit cover, etc.
B. Press Releases - rolling schedule;
C. Product Launch – includes integration with general launch plan to sales, customers, etc.;
D. Press Tours – topics, preparation, spokespersons, specialized materials, etc.;
E. Speaking Opportunities/Calendar of Events – including technology, industry and financial conferences;
F. Trade Shows;
G. White Papers;
H. Contributed Articles – technical, industry, etc.;
I. Customer Testimonials – video on online channels
J. Partner Programs – interoperability, alliance announcements, etc.
K. Editorial Calendars – include calendars of top 10 publications and program strategies for
Sample
I. Introduction - analysis of the current situation including the state of the market and key issues that pr activities will address
II. Objectives – Overall objectives of the public relations activities in support of company’s marketing and business objectives
III. Message – up to 3 key messages, based on the company’s strategy detailed in the Marketing Plan that PR activities will communicate
IV. List of the Target Audience – A detailed list of media (on-line and print, newsletters, trades, technology, business, local, and broadcast), market and financial analysts and other influencers, based on the Market Leverage Model in the Marketing Plan. Lists should be prioritized (tier 1, 2, etc.) and categorized by type and coverage. Include in-depth profiles of Top 10 publications and Top 5 analyst firms.
V. Spokespersons/Training – List of approved spokespersons for various topics, e.g. Corporate – CEO, Technology – CTO, Product – VP Marketing, and plan for general training of spokespersons and for pre-briefing prior to interviews and tours
VI. PR Activities – Detail on specific activities, with objectives, tactics, timing, budget and measurement for each. Sample pr activities might include:
A. Corporate/Product Press Kit Materials – corporate presentation, backgrounder, fact sheets, data sheets, collateral, kit cover, etc.
B. Press Releases - rolling schedule;
C. Product Launch – includes integration with general launch plan to sales, customers, etc.;
D. Press Tours – topics, preparation, spokespersons, specialized materials, etc.;
E. Speaking Opportunities/Calendar of Events – including technology, industry and financial conferences;
F. Trade Shows;
G. White Papers;
H. Contributed Articles – technical, industry, etc.;
I. Customer Testimonials – video on online channels
J. Partner Programs – interoperability, alliance announcements, etc.
K. Editorial Calendars – include calendars of top 10 publications and program strategies for