If you’re new to using public relations to build your brand, starting a PR program can seem daunting.
Your public relations firm and your team should use a PR plan as a roadmap to create a successful PR program. Without one, it’s difficult to evaluate the program’s success and ensure that your company and PR partner are on the same page.
Here are five key elements of a PR plan and the questions to ask your partner before finalizing it:
1. Research/situation analysis
You’ll identify your situation and the requisite research in the early weeks of a PR program, often during the meetings prior to signing your business agreement. Once you sign, your PR firm should begin initial research. (If your budget allows, you might hire an outside research firm.)
Include primary and secondary, formal and and informal research. Without exception, your PR firm should read and audit news articles and studies about your company, industry and competition.
Each PR plan should include one to five objectives, which should emerge from and align with your company’s overall goals. (Goals and objectives are distinct terms in this application.) Consider using S.M.A.R.T. objectives: