This document provides an overview of the key steps and considerations for developing an effective public relations (PR) plan in 5 sentences or less: The PR plan involves research on the industry, target audience, and external environment to understand the situation, consumer profiles, trends, and organizational capacity. The research informs the development of objectives that are specific, measurable, attainable, relevant and time-bound. Programming such as media outreach, social media, and content is created to achieve the objectives. Evaluation ensures the objectives and targets are met and identifies areas for improvement. An iterative process of status updates keeps the team accountable and work progressing toward the defined goals.

1. #PRPLAN101
STRATEGY CREATION

2. THE PR PLAN IN ONE SLIDE
• Research
• Objectives
• Programming
• Evaluation

3. LET’S TALK
RESEARCH

4. HOW DO YOU FIND
INFORMATION?
• Qualitative Research
• Quantitative Research
• You should do both
• http://libguides.library.ohiou.ed
u/innovation

5. STEP ONE: SITUATION ANALYSIS
• You want to understand the industry
in terms of characteristics and key
success factors.
• Go to IBIS World through Alden and
read the industry report.
• Google the heck out of the issues to
ID the latest trends.

6. STEP TWO: CONSUMER PROFILE
•Buyer Behavior
•B2B=
•B2C=

7. STEP THREE:
UNDERSTAND THE WORLD
CREATE A PEST PLAN
• Political=minimum wage
• Economic=recession=value menus
• Social=vegetarian
• Technology=mobile payment

8. STEP FOUR:
INTERNAL ENVIRONMENT.
ORGANIZATIONAL CAPACITY IS
Internal Environment
•Organizational Overview
• History
• Core competency
•Summary segmentation and
positioning
•What is their capacity to do stuff?

9. STEP FIVE
Look Through Steps 1-3.
Seek common themes.
This is the root of strategy.

10. SOME THINGS TO REMEMBER.
•Your job is to solve problems.
•The client may want you to do “X.”
•You may need to recommend “Y.”
•You’ll end up negotiating “Z.”

11. ALL THIS WORK
RESULTS IN A BIG IDEA

12. OBJECTIVES/KEY
PERFORMANCE INDICATOR (KPI)

13. OBJECTIVES
• Goals are often provided to you.
Usually the goal is to make money
• You create projects or campaigns to
achieve the goal.

14. OBJECTIVES
• Objectives make the abstract big
idea more concrete.
• We do a bad job creative objectives.
• It muddies the campaign.

15. LET’S TALK ABOUT
OBJECTIVES
• Output are raw numbers.
• Impact change perception or
behavior.
• You need to have both.
• Impact takes more work and can
result from your research.
• I’m a big fan of a baseline survey.

16. WHAT DOES A GOOD
OBJECTIVE HAVE?
• Singular infinitive phrase.
• It must be quantified.
• It must be difficult to reach but attainable.
• There must be a deadline…..
• It must be aligned with the research and
audience.

17. OUTPUT EVALUATION
• To distribute 10 press releases to Athens media
by June 30, 2016. YES/NO
• To receive media coverage from Athens media
outlets by July 14, 2016
• To get 200 new followers by July 30, 2016.
YES/NO

18. IMPACT EVALUATION
• To increase engagement with followers
by 50% by 6/30/15 YES/NO.
• To increase awareness of brand 30% by
6/30/2015.
• Gauge awareness 2/10/15. EASY TO DO
• Do it again 6/30/15. EASY TO DO

19. LET’S TALK
PROGRAMMING

20. PROGRAMMING
• This is a media kit.
• This is social media.
• This is an advertising plan.
• This is content marketing….
• Programming connects to objectives.
• Objectives connect to research.
• Don’t chase programming.

21. EVALUATION

22. EVALUATION SHOULD
BE EASY
• Did you meet the targets
listed in the objectives?
• If your objectives are bad,
this goes haywire.

23. SO NOW WHAT?
• You need to dig on the research.
• The research audit is 70% of the work.
• You have 50% of the class to get it done.
• Divide and concur those steps.

24. SO NOW WHAT?
STATUS UPDATE
• Objectives For This Week
• Accomplishments From This Week
• Issues and Concerns
• Objectives For Next Week
• Meetings Planned
This creates accountability and makes the work more
objective than subjective.
Each team should send me a weekly recap through BB
starting next week.