1.
EIGHT ELEMENTS OF A PR
PLAN
Insights (Not a Lecture) From a Young Pro
Joe Clarkson
@taylorstrategy
@joeclarkson13

2.
THIS IS NOT A LECTURE
Joe Clarkson/@taylorstrategy
@joeclarkson13

3.
BUT IT IS IMPORTANT (AND RELEVANT)
Joe Clarkson/@taylorstrategy
@joeclarkson13
PHOTO CRED: IMGFLIP.COM

4.
THE EIGHT ELEMENTS OF A PR PLAN
Joe Clarkson/@taylorstrategy
@joeclarkson13
PHOTO CRED: MEME GENERATOR
1. Situation
2. Goals + Objectives
3. Audience Analysis
4. Strategies
5. Tactics
6. Timeline
7. Budget
8. Measurement

5.
SITUATION
Joe Clarkson/@taylorstrategy
@joeclarkson13
Clearly outline the assignment
to your “clients.” Demonstrate
immediately you understand the
ask.
Provide a situation analysis. This
can include state of the business,
challenges/opportunities, industry
trends, etc.
Nail down the core challenge
and/or opportunity your PR
plan looks to solve.

6.
GOALS + OBJECTIVES
Joe Clarkson/@taylorstrategy
@joeclarkson13
GOALS
Overall statement indicating the
desired result of the
campaign/PR plan.
OBJECTIVES
Quantifiable metrics the plan works to
achieve throughout the campaign. Objectives
should be clear, measurable, feasible, timely
and latter back to business goals.

7.
AUDIENCE
Joe Clarkson/@taylorstrategy
@joeclarkson13
Who is your target audience?
Outline the demos + geos.
What cultural trends are
relevant to your target audience?
How does your target audience
get their news?
How does this target audience
spend their money?
What does your target audience
like to do in their spare time?
What do they care about? Any
special causes?

8.
STRATEGY VS. TACTIC
Joe Clarkson/@taylorstrategy
@joeclarkson13
“Strategy describes the destination and
how you are going to get there, and tactics
describe the specific actions you are going
to take along the way.” - @clearpointstrat

9.
WHAT MAKES FOR STRONG
STRATEGIES +TACTICS?
Joe Clarkson/@taylorstrategy
@joeclarkson13
STRATEGIES
 Connects to core intention
of campaign
 Outlines a clear path to
desired end result
 Reflective of your
consumer insights
TACTICS
 Clearly aids the strategy
 Helps convey campaign
key messages
 Timely, within budget,
driver of results

10.
TIMELINES
Joe Clarkson/@taylorstrategy
@joeclarkson13
Incredibly important to hold both
internal + external parties
accountable.
Make sure to give yourself some
wiggle room.
Expect fire drills and don’t
panic.
Be nimble and prepare to move
faster/slower if need be.

11.
BUDGET
Joe Clarkson/@taylorstrategy
@joeclarkson13
Budgets must be comprehensive,
clear and organized.
Pad your budget; expect overages. Collaborate to ensure OOP + Fee
figures are accurate and the budget
isn’t missing important line items.
Outlining extensions and plus-up
options within your budget can be
helpful in evaluating plan.
Communicate with clients
immediately when you expect
overages.

12.
BUDGET CONT.
Joe Clarkson/@taylorstrategy
@joeclarkson13
PHOTO MEME: MEME

13.
MEASUREMENT
Joe Clarkson/@taylorstrategy
@joeclarkson13
KPIs are king (or queen)! Crucial for team to track results
throughout the campaign to ensure
accurate reporting.
Results should be clear and tracked
accurately. Organized evidence to
results is important.
Think outside of the box and report
new, unique metrics that impact
business objectives/goals.
Don’t forget campaign photos,
visual identity, POS, etc. Clients are
drawn to photo proof.

14.
Joe Clarkson/@taylorstrategy
@joeclarkson13
THANK YOU!