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Eight Elements of a PR Plan - Joesph clarkson


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Joseph Clarkson, PR veteran at Taylor, shares with us how he uses the eight elements of a PR plan in his day to day job.

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Eight Elements of a PR Plan - Joesph clarkson

  1. 1. EIGHT ELEMENTS OF A PR PLAN Insights (Not a Lecture) From a Young Pro Joe Clarkson @taylorstrategy @joeclarkson13
  2. 2. THIS IS NOT A LECTURE Joe Clarkson/@taylorstrategy @joeclarkson13
  3. 3. BUT IT IS IMPORTANT (AND RELEVANT) Joe Clarkson/@taylorstrategy @joeclarkson13 PHOTO CRED: IMGFLIP.COM
  4. 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. 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. 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. 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. 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. 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. 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. 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. 12. BUDGET CONT. Joe Clarkson/@taylorstrategy @joeclarkson13 PHOTO MEME: MEME
  13. 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. 14. Joe Clarkson/@taylorstrategy @joeclarkson13 THANK YOU!