How To Articles

How to Develop a PR Plan

Developing a public relations plan, which includes setting clear objectives and establishing a rough schedule, will go a long way in keeping your business focused on achieving all the benefits that media coverage can bring. As you go about the planning process, consider the full year ahead. You need to be aware that things are likely to change over the course of the year and that flexibility is necessary, but a well-developed plan can make all the difference in your company?s media success throughout the year.

A good way to start developing your plan is to look at past coverage you may have received. Look closely at which stories gave you the best coverage and which journalists were open to writing about you. You could even attempt to compare your coverage to that of your competitors. Some businesses, particularly brand new ones, won't be able to do this because they have yet to receive any media coverage. If that's the case, then browse through publications that are pertinent to your industry or location and search for stories containing businesses similar in size and scope. Find out who?s covering them and what the main themes are.

Now that you have a general idea of whom and what produces coverage for your business or businesses like yours, consider your overall business objectives. This will help you in creating your key messaging that will be reflected in all of your work throughout the year. What you say and how you say it should be closely tied to the goals you are trying to achieve in your business.

Now you can actually start formulating a plan. Start by creating a calendar and thinking about any media opportunities that could occur throughout the year. Will your business be expanding or launching new products or services? Pencil any newsworthy milestones into your calendar. Now think about interesting stories that your business might present or be a part of. Look at current trends and hot topics. How could you fit in to them? Write down all of your story ideas and try to integrate them into your calendar. Here are some other things you should take into account while sketching out your year-long plan.

1. Editorial Calendars
   
   Carefully analyze the marketability of what you offer. What about By researching the editorial calendars of the publications you're looking for coverage from, you'll be able to get ideas and find ways to fit yourself into their schedules.


2. Contributed Articles
   
   Contributing your own articles to magazines, newspapers or blogs is a great way to set yourself up as an expert in your field and help you garner some future press coverage.


3. Media Outreach
   
   You need to spend a sufficient amount of time carefully researching reporters and keeping track of their contact information because having an updated media list is important. You then need to reach out to those reporters and start building relationships with them.


4. Crises
   
   A business crisis can occur at any time. That's why proper crisis planning is important. Consider possible scenarios and craft appropriate responses should they ever be needed.

No matter how carefully you plan your year-long PR initiatives, there will always be changes and lots of them. The point of the PR plan, however, is to keep you focused and open you up to new opportunities for great coverage.