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How to Create a Public Relations Business Plan: The Ultimate Guide

Any PR professional's primary responsibility is to manage and keep a positive relationship with the public. But the position has become more challenging than it has ever been because of the significant changes to this role over time. 

The media and communications industries are fast-paced, particularly due to the growing emphasis on social media and technological developments. 

With audiences expecting more from PR in terms of authenticity and trust and the growth of methods like content marketing, it became evident that PR had to change or risk becoming essentially outdated.

Marketers must develop the ability to successfully connect their PR operations with other marketing disciplines to stay ahead of the competition. 

This means that the correct audiences must be the focus of your PR campaigns, and quantifiable objectives should accompany each strategy you choose. A PR strategy can be useful in this situation.

We will go over the components of a successful PR strategy in this post and then provide you with the instructions to make one for your own company. Are you prepared to become a PR pro? Come on, let's go.

What is Public Relations?

Public Relations, often abbreviated as PR, is a strategic communication process aimed at building and maintaining favorable relationships between an organization and its various stakeholders. 

The primary goal of PR is to shape public perception, generate positive awareness, and establish a strong reputation for the entity it represents. 

It encompasses a range of activities designed to create and maintain a positive image in the eyes of the public, clients, investors, employees, and other relevant groups.

What is the The Role of PR Agencies?

PR agencies are instrumental in executing effective communication strategies on behalf of organizations. Daily use of a media database (57%) and media monitoring software (51%) is common among agency PR professionals. 

Notably, 49% of PR professionals surveyed said they don't measure and analyse the results of their earned media and marketing efforts using PR reporting tools.

These agencies specialize in managing and enhancing the reputation of their clients. Their roles are diverse and multifaceted:

Media Relations : PR agencies cultivate relationships with journalists and media outlets to secure positive media coverage for their clients. This involves creating press releases , meet the press conferences, and responding to media inquiries.

Strategic Communication : Crafting a compelling narrative is crucial in PR. Agencies work on developing key messages and stories that align with the client's objectives. They strategically disseminate this information to reach the target audience.

Crisis Management : PR agencies are on the frontline during crises. Whether it's a product recall, a scandal, or a negative public event, PR professionals work to mitigate damage, control the narrative, and rebuild trust.

Event Management : Organizing events, sponsorships, and partnerships is another facet of PR. Agencies plan and execute events that enhance the client's visibility and strengthen connections with the audience.

Social Media Management : In the digital age, maintaining a strong online presence is crucial. PR agencies oversee social media strategies, ensuring that the client's message is effectively communicated across various digital platforms. 

Thirty-five percent of PR professionals feel media relations is roughly the same as it was last year, while sixty percent say it's much harder or harder still ( JOTW Communications Survey, 2021 ). 

Stakeholder Engagement : PR is not just about the external audience; it involves engaging internal stakeholders as well. This includes employees, investors, and partners. Agencies develop communication plans to keep these groups informed and engaged.

What is the Importance of an Effective PR Plan?

A well-crafted Public Relations (PR) plan is a cornerstone for the success and sustainability of any organization. It serves as a roadmap for strategic communication, reputation management, and relationship-building with key stakeholders. 

Here are several reasons highlighting the importance of an effective PR plan:

1.  Strategic Direction : A PR plan provides a strategic framework that aligns communication efforts with organizational goals. 

It outlines clear objectives, target audiences, and key messages, ensuring that communication efforts contribute directly to the organisation's overall success.

2.  Reputation Management : Reputation is a priceless asset for any organization. An effective PR plan includes strategies to build and protect the organization's reputation. 

In times of crisis, the plan becomes a critical guide for managing the narrative and mitigating potential damage.

3.  Crisis Preparedness : No organization is immune to crises. A well-thought-out PR plan anticipates potential challenges, outlining protocols and communication strategies to navigate crises effectively. 

This proactive approach can significantly minimize the impact of unforeseen events.

4.  Targeted Communication : PR plans help in identifying and understanding target audiences. By tailoring messages to specific demographics, interests, and concerns, organizations can create more meaningful connections, fostering trust and engagement.

5.  Media Relations : For many organizations, media coverage is a vital component of public relations. A PR plan strategically guides interactions with the media, ensuring that press releases, interviews, and other engagements align with broader communication objectives.

6.  Brand Building : Effective PR contributes to brand building by consistently reinforcing positive messages about the organization. It helps create a strong brand identity, making the organization recognizable and memorable to its audience.

7.  Stakeholder Engagement : Organizations have diverse stakeholders, including employees, customers, investors, and the community. A PR plan facilitates engagement strategies, ensuring that each stakeholder group receives relevant and timely information.

8.  Competitive Edge : A well-executed PR plan can set an organization apart from its competitors in competitive markets. It helps showcase the organization's strengths, achievements, and values, providing a competitive edge for consumers and partners.

9.  Employee Morale : Internally, a PR plan can positively impact employee morale. Clear communication about organizational goals, achievements, and values fosters a sense of pride and belonging among employees, contributing to a positive workplace culture.

10.  Measurement and Evaluation : An effective PR plan includes metrics and key performance indicators (KPIs) for evaluating the success of communication efforts. 

This allows organizations to measure the impact of PR activities and make data-driven adjustments for continuous improvement.

How to Craft a Public Relations Business Plan in 15 Steps

Public Relations (PR) is a critical component of a business's overall strategy, influencing how it communicates, builds relationships, and manages its reputation. 

Crafting a comprehensive PR business plan is essential for organizations looking to navigate the ever-evolving landscape of public perception strategically. Here are 15 steps to guide the process:

1. Define Business Objectives

Begin by clearly defining the overall business objectives. Understand what the organization aims to achieve in terms of growth, market positioning, or any specific goals relevant to its industry.

2. Identify Target Audiences

Determine the key stakeholders and target audiences for your PR efforts. This could include customers, investors, employees, media, and the wider community. Tailor communication strategies to address their specific needs and concerns.

3. Conduct a SWOT Analysis

Perform a thorough Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis. Identify internal strengths and weaknesses as well as external opportunities and threats that could impact the business.

4. Establish Key Messages

Develop clear and concise key messages that align with the organization's brand and objectives. These messages should resonate with the target audiences and consistently reflect the organization's values.

5. Set Measurable Goals

Define specific, measurable, achievable, relevant, and time-bound (SMART) goals. These could include metrics such as increased brand awareness, positive media coverage, or improved stakeholder relations.

6. Determine PR Strategies

Based on the goals and target audiences, outline the overarching PR strategies. This could involve media relations, community engagement, content marketing, crisis communication, or a combination of these.

7. Budget Allocation

Allocate a budget for PR activities. Consider the resources needed for media outreach, events, content creation, and any other initiatives outlined in the plan. Ensure that the budget aligns with the expected outcomes.

8. Select PR Tactics

Choose specific tactics to execute the strategies outlined. This might involve press releases, social media campaigns, thought leadership articles, events, or collaborations. Each tactic should directly contribute to the overall goals.

9. Develop a Content Calendar

Create a content calendar that outlines the timing and themes for various PR activities. This ensures a consistent and organized approach to communication throughout the year.

10. Build Media Relationships

Cultivate relationships with relevant media outlets and journalists. Understand their interests and preferences, and tailor pitches and press releases accordingly. This can enhance the likelihood of positive media coverage.

11. Monitor Industry Trends

Stay abreast of industry trends, competitor activities, and emerging issues. Being proactive in addressing industry developments can position the organization as a thought leader and contribute to overall credibility.

12. Establish Crisis Communication Protocols

Develop clear protocols for handling crises or negative publicity. Outline who will be responsible for communication, the approval process for statements, and steps to mitigate reputational damage.

13. Implement Measurement Tools

Implement tools and metrics to measure the success of PR efforts. This could include media monitoring, social media analytics, surveys, and other methods to assess the impact of the plan.

14. Evaluate and Adjust

Regularly evaluate the effectiveness of the PR plan against the established goals. If certain tactics are not yielding the expected results, be prepared to adjust strategies and tactics accordingly.

15. Review and Update

PR is dynamic, and a successful plan evolves over time. Regularly review and update the PR business plan to reflect changes in the business environment, industry trends, and organizational goals.

Crafting a PR business plan involves a strategic and holistic approach that aligns communication efforts with broader business objectives. There are also advertising agencies salesforce app for PR agencies to manage projects.

By following these 15 steps, organizations can create a roadmap for effective PR that contributes to their overall success and reputation.

Top PR Agency Project Management Software

Effective project management is crucial for success in the fast-paced realm of Public Relations (PR). PR agencies juggle multiple tasks, deadlines, and collaborations, making reliable project management software necessary. 

This comprehensive overview delves into five top-notch PR agency project management software , each designed to streamline workflows, enhance collaboration, and ensure seamless project execution.

1. ClientVenue: Elevating PR Project Management

ClientVenue stands out as a dedicated project management platform tailored for PR professionals. It offers a centralized communication, collaboration, and efficient task management hub. 

With an emphasis on adaptability, ClientVenue ensures that PR teams can easily navigate their projects.

• Centralized Communication : Foster real-time collaboration with a centralized communication hub, ensuring all team members stay informed.
• Task Management : Assign, track, and manage tasks efficiently, providing clarity on responsibilities and project progress.
• Collaborative Workspaces : Dedicated workspaces for collaborative efforts, facilitating seamless sharing of ideas, files, and feedback.
• Integrated Communication Tools : Streamline discussions with built-in messaging and video conferencing, eliminating the need for external platforms.
• Automated Notifications : Stay on top of deadlines and updates with automated notifications, reducing the risk of oversights.
• Version Control for Assets : Ensure the team works with the latest versions of files, promoting clarity and efficiency.
• ClientVenue offers flexible pricing plans to accommodate businesses of all sizes. From free basic plans to premium packages, starting from $47/user per month. Choose the option that aligns with your client management needs.

2. Asana: Unleashing PR Potential

Asana is a widely recognized project management tool that caters to various industries, including PR. Known for its intuitive interface, Asana offers a straightforward solution for task management and project collaboration.

• Task Assignment and Tracking : Easily assign tasks and monitor progress, ensuring accountability within the team.
• Collaborative Workspaces : Create dedicated spaces for collaboration, fostering a conducive environment for idea exchange.
• Integrated Communication Tools : Seamless communication through messaging features, enhancing team coordination.
• Starting from $10.99 per user/month

3. Monday.com: Empowering PR Teams

Monday.com is a versatile project management tool that excels in visual project tracking. PR agencies benefit from its user-friendly interface and customizable workflows.

• Customizable Workflows : Tailor workflows to match the unique processes of PR teams, optimizing project management.
• Integrated Communication Tools : Facilitate team communication through built-in messaging, ensuring clarity in discussions.
• Time Tracking and Reporting : Efficiently monitor project timelines and generate insightful reports for data-driven decision-making.
• Monday.com provides various pricing plans, starting from $8/ user per month allowing businesses to select the various features.

4. Teamwork: Collaborate with Confidence

Teamwork is a robust project management software known for its emphasis on collaboration. PR agencies leveraging Teamwork benefit from its suite of features designed for effective team coordination.

• Task Assignment and Tracking : Assign tasks and monitor progress in real-time, promoting transparency within the team.
• Collaborative Workspaces : Dedicated spaces for collaboration, enhancing teamwork and idea sharing.
• Automated Notifications : Stay informed with automated notifications, ensuring timely updates on project developments.
• Free Forever Plan: Free for 5 users
• Starter Plan: $8.99 per user/month (3 user minimum)
• Deliver Plan: $13.99 per user/month (3 user minimum)
• Grow Plan: $25.99 per user/month (5 user minimum)

5. Wrike: Orchestrating PR Success

Wrike is a powerful project management solution with a focus on scalability. PR agencies appreciate its flexibility and comprehensive approach to task management.

• Customizable Workflows : Adapt workflows to align with the specific needs and processes of PR teams, ensuring seamless integration.
• Integrated Communication Tools : Enhance team communication through integrated messaging, fostering collaboration.
• Time Tracking and Reporting : Monitor project timelines and generate detailed reports for informed decision-making.
• Wrike’s paid plans start at $9 per user/month. Also Free 14-day trial (No credit card required).

How ClientVenue can help in the project management of the Public Relations Business Plan?

ClientVenue can significantly contribute to the project management of a Public Relations (PR) Business Plan by providing a centralized and collaborative platform tailored to the specific needs of PR professionals. 

Here's how ClientVenue can assist in the project management of a PR Business Plan:

1. Centralized Communication

ClientVenue offers a centralized communication hub where PR teams can collaborate, share updates, and discuss strategies in real-time.

Communication channels within the platform facilitate efficient coordination among team members, ensuring everyone is on the same page.

2. Task Management and Progress Tracking

The platform allows PR managers to assign tasks to specific team members, ensuring clarity in roles and responsibilities.

Task tracking features enable PR professionals to monitor the status of assignments, identify bottlenecks, and keep projects on track.

3. Shared Work Environments

ClientVenue provides collaborative workspaces dedicated to PR projects, where team members can share ideas, files, and feedback seamlessly.

These workspaces foster a cohesive environment essential for creative brainstorming and continuous collaboration.

4. Seamless Communication Integration

With integrated communication tools such as messaging and video conferencing, ClientVenue eliminates the need for external platforms for discussions.

PR teams can conduct virtual meetings, brainstorming sessions, and client presentations within the same platform, streamlining communication.

5. Streamlined Data Access

Creative PR projects involve numerous files, and ClientVenue offers robust file organization features.

Team members have easy and secure access to project files, reducing delays and confusion, especially in situations where quick access to specific assets is crucial.

6. Real-time Notification Features

The platform automates notifications for deadlines, task assignments, and updates, keeping team members informed and projects moving forward.

Automated reminders help prevent oversights and ensure that everyone is aware of critical project milestones.

7. Collaborative Client Interaction

For PR projects involving client collaboration, ClientVenue provides a platform for sharing project updates, drafts, and receiving feedback.

The approval process is streamlined, reducing delays and ensuring that PR projects move forward smoothly with client input.

8. Comprehensive Time Analytics

Efficient time tracking features help PR teams monitor the time invested in each project or task.

Reporting tools provide insights into resource utilization, allowing for data-driven decisions to optimize workflows and resource allocation.

9. Adaptive Workflow Configurations

Recognizing that every PR team operates differently, ClientVenue allows for customizable workflows to align with the unique needs and processes of each team.

This adaptability ensures that the platform enhances existing workflows rather than imposing rigid structures.

In the dynamic world of Public Relations, where strategic communication is paramount, crafting an effective business plan is the key to success. 

This article has provided insights into the importance of PR, the role of PR agencies, and the significance of a well-designed PR plan. 

A comprehensive PR business plan becomes an invaluable tool as PR professionals navigate the challenges of reputation management, stakeholder engagement, and media relations.

ClientVenue emerges as the game-changer in PR project management, offering a tailored platform for seamless collaboration and efficient workflows. 

With features like centralized communication, task management, and real-time notifications, ClientVenue ensures that PR teams can focus on strategic initiatives while streamlining their operations. 

The platform's adaptability, collaborative workspaces, and version control for assets make it indispensable for PR professionals seeking to optimize their project management processes.

Elevate your PR business plan to new heights with ClientVenue – the ultimate project management platform designed for PR professionals. 

From centralized communication to adaptive workflows, ClientVenue offers a suite of features tailored to the unique needs of PR teams. Streamline collaboration, enhance communication, and ensure project success with ClientVenue . 

Kirti Prakash

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Public Relations Business Plan

Amidst the fierce competition, the demand for PR business is increasing day by day, so if you are starting one, plan everything to make it another level successful.

Need help writing a business plan for your public relations business? You’re at the right place. Our public relations business plan template will help you get started.

Free Business Plan Template

Download our free business plan template now and pave the way to success. Let’s turn your vision into an actionable strategy!

• Fill in the blanks – Outline
• Financial Tables

How to Write A Public Relations Business Plan?

Writing a public relations business plan is a crucial step toward the success of your business. Here are the key steps to consider when writing a business plan:

1. Executive Summary

An executive summary is the first section planned to offer an overview of the entire business plan. However, it is written after the entire business plan is ready and summarizes each section of your plan.

Here are a few key components to include in your executive summary:

Introduce your Business:

Start your executive summary by briefly introducing your business to your readers.

Market Opportunity:

Products and services:.

Highlight the public relations services you offer your clients. The USPs and differentiators you offer are always a plus.

Marketing & Sales Strategies:

Financial highlights:, call to action:.

Ensure your executive summary is clear, concise, easy to understand, and jargon-free.

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2. Business Overview

The business overview section of your business plan offers detailed information about your company. The details you add will depend on how important they are to your business. Yet, business name, location, business history, and future goals are some of the foundational elements you must consider adding to this section:

Business Description:

Describe your business in this section by providing all the basic information:

Describe what kind of public relations company you run and the name of it. You may specialize in one of the following public relations businesses:

• Agency or consultancy
• Corporate PR
• Technology PR
• Financial PR
• Healthcare PR
• Consumer PR
• Government PR
• Nonprofit PR
• Describe the legal structure of your public relations company, whether it is a sole proprietorship, LLC, partnership, or others.
• Explain where your business is located and why you selected the place.

Mission Statement:

Business history:.

If you’re an established public relations service provider, briefly describe your business history, like—when it was founded, how it evolved over time, etc.

Future Goals

This section should provide a thorough understanding of your business, its history, and its future plans. Keep this section engaging, precise, and to the point.

3. Market Analysis

The market analysis section of your business plan should offer a thorough understanding of the industry with the target market, competitors, and growth opportunities. You should include the following components in this section.

Target market:

Start this section by describing your target market. Define your ideal customer and explain what types of services they prefer. Creating a buyer persona will help you easily define your target market to your readers.

Market size and growth potential:

Describe your market size and growth potential and whether you will target a niche or a much broader market.

Competitive Analysis:

Market trends:.

Analyze emerging trends in the industry, such as technology disruptions, changes in customer behavior or preferences, etc. Explain how your business will cope with all the trends.

Regulatory Environment:

Here are a few tips for writing the market analysis section of your public relations firm business plan:

• Conduct market research, industry reports, and surveys to gather data.
• Provide specific and detailed information whenever possible.
• Illustrate your points with charts and graphs.
• Write your business plan keeping your target audience in mind.

4. Products And Services

The product and services section should describe the specific services and products that will be offered to customers. To write this section should include the following:

Describe your services:

Mention the public relations services your business will offer. This list may include services like,

• Media Relations
• Crisis communications
• Strategic communications planning
• Reputation management
• Content creation and management
• Social media management
• Event management
• Stakeholder engagement

Describe each service:

Provide a detailed description of each service you provide, including the process involved.

Additional Services

In short, this section of your public relations plan must be informative, precise, and client-focused. By providing a clear and compelling description of your offerings, you can help potential investors and readers understand the value of your business.

5. Sales And Marketing Strategies

Writing the sales and marketing strategies section means a list of strategies you will use to attract and retain your clients. Here are some key elements to include in your sales & marketing plan:

Unique Selling Proposition (USP):

Define your business’s USPs depending on the market you serve, the equipment you use, and the unique services you provide. Identifying USPs will help you plan your marketing strategies.

Pricing Strategy:

Marketing strategies:, sales strategies:, customer retention:.

Overall, this section of your public relations business plan should focus on customer acquisition and retention.

Have a specific, realistic, and data-driven approach while planning sales and marketing strategies for your public relations business, and be prepared to adapt or make strategic changes in your strategies based on feedback and results.

6. Operations Plan

The operations plan section of your business plan should outline the processes and procedures involved in your business operations, such as staffing requirements and operational processes. Here are a few components to add to your operations plan:

Staffing & Training:

Operational process:, equipment & software:.

Include the list of equipment and machinery required for public relations, such as computers & laptops, printers & scanners, audio equipment, media monitoring tools, social media management platforms, press release distribution services, media monitoring & analysis tools, etc.

Adding these components to your operations plan will help you lay out your business operations, which will eventually help you manage your business effectively.

7. Management Team

The management team section provides an overview of your public relations business’s management team. This section should provide a detailed description of each manager’s experience and qualifications, as well as their responsibilities and roles.

Founders/CEO:

Key managers:.

Introduce your management and key members of your team, and explain their roles and responsibilities.

Organizational structure:

Compensation plan:, advisors/consultants:.

Mentioning advisors or consultants in your business plans adds credibility to your business idea.

This section should describe the key personnel for your public relations services, highlighting how you have the perfect team to succeed.

8. Financial Plan

Your financial plan section should provide a summary of your business’s financial projections for the first few years. Here are some key elements to include in your financial plan:

Profit & loss statement:

Cash flow statement:, balance sheet:, break-even point:.

Determine and mention your business’s break-even point—the point at which your business costs and revenue will be equal.

Financing Needs:

Be realistic with your financial projections, and make sure you offer relevant information and evidence to support your estimates.

9. Appendix

The appendix section of your plan should include any additional information supporting your business plan’s main content, such as market research, legal documentation, financial statements, and other relevant information.

• Add a table of contents for the appendix section to help readers easily find specific information or sections.
• In addition to your financial statements, provide additional financial documents like tax returns, a list of assets within the business, credit history, and more. These statements must be the latest and offer financial projections for at least the first three or five years of business operations.
• Provide data derived from market research, including stats about the industry, user demographics, and industry trends.
• Include any legal documents such as permits, licenses, and contracts.
• Include any additional documentation related to your business plan, such as product brochures, marketing materials, operational procedures, etc.

Use clear headings and labels for each section of the appendix so that readers can easily find the necessary information.

Remember, the appendix section of your public relations business plan should only include relevant and important information supporting your plan’s main content.

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This sample public relations business plan will provide an idea for writing a successful public relations plan, including all the essential components of your business.

After this, if you still need clarification about writing an investment-ready business plan to impress your audience, download our public relations business plan pdf .

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Frequently asked questions, why do you need a public relations business plan.

A business plan is an essential tool for anyone looking to start or run a successful public relations business. It helps to get clarity in your business, secures funding, and identifies potential challenges while starting and growing your business.

Overall, a well-written plan can help you make informed decisions, which can contribute to the long-term success of your public relations company.

How to get funding for your public relations business?

There are several ways to get funding for your public relations business, but self-funding is one of the most efficient and speedy funding options. Other options for funding are

• Bank loan – You may apply for a loan in government or private banks.
• Small Business Administration (SBA) loan – SBA loans and schemes are available at affordable interest rates, so check the eligibility criteria before applying for it.
• Crowdfunding – The process of supporting a project or business by getting a lot of people to invest in your business, usually online.
• Angel investors – Getting funds from angel investors is one of the most sought startup options.

Apart from all these options, there are small business grants available, check for the same in your location and you can apply for it.

Where to find business plan writers for your public relations business?

There are many business plan writers available, but no one knows your business and ideas better than you, so we recommend you write your public relations business plan and outline your vision as you have in your mind.

What is the easiest way to write your public relations business plan?

A lot of research is necessary for writing a business plan, but you can write your plan most efficiently with the help of any public relations business plan example and edit it as per your need. You can also quickly finish your plan in just a few hours or less with the help of our business plan software .

How do I write a good market analysis in a public relations business plan?

Market analysis is one of the key components of your business plan that requires deep research and a thorough understanding of your industry. We can categorize the process of writing a good market analysis section into the following steps:

• Stating the objective of your market analysis—e.g., investor funding.
• Industry study—market size, growth potential, market trends, etc.
• Identifying target market—based on user behavior and demographics.
• Analyzing direct and indirect competitors.
• Calculating market share—understanding TAM, SAM, and SOM.
• Knowing regulations and restrictions
• Organizing data and writing the first draft.

Writing a marketing analysis section can be overwhelming, but using ChatGPT for market research can make things easier.

What's the importance of a marketing strategy in a public relations business plan?

Marketing strategy is a key component of your public relations business plan. Whether it is about achieving certain business goals or helping your investors understand your plan to maximize their return on investment—an impactful marketing strategy is the way to do it!

Here are a few pointers to help you understand the importance of having an impactful marketing strategy:

• It provides your business an edge over your competitors.
• It helps investors better understand your business and growth potential.
• It helps you develop products with the best profit potential.
• It helps you set accurate pricing for your products or services.

About the Author

Upmetrics Team

Upmetrics is the #1 business planning software that helps entrepreneurs and business owners create investment-ready business plans using AI. We regularly share business planning insights on our blog. Check out the Upmetrics blog for such interesting reads. Read more

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Template Highlights

• Download this customizable PR plan template as a Microsoft Word document, Google doc, or PDF.
• Begin with an executive summary to set the stage.
• Summarize your background research in a situation analysis.
• Define the goals of the PR plan.
• Develop your goals into SMART objectives.
• Break down your objectives into strategies, tactics, and activities.
• Describe your target audience and channels.
• Design your key messages.
• Provide a summary of the cost of implementing your PR plan and document how you will evaluate and measure success.

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Public Relations Plan Template

Whether you are starting a new business or want to update the public’s perception of your brand, a public relations (PR) plan can help you determine your objectives and guide your activities. This template provides a starting place for developing a PR plan for any industry.

HubSpot Tip: Your PR plan should be considered a living document. As external circumstances or internal goals change, be sure to update your plan accordingly.

Executive Summary

It is considered a best practice in business to include an executive summary at the beginning of any lengthy document. The executive summary should provide an overview of all of the content in no more than one to two pages.

The executive summary serves as a brief that a C-level member of the organization can read quickly during a busy day to get an understanding of all the main points in the PR plan.

HubSpot Tip: Consider writing the executive summary either first or last. If you write it first, it can serve as a guide as you develop the rest of the document. Be sure to revise it at the end, as some details are likely to change as you write. Alternatively, you can write the complete executive summary after you have finished all of the other sections of the plan.

Situation Analysis

Every great plan begins with research on the background of the specific problem to be addressed. Your situational analysis research should include meetings with stakeholders, including senior leaders at your organization. You will also need to assess the competition and your industry as a whole by reading news articles and studies.

Your research can be considered complete when you can comprehensively define the current marketing situation at your company and what needs to be done to improve it.

HubSpot Tip: Be sure to focus your research on trends both within and outside your organization.

In this section, you should define the high-level goals of your PR plan. If your organization has been facing a specific marketing challenge, talk about it here. Describe what you want to achieve, ensuring that the goals you select are reasonable and specific.

HubSpot Tip: Try to keep your list of goals to no more than five.

Based on the goals you have defined, create a list of objectives for the PR plan. Think of these objectives as the milestones you need to achieve in order to reach your goals.

Choose SMART (Specific, Measurable, Attainable, Relevant, and Timely) objectives that address the problem identified in your Situational Analysis.

HubSpot Tip: Your objectives should link back to the organization’s overall strategic plan.

Strategies, Tactics, and Activities

Break down your objectives into actionable strategies, tactics, and activities. This section should describe how you will implement your PR plan.

Schedule of Activities

Include a calendar that indicates when the key activities will occur. You can use a format like the table below.

Description

HubSpot Tip: If you have identified any opportunities for innovation, describe them in this section.

Target Audience and Channels

Define who makes up your target audience and describe their needs. Your target audience typically includes your current customers, desired customers, the people who influence them, and the media.

You should also identify your target channels. How does your target audience get their information? You should choose the media channels that they use and trust the most.

HubSpot Tip: When defining your target channels, be sure to focus not only on traditional media like radio and television, but also new media like websites, social media, mobile apps, and podcasts.

Key Messages

Now that you know your goals, objectives, and target audience, design a message that conveys what you want them to hear about your organization. Your key messages are the core ideas that will shape your PR content going forward. Be sure they are designed to be credible and straightforward.

HubSpot Tip: Keep your list of key messages to no more than three.

Once you have determined the strategies, tactics, and activities you will take to implement the PR plan, you should note the resources needed. Resources can include personnel hours, equipment, facilities, and other materials.

Use a table like the one below to outline the resources you will need and how much they will cost.

Total Cost:

HubSpot Tip: This section could also be called “Budget.”

Evaluation and Measurement

Evaluation and measurement are crucial to any plan. The evaluation phase gives you an opportunity to find and target areas for improvement going forward.

When designing your evaluation plan, think about what success would look like and how you will know when you reach your stated objectives. Describe how will you document and demonstrate the results of the activities of your plan once they have been completed.

HubSpot Tip: Consider reviewing your PR plan on a regular basis, perhaps quarterly.

Frequently Asked Questions

What is a pr plan, is this template free, related tags:.

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How to Do PR: The Ultimate Guide to Public Relations in 2023

Discover how to do PR and use public relations to increase brand awareness and drive campaign traffic.

FREE DOWNLOAD: INBOUND PRESS RELEASE TEMPLATES

+ Bonus Newsworthy Guide to Public Relations

Updated: 05/12/22

Published: 05/12/22

Public relations walks a tightrope between creativity, persuasion, and strategy. If you know how to do PR you can impact every part of a business or brand.

Are you looking to expand your brand’s reach? Would you like to expose your business to new people who might want to try your product or service?

Welcome to the world of public relations.

What Is Public Relations?

What is a PR Strategy?

Public Relations Tactics

Public Relations KPIs

Public Relations Tools

What is public relations.

Public relations (PR) is the practice of using media channels to promote your organization and cultivate a positive public perception. PR is also the process of managing your organization’s brand and communications — especially in times of crisis.

PR is how brands manage the spread of their information, so it’s similar to branding . The main difference is that PR focuses on communication and reputation, while branding relies on visual elements like logos, websites, and marketing materials.

Free Press Release Template

A free guide and template to help you run your company's PR.

• Company Announcements
• Promotion Checklist
• Guide to PR Best Practices

You're all set!

Click this link to access this resource at any time.

Why is public relations important?

Public relations defines how a company communicates with people — customers, partners, journalists, philanthropists, politicians, and the general public.

All businesses need public relations, regardless of their size or industry.

According to the Pew Research Center , only 27% of U.S. adults trust the information they find on social media. But 56% trust national news media, and 75% trust local news outlets.

Public relations professionals are expert storytellers. They find strategies for how to get your story out in front of the people you want to see it, in media outlets that build trust.

Why? Because, nowadays, customers want to trust the brands they do business with — and nothing builds and fosters trust like public relations.

What is a PR strategy?

A PR strategy helps a business create, organize, and measure the effectiveness of its public relations tactics over time. It's separate from a marketing plan but should support marketing efforts.

A public relations strategy may cover a full year of campaigns or address a single goal, like a product launch.

Developing an authentic PR strategy requires a collaborative approach to communication. Sharing a point of view about climate change, diversity, equity, and inclusion is no longer optional for brands.

Internal and employee communications also play a more important role. 46% of PR professionals in 2021 report directly to their CEO, up from 34% in 2014. This figure speaks to the increasing importance of PR in business operations and brand perception.

It can be easy to jump on one-time opportunities for media attention. But if you want to know how to do PR right, start with a public relations strategy.

How to Build a PR Strategy

1. research internal and external brand factors..

Start with what has gone well in the past for your business, and what efforts didn't work out. This could include:

• Tracking media mentions
• Reviewing influencer relationships and results
• Evaluating social media engagement and traffic KPIs
• Review buyer personas and customer insights

Next, do some competitive analysis to figure out what is working best for other businesses in your industry. Social listening tools can help speed up this process.

As you close out your research, list any internal or external factors that could have had an impact on your brand. These might include:

• Feature, product, or pricing changes
• Distribution shifts
• Stakeholders and leadership changes
• Employee sentiment
• Legal factors
• Political climate
• Economic shifts
• Tech advances

2. Outline your goals.

It can be tempting to jump on tactics you notice during research, but first, decide on goals. Whether you're addressing a local crisis or planning a year of public relations image-building, this step is critical.

Even a short outline of goals can be enough to steer you and your team toward the right tactics.

There are a few things that every PR plan should include. First, decide who your target audience is for each campaign. Next, choose the key messages you want to communicate to that audience.

Finally, don't forget to include the metrics you plan to track. Analytics tracking should be part of campaign set-up, not something you add on after a campaign launches.

Forming a strong foundation for your public relations will better enable your success than one-off efforts. Try to make each goal a SMART goal.

This PR plan template can help you make sure that your strategy covers your key messaging and other goals.

3. Create a timeline for your PR campaigns.

Public relations success relies on the right message at the right time. So, create a clear calendar for both short and long-term initiatives.

Be sure to note public holidays and important industry dates. For example, the end of November is an important time of year for most ecommerce businesses.

4. Select the right public relations tactics.

Once you know when and why, it's time to nail down which tactics will be the best to deliver on your strategy. This comprehensive list breaks down useful public relations tactics. It might also help to look at some PR examples for inspiration.

5. Track your results.

Once you decide on tactics, decide on how you will measure outcomes. Public relations isn't an exact science, and measuring perception can be tricky. Whenever possible, align your PR metrics with business goals. This can help you draw a clear connection between public relations efforts and ROI.

An important note: A public relations manager often guides strategy around earned media. But they can be more effective with a multichannel strategy, connecting the right topic to the right audience.

Brands manage their PR — or communication and reputation — through various media channels. A great public relations strategy usually includes three types of media.

Media: Owned vs. Paid vs. Earned

The types of public relations, which we’ll review shortly, fall into three main categories: owned, paid, and earned media. Each type works towards the same goal of building a positive brand reputation, but they use different strategies to get there.

Your PR strategies should include all three, as they all provide different ways of reaching, engaging, and building trust with your audience.

Owned media

Owned media is any content that your business controls. It’s often the go-to strategy for businesses looking to build a PR campaign .

Image Source

Rightly so, as it’s arguably the most important type of PR-related media that you should be focusing on. This is because you have total control — unlike the other two media tactics.

Owned media includes:

• Social media posts
• Blog content
• Website copy
• Email newsletters

Owned media acts as a "home base" for your PR activity. When people write about your brand or products, they’ll likely reference (i.e. link to) your owned media in their coverage.

It’s not uncommon to pay to promote your content in the marketing world,and it’s no different when it comes to PR.

Paid media refers to paying to make your content visible. It’s standard practice to promote owned media.

Paid media includes:

• Social media advertising
• Influencer marketing
• Pay-per-click (PPC)

Putting some funds toward boosting PR content is becoming increasingly popular. Since the majority of social platforms are reducing organic reach for business accounts, paid media is a fantastic way to make sure your content gets in front of the people you want to see it.

Earned media

Earned media is the tactic used to boost conversation around your brand. It’s essentially word-of-mouth and is arguably the best PR tactic to build your reputation.

Earned media is the hardest type of PR media to obtain. It takes a lot of effort, consistency, and hard work to establish it — that’s why it’s "earned."

Earned media includes:

• Mentions in industry news and reviews
• Praise from customers on social media
• High rankings on search engines

All of these media avenues provide ways to use PR to build brand awareness, generate leads, and convert those leads into paying customers — similar to your marketing. Now, let’s discuss the difference.

Public Relations vs. Marketing

Public relations and marketing are similar in their actions and tactics, but their goals are quite different. The main goal of PR is to boost the reputation of your brand. On the other hand, the main goal of marketing is to drive sales.

Unlike marketing, PR doesn’t always have an impact on sales. It typically indirectly promotes your products or services through activities like press release distribution and speaking at industry events. Alternatively, instead of improving the perception of your business, marketing campaigns focus on driving revenue and boosting profits.

People don’t buy products, they buy brands. For this reason, using PR and marketing in tandem drives the best results: typically, someone connects with your brand as a result of your PR efforts and converts into a customer as a result of your marketing tactics.

For example, 33% of marketers used paid media in 2021 to improve brand awareness.

Now, let’s discuss the types of PR you may use as you promote your organization and build and manage your reputation.

PR Strategies and Tactics

• Business Events
• Community Relations
• Corporate and Social Responsibility
• Crisis Management
• Cyber Threat Intelligence
• Employee Relations
• Influencer Relations
• Media Relations
• Social Media Marketing

1. Business Events

Business events are opportunities to market your products or services and gain exposure for your brand.

Whether hosted or attended by your company, events are also important sales opportunities. Events give you a chance to meet prospective customers and delight current ones face-to-face.

Speaking engagements at events are also helpful for boosting brand awareness and sharing unique thought leadership or data-driven information that can help elevate your brand.

2. Community Relations

Community relations refers to building positive relationships with the local community around your business.

This could include charity work, donations, special discounts, or anything that builds a strong relationship with the community and strengthens customer loyalty.

3. Corporate and Social Responsibility

Corporate and social responsibility is similar to community relations, but it places a greater emphasis on ethical business practices, environmental responsibility, and philanthropy — locally, regionally, and globally. This is a critical area of PR as it directly affects the public perception of your brand.

4. Crisis Management

Crisis management is the practice of acknowledging, managing, and working to reverse negative communication and perception surrounding a business crisis. PR usually handles anything that could jeopardize or ruin your brand’s reputation.

Manage, plan for, and communicate during your corporate crises with this free crisis management communication kit.

Crisis management is an important function of PR and should be handled quickly, consistently, and strategically. With certain PR tools , you can avert crises through monitoring online chatter and quality-checking any marketing or promotional material that may be misunderstood or misconstrued.

5. Cyber Threat Intelligence

Only 41% of US businesses have an active plan for threat intelligence. But cyber security is in the top five global risks in the World Economic Forum 's 2021 Risk Report.

Besides the financial challenges that cyberattacks create, there is also a perception challenge. This can be devastating to a brand's reputation if it’s not handled skillfully.

These issues will call on PR’s crisis management expertise. It's also a good idea to build relationships with tech experts and thought leaders in the industry. This can give you the expertise you need to limit the reputation impact of these increasingly frequent attacks.

6. Employee Relations

Employee relations, also known as internal PR, is the practice of communicating with and cultivating a positive employee perception of your company.

This process may include dedicated employee newsletters or communications, employee perks and benefits, free training and skill-boosting opportunities, employee appreciation events, and working with unions or employee groups.

Employee relations not only keeps your employees motivated, hard-working, and loyal, but it also encourages them to advocate for your business — which can bring in both customers and more high-quality employees.

7. Influencer relations

Influencers play a powerful role in PR and marketing. According to Statista, the influencer market was worth 13.8 billion in 2021, more than double its value in 2019. That includes micro-and nano-influencers, who represent over 60% of Instagram influencers.

In many businesses, the public relations team also manages influencer relationships. Sometimes marketing, social media, and PR teams share these responsibilities. It will take hard work and experience to creatively collaborate with each influencer to make sure your brand gets the results it wants from its authority.

8. Media Relations

Media relations refers to building positive relationships with journalists, publications, and other news outlets.

This process typically includes writing press releases , organizing press releases, and scheduling interviews. Not only does this gain exposure for your business and products but it also encourages the media to market your brand for free.

Download our free Inbound Press Release Kit to access step-by-step templates to build press releases and a promotion plan.

9. Social Media Marketing

Social media can be both an earned and paid PR tactic.

For most companies, social media can be a helpful PR (and marketing) tool —it’s an effective way to amass followers, convert customers, share your content, and resolve crises.

Whether you’re sharing a post with your audience or interacting with a single customer, your social media activity is open to the public. That’s why it’s critical to have a social media strategy that keeps your communications consistent, positive, and accurate.

Now, let’s talk about who’s responsible for these different types of PR: your public relations manager.

What does a public relations manager do?

PR managers are responsible for building, executing, and monitoring your PR strategies and tactics. They typically handle crisis communications, write press releases, and lead a team of other PR professionals who manage your brand’s public presence. You might hire a public relations manager to handle PR for your business, or work with a PR Agency .

Let’s discuss the skills and tasks your public relations manager will know inside out.

PR Manager Skills

Successful public relations managers have a particular set of skills. Besides being flexible and open to change, these are some of the most important skills.

Great Communication

One primary focus of public relations is building your business’s reputation. To do this, public relations managers spend a lot of their time building and sustaining relationships.

Besides speaking about your company at public functions, press conferences, and other events, your public relations team is also connecting with reporters, influencers, and other stakeholders.

For this reason, excellent communication is a key skill for PR managers.

Writing Skills

Public relations managers should also be able to communicate well in written form.

Since PR managers are responsible for writing press releases and company-related news, strong writing skills will help convey the right message to promote your company. This is especially useful for online PR where you’ll need to create blog posts, website content, and press releases to gain coverage.

Like marketing, creativity goes a long way in the public relations world. Great PR managers are creative and know how to create a strategy that stands out from the crowd, which is important because a unique story or perspective will drive PR coverage.

Strong Research Skills

Public relations is a social industry, and people might be talking about your brand without directly mentioning it. Good research skills will help public relations managers find and use these opportunities.

A public relations manager must stay up on trends and digital marketing updates. PR professionals can't operate in a bubble and must stay aware of search and social media changes for their strategies to succeed.

They offer expert knowledge and a fresh perspective to maintain a presence in competitive media outlets.

Public relations managers will also need to do research when planning a PR strategy. Because they might need additional information, statistics, and data points to boost the power of their owned media, strong research skills are essential.

PR Manager Tasks

The day-to-day tasks of your PR manager can vary depending on your industry, active PR campaigns, PR team size , and other factors. However, here’s what they often include:

• Writing press releases to announce company-related news
• Creating fact sheets and media kits about the company to send to media teams for brand-building
• Giving media training to both in-house and external teams
• Attending and speaking at industry events and representing the brand at trade shows, recruiting events, etc.
• Finding and analyzing media coverage and promoting that content through owned and paid media channels

Public relations managers are also responsible for tracking and measuring their PR efforts. The following key performance indicators (KPIs) can help your public relations manager analyze and improve your PR strategies.

PR Measurement: 10 Public Relations KPIs to Track

• Media Coverage and Brand Mentions
• Share of Voice
• Pitch Interactions
• Social Media Engagement
• Social Shares
• Site Traffic
• SEO Metrics
• Conversions

Clear measurable goals are the only way to ensure that your PR strategy is effective. In a business world that is increasingly focused on data-driven outcomes, the right KPIs can make or break your public relations programming.

Most PR metrics gauge perception, so it can be difficult to connect company wins directly to public relations campaigns. For this reason, you should select a range of KPIs that align directly with your business goals.

For example, let’s say your business wants to improve brand awareness. KPIs like increased share of voice and website traffic alongside recent brand mentions can show a more direct connection between PR efforts and business goals.

These KPIs will help you track your PR efforts and determine the effectiveness of your PR strategy.

1. Media Coverage and Brand Mentions

Brand mentions occur when someone mentions your brand. Media coverage tracks the number of earned media stories that went live. These metrics are important because they help you measure awareness of your brand and its stories.

You might see brand mentions in traditional news coverage, on other business or personal blogs, in reviews, or on social media. Some media outlets may tag or hyperlink their sources. Others may not link back to your brand or website, which means you have to go looking for them. Check out the PR tools section for some helpful software tools.

Note:It’s important to read brand mentions and media coverage for context. Remember, you want people to be saying good things about your brand, and it’s not always easy to understand the value of coverage until you read the entire piece.

2. Share of Voice

This is an essential KPI for PR. Share of voice measures competitive brand awareness. This metric helps your business understand the scale of customers in your industry and where your brand fits within it. It also tracks your brand reputation.

3. Pitch Interactions

Pitches are another important metric for PR. It can sometimes take longer than expected for a piece to go live. So, track the number of pitches you send and reply to. You'll also want to track how many email opens and clicks you get from a pitch. These PR metrics can help you create a funnel for earned media mentions.

This can help you better understand which efforts are pulling in the most value, as well as the best ways to scale your strategy.

4. Sentiment

Sentiment, which is a synonym for viewpoint or opinion, measures the attitudes in brand mentions. While brand mentions and backlinks typically improve your brand awareness and SEO, sentiment is what sets apart the positive mentions from the negative ones.

You’ve probably heard the saying, "There’s no such thing as bad publicity." Whether you agree or disagree, it is good practice to be aware of negative press.

Tracking sentiment can help you understand what your audience is saying about your brand and whether or not you need to address any problems or concerns.

5. Social Media Engagement

Social media engagement encompasses a few types of activity: views, impressions, likes, shares, and comments.

This information shows the level of brand awareness and engagement among your audience members. It also tells you when your audience is most active, i.e. when you should be posting and interacting with your followers.

6. Social Shares

Social shares are different from social media engagement. Social shares refer to when your audience shares something from your website or blog on their social media.

This is a critical metric because it tells you that your audience enjoys your content enough to vouch for it on their social channels. It’s a very clear measure of your brand reputation among your audience.

When looking at social shares, pay attention to what types of content people share most frequently. This will give you an idea of what your audience enjoys the most and what kind of content to create more of.

7. Site Traffic

Site traffic is a sign of successful PR efforts. If people are hearing about your brand through earned media and heading to your site, your PR efforts are reaching your audience.

As you run PR campaigns, track your site traffic once press releases and other efforts go live. Use your site analytics to check your visitors’ referral sources (how they made their way to your website) and aim to replicate this in the future.

8. SEO Metrics

There are a few SEO metrics that can also help you with PR measurement.

Domain authority refers to your website’s SEO ranking and how it performs in search results.

It’s ranked from 1 to 100 (with 100 being the highest) and is a valuable measure of how your website compares to your competitors. The higher your domain authority is, the better your website will rank in search results.

Domain authority is made up of three main factors: links to your site (backlinks), links from your site to other well-ranked websites, and the age of your site. While you can’t magically make your website older, you can use PR to attract backlinks and place links in your content.

Moz offers a free tool to check your domain authority, page rank, and other important website measures.

Backlinks help you find brand mentions. With backlinks, sites that’ve mentioned your brand have linked to your website, making it easy for readers to click through and visit your website.

And it’s not just new traffic you’ll benefit from when collecting backlinks — you could see a rise in your SEO rankings, too.

9. Conversions

While the volume of new customers coming directly from your PR activity isn’t easy to measure, it’s definitely worth investigating.

You can discover where your customers came from by either surveying customers after they purchase and asking how they heard of you or by using a tool like Google Analytics to learn about your customers’ conversion paths (a.k.a. their route to purchase).

Note : While this is an exciting metric to track, don’t feel disheartened if you don’t see an influx of conversion-ready site traffic. Remember, the goal of public relations is to raise brand awareness, spread the ideas of your internal thought leaders, and communicate the ideas of your brand. Those new site visitors could always return and make a purchase in the future now that they know about your brand because of your PR.

10. Advertising Value Equivalent (AVE)

AVE equals what it would cost to buy the space for an earned media placement if it was an ad. At one point this was the only KPI for public relations. But many industry professionals feel that this is an outdated KPI and an inaccurate way to measure PR.

Depending on your business, you may still want to track this KPI. In 2021 41% of PR professionals track AVE for planning, and 34% use this metric to justify fees and budgets.

Now, let’s review a handful of PR SaaS tools that can help you implement your PR strategies and track these KPIs.

We’ve rounded up a handful of helpful PR tools to help you execute your public relations campaigns and measure your impact and performance.

Brand24 helps you monitor online mentions about your brand, product, or service, and measure the results of your PR campaigns. Slack integrations and a notifications system will help you react in time to prevent a PR crisis.

2. Agility PR Solutions

Agility PR Solutions is a paid tool that provides powerful yet easy-to-use solutions for your media database, monitoring, and analytics. These solutions help identify and connect with influencers, capture coverage, and measure impact.

3. Anewstip

Anewstip is a media search, monitoring, and relationship management tool. You can use it to search media mentions by keyword or handle, reach out to journalists and influencers all over the world, and create a media database of important PR campaign contacts. It offers both paid and free plan options.

4. CoverageBook

CoverageBook is a paid tool that helps you find and collect any coverage of your PR content. It’s a great tool for PR agencies who are building coverage reports for their clients.

5. Covered Press

Covered Press is a paid tool that streamlines press tracking, reporting, and analytics, combining three important tools into a single, all-in-one PR platform.

It also offers white-label reporting so publicists can brand their own analytics portals and reports for clients.

6. Flaunter

Flaunter is a digital press center and showroom that provides a platform for brands to showcase their digital assets, products and sample collections. With 24/7 access for media, influencers, bloggers and stylists, Flaunter makes it easier for brands to gain exposure, editorial coverage and brand awareness.

By streamlining PR efforts, Flaunter helps brands to grow their audience, attract new customers and ultimately expand their business.

7. Google Alerts

Google Alerts is an easy-to-use, free tool that allows you to set up email alerts for certain keyword mentions. When a name, keyword, or link is mentioned online, Google sends you a digest email alerting you of the mention.

Mention helps you track who’s mentioned your brand in media and on social media. You can also use this tool to publish on your social media and manage crisis communications. It offers both free and paid plan options.

9. Monitor Backlinks

Monitor Backlinks is a free tool that helps you track who’s mentioned your brand in coverage and added a backlink to your site. It’s also valuable for monitoring and disavowing bad backlinks and keeping your website’s SEO and domain authority at their peak.

10. Muck Rack

Muck Rack is a paid tool that allows you to discover and contact members of the media who might want to cover your PR story.

11. PR Fire

PR Fire is a paid tool that helps you distribute your press release to journalists and receive a report of their performance and reach. It’s ideal for in-house teams who’re doing their own PR.

12. SharedCount

SharedCount shows you engagement data for any social media, blog, or website URL. Once you input a URL, the tool will tally its likes, shares, comments, and other engagement measures. It offers both free and paid plan options.

13. TweetDeck

TweetDeck is a free tool (created by Twitter) that monitors Twitter activity. You can set up Twitter streams that track certain keywords, accounts, trends, or other filters.

These are just a few useful PR tools, and if you don’t see what you’re looking for here, there are more great PR tools to consider .

Start Building Your Public Relations Strategy

With all these tactics, tools, and strategy-building tips, are you ready to start your new PR strategy? As you dig in, remember that public relations is an ongoing, iterative strategy — not a one-off task. Like marketing, it can take a while to see results.

But with a solid strategy and a commitment to spreading the word about your company, you’ll soon see more mentions, backlinks, and general buzz. Then you’ll be ready for the next step to grow your business better.

Editor's note: This post was originally published in August 2019 and has been updated for comprehensiveness.

Don't forget to share this post!

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Public Relations Business Plan Template

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Get the most out of your business plan example

Follow these tips to quickly develop a working business plan from this sample.

1. Don't worry about finding an exact match

We have over 550 sample business plan templates . So, make sure the plan is a close match, but don't get hung up on the details.

Your business is unique and will differ from any example or template you come across. So, use this example as a starting point and customize it to your needs.

2. Remember it's just an example

Our sample business plans are examples of what one business owner did. That doesn't make them perfect or require you to cram your business idea to fit the plan structure.

Use the information, financials, and formatting for inspiration. It will speed up and guide the plan writing process.

3. Know why you're writing a business plan

To create a plan that fits your needs , you need to know what you intend to do with it.

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But, if you don't plan to share your plan with anyone outside of your business—you likely don't need everything.

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10 Qualities of a Good Business Plan

How to Create a Business Plan Presentation

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How To Write a PR Plan: A Comprehensive Guide [2022]

Do you need to write a pr plan but don’t know how to develop your tactics – beyond sending out a press release or using a press release distribution service.

Are you unsure how to make your PR plan connect with your broader marketing objectives?

Our comprehensive PR plan guide will give you the answers you need.

And o nce you understand the process behind creating a PR plan you will be 10 steps ahead of your competition.

Public Relations and Marketing, when executed properly, work hand in hand to build a trusted and much-loved reputation for your brand.

But to get the most out of this relationship you need to be strategic and go beyond simply knowing how to write a press release .

In this article, I’m going to walk you through a step-by-step process so you can create a successful public relations plan that:

• Builds brand awareness
• Earns trust with your target audience
• Gets your customers engaged and excited
• Keeps you ahead of the competition
• Positions you or your company as thought leaders
• Is the foundation of all crisis communication 

How do I know this PR plan works?

We’ve been running Arc Seven Communications , a leading healthcare PR Agency in the UK, for more than a decade, and this public relations plan is what we use with each and every one of our clients.

And if you follow my process, it will work for your business too.

If you can’t wait and want a free PR Plan Example to get started right now, then download our free PDF here.

But if you’re here for the instruction, let’s get into it.

First up, let’s agree what a PR Plan actually is.

What Is A PR Plan?

A PR plan is:

A document that outlines how you are going to interact with your audiences, customers, and stakeholders for an ongoing period of time.

Its purpose isn’t just to create a buzz around one-off events or anniversaries. Instead, it delivers ongoing results that have a lasting impact on your brand’s reputation.

Here’s what a PR plan does for your business

• Details the stories and content that you intend to create. These stories strategically include your brand’s key messages – what you want your audience to know about your brand.
• Maps out the channels that your audiences trust and use to consume information. It removes all the guesswork so you can be incredibly targeted when reaching out to your audiences.
• Schedules how and when to pitch stories so that you generate the most impact for your brand.  

It is a comprehensive document that is aligned with business objectives, sales targets and the marketing communications strategy.

What makes for a successful PR plan?

It’s simple. For the plan to work, ALL content must be newsworthy.

Whether you’re pitching stories to the national media, trying to learn how to get a story on the local news , to social influencers or sharing them on your own channels, if your content is not newsworthy then it won’t generate engagement.

Newsworthy is another way of saying relevant – relevant and of interest to your audience. A story that makes people sit up and take notice. A story that won’t be ignored.

Here are 46 proven public relations examples to get your juices flowing. 

PR professionals have, through years of practice, developed their sense for which stories are news, and which aren’t. Fortunately for you, there are nine questions you can apply immediately. These questions will enable you to think like a journalist and decide what stories have genuine news value.

This is how you help a reporter out and make the most of PR tools such as Response Source .

The 9 steps to creating a PR plan:

• Map out your brand elements
• Define your target audience
• Formulate your key messages
• Identify the channels to reach your audience
• Find newsworthy stories in your business
• Write your PR plan
• Plan your media pitches and use a press release template
• Boost the success of your story
• How to measure the success of your PR Plan

Once you understand the formula for a successful PR Plan, with these nine simple steps, you can create a bespoke strategy that sets you apart from your competition and guarantees the results you want.

Let’s start with making sure PR and Marketing are working together in perfect harmony.

How To Map Out And Prioritise Brand Elements

Fake News Alert – PR is about getting media coverage, isn’t it?

PR plays an important role in reputation and brand management.

So in order to create an effective PR plan you need to understand your brand and what it stands for.

The first question you should ask is, what do your stakeholders think about your brand? How do they feel?

Brands mean different things to different people

Your customers will see your brand differently than your employees will. Your investors want will interact with your company in a contrasting way to the companies that you partner with to deliver your service.

Without getting into too much brand theory (you can do PhDs in this stuff!) it helps to know that there are different brand elements. And knowing which ones your PR plan will focus on will help you achieve more targeted results.

Some of the most common brand elements are:

• Consumer brand : how your customers view your brand
• Financial or company brand: how your investors, shareholders or anyone interested in the financial or legal set up of the company views your brand
• Employer brand: how your employees view your brand
• Community brand: how your company engages with your local community/charities/campaigns/causes (and how this affects your brand)

One of the biggest mistakes you can make when writing a PR plan is to try and cover every single brand element.

There will be the cross over between your brand elements. A story can be relevant to more than one, but the more focused and targeted you are, the more impactful your PR Plan will be.

There is no blanket approach to PR. No one size fits all tactic. Each brand element needs a tailored and targeted approach.

Choose your preferred brand element based on business objectives and make sure the PR priorities are aligned with the company-wide focus.

It’s vital that you spend time agreeing which brand element requires a PR focus at the start as it will inform which audiences you interact with and what stories you share.

Ther Right Target Audience For Your PR Plan

Once you’ve agreed which brand element will be your focus, you can drill down into your audiences.

Simply put, your target audience is the group of people you want to communicate with, the people you want to hear your stories.

You can have a singular target audience or more than one, but it is important that you identify them and understand who they are.

Important audience details to understand:

• Demographics : age, gender, income, marital status, occupation/industry, educational level
• Location: country, city, neighbourhood
• Psychographics : likes and dislikes, attitudes and opinions, hobbies/interests

Sharing stories and content with a targeted audience is proven to increase engagement. So it is essential to understand your audience prior to creating content.

Knowing this level of detail is an essential foundation for your PR plan. It will help inform the key messages and stories you create and share.

How To Formulate Your PR Plan Key Messages

Key messages are concise and clear sentences that articulate important information about your brand. Simple, short, and specific.

Why the emphasis on brevity? Your audience is inundated with news and advertising. It’s your job to keep your key messages simple and focused on one thing – attracting the attention of your target audience.

Have you ever tried remembering a poorly written paragraph someone has put in front of you, or a waffling advert you heard on a podcast? It’s pretty much impossible.

Key messages contain particular information that you want your target audiences to hear and remember about your service, product or your public relations campaign .

The messages are deliberately chosen to create the brand image and reputation that you desire, communicating your unique selling points so that your company stands out from the competition.

Each brand element needs its own targeted key messages

These messages need to be tailored to the demographics of the audience, and not trying to attract everyone. Knowing these is critical if you want to make the most of your media training . 

For example, a 20 something student hip hop fan living in London will need a different message than a 75-year-old in a retirement village in Florida who likes playing golf.

To get started on your key messages, ask yourself these questions:

• What’s the most important thing about my product/service/campaign?
• What is the most interesting thing about my product/service/campaign?
• What does my product/service/campaign do differently to my competition?

Once you have a draft message, here’s a checklist for you:

Did you pass the PR Plan checklist?

Great! Then onto the next step – testing your message.

You can do this with focus groups, surveying your database, or more informally within your own team.

Don’t be afraid to adjust messaging based on constructive feedback, but make sure it stays focused and retains its clarity.

How To Identify The Channels For Your Audience

So now you’re in an awesome place, the foundations of a successful PR plan are coming together. You know:

• Which brand elements your PR plan will focus on
• What audience your PR plan will engage
• What messages your PR plan will share

The next step is to identify what channels you can use to communicate your messages to your audience.

Unfortunately, there’s no shortcut here, you’ll need to research where your target audience consumes their information.

Do they watch YouTube, follow influencers on Instagram, or are they more likely to listen to podcasts or tune in to the 6 o’clock news on the television?

Here’s a selection of popular channels:

One of the biggest benefits of identifying your target channels before you start your public relations planning process (that’s the next step) is that you’ll know what type of stories each channel is usually interested in.

There are three types of story

• A news story: must be timely – it is happening today, tomorrow or next week. It could be an event, or breakthrough that occurs and due to its importance (or triviality in some cases), it is deemed to be newsworthy. Note – make sure you know how to write a press release for an event , a boilerplate and an attention grabbing headline .
• A feature story : much more reflective and examine current trends, patterns, mark an anniversary or take a more in-depth look at a current news story. Features can include case studies or discuss a particular issue.
• A product placement story :  describes the detail of the product and general information

Learning the difference between a news story and feature story examples takes practise and patience, but it is essential to the impact your PR efforts.

Although it depends on the channel, generally the type of stories each channel wants is as follows:

• Mainstream media : print and online – a combination of news and feature stories
• Niche media : trade and specialist – a combination of news, feature stories and product placement
• Digital influencers: product placement and feature stories
• Podcasts: f eature stories
• Blogs : product placement and feature stories

If you’re thinking about approaching social media influencers then check out our definitive guide to Influencer Marketing .

How To Find Newsworthy Stories In Your Business

Now it’s time to start looking for stories within your business.

Your stories are the heart of your PR plan, and they are essential to sharing your key messages with your target audience.

A well-crafted story becomes the vehicle to get your key messages to your target audience.

We use the analogy of a train: The story is the engine, which pulls the key message carriages along the channel’s track, to the audience’s station.

If you just share a list of reasons why your product or service is brilliant, who will care? No one, because it’s just an advert. And we are inundated with them!

When you engage your audience with a compelling and relevant story, then you’ll be much more likely to keep their attention. Plus you’ll be able to build a more informal and conversational dialogue with your customers, which is proven to build brand loyalty.

This is such a crucial part of the PR plan but it’s often the most challenging.

Many people get stuck at this point because they don’t know whether or not their business has a story or where to find those stories.

So we’ve created a special g uide on How to Find The Story in Your Business .

It comes with a free Story Finder template – a tool for thinking through your business in a systematic way to uncover all the areas in which your stories might be hiding.

Once you have your list of stories, the next step is to start populating your PR plan.

Match your stories, and the key messages you’ll share through them, with media channels that will love them. This simple formula will give you a super effective PR plan that will bring you amazing results.

Let’s talk through how it’s done.

How To Write Your PR Plan

Get your free PR Plan Template here or create your own grid with the following columns.

From left to right these are your column headers:

Part 1 – your own research

Date: everything must be tied to a date to make sure you achieve your goals within a set period. Awareness days can help here to give you a news hook.

Row input: you’ll put the month or quarter that you are working on this story.

Story: every story you work on should have an easily recognisable title, one that is shared across teams (marketing, business development, fundraising) for consistency.

Row input: Add the different story names e.g. ‘ Single-Use Plastic Campaign Launch ’, ‘ YouTuber Extreme Ironing Challenge ’, ‘10th Anniversary Party’.

Brand element: use this column to identify which brand area you are working from.

Row input: You can list more than one brand area per story, just make sure you are being as targeted as possible.

Audience: use this column to detail the groups of people that you want to target.

Row input: As with brand areas, you can list more than one audience per story, but by being more targeted you’ll generate greater success.

Key messages: the clear, concise and important information that you want your target audience to remember.

Part 2 – PR plan media research

Channel: the media that you want to share your story through.

Row input: With big stories, you may have a number of target channels – prioritise them, you may not be successful with all of them so focus on the ones that will create the most positive impact for your brand.

Media outlet: the name of the individual show, magazine, podcast that you want your story to be featured in.

Row input: Be specific and do your research, list individual shows rather than channels etc.

Frequency: this describes the frequency of the show or publication – how often they are on air, how many times do they post content etc.

Row input: This is vital information that informs when you pitch your story to ensure it is featured on the correct show or date.

Story type: news, features or product placement story.

Row input: Include the detail – is it an ‘Industry Round Up’ news story, ‘Best 10 FinTech Apps of the Year’ product placement story, or ‘How to lose weight quickly’ feature story?

Contact: the name and contact details of your target journalist, influencer or blogger.

Row input: Don’t spam, do your research and find the contact details of the exact person you need to speak with.

How To Plan Your Media Pitch

If you’re at the point in your PR where you’re writing a PR plan then I’m assuming you understand how to pitch single stories to a media list .

But here we’re talking about pitching a number of stories to many varied outlets, coordinating content and meeting deadlines, so you need to have nailed the perfect media pitch already.

If you need help with your pitching then check out How To Write a Media Pitch: The Ultimate Guide

This is also useful so you know how to find someone’s email.

The purpose of a PR plan is to run multiple stories throughout the year and consistently earn media coverage and increase engagement for your brand.

Every media outlet, whether mainstream media or digital creators, works to their own editorial calendar – not yours.

Editorial calendars vary between outlets depending on the frequency of the show, publication or broadcast.

But one thing’s for sure – if you want to secure media coverage, you need to work to their deadlines and give them stories when they want them.

Timelines for pitching the media your stories:

• Magazines: 3-6 months in advance
• Newspapers: anything between 1 day and 1-3 weeks
• Social media influencers: 1-2 months
• Podcasts: 2-6 weeks
• Radio: 1-2 days

You need to ensure that everyone who’s involved in the creation of your story understands these deadlines.

That could be:

• Photographers supplying the media-ready images
• Your digital team who may be making video content to accompany the story
• Spokespeople who supply the quotes
• Senior team members who provide sign-off of facts and figures, get consent for photographs etc
• Your marketing team who need to create complementary material for social channels

Never go to the media with an incomplete pitch

If you’ve got a great story but the accompanying photograph is not ready, you’ll lose out to another story.

And worse still, if you promise a journalist something but then can’t deliver it, because it’s not signed off or not ready, then you’ll have seriously let them down.

They need to supply stories to set deadlines. If they trust you to provide something and you don’t, they won’t ask again.

How To Boost The Success Of Your Stories

Once you’ve secured coverage then don’t rest on your laurels, here’s a checklist to help you share your story far and wide.

How To Measure The Success Of Your PR Plan

The best PR plans produce data, both quantitive and qualitative, that can help measure the success of your media relations strategy.

This is essential in all public relations jobs .

You can measure:

Share of Voice

• Tone of Voice

These are two really useful metrics to analyse how you stack up against your competition. They will enable you to see how effective your PR has been in raising awareness and influencing the conversation around your brand.

Share of Voice is a popular advertising metric, so you may already be familiar with the phrase if you’re a marketeer.

In terms of PR measurement, Share of Voice refers to the percentage of all online, print, and broadcast coverage and conversations about your company or brand that you have secured, compared to those of competitors.

Add up all your coverage and all of the coverage of your competitors then see how you stack up.

Each week, keep track of all the coverage you achieve through your PR plan – cuttings, screenshots, clips of broadcast coverage so you have a record of everything.

This is a very time-consuming job and unfortunately, Google search won’t bring up everything, especially if your media targets are niche and trade-specific.

To do this properly, I advise paying for one of the best media monitoring services – there are lots out there –but two that I currently use are:

• Kantar Media

If you don’t have the budget for a paid service then just try to keep on top of your own coverage as best as possible so you at least know which of your pitches were successful.

Cross check your successful media outlets against your audiences – have you achieved success where you needed to reach your targets? Have any audiences not been reached? If so, rethink your strategy and see if there’s a way to engage them.

Measuring Share of Voice on its own won’t provide you with any qualitative data, which is why I always recommend to combine it with Tone of Voice.

Tone of Voice 

Tone of voice measures how your company is presented within the media – is it positive or negative?

Is the tone of the writing favourable, was the presenter kind in their presentation of the brand? Or was the interviewer accusatory, was the review critical of the product?

You can also make a list of keywords or phrases and keep a track of how often they appear – is there any repetition in how your brand is being described? Are you becoming known for something positive or negative within the media?

Most businesses and brands have an official Tone of Voice document (check with your marketing department for this) and see if the way the media are speaking about you matches how you want to be presented.

If not you can feed this back into your next PR plan and make sure you set a specific goal to address this difference in representation.

This ties us in nicely to the next measurement, how has the perception of your brand changed through the execution of the PR plan.

Brand Perception

Building on the qualitative data from your Tone of Voice assessment, you now need to review your overall positioning for your brand.

You can do that by answering these questions:

• Has there been any change in how your brand is viewed by target audiences?
• How were your key messages received and what response did they get?
• Were they believed?
• Were there any negative responses?

The best way to obtain this information is by gathering customer feedback.

Some brands find that periodic audience surveys (mostly online) work best. If you have an engaged database then it’s certainly a method I would recommend.

Create a short series of questions which help you understand how your list feels about the brand, perhaps asking them to review your product and how it can be improved, or offer a simple star rating.  

Another popular method is to actually speak with customers face to face through focus groups. A great benefit of this method is that you can do more in-depth questioning and have more detailed conversations.

Whatever method you choose it’s important that this is not a one-off event.

The key here is to make gathering audience feedback an ongoing effort, so you can measure any change in perception and feeling towards the brand.

Digital Presence

Here’s an important point to bear in mind – not all PR success leads to immediate consumer action.

This is both one of PR’s biggest criticisms but also (as I often argue) one of it’s greatest strengths.

PR is not advertising. The media who cover your product or service don’t end the coverage with BUY NOW! Or GO TO THEIR WEBSITE NOW!

Often media outlets don’t even include a link to your website – much to SEO people’s annoyance. But that’s what editorial is, it should be a non-bias exploration of a topic or issue. Informative but balanced.

Mainstream media are very cautious and do not want to be seen to be unfairly endorsing a company or brand.

However, the halo effect of being featured in respected media outlets is VERY real and VERY impactful.

PR influences consumer behaviour more through nudging than shoving. The objective is to build trust and long-lasting loyalty.

A consumer may not take immediate action but your compelling story has been engaged with and has triggered their interest.

I recommend measuring consumer action over set periods – monthly, quarterly, etc. This way you can see a clear pattern.

Here are a few questions you can ask:

• Has there been an increase in web traffic over the time period?
• Has there been an increase in followers and engagement visible on social media management tools ?
• Have there been more signups to your database?
• Has the rate of opt-ins to lead magnets improved?
• Have you seen online sales improve?
• It’s vital that you work in partnership with your digital teams for this measurement.

Every element of your PR plan should be in partnership with the other areas of your business and the measurement element is no different.

In fact, it’s important that this data is shared across all the departments involved in the PR plan.

Not only will this improve your future stories, but it reveals business-critical information about your brand awareness levels and detailed brand perception.

Now It’s Your Turn to Create a PR Plan

Take your awesome story ideas and follow the PR plan step by step – you’ll be impressed by the results.

Execute it properly and your PR plan will help transform your brand’s awareness levels and credibility throughout 2022.

And if you’re ready to take your PR work to the next level grab our  PR Starter Kit .

Our must-have kit has every template, script, strategy and guide you’ll ever need to do PR – all in one place.

Get your story in the national media with our FREE press release template…never hire a PR agency again.

Privacy Overview

Public Relations Strategies: Best Practices, Practical Tips, and Expert Advice

By Joe Weller | February 6, 2018 (updated February 27, 2023)

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In this article, you’ll learn how strategic public relations can help organizations grow and thrive. Leading experts share what it takes to develop and execute an effective public relations plan to ensure your PR plans launch successfully.

Included on this page, you’ll learn how to develop your strategic public relations plan with free downloadable templates, why organizations need sound public relations strategies , and some of the top PR strategies to implement .

What Is a Public Relations Plan?

A strategic public relations plan is “a roadmap to take you from where you are to where you want to be,” says  Mary Meagher , President of The Meagher Group, a Washington, D.C.-based public affairs firm that offers clients a unique blend of political, business, and communications experience. According to Meagher, organizations need public relations strategies for the same reason they need marketing, sales, and product-development strategies — because the desired outcome is too important to leave to chance.

There are many types of public relations plans. Some are short-term and may focus on a single goal, such as getting positive media coverage of the keynote address your CEO delivers at a major industry event. Other PR plans are more comprehensive and designed to help an organization achieve its core business goals. Those short-term plans often become key components of an organization’s broader PR strategy.

According to Keyes, who managed global PR and marketing campaigns at Microsoft before starting her business, organizations need to think of public relations as a long-term strategy. “I think it’s important to have a master plan that you’re working on all the time, and it needs to be agile so you can quickly adapt to new information and opportunities as things change,” she explains.

But Keyes also says she doesn’t believe in PR plans that are so complex, unwieldy, and ultimately daunting that they end up ignored because no one is willing to try implementing them. “I often recommend breaking things down into smaller, more manageable parts, depending on the size of the organization and the budget and resources that are available to manage PR.”

Public relations timelines, even for those master PR plans, can vary. Keyes says larger organizations often have PR plans that cover an entire year. Conversely, a small business may have a plan that is designed to help them move forward during the current quarter. During each of those three months, they try different PR initiatives, sometimes weekly, and then assess their results and develop a new plan for the next quarter.

“I know some businesses that break their public relations plan into daily activities, especially those that are focused on doing PR through social media,” Keyes says. “So they have a mini-editorial calendar where they share information, explore different themes and ideas, and use social media tools to help drive positive public relations Monday through Friday.”

Developing Your Strategic Public Relations Plan

Before you start crafting your strategic PR plan, you need to do your due diligence to reveal past pitfalls and how to overcome them and help anticipate potential roadblocks in the future.

Research lets you see existing opportunities you can leverage and where you may need to create new options. It also enables you to determine who you are trying to influence, what is important to them, and the most effective tactics for reaching them. Get started with research and formulate a plan by performing these tasks:

• Assess Your Current Situation: Determine what needs to change or improve, and identify positive elements you can build on.
• Survey the Landscape: Identify any industry, economic, or societal trends to take into account. For example, if the news is full of consumer concerns about a recent breach of electronic health records , it could affect the kind of PR plan a healthcare organization develops.
• Discover Data: Stats and other information gleaned from research can help you develop and differentiate your message.
• Identify Timelines: This also includes milestones, event schedules, or deadlines you need to consider to develop your plan.
• Be Realistic: Stick to a budget, staff appropriately, and determine achievable goals.

To get started setting a realistic budget, this PR template can help. After all, you won’t be able to achieve your goals if you don’t have the means to finance the tactics necessary.

Download Public Relations Budget Template

Excel | Smartsheet

“Research is the key to really understanding what you’re trying to accomplish,” says Meagher, who served as Communications Director for a U.S. Senator and Deputy Assistant Secretary for Public Affairs at the U.S. Department of Labor before founding her company. “The biggest mistake people make in public relations is not taking time to do the research and analysis that is necessary to put together a smart, strategic plan that can be sustained over time.”

Next, we’ll take a deeper look at the six core elements that every strategic PR plan must include:

1. Define Goals and Objectives

Once you’ve done your research and you’re ready to start creating your public relations plan, the first step is to figure out what you want to accomplish. As baseball Hall-of-Famer Yogi Berra observed: “If you don't know where you are going, you might wind up someplace else.”

Strategic public relations always begins with clear goals and objectives. Knowing the results you want will guide the other steps of the PR planning process by helping you determine which audiences you need to reach, and which messages and tactics are most likely to help you achieve your goals.

2. Identify Target Audiences

Public relations is about building positive relationships with key audiences that are somehow connected to your business. That may include not only the general public, but also some combination of the following:

• Current and potential customers
• Investors and analysts
• Vendors and suppliers
• Government regulators and policymakers
• Employees and their families
• Trade, consumer, and news media

Think about the audiences you should be targeting for the goals you have in mind. Who do you need to engage and influence to accomplish those goals?

3. Establish the Strategy

Choosing the right PR strategies will depend on a clear understanding of your objectives and target audiences. People often confuse public relations strategies and PR tactics, but there’s a big difference. Strategies are general approaches to achieving objectives. Tactics are the day-to-day activities an organization implements to carry out each strategy.

If a company plans to complete a successful IPO by the end of the year, one of its objectives may be to raise the CEO’s profile among potential investors. Strategies to help the company achieve that objective might include booking the CEO as a featured speaker at industry events attended by target audiences and placing bylined articles in trade publications and widely read blogs to establish the CEO as an industry thought leader.

The tactics that support each of those strategies will be the individual tasks required to secure the speaking engagements, produce and publish the articles, and promote both.

4. Create Key Messages

Design your key messages not only to educate and inform, but also to change people’s perceptions or compel them to take action. These messages should be direct and to the point. Develop key messages for each of your objectives and target audiences. Data can help you shape, support, and differentiate your key messages; however, it may be just as important to find the stories at the heart of your public relations strategy.

“The art of storytelling is very important when it comes to public relations,” Keyes says. “Today, we’re all inundated with information, so we have to find a way to break through all that noise and tell a story that connects and resonates with the people we’re trying to reach.”

5. Develop Tactics

Use your knowledge of your goals, target audiences, and key messages to identify the best tactics for your PR plan. Your PR plan may include various tactics across multiple platforms and channels from traditional media relations (pitching stories to the press), social media, PR events, digital storytelling, and more.

It’s also a good idea to develop multiple tactics for each objective and target audience, because no matter how carefully you research and plan you can’t be certain a particular tactic will work. In addition, make sure your tactics accurately reflect the image you want people to have of your organization.

“It’s very important for PR activities to be in line with an organization’s brand,” Keyes says. “For example, Nordstrom is a high-end retailer, so it probably doesn’t make sense for Nordstrom to be doing joint PR activities with Monster Jam, the world’s largest monster truck tour. While there may be some crossover between Nordstrom customers and monster truck fans, the two organizations have very different brands, different goals, and different visions for their business.”

Technology offers many new ways for organizations to target audiences and deliver messages. It also creates opportunities to turn audiences into advocates.

“Part of a good PR plan is figuring out how to influence other influencers and enlist their support,” Meagher says. “In the skeptical world of today, it’s important to combine direct communication and third-party endorsers who can amplify your message, give it greater validity and, in certain channels, carry more weight than you can when you’re trying to deliver that message directly.

6. Measure Results

How will you know if your PR plan succeeds? Before implementing your plan, establish success metrics or key performance indicators (KPIs) to measure progress and achievements. A template can help you identify and track metrics that can provide insight into how well your PR strategy is working.

Download Digital Marketing Dashboard Template

The Barcelona Declaration of Measurement Principles , initially adopted by the Institute for Public Relations in 2010 and updated five years later, are the first overarching framework for effective public relations and communication measurement. The guidelines they offer are useful, but it’s really up to each organization to determine how to measure success.

“It’s very important for PR campaigns to be measured, just as you would measure any other business strategy or initiative,” Keyes explains. “Today, there are many different ways to measure results, so it’s important to get clear on those first. That’s why having a strategic PR plan is important.”

Keyes says that along with gauging the return on their investment of time, energy, and money, how many people attended their events, or how much attention their messages received, it’s also important for organizations to think about the impact of their PR strategies. “Measuring impact is a little more challenging, but there are tools and techniques you can use to measure the number of people who were impacted by your story, the tone and effect of your PR activities, and if your PR strategies have influenced public perception.”

Now, that you know what it takes to create a strategic PR plan, get started making your own with this template.

Download Strategic PR Plan Template:

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What Is Public Relations?

There is no universally accepted definition of public relations — even among PR professionals. The first World Assembly of Public Relations Associations in 1978 defined PR as, “the art and social science of analyzing trends, predicting their consequences, counseling organizational leaders and implementing planned programs of action, which will serve both the organization and the public interest.”

In 2012, the Public Relations Society of America ( PRSA ), a nonprofit trade association for PR professionals with more than 30,000 members, adopted the following definition to replace one it had been using for 30 years: “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”

One reason for a lack of consensus is because the practice of public relations is dynamic and constantly evolving, influenced by technical innovations, shifting societal trends, and rapidly changing business needs. Furthermore, as part of that evolution, the clear lines that once separated public relations from other disciplines such as marketing, advertising, and public affairs are beginning to blur.

According to the 2017 Global Communications Report from the Annenberg School for Communication and Journalism at the University of Southern California, almost half of PR professionals and more than 60 percent of marketing executives believe that marketing and PR will become more closely aligned in the next five years. Further, 87 percent of PR professionals believe that in five years the term “public relations” will no longer accurately describe the work they do. Given that, about half believe the practice of public relations should be more broadly de­fined, while the rest think the name should be changed to reflect the transformation currently underway in PR.

“Over the years, the concept of public relations has changed, and now the name is changing as well,” says  Whitney Keyes , a seasoned PR and marketing professional, who runs a Seattle-based global consulting firm that develops communication and marketing strategies to help organizations achieve success. “When I was teaching at Seattle University a few years ago, the school rebranded its Public Relations program. It’s now called Strategic Communications. It’s basically the same thing: How do you strategically engage, communicate and build relationships with target audiences, across many different platforms and channels, to shape public perception of a person or an organization?”

Ultimately, of course, how you define public relations is less important than how it’s used to help an organization succeed.

The History of Public Relations

Public relations is as old as human civilization. One of the earliest physical artifacts of public relations is a 4,000-year-old clay tablet, discovered in Iraq, which was meant to persuade Sumerian farmers to adopt agricultural practices that would help them grow better crops.

Although that ancient clay tablet is the oldest evidence of public relations we’ve actually found , it’s almost certain that PR has its roots somewhere in the misty millennia that predate recorded history. Once people stopped trying to settle every question with force and started trying to achieve their goals through negotiation, consensus building, and shaping public perception, PR was born.

Despite its ancient roots, modern public relations did not emerge as a profession until the start of the 20th century. Edward Bernays and Ivy Lee are among the most famous PR pioneers, and both are sometimes called “the father of modern public relations.”

Bernays, a nephew of psychoanalyst Sigmund Freud, is credited with coining the term “public relations.” In 1923, he wrote Crystallizing Public Opinion , the first book outlining the practice of public relations, and taught the first-ever college course on PR at New York University. Bernays pioneered the use of psychology, sociology, and other social sciences in designing persuasive public relations campaigns to help his corporate, political, and nonprofit clients achieve their goals.

Lee, a former journalist, developed many of the principles and techniques that PR professionals continue to follow today. He believed in open communication with the media, understood that positive publicity was the result of good corporate performance, and felt that PR professionals have a responsibility to the public as well as their clients. Lee believed that the only way for an organization to win public understanding and support was to tell its story honestly and accurately.

One of Lee’s most famous clients was the Pennsylvania Railroad, which had hired him to improve the company’s public image. One incident, in particular, highlights the validity of Lee’s approach to public relations. When a three-car passenger train owned by the Pennsylvania Railroad derailed while crossing a new bridge across Thoroughfare Creek near Atlantic City in 1906, 53 people drowned. Rather than attempt to cover up or minimize the incident, Lee convinced railroad officials to invite reporters to the accident site, answer their questions, and openly disclose information before rumors started circulating and ended up in print. He also issued what many consider the first press release, detailing all the known facts of the accident. The New York Times was so impressed by Lee’s integrity and the candor of the statement that they chose to print it word-for-word.

Public Relations in the Midst of War  

Public relations really started to come of age as a powerful tool between the two world wars and increasingly after World War II.

One of the earliest examples of modern public relations on a grand scale was during World War I, when President Woodrow Wilson created the Committee on Public Information (CPI) and appointed former journalist George Creel to run it. Many Americans had been dead set against U.S. involvement in the war, considering it a European problem that was none of their business. Once U.S. troops were committed, however, Wilson needed a way to persuade Americans to support the war effort and help “make the world safe for democracy.”

Under Creel’s direction, the CPI used every available means of communication — from newsreels to advertisements in U.S. publications — to help sell war bonds, recruit new soldiers, and promote patriotism. The CPI even trained 75,000 “Four-Minute Men” and sent them to public venues such as movie theaters, concert halls, and county fairs to deliver short speeches designed to generate support for the war effort. The agency also produced patriotic posters that featured some of the most enduring images of the period, including James Montgomery Flagg’s famous portrait of a vigorous Uncle Sam pointing his finger and saying, “I WANT YOU FOR U.S. ARMY”

The CPI was so successful that Wilson continued using a variety of PR tactics to promote his policies after the war ended. President Franklin D. Roosevelt followed a similar strategy during the 1930s when he needed to sell Depression-era Americans on the benefits of his New Deal.

Roosevelt launched a PR campaign that blamed corporations for the country's economic problems. Many companies responded by hiring PR agencies or creating in-house departments to defend themselves and try to regain public support.

Later, as World War II approached and storm clouds began to gather over Europe and the Pacific, the Roosevelt administration created the Office of War Information, which organized one of the largest public relations campaigns in history to muster support for America’s entry into the war.

How PR Became an Essential Business Strategy

During these years, public relations was also gaining a solid foothold in corporate America. Successful PR campaigns like those waged by Arthur W. Page, a pioneer in corporate public relations, captured the attention of business leaders everywhere.

Hired as vice president of public relations at AT&T in 1927, a position he would hold for the next 20 years, Page faced a daunting challenge. AT&T was experiencing public backlash, largely due to its efforts to monopolize telephone communications, and research showed that 90 percent of the company’s media coverage throughout the early 1990s was negative.

After AT&T changed some of its business practices, Page launched a carefully orchestrated PR campaign to highlight those changes, reposition the company as a public utility, and nurture appreciation for its contributions to society. Negative press coverage quickly dropped to 60 percent and continued to improve.

By the mid-1940s, a rapidly growing number of companies were relying heavily on their PR representatives for counsel and guidance — just as they relied on their attorneys, accountants and other professionals with specialized knowledge and skills.

Why Do Organizations Need Public Relations Strategies?

Organizations across many different industries and around the world use strategic public relations to accomplish a variety of overarching goals, including:

• Establishing and maintaining a positive reputation
• Developing customer loyalty
• Strengthening brands and increasing brand awareness
• Supporting and reinforcing marketing campaigns
• Building shareholder and investor confidence
• Creating trust to help them weather difficult times and unexpected crises

Strategic public relations takes many forms. Some of the most common are:

• Business and Consumer Communications: Many organizations develop public relations strategies for business-to-business (B2B) and business-to-consumer (B2C) communication. The goal may be to strengthen a company’s position in the market, support and lay the groundwork for a new product launch, or other objectives.
• Internal Communications: It’s important to keep employees informed about company policies, initiatives, and marketing strategies. Through transparency and open communication, organizations inspire trust and respect among their employees. If the business ever faces a crisis or becomes the target of unfair criticism, such employees are more likely to be company advocates.
• Corporate Citizenship and Community Outreach: Organizations are increasingly sensitive to their role in the local communities where they do business, and many now have public relations strategies designed to showcase their social responsibility, philanthropy, ethical business practices, and environmental initiatives.
• Crisis Management: When issues arise, the organization involved must be able to quickly assess the situation, provide accurate information, and take the necessary actions to protect both the business and the public interest. Having a crisis plan in place that can be easily modified to address a specific issue is often the difference between weathering the storm and sinking.

Additional Benefits of Public Relations Strategies

Public relations strategies can also be helpful for organizations developing a content strategy and an SEO plan. Strategic public relations help to build a more successful content strategy by ensuring content is closely aligned with brand and business objectives, and by amplifying each piece of content so that it reaches more members of your target audience.

Public relations can also help to advance and support a more successful SEO strategy for organizations by creating great content, placing it in key publications, and generating links to your company website and blogs.

Best PR Strategies for 2018 and Beyond

Two years ago John Hall, CEO of content marketing agency Influence & Co , declared the traditional press release dead and said that the future of PR was in strategies like thought leadership, content amplification, online reputation management, and an increased use of paid content promotion and social ads.

Those are all growing trends, but Keyes doesn’t entirely agree with Hall’s assessment. “The field is definitely changing and there are so many new tools and techniques,” Keyes says. “But what I’m seeing as most effective for many organizations is going back to basics and doing a good job at those core ways of communicating and conducting public relations.”

Because of the dynamic nature of the industry, public relations has evolved to embrace communication tools and trends such as digital storytelling, social listening, and big data. Public relations is now poised to incorporate new technologies such as virtual reality and artificial intelligence. Forward-thinking organizations and PR professionals will continue to stay abreast of new developments and take advantage of new opportunities.

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Strategic Public Relations: Planning, Process, and Execution

• Megan Noorman
• January 19, 2023

Public relations is a tried and true way to grow brand awareness and expand your business’s reach. It is all about encompassing a company’s communication with partners, journalists, philanthropists, and anyone really. 

Digital PR might seem like an add-on—something businesses should tackle when they have extra money or time—but in actuality, it should be a non-negotiable. You need it whether you’re a small business with two employees or an enterprise with employees all over the globe.

Because it’s a key part of building trust in your brand. 

Related Reading: The Future of Public Relations: 14 PR Trends for 2023

What is strategic public relations?

Strategic public relations (PR) is the practice of utilizing media to promote and nurture a positive public perception. It involves identifying key audiences, determining goals and objectives, developing messages and tactics, and evaluating the effectiveness of the communication efforts. The ultimate goal of strategic PR is to build and maintain mutually beneficial relationships between an organization and its various publics, including customers, employees, shareholders, and other stakeholders.

A strategic PR plan will typically include a mix of tactics such as media relations, crisis communication, social media, content marketing, and event planning. The key to success in strategic PR is to align the organization’s communication efforts with its overall business goals and objectives. This requires a deep understanding of the organization’s target audience and the ability to craft messages that resonate with them.

There are three main types of public relations: owned, paid, and earned media. They have different tactics, but the same goal: forming a positive public image and becoming top of mind with consumers. — Shama Hyder (@Shama) January 19, 2021

Why is strategic public relations important in 2023?

Strategic public relations is important in 2023 as it can help organizations navigate the complex and ever-changing landscape of communication and reputation management, and ultimately, achieve their business goals and objectives. This can include things, such as:

• Reputation management: In today’s digital age, organizations are under constant scrutiny by the public, media, and stakeholders. A strategic PR plan can help an organization proactively manage its reputation and mitigate risks from negative publicity.
• Stakeholder engagement: Strategic public relations can help organizations engage with their stakeholders, including customers, employees, shareholders, and the community, to build trust and support.
• Brand building: PR can be used to build brand awareness and credibility and to differentiate an organization from its competitors. It is also beneficial for your employer branding .
• Crisis communication: In today’s fast-paced digital world, organizations must be prepared to respond quickly to unexpected crisis or negative events, and a well-crafted PR plan can help organizations to mitigate the effects of a crisis and minimize the damage to its reputation.
• Influencing public policy: Strategic PR can be used to influence public policy and shape public opinion on important issues that are relevant to the organization and its stakeholders.
• Digital and Social Media: With the rise of digital and social media, PR has evolved to include strategies for managing online reputation and engaging with audiences through these channels. Strategic PR plans will integrate digital and social media into their communication efforts.

How does strategic public relations differ from branding? 

While both PR and branding help grow awareness, strategic public relations is more communication-based.  

Examples of strategic PR include: 

• A guest post on a popular blogger’s site
• A quote from your leadership or staff member in a piece of news coverage
• A guest article in an industry publication
• A feature on your brand in a magazine or newspaper
• Inclusion in a blog post on another site

On the other hand, branding is how a brand presents itself to the world. 

Examples of elements of branding include: 

• Customer experience
• Voice and tone—how a brand communicates via blogs, social media, video, and other forms of marketing
• Color scheme
• Social media profiles and posts

The Three Types of PR: Owned, Paid, and Earned Media 

There are three main types of public relations: owned, paid, and earned media. 

While each category employs different PR tactics , they all are after the same end goal: forming a positive public image and becoming top of mind with consumers. 

Owned media

Owned media is any type of content a company creates and manages. Social media posts, blog posts, and email newsletters are all examples of owned media. 

You can think of owned media as the fountainhead for all your digital PR efforts. Whether your CEO is writing monthly industry-thought articles or your marketing team is trying a new social media campaign, owned media is what allows your brand to grow its digital presence.

While creating content for your company on top of business operations can be time-consuming, statistics show that it is a worthwhile investment. According to HubSpot, Companies that blog regularly gain 68 percent more leads than those that don’t. 

In short, owned media builds trust, drives ROI, and allows you to create a direct relationship with your consumer. Your PR campaign strategy depends on it. 

Paid media involves external and paid promotions. This could include B2B influencer marketing , pay-per-click (PPC), or social media advertising. 

Similarly to owned media, your brand is in complete control. You can decide when, why, and how your brand is advertised in print, online, and by influencers. Paid media also allows you to target the individuals likely to engage with your product.

In 2020, only 30% of marketers used paid advertising to increase brand awareness. Yet, in the same study, 68% of marketers stated that paid advertising is “very important” or “extremely important” to their overall marketing strategy. Now that marketers have access to powerful resources like Facebook Ads Manager and Google Ads, paid media should be considered necessary for any PR campaign strategy. 

Related Reading: The Rise of B2B Influencer Marketing

Earned media

Earned media involves any promotional content your company didn’t create or pay for. 

Mentions in publications, positive customer testimonials, interviews with your leadership, and features are all forms of earned media. Earned media can boost your brand’s credibility and turn a driven start-up into an industry thought leader. Mentions of your company’s name can also improve SEO, allowing more prospects to find your brand.

Developing a strategic PR plan 

Launching successful PR campaigns requires careful planning. Coverage and publicity aren’t handed to businesses; they must be worked for. 

Here are five ways to formulate your strategic public relations plan.

1. Analyze the last six to 12 months in terms of PR

Take a look at the recent PR surrounding your business and competitors. 

What kind of coverage did your company receive, if any? What about your competitors?

Did the media attention have a positive impact on business or a negative one? 

Are there current events or global developments that are relevant to your industry, and that might have an effect on customer sentiment toward your industry and/or brand? 

Additionally, you should research the specific journalists who covered you or your competitors while also considering search rankings. 

2. Define your PR goals

After analyzing your past PR activity and that of your competitors, you should formulate your PR goals.

Consider using the SMART method when making PR goals. Your objectives should be:

• Time-bound 

3. Strategize how to reach your target audience

Consider your ideal customers and target audience when planning your PR strategy. Who do you want to reach?

This is where your buyer personas come in. Using your personas, you can identify the different types of people you want to reach, as well as the channels they’re most likely to use to consumer information. 

An executive, for example, will be more likely to read industry publications and major news outlet publications, as opposed to cruising Reddit or Twitter for information. 

A tech blogger, on the other hand, will probably spend lots of time on social media sites, as well as review sites and digital-only tech publications. 

By figuring out who you’re targeting and where they’re getting their information, you can start devising a list of which publications, journalists, bloggers, influencers, and other media personalities you want to contact. 

4. Consider your macro and micro-environments 

When planning your strategic public relations campaign, it’s important to analyze the surrounding conditions. These can be described as macro and microenvironments.  

Business Dictionary defines the macroenvironment as the “major external and uncontrollable factors that influence an organization’s decision making and affect its performance and strategies.” 

Factors include “economic factors; demographics; legal, political, and social conditions; technological changes; and natural forces.” 

Analyzing your company’s macroenvironment is crucial because it affects how people view your brand. For example, what’s happening in the world, country, or industry that will affect how people perceive you? 

A microenvironment encompasses “factors or elements in an organization’s immediate area of operations that affect its performance and decision-making freedom.” 

Such factors include “competitors, customers, distribution channels, suppliers, and the general public.”

Your microenvironment, moreover, has a direct impact on your company.  B2B PR is intertwined with your environment. Understanding your backdrop is pivotal to creating a campaign that lands well with your audience.

5. Create key messaging

After considering your environment, identifying your target audience, and formulating your PR goals, you are now ready to clarify your messaging. 

Your message is the core of your PR campaign. To get started on crafting your message, ask yourself:

What, specifically, do I want people to know about my organization?

What is my organization’s mission statement?

How can I better meet customer needs than my competitors?

After answering these questions, you can start crafting specific messages for specific outlets.

PR Process and Execution

You’ve identified your target audience and have messaging that will resonate. You’re ready to officially begin the process and execution phase, starting with the press release . 

Your Press Release

78% of journalists want to receive press releases and news announcements from brands. But, like with all PR efforts, you can’t just hit “publish” and expect publicity to follow. 

Find the right journalists and bloggers for your company, ideally with experience writing for your industry. Then, send them (individually—no group emails!) a solid and concise pitch, packing the most punch in your first ten words.

In addition to contacting journalists, you should reach out to TV stations, radio stations, and other media outlets you deem relevant.

Remember, distribution takes time, so follow up judiciously and prepare for potential postponements. Having a flexible attitude and a patient approach at this juncture is a key factor for efficient and effective leadership.

Maintain momentum with link building

After your company’s story starts gaining media attention, leverage the traction you’re receiving. This will go a long way in terms of Google ranking and domain authority. 

You can set up a Google alert to help you keep track of your media mentions. When you’re alerted of mention, you can contact the journalist directly and see if they can add an appropriate link to their article. For instance, you could say:

“Hello, [Journalist’s Name]

I just read your article, [Article Title] and found it highly engaging! Thank you for sharing it. 

You mention [Campaign / Company Name], and I was wondering if you could add a link to ___ so your readers can further explore ____.  

Thank you for your time, and let me know if you have any questions!

[Your name, job position]

It’s worth nothing that so much of PR success relies on this building block approach.

Crafting a plan that utilizes previous exposure is key, in addition to keeping track of where and when your mentions appear—which brings us to social media. 

Leverage social media

In addition to keeping an eye on your media mentions, you should also keep tabs on your B2B social media marketing engagement. 

Social media has bridged the gap between the public and an organization. Companies must realize their public perception is highly influenced by how they come across on social media and what users say about them on the platforms. 

Your social media channels can help you promote positivity and manage negativity. 

Practice social listening to determine what users like and dislike about your PR campaign or brand. 

Ultimately, it is virtually impossible to compete in any way in today’s market without savvy, effective, and forward momentum on all social media platforms.

Post on your company blog

As your PR campaign progresses, chances are you’ll see an uptick in website visits. Take advantage of your web traffic by updating your company blog. 

Think about what content you can post to enhance your strategic PR campaign and user experience. For example, are you getting more questions about your company’s values after a feature on your  CEO? Write a blog post outlining your values and building on that coverage.

Maybe you see more traffic to a specific product mentioned in recent coverage, but you do not see a proportional number of purchases. In that case, you may need to add some customer testimonials or a video demonstration of the product.  

Closing thoughts

When carried out effectively, a strategic public relations campaign can help solidify a positive public perception of your brand. Using these straightforward steps will help you build a marketing structure that is strong and timely.

Want to raise awareness about your company with a strategic PR campaign? Contact us today to get started. 

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PR Plan Template

• Public Relations Templates

Get more media placements with this free PR plan template (available in Word, Google Docs and as a PDF). This template will help you pick the right goals and objectives, figure out your target audience, find journalists and media targets, and make pitches that actually result in press coverage.

Download the PR Plan Template

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Download as Microsoft Word

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Why Use a Public Relations Plan Template?

Some consider it old school, but public relations still works great.

Press coverage can bring in loads of traffic and customers. That’s obvious. But its value doesn’t stop there. Getting placements in the right publications can also lead to:

• A “halo” effect for your brand (or name). This shows you’re an expert or leader in your field. Which leads to more trust… And more business.
• Media placements create a cascading effect: Coverage in one place often leads to coverage elsewhere.
• And when you get coverage online, most of the time you’ll get a backlink. Which is great for your SEO. (The number of linking domains is highly correlated to better rankings in Google.)

This PR plan template will help you get more press coverage. Step-by-step.

What’s Included

Here’s what’s covered in this PR plan template:

• Tips to help you find receptive journalists: In other words, columnists and bloggers that are super likely to feature your story
• The difference between goals and objectives: How to outline your key success metrics
• How to hone in on your target audience: Both positive persona traits (to go after) and negative traits (to avoid)
• Strategies for the perfect pitch: How to make your idea resonate with the journalist and their readers

How to Use This Template

• Download the free PR Plan Template on this page
• Follow the steps in the template to create your plan
• Begin pitching journalists your idea
• Follow up, but only once per journalist. (It doesn’t pay to be annoying)

How to Supercharge Your PR Efforts

Here’s the truth: public relations ain’t easy. This template will help you shortcut the planning process. But it’s not going to take your PR from “zero” to “hero” by itself. Here are a few more things you can do to make your public relations plan a success.

• Do it yourself. Sometimes the lowest barrier to entry is to write your own coverage. Lots of publications are starving for decent content. They would be happy to publish your articles about your industry. That’s true anywhere from trade publications to local newspapers to giant sites like Forbes. So look for publications with frequent outside contributors. Then reach out to the editor in charge of that section with a few ideas for articles you could contribute. (Whether as a recurring column or a one-time guest contribution.)
• Focus on the story. Journalists need ENGAGING content. They’re not going to write about the new color scheme on your website. Because their readers don’t care about that. So give your pitch a narrative . This will automatically make your idea more interesting.
• When done right, press releases can help quite a bit. Create an awesome one with our free Press Release Template .
• Increase your success rate even more with our free Journalist Pitch Template .

Here Are The Templates One More Time...

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• Journalist Database
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• How to Write an Effective PR Plan [Tips + Examples]
• Intelligent Insights Blog

Running a public relations (PR) campaign can come with its fair share of challenges. 

Building media relationships is complex and time-consuming. 

Adapting to the evolving media landscape can be even more challenging. 

So, if you’re feeling lost in the process, don’t give up just yet. A well-crafted PR plan can be a game-changer for your PR efforts.

PR planning allows you to take a strategic approach to your PR efforts in advance. 

It enables you to define your goals, target audience, key messages, and desired outcomes. This ensures that your PR efforts align with your overall objectives.

PR plans require careful consideration and research. 

But investing your time and effort into creating one can make a night and day difference in your PR success. With that in mind, here’s what the article will explore:

• What is a PR Plan?
• The 5 Key Elements of a PR Plan
• How to Write a PR Plan
• Using a PR Plan Template

Don’t have the time, bandwidth, or people to create a PR plan?

Let us help. Book a consultation with us, and we will help you set up an effective PR plan or review what you already have.

What is a PR Plan? When do you need one?

First, let’s look at a few of the basics.

What is a PR plan?

A PR plan is a strategic document that outlines your PR goals, objectives, and strategies. It also guides communication with target audiences, media, stakeholders, and the public. Brands and organizations often use them to shape narratives and maintain a positive image before beginning a PR campaign.

The ultimate goal of a PR plan is to: 

• Build and maintain a positive brand image.
• Enhance credibility.
• Foster strong relationships with key audiences. 
• Stay ahead of potential issues.
• Respond to crises.
• Shape public perception in a positive way.

Here are some examples of of situations where you’d need a solid PR plan:

• Launching a New Product : You announce the release of a new product through a press release, accompanied by a targeted media outreach campaign. You also organize a launch event to generate buzz and invite influential bloggers and journalists to try out the product.
• Crisis Management : You face a crisis situation, such as a product recall. You then respond with a well-crafted press statement and outline the steps you’re taking to rectify the issue. You also engage in proactive media outreach to address concerns, rebuild trust, and showcase corrective actions.
• Rebranding : You undergo a rebranding process to update your image, change your positioning, or target a new audience. You launch a PR campaign to announce the changes and generate media coverage. Then, you engage with your audience through social media and events to build excitement and awareness around the new brand.
• Political Campaign : You’re a political candidate who creates a press release to connect with the public. This press release helps you control the narrative and shape public opinion with your potential constituents.

5 Key Elements of an Effective PR Plan

A well-executed PR plan should reflect a comprehensive and strategic approach to managing the reputation and communication efforts of an organization. 

Once the plan is finished, it should provide a detailed overview of the goals, objectives, target audience, key messages, and tactics that have been implemented. 

Below, you’ll find the five key elements that make up a comprehensive and effective PR plan strategy.

1. Realistic Goals and Objectives

Make sure that your goals and objectives are S.M.A.R.T., which stands for Specific, Measurable, Achievable, Relevant, and Time-based. 

Also, consider performing a SWOT analysis to assess and evaluate the internal and external factors that might impact a PR campaign or strategy. 

This will help you identify and evaluate the internal strengths and weaknesses of your PR plan, as well as external opportunities and threats it may face. 

A successful PR plan also involves setting concrete and measurable goals. 

For example, instead of saying “increase media coverage,” aim to “secure at least two feature articles in industry publications within six months.” 

Make sure to set goals that you can realistically achieve within your budget, timeline, and available resources. Break down your goals into smaller milestones with realistic deadlines. This will help you track progress and stay motivated throughout the process.

2. An Understanding of Your Target Audience

Understanding your target audience is essential when creating a PR plan because it allows you to tailor your messaging and communication strategies to effectively reach and engage your intended audience.

To understand your target audience , you’ll need to gather data on demographics, psychographics, and consumer behavior patterns. 

Consider employing these 5 methods to identify your target audience’s characteristics, preferences, and needs:

• Surveys or Questionnaires : Ask your target audience about their interests, challenges, and expectations related to your product or service. Use platforms like Google Forms or SurveyMonkey to distribute surveys and analyze the responses.
• Social Media Platforms : Monitor social media platforms for discussions, comments, and trends related to your industry or brand. This will provide valuable insights into what your target audience is talking about, their opinions, and their pain points.
• Buyer Personas : Establish detailed buyer personas that align with your ideal customers. Include factors like demographics, goals, interests, challenges, and purchasing behaviors. 
• Interviews and Focus Groups : Conduct one-on-one interviews or focus groups with your existing audience to understand their motivations for choosing your product or service. Ask open-ended questions to gain deeper insights into their experiences and expectations.
• Web analytics : Use web analytics tools such as Google Analytics to track user behavior on your website. Analyze metrics such as page views, click-through rates, bounce rates, and time spent on your site to understand which content resonates most with your target audience.

3. Message Development

Message development establishes effective communication and strategic messaging. Without it, PR efforts can fail to resonate with the target audience. A carefully crafted message helps to convey your desired image, values, and goals. This ensures consistency and clarity in all communication channels.

When creating a PR plan, your message should meet these criteria: 

• Aligns with your brand identity and resonates with your target audience.
• Addresses your audience’s concerns and offers solutions or benefits.
• Includes storytelling elements, anecdotes, case studies, or real-life examples that illustrate the impact of your message.
• Avoids jargon or complex language that may confuse or alienate your audience. 
• Can adapt to fit a variety of mediums and platforms.

Here are a few examples of PR message development:

• Informational messages that aim to inform the public about something specific, such as a new product launch, a company event, or an important update. They focus on providing accurate and relevant information to create awareness and generate interest.
• Persuasive messages that convince your audience to take a specific action. This can include persuasive language, compelling arguments, and emotional appeal to influence decision-making.
• Crisis communication messages that address issues, mitigate damage, and maintain trust with stakeholders.

4. A Media Relations Strategy

A media relations strategy is critical for a PR plan. It helps to build and maintain a positive image and reputation for the organization. By proactively engaging with the media, you can control the narrative and convey your key messages to the public.

A media relations strategy also helps to establish strong relationships with journalists and media outlets. This can result in increased media coverage and opportunities for positive media exposure.

Here’s how to develop an effective media relations strategy:

• Conduct research to identify media outlets that align with your audience and industry. These can include blogs, podcasts, and social media influencers. Don’t rule out traditional media outlets such as television, radio, and print. 
• Develop relationships with journalists and influencers who cover topics related to your industry. Provide them with valuable insights or story ideas, and establish yourself as a reliable source.
• Create a media kit, including a well-written press release, fact sheets, high-quality images, and any other relevant materials. These materials should be readily available for distribution when reaching out to media outlets.
• Develop a proactive outreach plan that includes regular press releases, media pitches, and story ideas. Be timely, concise, and tailored to each outlet’s preferences, ensuring that your brand stays on their radar.

Pro Tip: You don’t have to be an expert to develop an effective media relations strategy. You could consider hiring experts instead. Hiring a PR agency can provide numerous benefits that will help your media relations thrive. Plus, you get a team of dedicated professionals who already have the relationships, resources, and expertise that you’ll need for success. 

5. Monitoring and Evaluation

Monitoring and evaluation are critical for your PR plan. They help you track your PR campaign’s effectiveness and impact. 

By closely monitoring media coverage, social media mentions, and audience engagement, you can gauge your reach and reception, measure key performance indicators, assess the return on investment, and identify areas for growth and refinement.

Start by identifying specific metrics that align with your objectives. These could include but aren’t limited to the following:

• Media Mentions
• Social Media Engagement
• Website Traffic
• Customer Feedback
• Survey Results

Monitor your social media platforms for engagement such as likes, shares, comments, and mentions, and pay attention to sentiment analysis to assess the overall tone of the conversations.

Also, use web analytics tools to track the traffic driven by your PR initiatives. 

Measure the number of visitors, page views, bounce rate, and conversion rates. Look for any spikes in traffic following PR campaigns or mentions.

How to Write a PR Plan – 10 Key Steps + Examples

Here are the key steps to follow when creating your PR plan:

• Clearly articulate what you want to achieve through your PR efforts.
• Determine who your key stakeholders are. Consider demographics, interests, and media preferences. 
• Assess the current state of your organization’s reputation, strengths, weaknesses, opportunities, and threats. 
• Develop concise and compelling messages that align with your objectives and resonate with your target audience. These messages should highlight your unique value proposition and key differentiators.
• Select the most effective communication channels and tools to reach your target audience. Be sure to consider both traditional and digital platforms.
• Outline how you will interact with the media to secure positive coverage.
• Plan and schedule your PR activities throughout the year. This includes press releases, blog posts, social media content, and other relevant materials. 
• Identify KPIs that align with your objectives. Regularly measure and analyze these metrics to gauge the effectiveness of your PR efforts.
• Determine the budget, personnel, and tools needed to execute your PR campaign.
• Create a realistic timeline with specific milestones and deadlines.

For example, let’s say you operate a business. Your goal is to build brand awareness and a positive reputation. This is how you would typically write your PR plan:

PR Plan: Building Brand Awareness and Reputation Goal : To increase brand awareness and enhance the reputation of the company within the target market. Target Audience : Existing Customers Potential Customers Industry Influencers Local Community Key Messages : We’re a trusted and reliable provider of [product/service]. Our commitment to quality and customer satisfaction sets us apart from the competition. We offer innovative and effective solutions to meet our customers’ needs. Strategies and Tactics Media Relations : Develop a media list of relevant journalists, bloggers, and influencers. Craft press releases that highlight company news, product launches, and success stories. Pitch stories and secure media coverage. Offer exclusive interviews and expert commentary. Content Marketing : Create informative and engaging content. Share content on our website, our social media platforms, and industry forums. Collaborate with industry influencers and guest bloggers. Offer downloadable resources such as e-books or whitepapers. Social Media Engagement : Establish a social media presence. Share company updates and industry news. Encourage user-generated content. Leverage paid social media advertising. Online Reviews and Testimonials : Encourage satisfied customers to leave positive reviews. Feature customer testimonials on the company website and social media. Respond promptly and professionally to any negative feedback. Evaluation and Measurement : Monitor media coverage, website traffic, social media engagement. Conduct surveys or collect customer feedback. Adjust strategies and tactics based on analytics and feedback. Budget : Allocate appropriate resources. Consider outsourcing PR services.

Establishing Your PR Content Strategy

To position yourself as an authoritative and trustworthy industry leader, you’ll need an effective PR content strategy that aligns with your company’s goals and values. You’ll then need to strategically distribute that content through various channels to reach the intended audience.

A PR content strategy is a carefully crafted part of your PR plan that outlines how you will use content to communicate with your target audience and achieve your public relations goals. 

It involves creating and distributing relevant and valuable content that enhances the reputation and credibility of your organization. 

A successful PR content strategy involves understanding your target audience’s needs, interests, and preferences, and developing content that resonates with them. 

Types of content that you can include in your PR plan are:

• Press Releases
• Social Media Posts
• Case Studies
• Landing Pages

Planning Ahead for Crisis Management

A PR crisis can arise from various situations, such as product recalls, scandals, accidents, or public complaints. The aim of crisis management is to reduce the damage caused and restore public trust and confidence in the organization. 

It involves a series of well-thought-out actions, including prompt and transparent communication, swift decision-making, and taking responsibility for any mistakes or shortcomings. 

This often involves creating a crisis communication PR plan in advance, with designated spokespeople and strategies for different scenarios.

For example, this is what a crisis management response would look like: 

Company XYZ Statement on Recent Crisis Situation [Date] Dear valued customers and stakeholders, We would like to address the recent crisis situation that has impacted our reputation. At Company XYZ, we believe in transparency, accountability, and taking swift action to address any challenges that arise. We want to express our deep regret for any inconvenience or disappointment this crisis may have caused. We understand the importance of delivering exceptional products and services to our loyal customers, and we are committed to rectifying the situation. Our crisis management team has been working tirelessly to mitigate the impact and develop a comprehensive plan to ensure this type of incident does not occur again in the future. We are taking the following steps: Investigation and root cause analysis. Communication and transparency. Corrective measures. Customer support. We are determined to learn from this crisis, further strengthen our operations, and emerge as a better organization. We appreciate your patience, support, and loyalty throughout this challenging time. Thank you for your continued trust and understanding. We remain committed to delivering the highest quality products and services to you. Sincerely, [Your Name] CEO Company XYZ

Need to write a crisis management press release? Not sure how? We’ve got you covered! Check it out: The Perfect Press Release: Your First Aid for Crisis Management

Budgeting and Timelines

Budgeting and timelines play a crucial role in successfully planning and executing PR campaigns. When it comes to budgeting, you need to consider various aspects. 

Ask yourself the following questions:

• Do I need media buying to be a part of my PR plan?
• Do I want to pay for press release distribution or will I use a free service?
• Do I need to host or attend an event as a part of my PR strategy?
• Do I want to invest in influencer marketing?
• Do I have the staff and resources to invest in proper content creation?
• Do I have the tools I need to implement tracking and PR reporting?
• Do I need to hire an agency or PR manager to execute my PR plan?

A well-planned budget ensures that the campaign has the necessary funds to reach the intended audience effectively. 

Additionally, PR campaigns need to adhere to specific timelines to achieve desired outcomes. Timelines provide a roadmap for activities and milestones, allowing for efficient coordination and allocation of resources.

Here is an example of what a PR budget looks like:

Note: The above figures are estimates and can vary depending on your PR plan. If you need an accurate PR budget, you can book a consultation with us today and we will help you.

Collaborating with Stakeholders

PR collaboration with stakeholders involves developing and maintaining relationships with various individuals and groups that have a vested interest in your organization’s success. These can include employees, customers, shareholders, and media outlets, among others. 

The goal of PR collaboration is to build mutually beneficial relationships that enhance your organization’s reputation and credibility. You can achieve this through open communication, active listening, and addressing the needs and concerns of stakeholders.

Pro Tip: Collaborating with stakeholders can be a challenging task. You may encounter conflicting interests, expectations, and priorities. It’s important to identify and prioritize the right stakeholders. You then need to devise feedback loops, workflows, and transparent reporting. 

Using a PR Plan Template – Why It’s a Good Idea

A PR plan template helps you stay organized by outlining all the essential components of a comprehensive PR strategy. It provides you with a clear structure to follow, ensuring that no crucial elements are overlooked.

With a template, you don’t have to start from scratch every time you create a new PR plan. It saves you time and effort by providing a pre-designed framework that you can customize to suit your specific needs. This way, you can focus more on the content and strategy rather than the formatting.

By using a PR plan template, you can maintain consistency across your PR campaigns. It ensures that you address all the necessary aspects consistently, such as target audience identification, key messages, media channels, and evaluation metrics. Consistency in your PR approach helps build a strong brand image and enhances your credibility.

Take the time to thoroughly review the template so you understand its sections, structure, and the information it requires. 

You can also adapt a PR plan template to suit your specific needs. Fill in the sections with relevant information such as your company’s background, target audience, key messages, and desired media outlets. 

Here’s an example of what a PR plan template looks like: 

Key Takeaways for PR Planning

A well-executed PR plan is an invaluable asset for any business or organization. It should facilitate effective communication across various channels, including traditional media, digital platforms, and social media.

Effective PR planning can enhance your reputation and establish a positive image. Additionally, conducting thorough research, understanding your target audience, and allocating a budget for PR activities are all vital components of a successful PR plan.

Lastly, a PR plan template provides a structured framework. It ensures that you leave no stone unturned when executing your PR strategy.

Still not feeling confident about building out a PR plan for yourself? Don’t worry! Simply book a free consultation with us to get expert insight into how to make or improve your PR plan.

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Developing a PR Plan Want to make sure your business's name gets heard this year? You need to plan for PR.

By Rachel Meranus

Opinions expressed by Entrepreneur contributors are their own.

For most businesses, the new year is a time for assessment, goal setting and strategic planning. When it comes to PR, this is the time to set objectives and formulate a clear, defined plan that'll help your business achieve optimum results in the media.

When planning your PR activities for the year, as a general rule, consider the full year ahead, plan for six months, and expect to revise after three months. Like most business activities, PR requires flexibility and a recognition that things will change over time. However, there are a number of factors that'll make a measurable difference to your company's success if you take them into account at this early stage.

Assess & Plan First, review the past year in terms of PR activity. If your business received media attention last year, review the resulting coverage with an analytical eye. Determine the angles and pitches that worked well and resulted in positive coverage. Take note of which journalists reported in your favor and which didn't. Look at the overall amount of positive, negative or neutral coverage you received. If you subscribed to a media measurement service, assess the results of your campaigns and, if possible, compare your progress against your competitors.

Next, consider your overall business objectives, and use these as a basis for developing your key media messages. Make sure that what you say and how you say it reflects what you're trying to achieve. Your messages will form the backbone of your communication activity for the year.

Finally, develop a plan of attack. Review your business plan through the eyes of a journalist--what would be of interest to your customers or investors? Identify potential media opportunities that could occur during the year, such as product launches, expansion activities and new service offerings, and develop a calendar that lists the events. If you can, try to organize major news events to create the most buzz. For instance, if your company is introducing a new line of beach apparel, time the launch in the spring to coincide with warming temperatures.

Always remember to put your goals and objectives in writing so you can refer back to them throughout the year and evaluate your success.

Tools & Tactics Once you've sketched out your plans for the year, it's time to consider the activities that'll enable you to achieve your objectives.

• Establish a news release calendar to plan out the news releases you intend to issue throughout the year. You may need to revise this calendar as you move through the year, but it'll give you some initial structure to adhere to and help you stay focused on generating news.
• Media outreach in the form of pitching reporters and placing articles is still the essence of PR, and the foundation for any PR program is a solid media list. Before engaging in any PR activities, take the time to carefully research and build a database of key reporters. Your list should contain the contact details of the publications and journalists that pertain to your industry and be organized according to how valuable each is in terms of reaching your target audience. Once you've created a list, schedule time on your calendar for media outreach. Contact each reporter individually to introduce yourself and to arrange informal meetings where you can discuss the outlook for your company and industry.
• Publications' editorial calendars offer an excellent vehicle for planning media exposure. Researching them will enable you to identify opportunities to offer yourself as an expert source, contribute an article or even suggest a feature on your company. Once you've set your list of targets, begin contacting them as soon as possible. Most editorial outlets have deadlines several months ahead of their publication dates. Pay careful attention to the closing dates, or you'll risk losing out on the opportunity. For more on editorial calendars, see " Generating Coverage Between Press Releases ."
• Contributed or "bylined" articles can be an excellent way to generate exposure and establish yourself as an industry expert. Research magazines, newspapers and websites to find those outlets that are open to such articles, then contact the editor to propose a topic. Remember to make sure the focus of the media outlet is in sync with your business objectives and the article contains your key messages.
• Case studies are very attractive to the media because they offer a tangible, real-world example of the benefits of your product or service. The challenge with developing case studies is they require active customer participation. So talk to your clients and ask them if you can report on their successes. While this'll require your customers to share their "war stories," it offers them--and you--a chance to shine.
• Speaking opportunities offer another avenue for generating exposure. When planning your PR activities for the year, research conferences, trade shows and webinars for opportunities to nominate yourself as a keynote speaker or a member of a panel discussion. The value in securing such engagements can be tremendous, especially for a growing business; however, they also require vigilant planning because most speaking opportunities are finalized several months in advance.
• Blogs and social media have grown in popularity as communications tools because they offer a way to have an active discussion with a motivated audience. When considering PR tactics, don't forget to research the blogs that relate to your industry and get to know the styles and personalities of their authors. Technorati , the leading blog search engine, is a great place to start. A presence in the blogosphere can add to your company's perception as a thought leader. But remember, all material published on a blog is open to a wide audience and can initiate a line of discussion that may not always jive with your point of view. If you want to launch your own blog, there are free tools, such as Blogger and Blog.com , that enable you to do this easily. When it's all set up, make sure it gets listed on Technorati. The internet also contains a number of social media networks such as del.icio.us and Digg . These networks are used to store and share content and information--like articles--among members. Additionally, if you have video content that you'd like to share with a consumer audience, you should familiarize yourself with video sharing sites such as YouTube and Metacafe .
• Crisis planning is also an essential part of your business's PR plan. This should include all possible negative scenarios and the appropriate responses to them. Ensure that other members of your business are aware of crisis procedures, and take time to do a test run to help iron out any inconsistencies or holes in your plan.

Planning your PR strategy now will not only help generate new ideas and opportunities for you and your business to shine, it'll give you peace of mind in your day-to-day operations. While PR plans are always subject to change, planning ahead will enable you to stick to your overall goals and maintain your focus.

Rachel Meranus is vice president of communications at PR Newswire , an online press release distribution network based in New York. Get more information about PR Newswire and public relations with their PR Toolkit for small businesses.

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• Business Plans Handbook
• Business Plans - Volume 02
• Public Relations Firm Business Plan

Public Relations Firm

BUSINESS PLAN

SHP & ASSOCIATES BUSINESS COMMUNICATIONS

757 N. Main Street Morgan MI 48104

April 1, 1987

This business plan is for a public relations firm offering both traditional and non-traditional public relations services. It features highly developed goals, strategies for networking, a detailed discussion of the competition in the area, and comments from experts in the field.

EXECUTIVE SUMMARY

Comments on the market, the opportunity, definition of the business, objectives, goals and strategies, comments on the business, management and board of advisors, competition, comments on competition, plan for development, potential weaknesses of the business, additional resources, financial information.

SHP and Associates serves the needs of companies for quality business communications. It has the ability to help clients formulate and enunciate their information to important audiences in a controlled and professional manner. Its principals are practiced business professionals and communicators. Its associates are able business analysts, writers, trainers, designers and graphic specialists.

This Business Plan indicates that the principals and those associated with the business have defined the business as well as possible using available information and judgment. Further, that they have thought through the issues and created practical, workable strategies; that they have reasonable, prudent and achievable goals; and that they have a realistic assessment of the probability of success for the business and a sound plan to build it.

This plan is to be a living document that we will revisit regularly, especially in the first year of development.

SHP and Associates (SHP) is a business communications firm. It was formed by two experienced business and public relations executives to work in the areas of corporate, financial, marketing and management communication. It serves the corporate relations needs of emerging and operating technology and industrial businesses in the southeastern Michigan region, particularly Morgan.

The firm has operated on a part-time consulting basis with a few clients since 1984. Its principals are seasoned businessmen who have served in executive marketing, communications and financial management positions for a number of large international concerns.

The firm is similar in concept to other traditional marketing or public relations firms. However, it differs from such firms in several important aspects:

It has sound relationships with executives at many operating businesses in its market area, as well as with senior partners in the region's leading legal and accounting firms and senior executives of financial institutions. These relationships with influences and venture capitalists are important to the business because they can provide SHP with immediate awareness and exposure with a large core of influential peers.

A Board of Advisors composed of industrial, marketing and financial executives of business and financial institutions and universities has been assembled. This Board serves as a consulting and directive body to assist the firm in securing and conducting its basic business.

SHP offers independent professional counsel and expertise that can be used by clients on an "as needed" basis. This means clients can benefit from such expertise when they require it, on a project or continuing basis. Clients need not retain an expensive house staff.

SHP has close working relationships with specialty firms to get the best work for clients. These specialists are in existing and established firms that maintain selected areas of expertise in video, art and design, training, and typography. This permits SHP principals to concentrate on developing clients rather than building staff and facilities.

Its principals, Mr. John Smith and Mr. Mike Johnson, have industrial operating business experience, thereby giving them a very real understanding of the kinds of tough business and marketing issues faced by corporate or divisional operating managers. SHP principals are not mere communications professionals; rather they are experienced and accomplished business executives who bring business acumen to any company's requirement to communicate its product, people, and related messages in a disciplined and planned way to its chosen audiences. Mr. Smith and Mr. Johnson have held the following positions: Director of Communications, Controller, Vice President of Advertising and Public Relations, Vice President of Marketing, Vice President of Sales, and Vice President of Corporate Operations.

SHP is developing complementary marketing relationships with a network of existing communications firms in Boston, New York, Chicago, and San Francisco. These enable SHP to conduct research or implement activities in those areas on a cost-effective basis.

"This area is well into the phase of requiring a sound infrastructure to support all the excellent area entrepreneurial businesses that have moved out of the start-up phase and into the operational phase. Your kind of business, which can help with market positioning and pinpointing these companies communications, is the key to that infrastructure."

Tom Porter Partner, Enterprise Management Inc. Chairman, New Enterprise Forum

The Morgan area "is improving for your kind of business because many companies need help but not necessarily on a regular basis. They don't have resources to staff up, but they do have the needs and resources to expend for major projects."

Dr. John Psarouthakis Founder, Chairman and President J. P. Industries

"I know several banks and companies that need your kind of service and will use you - assuming you do quality work at reasonable cost—on an as-needed basis."

George H. Cress President Citizens Trust Co.

"Communications, especially public relations, is growing in every phase of business. An entire redefinition of business communications is taking place and all kinds of companies are looking at how they can communicate most effectively with their audiences, be they investors, customers, communities or employers."

Robert Strayton President, Advanced Technology Division Hill and Knowlton

SHP's role is to serve the needs of clients in the newest way—by putting senior executives with broad skills and sound judgment to work on every account.

The Morgan area "is much like the Silicon Valley in California was 12-15 years ago. That is, the infrastructure is now developing here to support the growing number of successful technology businesses as well as the solid operating companies that already exist in the area. That infrastructure includes communications, law and accounting firms. It also includes the general growing awareness the commercial businesses are finding the area a good place to be."

Mike Johnson Partner SHP & Associates

The geographic marketplace for SHP is primarily southeastern Michigan, with the highest concentration of effort initially aimed at the Morgan area. It has several substantial existing businesses as well as numerous smaller ones and others spawned by University of Michigan work. Also, the Morgan area is best known to SHP principals; Mr. Smith has worked and resided in the area for most of the past 20 years; Mr. Johnson for the past seven.

Two additional target areas for the business are Toledo and Grand Rapids, both excellent industrial sites. These areas will be explored through complementary relationships with existing communications firms, or with legal or accounting firms or printers.

In the primary target market of southeastern Michigan and northern Ohio, there are approximately 600 businesses that are included in the industrial technology areas. Of these, it is estimated that about 100 now use services in the marketing or financial communication areas; another 50-75 could use such services but do not at this time. These estimates are based on the known number of public companies, client lists of the approximate 30 firms now conducting such business, directories of business from chambers of commerce and Crain's Detroit Business and the Michigan's 100 Leading Securities book of First of Michigan Securities.

In terms of market size, SHP's competitive analysis shows that the approximate 30 firms doing business in this region had a combined total of $ 10 to $ 11 million net fee income in 1986, up from about $6 million in 1981. (Figures based on firms' reports published in Crain's Detroit Business and Jack O'Dwyer's newsletter, the leading PR industry trade publication.)

SHP believes it will build its business in two years. First by gaining accounts from businesses that do not now employ outside communications counsel. Second, over time by gaining accounts from businesses now employing competitive firms.

Further, some five of the 30 firms have been started in the past year, thus indicating decent success at opening this type of business. While this has added to the competition, the five new firms have not been directly in the financial and marketing segment served by SHP.

The type of firms SHP has targeted are:

• Public, with need for financial relations work
• Private and positioning to go public
• Public or private with clear need to communicate with customers and prospects in a controlled, direct manner

Annual revenue in range of $2 to $ 150 million, and particularly in the $25 - $75 million range. Larger firms are also targets although most have in-house staffs to conduct such communications work and are not, therefore, deemed primary targets at the early stage of SHP's business.

This is being created in Phase I through use of the business leaders' network, meetings and presentations with principals of targeted accounts and a mailing to targeted and secondary accounts. It will be broadened in June by official announcement of the business.

In the four county area, which is the initial phase focus of SHP, there are the following businesses: 105 public companies, 100 private, 33 service, 36 manufacturing, 15 bank holding, 14 savings and loans, 31 wholesale and retail, 15 large accounting, 25 large advertising agencies, 15 large law firms, 15 engineering firms, 10 health maintenance organizations, 15 general contractors, 25 large hospitals, 24 divisions or subsidiaries of larger corporations, and 1 major governmental research agency.

The focus of SHP for its three business segments will be:

Marketing Positioning

100 private firms, 105 public firms. Especially those in the $1-5 million revenue range whose markets are unclear and that are run by technically-oriented entrepreneurs.

We are directing our marketing efforts toward them through affiliation with the 1600-member Michigan Technology Council, through venture capitalists who have funded such firms, and through our executive network.

36 manufacturing firms, 1 governmental research agency, 33 service firms. Our marketing efforts are being directed through the executive network, mailing to target accounts, affiliation with Human Resource Development Systems and one key start up reference account.

Communications

105 public companies, 100 private firms, firms which recently went public. We are directing our marketing effort through affiliation with an existing PR firm which does not do corporate/financial work, and the executive network.

SHP and Associates is a partnership of professional business executives with expertise in specific areas of marketing, financial and management communications and special events.

SHP and Associates offers professional expertise in areas often needed by industrial and technology businesses on a project or interim basis.

This practice means clients can use SHP for its expertise on an as-needed basis, clients do not have to retain internal staff and they gain the benefit of having experienced counsel to meet needs as they arise. Such services are also available under ongoing programs.

SHP offers these communications services and products.

Corporate/Financial

• Media relations
• Corporate identity programs
• Annual and quarterly reports
• Private and public offerings
• Annual meetings
• Company positioning
• Speeches and presentations
• Security analyst relations
• Business and trade articles, news releases
• Market research - focus groups and surveys
• Customer newsletters and videos
• Marketing plans and presentations
• Product and market segmentation and positioning
• Sales training/incentive programs
• Product introductions
• Seminars and employee training/motivational programs
• Telemarketing

This section outlines the reasons why SHP and Associates can be built into a successful firm. The section contains the non-changing objectives, 1987 goals and 1987 strategies as to how those goals will be achieved.

The objectives of SHP are:

Be a profitable, recognized, respected and authoritative professional leader in its field and market area, as judged by the amount and quality of business it has.

Provide a range of business communications services that are a positive benefit to clients we serve.

Goals and Strategies for 1987

Be a successful start up, emerging from the year with sufficient business to insure profitable operation in 1988. This net fee income base for 1987 will be $125,000 by year end.

Secure sufficient business to insure that we meet plan. Do this by gaining aminimum of eight accounts by year end.

Establish the firm's reputation and awareness among the entire prospect base, the media, the financial community and in the trade, thus helping to position it in order to be able to secure reasonable growth planned for years two and three. Basis of judgement here to be eight clients by year end.

Successfully complete all work for clients and build awareness and credibility of the firm by marketing these results.

Provide communications products, thus directing the business to the areas for which it desires to become known.

Provide the benefits of the firm's accumulated knowledge and expertise in marketing and communications to counsel and guide where there is apparent client need.

Attract sufficient investment to insure the ability to direct attention to building the business successfully and not diverting attention to fund raising or other ancillary activities.

Work with investors, banks or other appropriate financial institutions. Do not give up any ownership in the business by raising capital via other private investors.

Establish separate corporations which will work together under the joint venture of SHP & Associates.

"98 percent of all businesses that fail do so because of the lack of expertise of management in the business, or management's incompetence."

—The Business Plan Price Waterhouse

"Any consulting business must never try to be all things to all people. You must direct your work and be able to perform better than your competitors in those certain select segments."

—Dr. John Psarouthakis Founder, Chairman and President, J. P. Industries

"Three things are needed for an entrepreneurial business to succeed: the best people, the resources those people need and the environment they need."

—John Barfield Founder, Barfield Companies

"The best things a good businessman has going for him are his integrity and reputation."

—John Daly Vice Chairman, Johnson Controls

The firm began partial operations in 1984 as a consulting business serving different computer and software companies.

It functioned as Michael Johnson Associates and was run on a part-time basis. The firm's primary area of business was the preparation of marketing and communications plans, with some implementation work. Clients of the firm in this period included JM Systems Corporation, Data Logic Systems, Dynagraphic Systems Corporation, and others.

In the summer of 1986, Johnson became associated with John Smith. They produced a 50th anniversary celebration plan for Huge Firm International, a division of Huge Conglomerate Inc., in addition to developing other marketing and public relations activities, projects and programs for industrial and technology companies.

Mr. Smith and Mr. Johnson direct the business. In addition, SHP uses business and technical writers, designers, graphics specialists and other support staff to conduct assignments. Also, the firm has a business relationship with an 11-employee professional design and production firm that has been in business since 1975, and a management and sales training firm, Resource Development Systems. Additional business relationships will be structured in 1987 that are complementary to the nature of SHP's business. That is, with existing established communications and marketing firms that offer services synergistic to SHP's. This will include complementary marketing agreements with existing communications firms in New York, Minneapolis, Chicago and Boston, as well as agreements with an audio-visual firm. Freelance researchers and writers will be employed on an as-needed basis throughout 1987; there are no present plans to employ additional staff.

SHP and Associates is a business partnership with Michael Johnson and John Smith as principals. The goal is to incorporate as separate businesses and form the joint ventures of SHP & Associates. The firm also has Board of Advisors, as follows:

• T. Randall Macintosh, Group Vice President and Director, Inc., $70 million computer software firm.
• George Coswell, President, Big Insurance Co.
• Joseph Gerald, President, Huge Firm International, a Huge Conglomerate Company.
• Dr. Thomas Kennedy, Associate Dean and Professor of Marketing, Graduate School of Business Administration, University of Minnesota.

The above individuals are available for references, also. Additional references and a current client listing are available upon request.

There are some 30 general and specialized public relations and communications firms already in the marketplace in which SHP operates. These include large, established firms with substantial financial, people and customer resources; smaller general and specialty firms that have unique market niches; and individuals who perform freelance work. In general, many of these firms are run by former newspaper or broadcast people ("communicators") whose business experience, understanding and acumen is not high.

It is estimated that these firms have net fee income of approximately $10-11 million annually, and that this number has increased from $5-6 million annually five years ago. These estimates are based on published figures for firms in the attached competitive analysis. Another relevant factor is the number of start ups that have been successful and have thus added to the total market size.

Competition also includes in-house staffs, although this is primarily confined to the larger companies in the area. Also, such larger firms tend to have larger budgets and therefore use outside resources to augment their own capabilities.

Another element of competition is commonly overlooked, but certainly ever-possible. That is… not doing this type of marketing and communications work at all. The reasoning, although believed specious by SHP, is that this type of work is optional to a company, that is does not contribute to the bottom line, to product development, or to sales.

And that may well be… for firms that have a unique and solo market niche, ever satisfied customers, no desire to create awareness or generate business leads, or for other reasons.

But for those majority that do not fit such categories, SHP has several differentiators which set it apart from its competition. Those are listed below.

Business Relationship: a network of known industrial, community and academic leaders.

Industrial Operations Experience: first hand knowledge of business operations due to the principals breadth of experience.

Product Specialization: in financial, marketing and management communications areas.

Board of Advisors: of high level business leaders.

Complementary Marketing Agreements: with sound established firms whose skills, geographic range and goals are complementary.

Following is a summary of area firms with which SHP and Associates competes…

Frederick Marshall, Detroit

A large firm in the midwest with an annual net fee income in the millions. Specialized in financial and marketing PR and has numerous clients covered by its numerous employees. Has very professional brochures and capabilities book and lists many large companies as clients. Has high fees ($4000 monthly retainer is common at low end). Its market is primarily larger companies with substantial promotional budgets.

DP & Associates, Detroit

DPA has 37 employees and $2.5 million net fee income, double that of four years ago. Much lower visibility than Marshall, but has solid client list in Coopers and Lybrand. Owner is a creative and independent person, known for crisis-type guidance to clients as opposed to the strategy planning and counsel of Marshall. DPA is well regarded for special projects, general publicity and brainstorming ideas with clients. Does much community and charity work and has good ties with the Michigan Commerce Department and area ad firms which do not have PR units.

The Hutchinson Group, Ypsilanti

High competition. Smart people, good work and reputation. Five years old and run by Terrie Hutchinson, a well known promotion woman who created a noted and successful Michigan university fund-raiser. She is well connected and does work for the Chamber of Commerce, accounting firms, Ann Arbor News, Private Industry Council and some 15 other clients. Billings in 19 86 said to be $500K; seven employees, all bright. Not much financial, corporate or marketing work, but deemed to be a primary competitor because of established base and abilities. Primary emphasis is publicity programs; well known capability is staging special events.

Butler Communications, Jackson

Run by Jeff Lehman, who was general manager of the Business Alliance before starting Quorum in 1981. Does advertising, writing, design. Very good growth in hospital promotions-St. Peter's HMO etc. Did 1985 TL Industries' annual report design. Has some lO people. Very well tied to the community to get business leads; has capitalized on these relationships to build the business.

Willis Communications, Southfield

Run by Kelly Willis, an ex-Hamilton PR executive. Aims at high tech companies and does all kinds of brochures, annual reports, articles. Irwin Magnetics, La-Z-Boy Chair, Synthetic Vision and Symplex Corporation are or have been significant clients. Probably $100K net fee income in 1986. Willis knows many people and is well liked.

Gabriel Sapetta, Troy

New and aimed at corporate-financial area. One man band with Detroit, Michigan as an account. Has made self known among target audience since he left Hamilton, where he was Director of Press Relations for one year.

None of the firms mentioned are public. Companies of this kind tend to list clients as if they do all the client's work. In fact many, or even most, do project work—not on-going retainer work—except with the larger companies.

There are many, many competitors—mostly small. Numerous one and two man bands, as well as consultants in select areas who could be competition on some projects.

Large New York or Chicago headquartered firms have never had much good results in establishing outposts offices in Detroit, Minneapolis, Cleveland, or other mid western cities.

Their costs and fees are high and they offer the New York mentality of "tell them how to do it" which is not often accepted well by the typical midwestern businessman. Therefore, they are not deemed to be a significant current factor in competition.

Primary competition we are running into are Hutchinson, Willis, and Sapetta.

Two Chicago-based firms currently have clients in SHP market area. Public Relations Board serves Great Lakes Federal Bank and Interface Systems for financial and investor relations. The Investor Relations Company serves Medstat.

SHP's plan is to divide the start up year of 1987 into two phases: April 1 - June 30 and July 1 - December 31. These activities are planned in Phase I.

• Prospect mailing and meetings with top 5-On going
• Key influencers list
• 25 next likely
• Remainder (100)
• Reviews by selected participants
• Type of structure
• Establish of Board of Advisors
• Get reference approvals
• Other design firms
• Other PR firms
• Company offices
• Offices at client sites
• Offices in, or with, other firms
• Conduct work for those clients we gain Ongoing
• Announce the business June 1
• Complete plan for development for Phase II June 15
• Complete Phase III (1988) Plan
• Too few people to complete work on time, in budget on a consistent basis.
• Acceptance of projects that are not within the segment of business SHP desires to build; may be especially true in year 1.
• Cash flow inadequate to meet necessary goals
• Clients may desire to pay less for services the SHP desires to charge
• Lack of awareness of the firm could cause lack of chance at existing opportunities, especially in first several months.
• Could be trying to do too many things
• Not absolutely certain of what the market will buy
• Competition could beat us out
• Freelance writers: Marie Caliski, former Business Week writer; Margaret Dayner, technical writer; Ted Moran, business and technical writer
• Freelance Artists: Mega Group-design and graphics work
• Management sales and training firm: Resource Development Systems
• Accounting firms
• Family members
• Board of Advisors
• Business executives and others in network
• Printing Firms
• University of Michigan Business School
• Public Relations firms in other cities, and in local area
• Venture capital firms

"The central question to any business is: who will buy this service or product?"

John Smith, Partner, SHP & Associates

"The toughest part of a business plan is the sales forecast. You must do your best to understand the environment, outline assumptions, and list controllables and noncontrollables."

Richard David, Partner Jefferson, Franklin, and Washington

The plan of SHP is not to spend unless it is absolutely necessary or an opportunity becomes apparent at an earlier time than was planned, thus requiring expenditures earlier. This policy will apply through Phase la, at the end of which the policy will be refined to account for expenditures necessary in Phase Ib.

It is the anticipation of the principals of the business that numerous assumptions made in the Business Plan will prove to be wrong, while other unknowns will prove to be a benefit. This is, some planned areas of developing revenue will not workout, while others will arise.

Assumptions

• April 1 - June 30
• July 1 - December 31
• Use TI office
• Use TI phone answering and message center
• Use home offices
• Use offices at client sites
• Exception as client engagements are gained individually, or joint projects with work apportioned.
• SHP pays typeset, print costs
• desks, chairs, conference table
• •files, audio-visual equipment, IBM XI computer, phones easel other sources also available - leasing, etc.
• Complementary relationships established

Start up Costs (1 year period)

Second Phase: Year 1 (Ongoing Costs)

SHP & ASSOCIATES, INC. PROFIT & LOSS

SHP & Associates, Inc. "Samples": Analysis/Draws

SHP & Associates, Inc. Income Analysis

Profit & Loss Assumptions

• Partner's draw equal to individual billings and allocations of outside reps/contractor's services (billings less expenses) less 1/2 operations expenses (in first year of operations - partners will equally share responsibility of $20,000 loan line (by individual investor) and will borrow $ 10,000 ($5,000 each) against this line).
• Partner's will file corporation papers under sub-chapter "S" and will assume income tax liabilities (Federal and State), FICA, etc. as individual payers.
• Net Income derived from billings for outside contractors and reps, for in-house media services, printing, etc. less expenses for such services will be divided equally among partners.
• All expenses associated with operations will likewise be born equally by the partners.

SHP & Associates, Inc. Expense Analysis—see following page…

SHP & Associates, Inc. Expense Analysis

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The power of public relations in the fitness industry

by Alma Curry | May 12, 2024 | Public Relations

Interactions with other fitness brands and famous publications save marketing costs and build a stronger brand identity. Stronger relationships with the media create a significant difference in the fitness industry to show your business authority. Considering famous fitness brands in the UK, for example,  Meridian Fitness spreads awareness among members with press releases. Furthermore, it has transformed the fitness business by incorporating advanced technology for gym management.

How does a PR plan make your brand stand out in the saturated market?

Having a solid public relations strategy changes the game for the owners of fitness businesses. At the same time, good PR requires continuous effort. It does not happen overnight. Communicate business values in publications and use effective storytelling techniques to inspire your target audience. According to Forbes , the Wellness industry was valued at $4.4 trillion in 2020. It shows thousands of fitness business owners who can connect with you. Use the potential of the industry to make your brand stand out in the saturated market. 

Effects of PR efforts on fitness businesses

Releasing press releases on famous publications generates your audience’s interest and retains existing customers for longer. People like to study about fitness activities. The information about events and the presence of personalities in press releases spice up enough to amuse the audience. It helps you to get a do-follow link from another trustworthy brand that enhances your brand’s digital visibility.

Engagement with online communities

Effective PR strategies enable fitness business owners to secure positive media coverage. Featuring fitness magazines and local news segments increases credibility. It allows you to create online communities to build a stronger brand identity. Proclaiming about fitness events, partnering with other local businesses, and announcing sponsorships create a buzz among your audience. Such strategies allow you to navigate various opportunities and win potential customers.

PR efforts show sustainability

Consistent PR efforts demonstrate your dedication, which allows you to win members’ loyalty and trust. Furthermore, announcing new innovations, conducting fitness, and adopting new technology show customer care . Furthermore, it supports long-term business sustainability.

Collecting members’ reviews

Collecting reviews on press releases and testimonials allows you to make improvements. The people who share positive reviews create a positive impact on your business. You can analyze in a better way about members’ expectations from your fitness business. These strategies allow you to make continuous improvements.

PR tips for fitness brands

Achieve maximum outcomes from your PR efforts and follow the right techniques in your blogs and articles. You can host webinars and invite other health and wellness professionals to make positive discoveries. The following tips will help you to make your PR efforts successful:

Know your audience

Choose the publication center in the region where you need to promote your business. Promoting business in New York does not make sense when you run a business in the UK. Know your audience well to effectively market your brand. Research your audience’s interest, this information helps you approach it in the right way. Discuss services of your business that fits their needs.

Be prepared for PR outreach

Go with a plan for PR outreach activities. When you approach popular websites to post something, it is better to check their requirements. Many websites demand new creative styles of story narrations. Some demand precise answers, and some need a few fitness tips. Build your profile stronger so that website owners like to collaborate with you. Furthermore, study the current workings of the websites and see which aspect of your business can be beneficial for them. It is one of the methods of expanding your networks to reap benefits in the present and future as well.

Define your goals

When you are well aware of your business standings and know what you want to achieve, then it becomes easier to define who and how to approach other websites. There are different kinds of purposes of PR outreach, such as brand awareness, conversions or attracting sponsors.

Your purpose defines your PR strategy.

This strategy strengthens your focus and allows you to grab more opportunities. Successful PR campaigns are like having a roadmap towards success.

Time investment

More than money, an effective PR strategy demands time to be successful. Focus on reaching potential members and enhancing engagement with the fitness community. It is an opportunity for fitness business owners to build a strong online presence without disturbing the budget. PR efforts allow you to attract business and develop your business.

Advantages of building a network

It is not like your network will not start providing you with profits overnight. But it will be an incredible source for your professional growth. Connecting with other fitness professionals will help you to know about business trends. You can seek advice from other professionals when you find yourself in trouble. New suggestions will help you with new and creative ideas to manage your business. Get information about the best-performing professionals in the market. You can craft a strategy to get them on your side. Make your team stronger and boost their experience in your marketing campaigns.

Final thoughts

Use advanced tools to find the relevant media contacts. Make stronger PR strategies to facilitate sales and business growth. Mostly members are concerned about the brand reputation of the gym they join. Therefore, never neglect its importance, promote your business on social media, work on guest posts and publish press releases. These efforts are crucial in building stronger public relations.

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EU and UNDP support Dnipropetrovsk Oblast’s communities to address the challenges of war: outcomes of the Local Development Forum

This gathering convened representatives from local authorities, the police, the State Emergency Service and the public sector to delineate pathways for further community -led recovery.

DNIPRO, 14 December 2023 — The United Nations Development Program me (UNDP) in Ukraine and the Dnipropetrovsk Oblast Administration organized the Dnipropetrovsk Oblast Local Development Forum with financial support from the European Union (EU).

The forum featured four panel discussions, focusing on enhancing community security measures in host communities, transitioning from emergency response to long-term recovery and development, fostering new socio-economic opportunities and reintegrating veterans. It particularly emphasized engaging displaced public organizations in the region ’ s recovery and development processes.

Over 100 representatives from local authorities, the police, the State Emergency Service and the public sector participated in the event.

Serhii Lysak, the H ead of the Dnipropetrovsk Oblast S tate A dministration, stressed that collaboration and communication are pivotal for the region ’ s communities ’ sustainable development. “ Constructive dialogue and communication expedite efforts to overcom e today’s challenges, and expand opportunities for Dnipropetrovsk Oblast’s communities ,” he said.

Stefan Schleuning, Head of Cooperation at the EU Delegation to Ukraine, underscored that communities closer to the frontline need particular attention and assistance. “These localities have borne the brunt, sheltering thousands of people affected by the war, people who have lost their homes, support and sense of safety,” he said. “Events like the Local Development Forum enable us to better understand the needs of Dnipropetrovsk Oblast’s communities, and aid them to surmount difficulties caused by Russia’s war of aggression against Ukraine.”

Christophoros Politis, UNDP Deputy Resident Representative in Ukraine, lauded Dnipropetrovsk Oblast as a shining example of Ukrainian unity and unwavering support. “We at UNDP, and myself personally, are deeply impressed by the region’s remarkable transition from humanitarian aid to a focused effort on swift recovery and development,” he said. “This forum serves as a critical platform to collaborate on a comprehensive strategy for moving forward. Prioritizing recovery while incorporating the valuable experiences and visions of the communities themselves will be key to success.”

Following the full-scale Russian Federation invasion in Ukraine, UNDP and the EU remain actively engaged in supporting Dnipropetrovsk Oblast’ s communities. Our joint efforts span from establishing shelters for displaced persons and backing displaced public organizations to organizing inclusive leisure activities for internally displaced children and parents.

The forum was organized by the Dnipropetrovsk Oblast Administration with the support of UNDP in Ukraine in the framework of “EU4Recovery – Empowering Communities in Ukraine” project, and with financial support from the European Union.

Media enquiries

Yuliia Samus, Head of Communications at UNDP Ukraine; e-mail:  [email protected]