The PR Plan
Easy to use template. Simply edit example text or print out and scribble!
Define your goals
Specify the 5 most important target audiences
１． Ｐｅｔ Ｌｏｖｅｒｓ
2. Media
1. Who's in your target audience?
3. IT and media blogs
4. Customers
The first step of effective communications is to identify and define
your target audience. Once you understand who you are talking
to, can you then decide how and what to say. The more specific
your target audience, the easier it is to communicate to them.
5. Communicators
2. Set your goals
Define the 5 most important goals
1. 13 editorial articles (web or print)
2. 8 reviews from bloggers
3. Increase number of followers by X percent on LinkedIn
4.
5.
Be specific and include numbers. Example: “To create buzz for our
new product, we are going to get 25 published articles and 10 reviews
from influencers in the next three months.”
A goal can be for a campaign or an overall period. It can help to break
down your goals by campaigns to make it easier to track and
measure results.
3. Decide key topics and messages
Target groups
Key messages
Prioritised topics
(What topics are important for
your organisation to
communicate around?)
Prioritised channels
Communication
How to reach journalists
Communicators
Email & LinkedIn
Media monitoring
Monitor your brand
Customers
Email
The future of journalism
What journalists want
Journalists & communicators
Newsroom, media
4. Distribution plan
By using the PESO model, you ensure a broad distribution approach. Different
activities apply to different parts of the model regarding channels: paid, earned,
shared and owned. Write down all the activities you will be implementing to
achieve your goals.
P. E. S. O
P = Paid E = Earned S = Shared O = Owned
✔
Buy a full-page advert in a key national newspaper
Local daily press writes an article from your press release
✔
Use and gain shares of a specific hashtag on social media
✔
Blog post which is published on your website
✔
Create a channel strategy and use an editorial calendar
Different audiences have different channel selection preferences. Which audience do you reach
best via which channel? If you do not have a good channel strategy, it does not matter how
relevant your message is because your audience will never get it. Be sure to customise the format,
length and tonality of your message based on the selected platform.
INSTAGRAM
FACEBOOK
The world's largest social media
channel with over 1.4 billion daily
users.
What?
LINKEDIN
TWITTER
XX % of our followers live in
Target group? Stockholm. The majority are
women who are interested in
fashion.
Drive conversions with the help of
content marketing, e.g. blog posts
and ebooks.
Goal
Frequency?
Type of
message
Example of
content
Two posts per week.
Scheduled and real-time.
Be personal. Focus on
images and videos of staff
members.
Johan won table tennis
tournament against
Mynewsdesk's CEO [Video]
July
BLOG
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
S
M
T
W
T
F
S
S
M
T
W
T
F
S
S
M
T
W
T
F
S
S
M
FACEBOOK
LINKEDIN
TWITTER
Event promotion
Event video
Press release
eBook
eBook
Blog post
Picture from a client meeting
Webinar
Blog post
Blog post
Picture of an event
Blog post
Event promotion
eBook
Event
Fill in your strategy template here
Fill in your editorial calendar here
Timeline for your press release distribution
Ongoing
Monitor
2 MONTHS:
1 MONTH:
1 WEEK:
3 DAYS BEFORE:
SAME DAY:
2 DAYS AFTER:
Prepare your contact lists.
Create your story
Write your press release
Prepare distribution
Monitor and follow up
Analyse and evaluate
Monitor
Monitoring your industry helps you stay one step ahead.
Investigate what is being said about your brand and identify
new topics and trends that are of interest to your target groups.
Ensure you reach your audience with the right message, at the
right time.
Monitor your industry to identify:
•
Influencers.
•
Hot topics.
•
Challenges your target groups face.
Prepare your contact lists
Take your time to create contact lists. It pays off in the long run.
Prepare lists for all possible mailings – from big PR campaigns to
more specific ones.
Document meticulously. Fill in all the relevant information
about the journalist such as their complete contact details,
subject area, topics of interests and geographical coverage.
Create your story
•
Use storytelling and find your organisation's higher
purpose.
•
Find common interests with your audience and make sure
your content is valuable and relevant.
•
Invest in educating, entertaining and inspiring your
audience.
Write your press release
1. Jot down the main points or key messages.
2. Think about newsworthiness and editorial value.
3. Use subheadings to help give the reader a quick overview.
4. Create the title last.
5. Remember: keeping a neutral tone in the text will make
your story more credible.
Prepare distribution
Monitor and follow up
Customise your message by adding a personal greeting or specific
angle based on the journalist's subject area or niche.
•
Keep track of which contacts have opened your press
release.
Allocate enough time to work on distribution. Once you have gone
through your media lists and prepared email distributions to all
relevant contacts, you should also use your social channels to
spread the message further.
•
Don't be afraid to call those who have opened your email
to follow up; can you offer more photos, interviews or
more information?
Analyse and evaluate
Compare the results with previous campaigns, looking at:
•
Reach
•
Engagement
•
Pick up/Leads
What went well? What didn't? More importantly, what can
you do better for next time?
Look at our analyse template here
PR is an ongoing
process. Learn
from each
campaign to
improve results