It may seem like no surprise that every public relations effort should be part of a public relations plan, but for many, the importance of this plan is overlooked and can be detrimental to your end result…and your job.
Why have a plan?
1. The media works on December in July. Without a plan, you won’t be thinking about what they’re thinking about, so your chance of inclusion shrinks drastically.
2. A PR plan should serve as your 30,000 foot view to-do list. Your client or CEO can see at any time what you’re up to without bugging you. This will hold you accountable and hold them accountable to the strategy that is guiding you.
3. To plan budgets and media strategy. The budgets are a given, but did you think about the media? You only have so many media people to work with. If you don’t plan properly, you may secure your biggest story then turn around and pitch the same pub for something equally important the next month, but they’ll decline because they just wrote about you. Try explaining that strategy to the boss.
So you’re sold, or this is old news to you. Below is a checklist of things to consider when writing your bomb PR plan:
When completed, don’t forget to revisit your plan often. Check-in halfway through the month to make sure you aren’t missing anything and share it with your client or boss at the beginning of each month to make sure priorities haven’t changed.
Here at i.d.e.a., we use our plans as internal guides, as well as informal contracts with our clients to make sure we’re all on the same page. We also consider these to be fluid documents. Things change, especially if you have a social media component to your plan. Remember to be flexible but always have a plan.