Planning is essential for success. That is especially true when it comes to public relations for it to be truly successful and show a return on investment. Public relations isn’t about getting non-stop media coverage, rather it is about getting before your target audience (consumers and businesses) in a way that influences them to seek your services or products. With that as the goal, what should you put into a public relations plan?
- A clear defined objective. You should clearly define what the objective of your public relations campaign is. Are you trying to establish your brand? Reach potential business contacts? Reintroduce your brand? Too often when conducting a public relations campaign, businesses and individuals are not sure what they are seeking to achieve and what will define success. That is why clearly defining the ultimate result when developing a plan is crucial.
- Communication outlets. This means determining what media (traditional and social) are best for you getting the word out. Sometimes print and LinkedIn are the best outlets. Other times it could be broadcast with Twitter, Facebook, and YouTube. Knowing the best ways to reach your audience to achieve your objective is vital to the success of the public relations campaign.
- Develop a clear timeline and set of responsibilities. The next thing to do is put together a timeline for the campaign. This timeline should include events that the campaign may be connected with, editorial calendar dates of when various media outlets are doing a story on various subjects, dates that you need to begin outreach, as well as a budget, and determining who is responsible for what duties.
Once you have determined these three items for your public relations, you are set to launch the campaign. But the planning is essential for the success of the campaign. Without the planning you are driving blind in the world of public relations.