Deprecated: mysql_connect(): The mysql extension is deprecated and will be removed in the future: use mysqli or PDO instead in /home/a26f9f83/public_html/articles/includes/config.php on line 159
PR Planning: Mapping Out Your Strategies, Tactics > NetSparsh - Viral Content you Love & Share

PR Planning: Mapping Out Your Strategies, Tactics

With all due respect to all those stereotypical males out there who hate to ask for directions, the fact is that even if the territory is somewhat familiar, if you don't have a roadmap and follow its directions, you're going to get hopelessly lost.

So it goes with your PR program. If you truly intend to have a proactive media relations program, rather than one that just reacts to news developments, a plan is essential to ensure you stay on track with not just with tactical details, but with your organization's overriding business goals and objectives.

Here are some guidelines to establishing a plan that will put and keep you on track:

Start by analyzing your organization's positioning and how it is perceived by the markets you serve, particularly vis a vis your competitors. Look at your menu of offerings, in terms of products, services or areas of expertise, or at the underlying challenges your organization faces.

Identify and prioritize your key imperatives according to your organization's most pressing business needs. Your mandates from management, for example, might be to develop PR approaches to help support the trial and launch of a new product or service, to support an existing specialty that may have been neglected for past lack of resources, and to generally help bolster the business' brand.

A mini plan of attack should be designed for each imperative that incorporates the overall strategy for the project, how it will be supported tactically (audience and media markets targeted, vehicles used, such as news releases, surveys, or bylined articles), implementation timelines and assigned responsibilities, and, ideally, how the PR tactics will dovetail with marketing tactics in terms of everything from messaging to timelines.

To better support an existing specialty service, for example, perhaps the strategy is to develop a program that underscores your expertise and thought-leadership in that arena. You'd identify markets of your buyers, media markets that cater to their interests, ideas for a series of bylined articles on issues or trends tying in with that service to be positioned with those media outlets, a timeframe and responsibilities for article development and pitching, and a plan for how the placed articles should be used (e.g. links to a PDF incorporated into a direct mail piece or client newsletter).

You should also figure out estimated costs, in terms of internal staff time, PR agency fees (if you use one) and ancillary costs (reprint permissions/PDFs, clipping service, etc.), as part of the plan. You may, in fact, have to pare back ? or bolster ? your initiatives depending on what the numbers tell you.

Moreover, those numbers tie into another important component of the plan: how you anticipate measuring the effectiveness of the program. Return on investment is one (though not the only) way to go ? for which you'll need total spendings as well as a way to tie those spendings to such measurable results, like more business coming over the transom.

Developing a PR plan takes time and energy, but is essential to bringing focus to your PR program. Ideally, you'll get the structure in place so that each year, the planning gets easier, the metrics help prove out where refinements are needed, and your value is substantially demonstrated to management.

Sally Saville Hodge is president of Hodge Communications, Inc., specializing in strategic public relations and marketing communications for businesses, entrepreneurs and professional associations. Formerly an award-winning financial journalist, she brings over 30 years experience to client engagements. Subscribe today to Communic@te! our free bimonthly e-newsletter and get a free special report: "Using Buzz To Create a Groundswell For Your Business." Visit

In The News:

This RSS feed URL is deprecated, please update. New URLs can be found in the footers at


Facebook Opens A War Room To Fight Election Interference and Bad PR
Facebook's war room is the nerve center where the company will wage a potentially never-ending battle against disinformation and election interference. Facebook has another foe that the war room will help it fight: public relations disasters. The ...

and more »


Traditional Versus Digital PR: Is There A Need For Both?
The last two decades have been a whirlwind of change. Email, social media, instant messaging -- there are now more ways to communicate with each other than ever before, and unsurprisingly, this revolution is changing the way that people consume ...


Fareed: US behaving like Saudi government's PR
Fareed: US behaving like Saudi government's PR. CNN Tonight. CNN's Fareed Zakaria discusses President Trump's course of action since the apparent assassination of Saudi journalist Jamal Khashoggi. Source: CNN ...


Free from large agency bureaucracy, PR shop Poem focuses on feels over figures
Poem was looking to fill a gap in the PR agency market, but without the red tape and bureaucracy that accompany large agency models. Founders Rob Lowe and Matt Holmes tell AdNews all about the business in our popular 'Spotlight' feature, which first ...


Beyond 'Star Trek': The PR Power Of Star Power
As part of what was called “Team Takei,” we worked closely with George to provide public relations (PR) support for the launch of his paid augmented reality app, House of Cats. The augmented reality app allows users to add dialogue to the character ...

Three ways to make the most of social media within your PR strategy
Managing your own PR may feel daunting, but social media – if done right – can be a great help in you doing this. Social media is more than just several scattered posts and tweets once a week, it's about planning and preparing what to share and how to ...

4 Tips for Success With Your Difficult Client
PR News - For Smart Communicators (blog)
When Warren Cohn met with a new client in 2016, he had a huge task in front of him: repairing trust with a client who had been burned badly by an experience with a prior public relations firm. “His trust level was probably below zero,” said Cohn, CEO ...

Aerospace Adhesives: Global Markets
PR Newswire (press release)
NEW YORK, Oct. 18, 2018 /PRNewswire/ -- Report Scope: The scope of the report includes an overview, a clear understanding of the global market of aerospace adhesives and analyses of global market trends.The report includes market data from 2016 and ...

and more »


Royal Caribbean welcomes new head of PR & Social on board
She also helped launch Symphony of the Seas to trade, travel and consumer media and influencers. She has enjoyed an extensive career working in senior roles at PR and communications agencies, including Ketchum, freuds, Edelman and Porter Novelli.
New head of PR and social for Royal Caribbean in UK and IrelandBreaking Travel News

all 33 news articles »

Pinstripe Alley

Manny Machado's nightmare PR week shouldn't deter the Yankees
Pinstripe Alley
Manny Machado is having a terrible, horrible, no good, very bad public relations week. It all started during Game Two of the NLCS, when Machado struck a groundball towards Brewers shortstop Orlando Arcia. The Dodgers superstar didn't run the ball out ...
Associated Press News - MLBAP News

all 1,012 news articles »
Google News

Making Great Announcements

When do you use the newspaper for publishing announcements for... Read More

Same Old, Same Old PR Still Tops

Like human nature over time, the power of good public... Read More

Ten Media Crisis Tips

No comment. These are probably the two most damaging words... Read More

The Art Of Persuasive Pitching

Media placement is an art. Practicing it often requires as... Read More

Marketing-Minded Financial Planners, Join Your Professional Organization to Get Free Publicity

Unlike some professionals like lawyers and doctors, financial planners aren't... Read More

Press Releases

How do press releases or interest stories have an effect... Read More

Etymology- How Words Change Over Time

Etymology is the study of the origins of words.As languages... Read More

Building Credibility Through Bylined Articles

As if making sure your company runs smoothly on an... Read More

The Medias Muscle: Make it Work for You

The least expensive, most effective way for you to promote... Read More

HELP: I Need a Press Kit!

A press kit is an essential press relations tool. While... Read More

Why News Releases Fail

Sorry about my otaku with this issue (otaku = more... Read More

10 Secrets to Free Publicity

Public relations is popular because it is very cost-effective and... Read More

Getting to Know Your Local City Council Members

The easiest way to meet city council members is to... Read More

PR tips for business

Question: Why should your business issue a press release? Answer:... Read More

Managers: Why Not PR Like This?

I mean public relations that presumes from the get-go that... Read More

How PR Helps Managers Win

Anything that lets managers achieve their managerial objectives is a... Read More

Killer Press Kits - Press Kits That Demand Attention

So, you've had your book published or you've gone the... Read More

Getting Free Publicity with Radio Interviews

Imagine that you are a radio producer. You have to... Read More

The Key to Great PR

The Key to Great PR is PerseveranceBy Paula Gardner of... Read More

Dealing With Reporters in Your Small Business

It behooves you to know and remember the names of... Read More

PR: Your 500 Pound Gorilla

What else, for goodness sake, could you as a business,... Read More

How to Use Community Relations to Grow Your Business

Community relations is one of those marketing strategies that isn't... Read More

When Should You Outsource Your PR Efforts?

1) Do you NEED solid, consistant media exposure...week after week,... Read More

Dont Pay for Radio Interviews

It used to be that all you had to do... Read More

All You Need to Know About Press Release Writing and Distribution

Before you even think about writing a press release, there... Read More