A Template: Public Relations Plan

Early in my career, I went looking for some sort of template to help me standardize an approach to planning a communications campaign. I found plenty of examples for other fields, particularly in the project management capacity, but nothing specific to the function of public relations. Today, things are a little different, but I thought I would share the template that I use now. It’s been a key resource for me to stay on-track.

I’ve worked with a number of talented, experienced communications professionals and have been lucky enough to learn how they approach the task of scoping a project. What you see below is the amalgamation of those that guided me. I’ve found it useful regardless of the type of public relations or communications requirement you have, the intended audience, or the core challenge.

It has yet to steer me wrong, but the most interesting thing about this business is that it never ceases to surprise.

You can read the template below or download your own copy here:

Public Relations Plan Template
Version: 02/25/2020

Objective
A clear statement about what the project hopes to achieve, ideally aligned to a core element of the organization’s priorities, and why this will help. For example, in the case of an introduction, it’s usually not “Launch Widget 2.7”; that’s an outcome of the work. Are you looking to drive consideration by customers? Increase a company’s share of a segment? Raise transaction prices? Here’s a resource to help.

Strategy
This is answering the “How?” question; the approach you’re going to take to get to the objective. I like to have one or two statements that focuses my creative thinking; this is where I build the sandbox within which the tactics are going to be executed. It’s the categorization of the activities so that you can easily explain what you’re doing in an elevator ride.

Progress Metrics
A small list of metrics by which you can measure how successful you were in achieving the objective. Whenever possible, include a clear baseline, target, and deadline. For example:

• Increase website traffic by 10% over February, 2020 figures by June 30.

Tactics
For me, this is the fun part. This is where you can conjure-up all of the crazy ideas of how you will achieve the objective within the strategic framework. Sometimes, I will create a menu list of ideas to choose from. Other times, I’ll have one or two that can be scaled up or down. Either way, I usually approach the first part of the tactical brainstorm without budget considerations.

Once I have a list of things that can be done, I apply the budget filter. What could reasonably be accomplished within the resources that are available while still being effective? I will also review the tactics to make sure they support, rather than hinder, the Key Messages...

Key Messages
This is a small list of focused ideas that you’re trying to get across. It sometimes answers why the audience should care, how your approach is different, what people need to remember, or some combination. Keep it simple, easy to remember. More on that here.

Timeline
An action plan, critical path, or some other resource to ensure you’re staying on-task and on-time. It’s a list of things by date, time, and action.

Outreach Targets
With any communications plan, you have an audience. Who are they and how will you deliver the message to them? This list tends to grow and shrink organically.

Q&A
Finally, what are the 3-5 most important questions people will ask about your message? How will you answer them? This is where you get to flip your perspective and consider the project you intend to execute from the position of the audience. It’s also the step where I refine the tactics and key messages to make sure they’re on-point.