6 Steps to Develop Your Public Relations Media Plan

Advertising and marketing consultants will tell you well-planned public relations campaigns are often far more effective than advertising. This tutorial will assist you in developing and creating the core of your public relations marketing campaign in six easy steps.

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Step 1. Define your objectives for your PR or media plan

How will you design your public relations marketing campaign? Is it designed to:

• Establish your expertise among your peers, the press, or your potential clients or customers?
• Build goodwill among your customer, supplier, or your community?
• Create and reinforce your brand corporate image?
• Inform and create good perceptions regarding your company and services?
• Help you in introducing a new service or product to your market?
• Generate sales or leads?
• Mitigate the impact of negative publicity and/or corporate crisis?

Step 2. Define your goals in achieving those objectives

It’s important that your goals be specific, measurable, results-oriented and time-bound. These goals must be in-line with your overall business, marketing, and sales objectives.

Step 3. Define your target audience

Who is it that you want to reach with this marketing campaign? What do you want your key message to be?

Step 4. Develop a schedule for your PR campaign

Create synergy by coinciding your public relations plan with other marketing and sales efforts.

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Step 5. Define your plan of attack (PAO)

What communication vehicles will you use to get your message to the public? Examples may include:

• Press releases
• Articles
• Customer Success Stories
• Letters to the Editor
• Press Conferences, Interview, or Media Tours
• Radio, Television, or Press Interviews
• Seminars or Speaking Engagements
• Event Sponsorships

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Step 6. Put measures in place to track the results of your public relations marketing campaign

After each campaign, sit down and evaluate the outcomes. Did you achieve the defined objectives and goals of this marketing campaign? Should you consider modifying your original plan? If so, how and why?

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Measuring the Success of Your Marketing Campaign

The above steps guide you through creating your public relations and media plan, but how do you know if your plan will be successful.

You have to identify what your desired outcome is.

Before you start any marketing campaign whether it is marketing or public relations you have to be clear on your goals and your objective. Use the SMART method when you know what your objectives are.

• Be specific. What do you want to happen? What’s the end goal and/or outcome you desire?
• Is it measurable? Your goals and objectives must be measurable.  How will you measure the success of the marketing campaign?
• Is it achievable? How will you achieve and accomplish the marketing campaign and do it within the constraints of the budget that you’ve set?
• Is your desired goal and objective realistic?  If you want to sell 1000 units of product, you are more than likely going to need to reach out to more than one particular person.  Make sure your goals and objectives are realistic.
• What’s the timeframe to accomplish your goals and objectives? You need to have a timeframe in order to measure your efforts.

Through the marketing campaign refer to your overall strategy. Measure throughout the campaign and identify if you are on the path to reaching the targets and objectives that you have set. Public relations and media planning is a great way to reach out to your goal market in a way that may stick with them, however, to be successful you must keep your eye on the details and run the marketing campaign well.

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