3 Things to Look for in a PR Plan
Public relations and communications can be a major contributor to helping an organization reach its goals, when done correctly. But, effective public relations doesn’t happen by accident, and the best way to guarantee you get the results you want is to have a quality PR plan.
Unfortunately, I’ve seen way too many “PR Plans” that rely on PR buzzwords more than they provide a blueprint to deliver results. Instead of trusting that the “Innovative Public Relations Strategic Communications Plan” you’re looking at has the ingredients you need for success, here are three questions to ask yourself when reviewing a PR plan for your project.
1. Does the plan paint an accurate picture of the current situation?
It is impossible to overstate the importance of research and background information in developing a PR plan. While not every project has the budget for extensive formal research, e.g., focus groups or telephone surveys, the good news is that many projects don’t require in-depth quantitative research.
At the end of the day, PR is about reaching and relating to the public to achieve some desired result. The background information provided in a PR plan is the best way to assure your team has an accurate picture of the reality in which they’re working.
Without exception, a PR plan should include research that supports and validates the strategies and tactics planned to achieve its objectives.
2. Can you tell when the plan succeeds?
This should seem like a no brainer, but I’ve seen way too many PR plans that have vague and ambiguous goals and objectives. Objectives should be specific and quantifiable, and have clear deadlines (for more information, read up on S.M.A.R.T. goals). If the clearest objective in your plan is “Raise awareness about X,” send that plan back for a recycle, and find your PR specialist some good coaching (More on why “raising awareness” doesn’t cut it, later). I recommend setting between 3 and 5 goals and objectives in a single plan. More, and it becomes difficult to remain focused and committed to top-notch execution. Also, if you have more than 5 objectives, it might be that you need more than 1 PR plan.
3. Does the plan move your vision closer to reality?
At the end of the day, PR isn’t “fluff,” and it shouldn’t be viewed as “icing on the cake.” PR plans should clearly demonstrate how they help achieve your long-term visions.
Awareness won’t pay the bills or change the world, so good PR plans have communications strategies and tactics that drive real-world results.
If your mission is to find a cure for cancer, then your PR plan’s objectives should be oriented around identifying new donors and raising the funds to do so. If you vision involves obtaining a permit to operate, then your PR plan needs to include strategies and tactics to get the votes you need for approval. Do not settle for objectives that are not explicitly aligned with your purpose.
While much more can be said about what to include in a PR plan, these three questions help quickly evaluate whether or not to send your PR team back to the huddle. What else do you expect to see in a PR plan? And, what are the things you look for before approving execution?
