Strategic Planning: 4 Key Elements of a PR Campaign Plan

The PRSA St. Louis chapter recently held a PR Campaign Planning workshop, which I was fortunate enough to be able to attend. The event began with a brief recap of the typical organizational planning pyramid.

Business Strategy Pyramid

Good public relations plans are born from thorough research and planning. Nina Kult, APR, explained that it’s all too easy to jump directly into the tactics, skipping all the other steps. She covered some of the most common reasons we tend to do this. One is because we don’t have time or we get paid for results–not planning. Or the most common is that we luck into some early success leading us to think we don’t need a larger, comprehensive plan.

We have to remember that results don’t just happen. Success is almost always the result of lots of planning and hard work!

Planning sets the course for direction and keeps us on track. Arguably more importantly, it provides a way to achieve measurable results.

While the vision and mission are typically set by the organization, we need to know and understand what those are before we can begin planning the goals, followed by the objectives, strategies, and tactics of the campaign. We need to be able to connect our work back to supporting the mission.

  • Your goal is what you want to achieve, not how you’re going achieve it. It is the bigger, broader picture of your campaign or program, and should feed into and support the mission and overall vision of the organization. Goals are general, not specific and typically not measurable.
  • Objectives are the how to reach your goal and should be expressed in documented, measurable terms. They should be S.M.A.R.T. –Specific, Measurable, Achievable, Relevant, and Timely.
  • Strategies come next and are general approaches used to achieve your objectives. They should be actionable and show what you expect to accomplish. This is the “why” part of your plan.
  • Tactics are the specific ways you’ll use your resources to carry out the strategy and achieve your objectives. Tactics are the nuts and bolts. They are the activities that you and your team will use to support your strategy and are the most visible part of your plan—which may be why we tend to want to jump directly into the tactics.

Each tactic should answer what is the next step we need to take to achieve our strategy. These are the tangible activities such as sending a release, pitching key media, placing social media posts, creating a Twitter or Instagram hashtag, etc.

After the presentation, we broke into small groups and each group was presented with different real-life scenarios from past PRSA Silver Anvil Award entries and were asked to develop the goal, objective(s), strategies and tactics.

At the end, each group presented our plans and were critiqued by a panel of three of our chapter’s APRs who offered input—immediate feedback from the ‘cream of the crop’.

Regardless whether you’re just starting out in PR or have been doing it for years, a periodic refresher like this is a great exercise–to flex those strategic muscles in our brains!

Is this process similar to how you develop PR plans? What challenges have you faced? Are there things you’re doing differently or wish you could do differently? Please share your input!


*This post by Tressa Robbins originally appeared on June 6, 2019, on the BurrellesLuce Fresh Ideas blog at https://burrellesluce.com/4-key-elements-of-a-pr-campaign-plan/  and is cross-posted here with permission. 

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