Creating a Public Relations Plan

Developing a focused plan is essential when considering using PR as part of your organization's marketing mix. The Key Areas to consider are the following:

-Define your PR goals and objectives. These should flow from your marketing and business strategy.

-Agree on your communication/PR principles. Consider, for example, whether one of your principles is to get back to a media request for information within 4 hours.

-Conduct a situational analysis, Provide an overview of the media landscape in the country, an overview of the PR Department, a SWOT analysis of PR in your Federation, an analysis of your competitors as regards communication, etc.

-Identify your key stakeholders and the key messages for each group.

-Outline the resources required in terms of budget and resources.

-Develop an annual communication plan.

-Establish a crisis management plan.

-Agree on methods for evaluating the success of the plan.