{"id":16202,"date":"2025-02-28T10:44:00","date_gmt":"2025-02-28T10:44:00","guid":{"rendered":"https:\/\/prowly.com\/magazine\/?p=16202"},"modified":"2025-11-13T15:05:04","modified_gmt":"2025-11-13T15:05:04","slug":"pr-strategy-template","status":"publish","type":"post","link":"https:\/\/prowly.com\/magazine\/pr-strategy-template\/","title":{"rendered":"PR Strategy Template: Key Steps for Building a Winning PR Plan"},"content":{"rendered":"\n<p>Public relations is all about influencing attitudes and behaviors. To be able to do this effectively, though, companies need a solid digital <a href=\"https:\/\/prowly.com\/magazine\/pr-strategy\/\">PR strategy<\/a>, designed to work towards pre-defined goals and objectives.&nbsp;<\/p>\n\n\n\n<p>Luckily,<strong> there are several common steps to all PR plans listed by PR experts<\/strong>. By following them, you can create a public relations strategy for just about any organization:&nbsp;<\/p>\n\n\n\n<p>Without further ado, here\u2019s your step-by-step guide to creating a PR plan. At the end, you'll find a <strong>template<\/strong> and <strong>two PR strategy examples<\/strong> that you can use to get inspired.<\/p>\n\n\n\n<p><strong>TL;DR:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Define clear PR goals and understand your target audience.<\/li>\n\n\n\n<li>Research your brand, industry, and media landscape.<\/li>\n\n\n\n<li>Set SMART objectives with measurable timelines.<\/li>\n\n\n\n<li>Choose tactics aligned with your positioning and audience.<\/li>\n\n\n\n<li>Track results with metrics, sentiment, and competitor insights.<\/li>\n<\/ul>\n\n\n\r\n    <!-- Styles for newsletter -->\r\n\r\n    <!-- Start of Oxygen Template -->\r\n    <div class=\"newsletter-in-article\" style=\"background-color: #FFF6E9;\">\r\n        <!-- Image -->\r\n        <div class=\"newsletter-content-row\">\r\n            <img decoding=\"async\" src=\"http:\/\/prowly.com\/magazine\/wp-content\/uploads\/2024\/12\/newsletter-2.png\" \r\n                 alt=\"Newsletter Illustration\" \r\n                 style=\"max-width: 400px; flex-grow: 0; flex-shrink: 0; max-height: 140px;\" \/>\r\n\r\n            <!-- Content Stack -->\r\n            <div class=\"newsletter-content\">\r\n                <p class=\"eyebrew mobile-m-paragraph-3-bold paragraph-5-bold\">\r\n                    PR Trends 2025\r\n                <\/p>\r\n                <h2 class=\"newsletter-box-heading\">\r\n                    Get our ultimate guide to <span>what\u2019s next in PR<\/span> with expert-backed tips                <\/h2>\r\n            <\/div>\r\n        <\/div>\r\n        <!-- HubSpot Form -->\r\n        <div class=\"newsletter-form\" style=\"padding-top: 2rem; margin-left: auto;\">\r\n            \n\t\t\t\t\t\t<script>\n\t\t\t\t\t\t\twindow.hsFormsOnReady = window.hsFormsOnReady || [];\n\t\t\t\t\t\t\twindow.hsFormsOnReady.push(()=>{\n\t\t\t\t\t\t\t\thbspt.forms.create({\n\t\t\t\t\t\t\t\t\tportalId: 598353,\n\t\t\t\t\t\t\t\t\tformId: \"4db12ce0-ee71-476f-ad12-201a171fa408\",\n\t\t\t\t\t\t\t\t\ttarget: \"#hbspt-form-1792863332000-6252149539\",\n\t\t\t\t\t\t\t\t\tregion: \"na1\",\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t})});\n\t\t\t\t\t\t<\/script>\n\t\t\t\t\t\t<div class=\"hbspt-form\" id=\"hbspt-form-1792863332000-6252149539\"><\/div>        <\/div>\r\n    <\/div>\r\n    <!-- End of Oxygen Template -->\r\n\r\n    \n\n\n\n<h2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"how-to-create-a-public-relations-strategy\"><br><strong>How to create a public relations strategy<\/strong><\/h2>\n\n\n\n<p>Strategic PR planning takes work. Even more important, it first takes thinking and preparation. <strong>Follow the PR strategy outline below to get started.<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"PRgoals\"><br><strong>Outline PR goals&nbsp;<\/strong><\/h3>\n\n\n\n<p>Outlining your PR goals is a good place to start creating a PR plan. According to <strong>Gregg Feistman, Assistant Chair for Public Relations @ <\/strong><a rel=\"noreferrer noopener\" href=\"https:\/\/klein.temple.edu\/faculty\/gregg-feistman\" target=\"_blank\"><strong>Temple University<\/strong><\/a>, you should think of the ultimate thing you want to accomplish with your PR efforts, be it:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Creating an entr\u00e9e for increased sales&nbsp;<\/li>\n\n\n\n<li>Improving employee productivity and morale<\/li>\n\n\n\n<li>Increasing recruitment and retention&nbsp;<\/li>\n\n\n\n<li>Improving relationships with the communities your company does business with<\/li>\n\n\n\n<li>Finding allies as an inoculation against future possible crises<\/li>\n\n\n\n<li>Launching a product or service<\/li>\n\n\n\n<li>Entering a new geographic market&nbsp;<\/li>\n\n\n\n<li>Closing the perception gap<\/li>\n<\/ul>\n\n\n\n<p>Once it\u2019s clear what your PR goals are, it\u2019s time to take a step further.&nbsp;<br><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"research\"><strong>Do your research&nbsp;<\/strong><\/h3>\n\n\n\n<p>To create a solid public relations strategy, you might want to <a href=\"https:\/\/prowly.com\/magazine\/brand-research-guide\/\" target=\"_blank\" rel=\"noreferrer noopener\">do your research and develop an in-depth understanding of the brand<\/a> you represent. This also includes relevant trends, media narrative, and audience sentiments.<\/p>\n\n\n\n<p><strong>Erin Yamauchi, Director of Public Relations @ <\/strong><a rel=\"noreferrer noopener\" href=\"http:\/\/estreet.co\/\" target=\"_blank\"><strong>eStreet.co<\/strong><\/a>, usually starts with a simple SWOT analysis and listing:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>S<\/strong>TRENGTHS<strong> <\/strong>- things the brand does well, distinctive brand attributes that set it apart from others, resources available to support brand growth, leading products\/services<\/li>\n\n\n\n<li><strong>W<\/strong>EAKNESSES - areas of improvement for the brand, things competitors do better, superior products\/services, clarity needed surrounding distinctive brand attributes, muddled messaging<\/li>\n\n\n\n<li><strong>O<\/strong>PPORTUNITIES - underserved markets, untapped audiences, emerging markets, or new needs for brand's products\/services<\/li>\n\n\n\n<li><strong>T<\/strong>HREATS - emerging competitors, downward trends\/need for products\/services, industry conflicts, negative audience sentiment<\/li>\n<\/ul>\n\n\n\n<p>It\u2019s also important to <strong><a href=\"https:\/\/prowly.com\/magazine\/brand-analysis\/\" target=\"_blank\" rel=\"noreferrer noopener\">take a closer look at how your brand communicates<\/a> through different channels and platforms<\/strong> (including your own website, social media profiles, and online newsroom).<\/p>\n\n\n\n<p>At the same time, conduct a <a href=\"https:\/\/prowly.com\/magazine\/communication-plan-guide\/\" target=\"_blank\" rel=\"noreferrer noopener\">communication audit<\/a> \u2014 review your website, newsroom, social media, newsletters, and other channels to see how your messaging is being received.<br>Gregg Feistman\u2019s advice is to ask yourself the following questions:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>What\u2019s your website like?<\/strong> Is it easy to find, easy to read, easy to navigate? Are the colors, layout, and design legible? Is there anything you think is really important that\u2019s missing? The same goes for your <a href=\"https:\/\/prowly.com\/magazine\/need-online-newsroom\/\" target=\"_blank\" rel=\"noreferrer noopener\">online newsroom<\/a><\/li>\n\n\n\n<li><strong>What\u2019s your social media presence like? Do you have one?<\/strong> If so, <a href=\"https:\/\/prowly.com\/magazine\/brand-engagement\/\" target=\"_blank\" rel=\"noreferrer noopener\">how much engagement does it get<\/a>?&nbsp;<\/li>\n\n\n\n<li><strong>Were you in the media recently? <\/strong>What was the <a href=\"https:\/\/prowly.com\/magazine\/how-to-get-media-coverage\/\" target=\"_blank\" rel=\"noreferrer noopener\">media coverage<\/a> tone?&nbsp;<\/li>\n\n\n\n<li><strong>What about the messages in your newsletters or mailings?<\/strong> Are they the things your audience is interested in?<\/li>\n<\/ul>\n\n\n<div class=\"wp-block-image is-resized\">\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" src=\"https:\/\/prowly.com\/magazine\/app\/uploads\/2023\/06\/online-newsroom-example10-920x1024.png\" alt=\"\" class=\"wp-image-21055\"\/><\/figure><\/div>\n\n\n<p class=\"has-text-align-center\"><meta charset=\"utf-8\"><em><a rel=\"noreferrer noopener\" href=\"https:\/\/prowly.com\/magazine\/learn-best-effective-brand-newsroom-concepts\/\" data-type=\"URL\" data-id=\"https:\/\/prowly.com\/magazine\/learn-best-effective-brand-newsroom-concepts\/\" target=\"_blank\"><span class=\"has-inline-color has-cyan-bluish-gray-color\">Example of an online newsroom created in Prowly by Access Ventures<\/span><\/a><\/em><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"audience\"><br><strong>Get to know your PR target audiences<\/strong><\/h3>\n\n\n\n<p>According to Erin Yamauchi, a successful PR plan depends on knowing your audience <strong>inside and out<\/strong>. This means combining <strong>demographics<\/strong> (age, location, income) with <strong>psychographics<\/strong> (interests, values, lifestyle).<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1508\" height=\"799\" src=\"https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2025\/02\/advanced-audience-statistics.png\" alt=\"\" class=\"wp-image-44069\" srcset=\"https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2025\/02\/advanced-audience-statistics.png 1508w, https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2025\/02\/advanced-audience-statistics-300x159.png 300w, https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2025\/02\/advanced-audience-statistics-1024x543.png 1024w, https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2025\/02\/advanced-audience-statistics-768x407.png 768w\" sizes=\"auto, (max-width: 1508px) 100vw, 1508px\" \/><figcaption class=\"wp-element-caption\"><em>Prowly's Media Database provides advanced audience statistics beyond just gender or age<\/em><\/figcaption><\/figure><\/div>\n\n\n<p>Tools like <strong>Prowly\u2019s Media Database for PR professionals<\/strong> can help identify media contacts and understand audience profiles beyond basic data.<\/p>\n\n\n\n<p>It\u2019s equally important to know <a href=\"https:\/\/prowly.com\/magazine\/brand-perception-guide\/\" target=\"_blank\" rel=\"noreferrer noopener\">how your audience perceives your brand<\/a> \u2014 and whether that aligns with how you want to be seen. If not, you\u2019ve found a perception gap, and part of your PR strategy will be closing it.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"sideline\"><em>Think of a PR strategy as a positioning statement: \u201cPosition YOUR ORGANIZATION as X.\u201d How do you fill in the blank? You don\u2019t have to. If you\u2019ve done the right research and you\u2019ve asked the right questions, your audience will do it for you. They\u2019ll tell you what characteristics they associate with you.<\/em><br><br><em>If it\u2019s not what you want to be associated with, that\u2019s called a communication or perception gap, between what you want audiences to think of you as vs. how they currently perceive you. Then, we use communication techniques to close that gap.<\/em><\/p>\n<cite>Gregg Feistman, Assistant Chair for Public Relations @<a href=\"https:\/\/klein.temple.edu\/faculty\/gregg-feistman\" target=\"_blank\" rel=\"noreferrer noopener\">Temple University<\/a><\/cite><\/blockquote>\n\n\n\n<p>But, knowing target audiences and their perception of you is only half the battle. You should also, map out <a href=\"https:\/\/prowly.com\/magazine\/media-list-building\/\" target=\"_blank\" rel=\"noreferrer noopener\">where your audiences get their information<\/a> \u2014 from traditional outlets to podcasts, blogs, review sites, and social platforms.<\/p>\n\n\n\n<p><strong>Once you have the data and can detect different patterns and trends, you can start setting the objectives.<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"objectives\"><br><strong>Set SMART objectives (with a PR plan timeline)<\/strong><\/h3>\n\n\n\n<p>For each target audience, set objectives that include both <strong>a measurable result and a timeline<\/strong>.<br>Gregg Feistman notes that the best PR objectives follow the <strong>SMART<\/strong> model:<\/p>\n\n\n\n<p><strong>A common model of objectives are what\u2019s called SMART objectives:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>SPECIFIC<\/strong> - avoid vague aims like \u201c<a href=\"https:\/\/prowly.com\/magazine\/brand-awareness-strategies\/\" target=\"_blank\" rel=\"noreferrer noopener\">improve awareness<\/a>\u201d<\/li>\n\n\n\n<li><strong>MEASURABLE<\/strong> - objectives without a measurable aren\u2019t objectives<\/li>\n\n\n\n<li><strong>ATTAINABLE<\/strong> - is it something you have the resources to attain? Is it realistic? Stretch, sure. But make sure you\u2019re not asking for the impossible<\/li>\n\n\n\n<li><strong>RELEVANT<\/strong> - aligned with audience needs, not just internal priorities<\/li>\n\n\n\n<li><strong>TIME-BOUND<\/strong> - short-term objectives generally focus on knowledge and awareness. Long-term objectives can more successfully drive changes in attitudes and behaviors<\/li>\n<\/ul>\n\n\n\n<p>Oobjectives must contain two things: <strong>a quantifiable result and a PR plan timeline<\/strong>, i.e. <em>Increase X by Y% in six months<\/em>. This way you\u2019ll be able to <a data-type=\"URL\" data-id=\"https:\/\/prowly.com\/magazine\/measure-pr-campaign\/\" href=\"https:\/\/prowly.com\/magazine\/measure-pr-campaign\/\" target=\"_blank\" rel=\"noreferrer noopener\">measure your final results<\/a> against your efforts and what you accomplished.<\/p>\n\n\n\n<p>Speaking of PR plan timeline <strong>Jennifer McGinley, CEO @ <a href=\"https:\/\/jlmstrategiccommunications.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">JLM Strategic Communications<\/a><\/strong>, suggests mapping deadlines and milestones on a calendar to keep the team organized and accountable.<\/p>\n\n\n\n<p>Now, for the fun part.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"PRtactics\"><br><strong>Choose PR tactics that fit your strategy<\/strong><\/h3>\n\n\n\n<p>Once goals and objectives are in place, select tactics that align with your brand positioning and audience behavior. As <strong>Emerald Jane-Hunter<\/strong> notes, digital platforms now offer endless opportunities alongside traditional PR:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"sideline\"><em>Gone are the days where publicists focused on serving clients through telephone-based relationships or expensive dinners. No longer is <a href=\"https:\/\/prowly.com\/magazine\/print-media-examples\/\" target=\"_blank\" rel=\"noreferrer noopener\">print<\/a>, TV, and radio the only avenues through which an organization can speak to the public. As public relations changes, so too do the tactics and goals of a successful strategy. With a world of new mediums and platforms now only a mouse-click away, new forms of digital PR tactics are emerging every day.<\/em><\/p>\n<cite>Emerald Jane-Hunter, Founder @<a href=\"https:\/\/www.mywhyagency.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">myWHY Agency<\/a><\/cite><\/blockquote>\n\n\n\n<p>Here, we look at some of the tried-and-tested types of PR tactics that work:<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Press releases for PR campaigns<\/strong><\/h4>\n\n\n\n<p>Press releases are still a core <a href=\"https:\/\/prowly.com\/magazine\/press-release-templates\/\" target=\"_blank\" rel=\"noreferrer noopener\">PR tool<\/a> \u2014 now more versatile than ever.<\/p>\n\n\n\n<p>Beyond announcing major company news, product launches, or partnerships, they can improve search engine visibility, establish authority, and ensure consistent messaging.<\/p>\n\n\n\n<p><a href=\"https:\/\/prowly.com\/magazine\/how-to-write-press-release-guide\/\" target=\"_blank\" rel=\"noreferrer noopener\">Optimized press releases<\/a> can be repurposed across your website, newsroom, and social channels for maximum reach.<\/p>\n\n\n<div class=\"wp-block-image is-resized\">\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" src=\"https:\/\/prowly.com\/magazine\/app\/uploads\/2023\/06\/Press-release-example-1-1024x1018.png\" alt=\"\" class=\"wp-image-21056\"\/><\/figure><\/div>\n\n\n<p class=\"has-text-align-center\"><meta charset=\"utf-8\"><em><a rel=\"noreferrer noopener\" href=\"https:\/\/prowly.com\/magazine\/press-release-examples\/\" data-type=\"URL\" target=\"_blank\"><span class=\"has-inline-color has-cyan-bluish-gray-color\">Press Release example from Citibank created in Prowly<\/span><\/a><\/em><\/p>\n\n\n\n\n\n<h4 class=\"wp-block-heading\"><br><strong>Online articles &amp; guest posts<\/strong><\/h4>\n\n\n\n<p>Publishing thoughtful, well-researched articles positions your organization as an industry voice. Guest posts in reputable outlets can <a href=\"https:\/\/prowly.com\/magazine\/link-building-and-pr\/\" target=\"_blank\" rel=\"noreferrer noopener\">generate valuable backlinks<\/a>, attract new audiences, and build credibility.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Influencer marketing<\/strong><\/h4>\n\n\n\n<p><a href=\"https:\/\/prowly.com\/magazine\/influencer-pr\/\" target=\"_blank\" rel=\"noreferrer noopener\">Influencer collaborations<\/a> can amplify reach and foster trust faster than traditional advertising. <a href=\"https:\/\/prowly.com\/magazine\/building-relationships-influencers\/\" target=\"_blank\" rel=\"noreferrer noopener\">Identify influencers<\/a> whose values align with your brand, and work with them to create authentic, shareable content.<\/p>\n\n\n\n<p class=\"has-text-align-center purplebox\">Building a digital PR strategy? <a href=\"https:\/\/prowly.com\/digital-pr\/\" data-type=\"link\" data-id=\"https:\/\/prowly.com\/digital-pr\/\">Check which tools will help you<\/a><\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><br><strong>Media outreach<\/strong><\/h4>\n\n\n\n<p>Maintaining <a href=\"https:\/\/prowly.com\/magazine\/pr-outreach-guide\/\" target=\"_blank\" rel=\"noreferrer noopener\">strong relationships with journalists<\/a> and editors remains critical. Tailor your pitches, respect newsroom timelines, and stay engaged with key media contacts even when you\u2019re not pitching.<\/p>\n\n\n\n<div class=\"wp-block-leadin-hubspot-form-block\">\n\t\t\t\t\t\t<script>\n\t\t\t\t\t\t\twindow.hsFormsOnReady = window.hsFormsOnReady || [];\n\t\t\t\t\t\t\twindow.hsFormsOnReady.push(()=>{\n\t\t\t\t\t\t\t\thbspt.forms.create({\n\t\t\t\t\t\t\t\t\tportalId: 598353,\n\t\t\t\t\t\t\t\t\tformId: \"5c971391-ffff-46c9-b680-a3f2b2ab950d\",\n\t\t\t\t\t\t\t\t\ttarget: \"#hbspt-form-1792863332000-2922750410\",\n\t\t\t\t\t\t\t\t\tregion: \"na1\",\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t})});\n\t\t\t\t\t\t<\/script>\n\t\t\t\t\t\t<div class=\"hbspt-form\" id=\"hbspt-form-1792863332000-2922750410\"><\/div><\/div>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Corporate videos and interviews<\/strong><\/h4>\n\n\n\n<p>Video content is highly engaging and offers a behind-the-scenes look at your brand. Interviews with leaders or subject matter experts can humanize your company and make complex topics more accessible.<\/p>\n\n\n\n<p>Before preparing for such an interview, make sure you know what you're doing - and how to do it the best way. <a href=\"https:\/\/prowly.com\/magazine\/how-to-conduct-a-good-interview\/\" data-type=\"URL\" data-id=\"https:\/\/prowly.com\/magazine\/how-to-conduct-a-good-interview\/\" target=\"_blank\" rel=\"noreferrer noopener\">Get ready with this guide on how to conduct a great interview<\/a> and feel confident.<\/p>\n\n\n\n<p>How to make sure you choose the right PR tactics for your PR strategy, though?<strong> <\/strong><\/p>\n\n\n\n<p>\ud83d\udca1 <strong>Tip:<\/strong> Use a \u201clean PR\u201d approach \u2014 test tactics on a smaller scale, learn from early results, and adjust before scaling up.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>When choosing PR tactics, start with a hypothesis of what will work to achieve your communication goal with a defined audience. Base it on past results where possible. Test the waters with small pilots \u2014 for example, pitch a few journalists first, learn from the responses, and make adjustments <a href=\"https:\/\/prowly.com\/magazine\/media-pitch\/\" target=\"_blank\" rel=\"noreferrer noopener\">before scaling the outreach<\/a>. This method applies to all stakeholder engagement where testing is possible.<\/em><\/p>\n<cite>Jo Detavernier, Principal @<a href=\"https:\/\/www.jodetavernier.com\" target=\"_blank\" rel=\"noreferrer noopener\">Detavernier Strategic Communication<\/a> <\/cite><\/blockquote>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"results\"><br><strong>Measure results&nbsp;<\/strong><\/h3>\n\n\n\n<p>Evaluating PR effectiveness is vital for continuous improvement. <strong>Erin Yamauchi<\/strong> (Director of Public Relations @<a href=\"http:\/\/estreet.co\/\" target=\"_blank\" rel=\"noreferrer noopener\">eStreet.co<\/a>)suggests tracking:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong><a href=\"https:\/\/prowly.com\/magazine\/pr-metrics-explained\/\" target=\"_blank\" rel=\"noreferrer noopener\">PR metrics<\/a><\/strong> - tracking engagement, website traffic, and audience reach including social media shares helps to understand how far your messages go<\/li>\n\n\n\n<li><strong>Brand sentiment<\/strong> - highlighting key message mentions, quotes, and other story inclusions that support brand affinity and positive sentiment<\/li>\n\n\n\n<li><strong>Competitive analysis<\/strong> - another great measure (provided the resources are available) is to look at where your direct competitors are being featured and ensure your brand has equal (and then some) placements&nbsp;(and <a href=\"https:\/\/prowly.com\/magazine\/competitor-analysis-tools\/\" target=\"_blank\" rel=\"noreferrer noopener\">here's a list of the best competitor analysis tools<\/a>!)<\/li>\n<\/ul>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1620\" height=\"1118\" src=\"https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2024\/07\/Print-Broadcast-Dashboard-1.png\" alt=\"Print and Broadcast Monitoring Dashboard\" class=\"wp-image-39471\" srcset=\"https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2024\/07\/Print-Broadcast-Dashboard-1.png 1620w, https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2024\/07\/Print-Broadcast-Dashboard-1-300x207.png 300w, https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2024\/07\/Print-Broadcast-Dashboard-1-1024x707.png 1024w, https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2024\/07\/Print-Broadcast-Dashboard-1-768x530.png 768w, https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2024\/07\/Print-Broadcast-Dashboard-1-1536x1060.png 1536w\" sizes=\"auto, (max-width: 1620px) 100vw, 1620px\" \/><figcaption class=\"wp-element-caption\"><em>Prowly's media monitoring dashboards quickly visualize your PR outcomes<\/em><\/figcaption><\/figure><\/div>\n\n\n<p>Depending on your PR goals, digital tools, and data available, you might want to <a href=\"https:\/\/prowly.com\/magazine\/pr-measurement\/\">measure your PR results<\/a> differently. The exact metrics don\u2019t matter, as long as you keep an eye on how your PR plan is being executed and what it means for the company.&nbsp;Stick to the plan, but also be flexible when needed.<\/p>\n\n\n\n<p>However, if you'd like to dive deeper into what to measure and why, <a href=\"https:\/\/prowly.com\/magazine\/pr-metrics-explained\/\" target=\"_blank\" rel=\"noreferrer noopener\">check out this article about PR metrics<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><br>Choose the right tools<\/h3>\n\n\n\n<p>Picking the right tools for your PR strategy is crucial for effective communication and reaching your target audience. <\/p>\n\n\n\n<p>The right software can streamline your workflow, enhance data analysis, and improve overall efficiency.<\/p>\n\n\n\n<p>Some things you can with PR tools include:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>track mentions<\/li>\n\n\n\n<li>identify media contacts<\/li>\n\n\n\n<li>measure the <a href=\"https:\/\/prowly.com\/magazine\/pr-campaign\/\" target=\"_blank\" rel=\"noreferrer noopener\">impact of your PR campaigns<\/a><\/li>\n<\/ul>\n\n\n\n<p>An example of a tool that you can use is Prowly, an all-in-one platform for PR professionals. <a href=\"https:\/\/prowly.com\/media-monitoring\/\">Track and measure online media channels in one place<\/a>.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-a89b3969 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/prowly.com\/\" style=\"border-radius:0px\">TRY PROWLY MONITORING FOR FREE FOR 7 DAYS<\/a><\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"PRplantemplate\"><strong>Leverage a PR plan template<\/strong><\/h2>\n\n\n\n<p>Looking for a simple (but powerful) PR strategy template to get you started? Here\u2019s what works for <strong>Jennifer McGinley, CEO at <\/strong><a href=\"https:\/\/jlmstrategiccommunications.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>JLM Strategic Communications<\/strong><\/a>:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>WHO<\/strong>: Who is your target audience, who will be involved in the implementation<\/li>\n\n\n\n<li><strong>WHY<\/strong>: What is the overall goal and purpose, desired outcome<\/li>\n\n\n\n<li><strong>WHAT<\/strong>: Is this a one-time launch, event, celebration, anniversary, kick-off, fundraiser. Create messaging for internal and external use, and publicity<\/li>\n\n\n\n<li><strong>WHERE<\/strong>: Where will it take place? Offline or online? What social media platforms? Live location? Is this an event or a launch? Where will the event or campaign need to be publicized? What are the targeted media outlets?&nbsp;<\/li>\n\n\n\n<li><strong>WHEN<\/strong>: What are the dates of the event, launch, campaign, etc.<\/li>\n\n\n\n<li><strong>HOW<\/strong>: All logistics that need to be figured out and who is responsible for it<\/li>\n<\/ul>\n\n\n\n<p>When this public relations strategy template is filled in, and organized, dates added to the calendar and charts, and those responsible for all tasks, the plan will take shape and make sense. Take a look at the examples of <a href=\"https:\/\/prowly.com\/magazine\/pr-campaign\/\" target=\"_blank\" rel=\"noreferrer noopener\">PR campaign<\/a> plans below.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"pr-strategy-examples\"><br>PR strategy examples<\/h2>\n\n\n\n<p>Using the template mentioned above, here are two PR plan examples that you can use to get inspired.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/prowly.com\/magazine\/app\/uploads\/2021\/04\/How-to-Create-a-PR-Plan-02-1.png\" alt=\"How to Create a PR Plan - Template\" class=\"wp-image-18412\"\/><figcaption class=\"wp-element-caption\"><em><span class=\"has-inline-color has-cyan-bluish-gray-color\">Source: <\/span><a href=\"https:\/\/www.pinterest.com\/pin\/1030761433436608799\/\"><span class=\"has-inline-color has-cyan-bluish-gray-color\">Pinterest<\/span><\/a><\/em><\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">PR strategy example #1: Hospital<\/h3>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Core questions<\/strong><\/td><td><strong>The meaning<\/strong><\/td><td><strong>Example of a PR<br>campaign plan #1<\/strong><\/td><\/tr><tr><td><strong>WHAT?<\/strong><\/td><td>\u2022 What is the overall goal and purpose\/ desired outcome?<\/td><td>Promotion of the new Emergency Room opened by the community<\/td><\/tr><tr><td><br><strong>WHO?<\/strong><\/td><td>\u2022 Who is your target audience?<br>\u2022 Who will be involved in the implementation?<\/td><td><span style=\"color: var(--color-black); font-family: inherit; font-size: inherit; font-weight: inherit;\">The target audience: the staff, employees, community, donors, volunteers, paramedics, physicians with hospital<\/span><\/td><\/tr><tr><td><br><strong>WHY?<\/strong><\/td><td>\u2022 Why do we organize it?<br>\u2022 Is this a one-time launch\/ event\/ celebration\/ anniversary\/ kick-off\/ fundraiser?<br>\u2022 Create messaging for internal and external use and publicity.<\/td><td>Celebrate and promote new health care facilities to help assist patients.<\/td><\/tr><tr><td><br><strong>WHEN?<\/strong><\/td><td>\u2022 What are the dates of the event\/ launch\/ campaign?<\/td><td>Mid-Spring<br>(over a few weeks).<\/td><\/tr><tr><td><br><strong>WHERE?<\/strong><\/td><td>\u2022 Where will it take place (offline\/ online)?<br>\u2022 What social media platforms to use?<br>\u2022 Where will the event or campaign need to be publicized?<br>\u2022 What are the targeted media outlets?<\/td><td>Hospital's new ER (inside and outside).<br>Social media is not a thing at the time of this campaign.<\/td><\/tr><tr><td><br><strong>HOW?<\/strong><\/td><td>\u2022 All logistics that need to be figured out and who is responsible for it<\/td><td>\u2022 Tours and special events for paramedics, physicians, local schools + a big community gathering.<br>\u2022 Internal and external<br>communications, community outreach plans, publications, media relations, direct mail campaigns, and invitations to all specific events.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">PR strategy example #2: Online organizations<\/h3>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Core questions<\/strong><\/td><td><strong>The meaning<\/strong><\/td><td><strong>Example of a PR<br>campaign plan #2<\/strong><\/td><\/tr><tr><td><strong>WHAT?<\/strong><\/td><td>\u2022 What is the overall goal and purpose\/ desired outcome?<\/td><td>Launch of two online organizations.<\/td><\/tr><tr><td><br><strong>WHO?<\/strong><\/td><td>\u2022 Who is your target audience?<br>\u2022 Who will be involved in the implementation?<\/td><td><span style=\"color: var(--color-black); font-family: inherit; font-size: inherit; font-weight: inherit;\">The target audience: those who need support and tools to heal from abuse.<\/span><\/td><\/tr><tr><td><br><strong>WHY?<\/strong><\/td><td>\u2022 Why do we organize it?<br>\u2022 Is this a one-time launch\/ event\/ celebration\/ anniversary\/ kick-off\/ fundraiser?<br>\u2022 Create messaging for internal and external use and publicity.<\/td><td>Helping those who have been through a difficult time (addiction, abuse, foster care, mental health issues, violence against the LGBTQ community).<\/td><\/tr><tr><td><br><strong>WHEN?<\/strong><\/td><td>\u2022 What are the dates of the event\/ launch\/ campaign?<\/td><td>During October Mental Illness Awareness Week.<\/td><\/tr><tr><td><br><strong>WHERE?<\/strong><\/td><td>\u2022 Where will it take place (offline\/ online)?<br>\u2022 What social media platforms to use?<br>\u2022 Where will the event or campaign need to be publicized?<br>\u2022 What are the targeted media outlets?<\/td><td>A digital campaign including local and national media, podcasts, and social media platforms.<\/td><\/tr><tr><td><br><strong>HOW?<\/strong><\/td><td>\u2022 All logistics that need to be figured out and who is responsible for it<\/td><td>Media relations:<br>\u2022 a press release to local media,<br>\u2022 monitoring local and national trends, opportunities, breaking news,<br>\u2022 pitching the client to media as a voice to educate and support others,<br>\u2022 community outreach, and speaking engagements.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"conclusion\">Conclusion<\/h2>\n\n\n\n<p><strong>Ready to give your PR strategy a thought?<\/strong> With Prowly, you can save time on executing PR plans \u2013 from finding relevant media contacts to creating visual press releases, sending email pitches, and maintaining journalist-friendly newsrooms.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-a89b3969 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/prowly.com\/\"><strong>TRY PROWLY FOR FREE<\/strong><\/a><\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"faq-frequently-asked-questions-pr-strategy\">FAQ (Frequently Asked Questions): PR strategy<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>What is a PR strategy?<\/strong><\/h3>\n\n\n\n<p>A structured plan outlining how an organization communicates to achieve goals like awareness, trust, and engagement.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>What are the key steps in a PR strategy?<\/strong><\/h3>\n\n\n\n<p>Set goals, research, know your audience, set SMART objectives, choose tactics, measure, and use templates.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>How do you measure PR results?<\/strong><\/h3>\n\n\n\n<p>Track engagement, reach, sentiment, and compare with objectives.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Which tools can help?<\/strong><\/h3>\n\n\n\n<p>Media monitoring and outreach platforms such as Prowly.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Public relations is all about influencing attitudes and behaviors. To be able to do this effectively, though, companies need a solid digital PR strategy, designed to work towards pre-defined goals and objectives.&nbsp; Luckily, there are several common steps to all PR plans listed by PR experts. By following them, you can create a public relations [&hellip;]<\/p>\n","protected":false},"author":228,"featured_media":24826,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[352],"tags":[],"class_list":["post-16202","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pr-strategy-and-planning"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>PR Planning: How to Create a PR Strategy (w\/ Template)<\/title>\n<meta name=\"description\" content=\"Create PR strategy with this step by step template. 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