Introduction/Identify the Problem or Opportunity: Define the problem facing the organization
or the opportunity to reach the public in a new way
2. Research: Gather information necessary to clearly define the current situation with regard to
the campaign
3. Situation Analysis: Describe the situation (problem or opportunity) in detail. Conduct a SWOT
analysis to examine Strengths, Weaknesses, Opportunities & Threats of the current situation.
4. Objectives/Goals: Define what is hoped to be the end result of the PR activity. What is your
primary goal?
5. Indentifying Publics/Target Audiences: Who do you want to talk to? Who are your key publics?
Who do you want your message to reach? Identify each public relative to the campaign.
6. Key Messages: What do you want to say? What is the message you want your PR campaign to
get across to the public? Develop a set of messages which forms the main thrust of the
communication.
7. Strategy: How will you meet your objectives in a general sense?
8. Tactics/Channels: What tools will you use to communicate your key messages? What specific
things will you do during your PR campaign to reach your objectives and goals, which will fall
within your strategies? Creativity is paramount, but remember to use the tools which will best
help meet your objectives.
a. Items which must be included are:
1. Press/Media Kit
2. Press /News Release(s)
3. Media Alert(s) for at least one event (ie – press conference, public appearance etc.)
4. Feature Story
9. Timeline: Develop a timeline to coordinate your tactics and for the course of your PR campaign
10. Budget: Allocate money to specific areas of the campaign. Include an overall budget estimate,
as well as a breakdown of where that budget will be spent on your PR efforts
11. Crisis Management/Communications Plan: Develop an emergency crisis
management/communications plan in case of an event, issue or incident which may pose a
threat to your organization
12. Evaluation: Develop a system for evaluating the success of your campaign. How do you plan to
evaluate the whether or not your plan will be successful? How will you measure results to
ensure you’ve met your objectives?
PR Campaign Format:
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