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Goal
Audiences
Objective
Strategy
Tactics
Activities
Evaluation
Materials
Budget
Timeline

10 Steps for writing a Public Relations plan

longer-term, broad, more global, future statement of "being"

(example: to become the recognized leader, foster continuing support, etc.)

shorter-term, defines WHAT behavior, attitude or opinion you want to achieve from specific audiences, how much to achieve, and when to achieve.

Objectives should be SMART (specific, measurable, attainable, time specific)

change in behavior, awareness, opinion, support

(requires high-level strategic thinking)

to "inform" or "educate"

the number of activities or inputs

(number of contacts or news releases)

These can help monitor your work but have no direct value in measuring the effectiveness of a campaign

The approach to reach objectives.

Describe HOW to reach your objectives

Specific elements of a strategy, More specifically "how to."

(examples: meetings, publications, tie-ins, news releases, etc.)

Activities are details of tactics: six meetings, four publications, etc. They have dates, indicate who is in charge, etc.

Basis for evaluation, time frame, level of behavior/opinion change, publics affected

1. Overall goal
2. Target audiences
3. Objectives for those audiences
4. Strategies
5. Tactics
6. Activities
7. Evaluation
8. Materials
9. Budget
10. Timetable and Task List