Top 10 Ways To Create A Publicity Plan

By Nancy Mallory

Just as you discovered if you’ve ever written a business plan, there are many, many variations in the format and outlines for PR plans. Behind every successful product launch or publicity campaign is a well-researched PR plan. A PR plan is a step-by-step guide on how to market a product, an event or service to a specific target market. The PR plan should be a part of an overall marketing plan.


Review and update your PR plan after each quarter and be sure to evaluate the results.


Have a contingency plan in place in case of likely obstacles.


Commit to one consistent positioning strategy.


Examine and define whether your company owns brand-name awareness and/or a unique market position.


Identify the key people within your company who will assist in the marketing campaign. Determine their strengths and weaknesses and assign action items accordingly.


Define what sets you apart from your competition.


Determine how your target market will benefit from your services.


Determine who your target market is.


Determine what your marketing budget is and develop a PR campaign timeline.


Determine your goals and your marketing objectives.

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