Step-by step planning process

Step 1 Where are we now?

• Analyze brief and background information.

• ‘Test’ brief against reality by:

• examining examples of past media coverage

• speaking with journalists

• talking to target consumers

• reviewing external market research

• analyzing the competition through market reports, company/product literature, store visits, etc.

• Develop focused situational analysis.

Step 2 Where do we want to be?

• Clearly define PR objectives.

• Define target audiences (primary and secondary)

• be as specific as possible, i.e. age range, sex, sociodemographic information, etc.

Step 3 How do we get there?

• Develop strategy and/or approach – make it simple.

• Brainstorm creative concepts and tactics to support strategy.

• Shape campaign by selecting the tactics which best support the strategy in a creative way.

• Support tactics with facts, e.g. market research forecasts, trends, logistical research, etc.

Step 4 Measurement and Evaluation

• Determine the goalposts before embarking on a campaign.

• Build in system to measure against targets.

• Review regularly and use results to further fine-tune campaign.

(Anne Gregory. Public Relations in Practice. – Kogan Page, 2001. – P. 19-34)