Writing the PR plan: Defining success for your organization

Publication Date: 2/2008

Source: SO01 Public Relations Tactics
Product Code: 6C-020817
Organization/Author/Firm: Doug Newsom, Ph.D., APR, Fellow PRSA and Jim Haynes, APR, Fellow PRSA
Specialization(s): Writing / Strategic Planning
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Writing is the heart of public relations. Developing and sustaining relationships demands consistent communications.

Whether your organization is dealing with a crisis situation, a short-term PR campaign or an ongoing PR program, writing remains the basis for conveying information, establishing and sustaining credibility, and building a brand.

But before you begin writing any sort of PR communications needed by an organization, your first step is preparing a written PR plan. A plan for strategic communication is the foundation for PR action.

Like a map, a plan provides direction toward a desired destination and equips your organization to write and speak with one coordinated voice.

Of course, a PR campaign or program is a series of coordinated, unified activities and messages, driven by a single strategy, delivered to relevant publics by a variety of means. These activities and messages are intended to inform, educate or persuade those publics to buy, use or support something. So the PR plan should fit into your organization’s overall strategic plan.