Whether you're new to the PR scene or a seasoned pro delving into the realm of communications, creating your first PR plan can be as daunting as deciphering the intricacies of a cryptic riddle.


So, you’ve dipped your toes into the exhilarating realm of Public Relations, and suddenly, a looming cloud called the PR plan has cast its shadow over you. Whether you’re new to the PR scene or a seasoned pro delving into the realm of communications, creating your first PR plan can be as daunting as deciphering the intricacies of a cryptic riddle.

Fear not, fellow PR pilgrim! Having walked this path myself, from the undergrad corridors to the graduate avenues of Professional Communications, I know just how bewildering that first PR plan can be. So, let me be your guide through the enchanted forest of PR planning with this delightful beginner’s guide. And hey, let’s be real, if I can do it, so can you!

1. Laying the Foundation: The Executive Prelude
First things first, let’s set the scene. Picture this: an Executive Summary where you artfully paint a snapshot of the company’s journey, its current juncture, challenges, and aspirations for the PR escapade ahead. With that cinematic opening, we ease into the Industry Analysis, where you don your detective hat and dive into the world your client thrives in.

Ever wondered how big the industry really is? What about its annual revenue? The whole tea on projected growth? And those trends that make industry insiders go, “Oh-em-gee, did you see that?!” Yep, we’re talking those questions! This juicy research session sets the stage for your grand PR orchestration.

2. The Competitive Analysis: Compare the Pair or Three.
Now, as we roll out the grand tapestry of your PR plan, behold the Competitive Analysis – a showdown of brands! Pick two or three worthy adversaries within your client’s realm and let the comparisons commence. Size, goals, brand whispers, past PR enchantments, social media spells, paid media magic, earned media epics, and the sacred owned media scrolls, all wrapped up in a single showdown.

3. Unveiling the Oracle: The Mighty SWOT Analysis
Enter the mystical realm of SWOT – Strengths, Weaknesses, Opportunities, and Threats. It’s where you dissect your client’s essence, unraveling the threads of social, political, environmental, technological, and legal forces that weave its fate. And as you cast your eyes over your findings, remember to recite the sacred order: strengths, weaknesses, threats, and opportunities.

4. Peering Through the Crystal Ball: The Media Audit
Picture yourself in a dimly lit chamber, surrounded by the whispers of the media. This is the Media Audit, where you peer into the crystal ball and discern what the media whispers about your client. For fledgling endeavors, observe the chatter around your chosen rivals from the earlier skirmish. For the titans of industry, delve into the paid, earned, and owned media that cloaks your client.

5. Quest for Glory: Setting the SMART Objectives
Time to craft your objectives – those beacons guiding your noble quest. Make ’em SMART: Specific, Measurable, Achievable, Realistic, and Time-bound. Imagine something like “boosting sales by 20% within six moons.” Ensure these objectives dance to the rhythm of your client’s heart, encompassing their mission and aspirations. From spreading awareness to shifting attitudes, it’s all part of the grand symphony.

6. Decoding Minds: The Mythical Target Audience
With your objectives as your compass, embark on a journey through the treacherous realm of the Target Audience. Categorize them into primary, secondary, and tertiary, and don’t forget to decode their secrets – demographics like age, gender, income, and psychographics, unveiling their purchasing habits, lifestyles, and brand preferences.

7. Crafting Spells: The Art of Key Messaging
Behold the magic of Key Messages! These are the spells you cast on your target audience. With primary and secondary messages, let your words weave an enchanting tale aligned with your objectives and the very soul of your client. Short, powerful statements followed by bullet-point incantations of examples, facts, and testimonials, building an aura of trust and credibility.

8. Storming the Castle: Strategies and Tactics
Ready for the climax? Unleash the Strategies – the master plans shaping your victory. Each strategy is like a grand chapter, and within its pages lie the Tactics – creative, sparkling gems that execute the strategy’s purpose. Remember, they must dance in harmony with your objectives and key messages. It’s like conducting a symphony where each note is vital.

9. The Artisan’s Workshop: Forging Tactical Elements
Enter the artisan’s workshop, where tactical elements take form. From social media spells to content calendars, press releases to media kits, podcasts to press conferences – these are the tools of your craft. They’re the physical and digital artefacts that weave the threads of your strategy into a magical tapestry.

10. Dancing Through Time: The Enchanted Timeline
Time to map the dance of the campaign across the sands of time. Every step, every move, every crescendo and quiet whisper, all choreographed on the enchanted timeline. When will you craft and disseminate materials? When shall your events unfold? This timeline is your conductor’s baton, ensuring every note is struck at the perfect moment.

11. Counting the Coins: The Sorcery of Budgeting
Ah, the arcane art of budgeting! Every campaign has its costs – staff, printing, events, and the like. Create a budget that holds all these expenses so that you can rob Peter to pay Paul and pull the levers on making PR magic happen.

12. The Denouement: Measuring and Adapting the Magic
As the campaign curtain falls, it’s time for the denouement – measuring your triumph and adapting your magic. What spells dazzled the most? What potions fizzled out? Reflect on the realm of strategies and tactics, and consider metrics beyond mere objective fulfilment.

And There You Have It!

So, my fellow PR apprentices, as you stand at the threshold of your PR journey armed with this guide, know that you’re ready to wield your PR plan with confidence and enchantment. Remember, every spell you weave, every strategy you master, leads you closer to the enchanted land of successful PR campaigns.

And hey, as you embark on your quest, don’t forget to equip yourself with the magical PR tools from PRBYYOU, a product range by raraPR. These mystical artefacts shall surely aid you in your endeavour, transforming you into a PR maestro of epic proportions!

Start your magical journey with PRBYYOU a DIY product range by raraPR. And for your PR Planning Strategy we recommend The PR Strategy Template which you can grab and instantly download HERE.

raraPR is above all the sum of people who together help build brands and share stories. We are present in our determination to make a positive difference to the world by representing individuals and businesses that are doing good. We are an extension of the personal stories within us, those that we exist for and those within you that need to be heard. Progressive, dedicated, creative and flexible.

About raraPR

raraPR is an Australian public relations, digital marketing and branding agency. We are PR mentors, brand boosters and community creators for business owners, industry leaders and entrepreneurs. What we do goes far beyond the typical PR agency.

Our Ethos
We’re a passionate team who thrive on creating content that works. Or in other words, tasteful brand assets that build equity for a business.
We’re driven by the purpose, the meaning and the stories behind why a business exists as much as the quality of the product or service.
We’re inspired by being around the start-up community, entrepreneurs, intrepreneurs, solopreneurs, creators, makers, thought-leaders, dreamers and seekers willing to go beyond the good for the truly great.
The desire to help people take their business to the next level and reach their potential drives everything we do.
We get excited about producing innovative and thoughtful PR, digital, social media and design outcomes.
We’re at our natural best when we’re connecting talent and bringing communities together inside and outside the company.
We collaborate and become a seamless extension of our clients’ team.
We see, listen, mentor, educate, inspire, support, direct, provide clarity and instil confidence within our team andour community.
We care about providing value, which is the fundamental centrepiece of what we do.
We’re all about honesty and integrity, authenticity and transparency. That’s how we roll.