All across the country, right now, PR and marketing teams are brainstorming ideas for the coming months.
Why? So they can keep their brand in the news.
Every plan will be different. But all will use calendar events as hooks for planning activity and creating the news that will keep them in the headlines.
A PR plan should be made up of news milestones relevant to your audience, consumer or business.
Key dates can include business, sporting and entertainment events, charity awareness days as well as seasonal changes and religious holidays.
Once you have those dates you can plan activity that will make you part of the conversation:
News — you should aim for one press release per month to keep your brand front of mind of your audience. Write a press release tied to an internal or external milestone. From Easter to Budget Day or start of the school holidays. The calendar will directly influence your PR plan.
Thought Leadership — write 250 words ‘comment’ on how your industry is being affected by the milestone and pitch to the media. Your comment may be used as part of a bigger article or you may be asked to write a bylined article exploring the issues you have raised.
Social Media — write a blog, schedule tweets, comment and share conversations and thoughts.
Expert Article - you have information your audience will find invaluable so turn that into an advice piece offering top tips, the secrets of, a how to and publish on your own website or pitch to a media outlet that accepts contributed content.
There are many things that make up a PR plan - but sticking to the basics and getting news and thought leadership mapped out for the full year - aligned to key milestones will give you a framework to build around.
One of the most important factors for any PR plan is consistency and a regular beat of content coming out from a company. Getting a PR plan in place will keep you focused and keep you on track.