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How to Use the PR Plan Template to devise a solid PR plan
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1Immediately save this file into the relevant Client folder under Press Releases to prevent Conflict Copies in the DX, and also to ensure that your work is autosaved (can retrieve earlier versions from the DX each time you click save, and in some cases, DX autosaves the file if you have not saved in a long time) in case of any computer crashes.
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2Hide the columns of the months that are not relevant.
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3Theme: Devise a theme that is relevant to the month's celebrations and relevant to the Client's business for every month or every 2 months, depending on our PR deliverables. If 1 press release is needed for every 2 months, merge the two columns of that month to show one theme for both months.
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4Premise: The idea behind the theme. This row may be hidden if there is no need for this. Useful when sending over the PR Plan via email and there is no face-to-face meeting for discussion.
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5Headline: Suggested headline for the Client to better visualise how the Press Release will sound. Also useful for our writers to craft a more precise Press Release. Useful to cross check that PR ideas are newsworthy (How does it sound as a headline? Is it strong enough?). This row may be hidden if not needed.
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6Info from Client: This row is hidden under the execution portion, where we plan with the Client the details and information we need them to prepare. Send this to the Client at least 3 months before their next press release, so that they can put things in place in their business to give us what we need in order for us to craft the Press Release and prepare to send out.
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7Media Genres: Devise a pitching angle for each genre based on the Client Theme.
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8Delete the rows of genres that are totally irrelevant to the Client's business
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9Send the PR Plan to your superiors for checking/vetting/brainstorming.
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10Check the print layout, and pdf the document and sent to The Client once ready. The PDF document in the DX also shows us that the file has been sent to the Client.
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11Revise this plan every month or so to ensure that we are on track with the Client (there may be Client changes in business, or news changes we should take note of an reflect I the plan, like government news the Client can tap on for thier Press Releases), and send the Client the updated PR plan to chase them for deliverables.
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