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PR Plan

The public relations plan is the roadmap for execution. Whether you are launching a new fashion
brand entirely or promoting next seasons must-haves, a strategic PR Plan is essential to ensure that
goals are addressed and achieved. While there are multiple versions of a PR Plan, below is a template
of what a typical public relation plan would look like.
Executive Summary
In the executive analysis, provide a brief overview of the purpose of the plan and timeframe.
Situation Analysis
After doing some research, explain and cite the current attitudes or beliefs, challenges and opportuni-
ties as they relate to the plan. What problem does your product or service solve? For example, if your
client has a new non-wrinkle, wear it 12 different ways dress, you might note that women have a ten-
dency to over-pack and that the dress is a travel solution. This is also an appropriate place to highlight
any competitor information or positioning.
Goal
Here, put the single goal that would directly address the problem or opportunity identied in your
situation analysis. Goals are broad, general intentions.
Objectives
How would you know when you met your goal? What would that look like? Develop three or more
objectives that are specic, measurable and attainable that would help meet your stated goal.
Objective 1:
Objective 2:
Objective 3:
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How would you know when you met your goal? What would that look like? Develop three or more
objectives that are specic, measurable and attainable that would help meet your stated goal.
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Target Audience
Who are you trying to reach? List the primary audiences are that you want to impact through this
plan.
Target Audience 1:
Target Audience 2:
Target Audience 3:
Key Messages
What do you want to communicate to each target audience? List no more than three key messages
that your audience must understand about your product you want to impress upon your target audi-
ence. Using the travel dress example, the key messages might be about the no-wrinkle fabric, that the
dress is actually 12 dresses in one, and nally, that the dress comes in six different colors and in sizes
2-18.
Strategies
And now for the fun stuff! What methods will you use to get your message across? How will you at-
tract and engage your target audience? Print media outreach, Twitter, an event? Strategies should
explain how you intend to accomplish your objectives.
Strategy 1:
Strategy 2:
Strategy 3:
Tactics
Tactics are the specic action items you will take to support your strategies and meet your objectives.
For media outreach for the travel dress, a tactic might include desk sides with editors, or a digital
press kit for bloggers. Each should include a deadline and cost estimate.
[Tactic 1] Deadline: Budget:
[Tactic 2] Deadline: Budget:
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Strategy 3:
Tactics
Tactics are the specic action items you will take to support your strategies and meet your objectives.
For media outreach for the travel dress, a tactic might include desk sides with editors, or a digital
press kit for bloggers. Each should include a deadline and cost estimate.
[Tactic 1] Deadline: Budget:
[Tactic 2] Deadline: Budget:
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[Tactic 3] Deadline: Budget:
[Tactic 4] Deadline: Budget:
[Tactic 5] Deadline: Budget:
[Tactic 6] Deadline: Budget:
Budget
What is the total budget for the project? Dont forget to include program management (people) as
well as assets (press kit, photography, website) and vendor costs.
Evaluation
How will you measure whether or not your objectives have been met? What ongoing indicators will
you have during the campaign that will let you know you are on track? Perhaps you will count number
of stories secured, trafc to the website, event attendance or sales. Then, once the campaign is over,
how will you tie results back to the objective?
Questions? Connect with PR Couture on Twitter @prcouture or email crosby@prcouture.com
What is the total budget for the project? Dont forget to include program management (people) as
How will you measure whether or not your objectives have been met? What ongoing indicators will
you have during the campaign that will let you know you are on track? Perhaps you will count number
of stories secured, trafc to the website, event attendance or sales. Then, once the campaign is over,
Questions? Connect with PR Couture on Twitter @prcouture or email crosby@prcouture.com
PR COUTURE FASHION PR PLAN TEMPLATE Copyright 2013 3

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