Sample Public Relations Plan Outline

Although each PR plan will be uniquely organized and formatted by its author,
the following outline includes all necessary components.
I.

Introduction- Situation analysis including state

of the market and key issues that programs will
address

II.

Objectives Overall objectives of the public relations efforts in

support of companys marketing objectives

III.

Message Model 3-5 key messages, based on the company

positioning strategy detailed in the Marketing Plan, that PR programs
will communicate

IV.

Target Audience Lists An expanded list of press (on-line and print,

newsletters, trades, technology, business, local, and broadcast),
market and financial analysts and other influencers, based on the
Market Leverage Model in the Marketing Plan. Lists should be
prioritized (tier 1, 2, etc.) and categorized by type and coverage.
Include in-depth profiles of Top 10 publications and Top 5 analyst
firms.

V.

Spokespersons/Training List of approved spokespersons for

various topics, e.g. Corporate CEO, Technology CTO,
Product VP Marketing, and plan for general
training of spokespersons and for pre-briefing
prior to interviews and tours

VI.

Programs Detail on specific programs, with objectives, tactics,

timing, budget and measurement for each.
Sample programs might include:
A. Corporate/Product Press Kit Materials corporate presentation,
backgrounder, fact sheets, data sheets, collateral, kit cover, etc.

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B. Press Releases - rolling schedule

C. Product Launch includes integration with general launch plan to
sales, customers, etc.
D. Press Tours topics, preparation, spokespersons, specialized
materials, etc.
E. Speaking Opportunities/Calendar of Events including technology,
industry and financial conferences
F. Trade Shows
G. White Papers
H. Contributed Articles technical, industry, etc.
I. Customer Testimonials
J. Partner Programs interoperability, alliance
announcements, etc.
K. Editorial Calendars include calendars of top 10 publications and
program strategies for each
L. Analyst Program
III.
IV.

Timelines and Schedules

Headcount and Consolidated Budget include budgets for news wire distribution,
clipping service, paid publications, research
services, materials, outside services, agencies,
travel, etc.

Copyright 2004, Sevin Rosen Funds. All rights reserved.

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