2024 PR Plan Sample

Miriam Handel

JOUR 4460

October 1, 2023
Goal: By the start of 2024, reinforce the reputation of
Warner Bros Discovery by utilizing current best practices,
trends and technologies to reach audiences.

1. Objective 1: Increase media relations with a fact

sheet about Warner Bros Discovery to include
comprehensive information about the company and
its practices/goals.
a. Audience: Journalists
b. Strategy: Streamline website content in order to make
it more engaging and useable and to connect the
corporate and investor pages
c. Trend/Innovation/Best Practice:
d. Example: https://corporate.target.com/press/fact-
sheets
e. Tactic: Create a PDF (or interactive?) comprehensive
fact sheet on the WBD website that is available for
download with key information
f. Evaluation: Check monthly on number of clicks to site
page or downloads depending on which approach is
taken.
2. Objective 2: Increase media relations by 2024 with a
streamlined newsroom that combines investor and
press information and uses a ltering system and
search button to organize it.
a. Audience: Journalists and investors
b. Strategy: Use digital and interactive elements to
simplify visual element of newsroom for e ectiveness
c. Trend/Innovation/Best Practice: Interactive/digital
d. Example: https://www.apple.com/newsroom/
e. Tactic: Reorganize and design WBD newsroom with
more interactive elements
f. Evaluation: Number of clicks and downloads on
newsroom and amount of earned media received for
press releases in 2024.

3. Objective 3: Create a quarterly social media plan by

January 2024.
a. Audience: Consumers and Journalists
b. Strategy: Use social media strategy to create content
and goals for social media platforms
c. Trend/Innovation/Best Practice: Social media marketing
d. Example:
e. Tactic: Create a plan for social media posts and create
campaigns to follow
f. Evaluation: Check engagement monthly on social
media posts and how many follow through and click to
site
fi
ff
Insights:

Insights: Annual Report is extremely easily accessible and well

organized, it’s clear that they want it to be read by both consumers and
shareholders. Quarterly call information was hard to find, but available
eventually.
No easily accessible fact sheet or b roll. There was good separation of
press and company news but perhaps too many press releases that
aren’t newsworthy clogging up the newsroom. Most press releases
were picked up by trade publications, but many were not and received
no coverage or earned media. Two different sites exist for company
news and press news, and while it keeps it organized, it’s difficult to
toggle between the two.
Strategic Insight: Maybe some sort of filtering system on a combined
site?
There isn’t a ton of social media content about community relations
even though WBD seems to have a large amount of campaigns and
various projects they work on throughout the year.
Strategic Insight: Work on making these more visible to the general
public through social media.
Many resource groups. This is really good, but there isn’t a ton of
information available on what they actually are other than what group
they support. Information on the work they do, donations they receive or
goals would be helpful. DEI officer was found easily, but content on DEI
for employees was sparse. Other than that, there is lots of content on
the DEI initiatives and goals for WBD.
Strategic Insight: Make information about each specific resource group
accessible.
There isn’t a ton of information about this on the WBD site. Everything I
found was from a secondary site that focuses on volunteer events.
Strategic Insight: Perhaps linking to these sites would allow an easier
connection between WBD’s volunteer policy and their actual programs
and campaigns.
Social media is lacking on this front. They get okay engagement, but the
WBD account is mostly used to retweet and promote content from other
Warner Bros. Associated accounts.
Strategic Insight: Original content from the WBD Twitter would help
boost engagement.
Lots of content about sustainability on the WBD site. There are tabs and
pages for campaigns, goals and values, programs they support, and
employee work. It’s a bit dense to scroll through compared to other
pages on the website (DEI is organized much more efficiently).
It’s a tough time for WBD. There’s a lot of articles about financial issues,
conflict and issues with the CEO, and with the strike there’s a lot of
negative press. It was hard to find any example at all of WBD trying to
manage this reputation.
Strategic Insights; Release some sort of statement about support of
industry issues that leads into wishing they were resolved for original
reasons rather than just speaking on WBD issues.
With recent strike news, there is most likely a lot of internal work being
done to cooperate with the unions that WBD has to work with. Content
can’t be created without breaking union rules (SAG, WGA). WBD’s
political action committee was only very briefly mentioned deep in their
site when looking at regulatory affairs, not very easy to find that the FEC
is a regulatory body for this org.
In both of these cases, there is very little work being done to actually
protect reputation and reverse the effects of negative stories coming out
in times of crisis. With the Ezra Miller situation earlier this year, WBD did
not address or put out a statement and instead suffered a hit to their
reputation. With the strike, WBD is not showing outright support for the
unions and is speaking out against the strike which goes against the
majority of public interest.