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How to Build a PR Plan in 2023
November 3rd, 2022
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by Paige Garrett

Attempting to learn how to build a PR plan in our fast-paced world can feel daunting, but it doesn’t need to! Whether you’re working on PR for startups or for large, multinational companies, planning ahead is essential. Here, a few tips on the best ways to break down ideating, communicating, and executing an effective PR plan in 2023.

Start globally, then move locally

Start by settling on a global brand strategy, including broad-stroke key objectives, tentpole story verticals, and potential areas of focus throughout the campaign. What do you want to accomplish and how can you do that? Highlight larger ideas that will be broken down within the plan and focus on explaining the reason behind the structure, length, and goal of the PR plan. 

Make sure to include plenty of tangible goals for increasing brand exposure both nationally and locally and note ways to execute including considering digital PR services, hiring a public relations firm, working on influencer campaigns, hosting events, or sending out special giftings. 

Break it down by time

Organize your PR plan into months, including launches, events, newsworthy company changes, and seasonal holidays. Ideate around the dates to inform a seasonally current approach to trends, pitching, and potential topics. Break down launches or events into pre, present, and post-to do’s with goals, pitching angles, target editor attendees, and media or social goals for the launch or event. 

Need to announce news? Press release distribution can be an important tool for getting the word out, but make sure you share with plenty of time for coverage. Use monthly holidays or timely viral trends to inform short-lead angles (mostly digital!) and ways to insert brands into relevant media conversations. Don’t be afraid to be creative and try something new.


Long-Lead vs short-lead

For each month of your plan, include short- and long-lead ideas based on trending topics for each. Create newsworthy moments and utilize the difference in pitches to showcase various parts of the brand or products. For example, in July you might need to pitch a skincare line’s sunscreen for short-lead or digital stories and a hydrating healing balm for long-lead fall and winter print stories. Thinking along parallel lines of digital and print media is the goal, as both are still needed for well-rounded brand exposure.

Get granular

Plan for variety in the details within each monthly plan. When suggesting an event or paid campaign, build out 2-3 budget options including scenarios for each. This will help you ultimately execute a worthwhile event no matter the budget, and offer detailed tiers of activation options depending on brand goals. Include estimates for talent, venue, press release distribution, paid ads, and gifts for each option so you don’t have to do the calculating later on. 

Work backwards

Once you’ve laid out a launch event or campaign, backtrack the month or two prior and ensure you’ve built out everything you need to focus on leading up to the big day. Include any target media you’re hoping will cover the brand or attend an activation, and include specific weekly dates to execute larger tasks such as confirming talent, sending samples to media, paying the venue, sending invitations, etc. While working backwards, also check your long-lead pitches or sample send-outs for “I-Tried-it” style articles that require a longer lead time. 

The goal of a public relations plan in the modern age is to offer detailed guidelines and a multi-pronged approach to PR, including timing, ideas on digital and print media stories, and influencer or event campaigns plans if budget allows. Working through your plan methodically helps ensure everything goes off without a hitch.

Need help creating or executing your PR plan? Press Hook can help with digital PR services, press release distribution, and more. If you’re ready to find out how Press Hook can work for you, schedule a demo with the team here.