Public relations (PR) serves a myriad of purposes, including generating marketing opportunities for companies and organisations. From start to completion, the objectives of an organisation's PR campaign drive every element of the implementation process. PR proposals are part of the planning stage for PR campaigns and form the backbone behind marketing activities that generate free advertising and publicity. A PR proposal also illustrates why a company is implementing a PR campaign, as well as the PR campaign's goals and desired results.
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Establish your PR objectives. Clarify what you want your target audience to think, feel and do after the campaign. Think about what you want the end result for your campaign to be. Ask what you want your organisation or business to achieve. Develop a list of key messages that underline the purpose of your campaign.
Conduct extensive research on the main issues and challenges facing your company and target audience. Consider using tools such as focus groups, surveys and industry databases to adequately gauge public opinion and potential reactions around your PR campaign. Evaluate competing organisations and look at past successes and failures. Analyse the data and incorporate your findings into the campaign.
Describe your target audience. Look at demographics such as age, income, ethnicity, nationality, lifestyle preferences and profession. Prioritise large audiences into categories such as primary, secondary and so forth. Customise languages, symbolism and imagery according to each segment.
Present what types of activities should be used to carry out your PR objectives. Use events---store openings, product launches, contests, trade fairs or demonstrations---to create publicity around your campaign. Consider sending out photos of new management to local papers or running company training for staff members. Include media releases such as video and radio interviews as part of your tactical communication strategy.
Decide on the types of measures you will use to evaluate campaign successes. Use customer feedback or focus group results as benchmarks to track progress. Suggest implementing employee or consumer surveys to identify public awareness of the campaign and company brand.
Do not forget to list what resources you will need to carry out the PR proposal. Include not only budgetary requirements, but also staff and external services. Mention what each team members' role and contribution will be during the PR planning process.
Tips and warnings
- Note potential challenges and barriers at the beginning of the PR planning process. Consider what elements of the campaign consumers or businesses might question or criticise.
- If you are working for an international organisation, be sensitive to cultural differences and language barriers. Consider translation issues, cultural idioms, colours, logos, symbols and body language. Recruit a PR professional located in the geographic region to help localise content and make the campaign a success.
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