PR Plan

Organisation: [Company / brand name] Prepared by: [Your name / role] Date: [Date] Campaign period: [Start date] to [End date]

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1. Objectives

[State 2 to 4 PR goals tied to business outcomes. Make each specific and measurable.]

• [e.g., Secure coverage in [number] tier-1 trade titles before [milestone date]]
• [e.g., Increase branded search by [percent] during the campaign window]
• [e.g., Establish [spokesperson] as a quoted expert in [topic]]

2. Audience

[Who you need to reach and why. Be specific about the segment, not "everyone".]

• Primary audience: [Who, and what they care about]
• Secondary audience: [Who, and why they matter]

3. Key messages

• Headline message: [The single most important idea you want every reader to take away]
• Supporting message 1: [Proof, context, or differentiation] — proof point: [number / customer / result]
• Supporting message 2: [Proof, context, or differentiation] — proof point: [number / customer / result]

4. Target outlets and journalists

Tier	Outlet	Journalist / section	Why it fits	Angle for them
1	[Outlet]	[Name / beat]	[Audience match]	[Why their readers care]
2	[Outlet]	[Name / beat]	[Audience match]	[Why their readers care]
3	[Outlet]	[Name / beat]	[Audience match]	[Why their readers care]

5. Spokespeople

Name	Role	Topics they can speak to	Availability
[Name]	[Title]	[Areas]	[Dates / notice needed]

6. Press materials

[Tick what you will prepare and note the owner and due date for each.]

• Press release — [owner] — [due]
• Media kit / press page (logos, images, bios, headshots, fact sheet) — [owner] — [due]
• Spokesperson briefing (key messages + tough-question answers) — [owner] — [due]
• Fact sheet with quotable numbers — [owner] — [due]

7. Tactics and timeline

Date	Tactic	Owner	Notes
[Week -2]	[Finalise materials, build media list]	[Owner]	[ ]
[Week -1]	[Offer exclusives / send embargoed pitches]	[Owner]	[Embargo lifts on [date/time]]
[Launch day]	[Release goes live, follow-up pitches, social amplification]	[Owner]	[ ]
[Week +1]	[Reactive pitches, thought-leadership byline]	[Owner]	[ ]

8. Measurement

[How you will judge success against the objectives in Section 1. Set a baseline before you start.]

• Output: [Coverage volume, outlet tier/quality, key-message inclusion, share of voice]
• Reach: [Audience reached, referral traffic, backlinks earned]
• Outcome: [Branded search lift, enquiries, sign-ups or sales correlated with coverage]

9. Budget (optional)

Item	Detail	Cost
[Agency / freelance support]	[Detail]	[Amount]
[Wire distribution]	[Detail]	[Amount]
[Assets / photography]	[Detail]	[Amount]
Total		[Amount]