Putting It All TogetherThe Strategic Public Relations

Plan

It Starts With A Title Page

• It should look good.

“Looks good…”“Real good…”“Perfection…”“Let’s shut up and eat.”

Executive Summary• Summarizes the entire proposal. Based upon

the thinking the top dog will only read a summary while his or her middle management types study the details.

“My defense ministers Cassius and Brutus will read the rest of the proposal about our upcoming Ides of March event. What say ye, yon Cassius, he with the lean and hungry look?”“Trust me, oh great Caesar. This plan will absolutely slay you.”

Table of Contents• An optional section that allows readers to

peruse particular sections.

“Where’s the part about Angelina Jolie and Brad Pitt adopting Lindsay Lohan?”

Situation Analysis• A section that explains existing conditions that

gave rise for the need for public relations.

“It all began when I started sheering sheep when I was eight…the soft, cottony feel…I couldn’t stop caressing…”

Goals• Unless you know the company’s goals, how

can you recommend the right course of action.

• Example of a goal: To become known as the company that produces the nation’s best made fashion jeans.

“Now hear this, now hear this…Jean Fitzhugh Jeans reported to make the nation’s best made fashion jeans…in other news, Spanky the French Poodle arrested for selling drugs in dog kennel…”

Research• When you have the account (they’ve paid

you), and your plan is presented subsequent to that, the strategic plan should show how your research is driving the entire presentation. When done to “land” an account, it will not have a research section.

Example

“What’ve ya got, Joe?”“Here’s what I got from my qualitative research…’It hurts a lot, I think I’m bleeding a lot. Quick, call an ambulance, and, finally…o…o…h…h… uh…’ Quantitatively, we’ve got one dead body.”

Key Publics• The publics that have most important

influence on corporate success. Can be financial influence, legislative influence, even those who can powerfully influence the company’s image and success.

Herewith, an overlooked key public…and they’re really pissedabout it.

Benefit Statement For Each Public

• Tells the client you understand why that particular key public is key. Also explains how the public benefits from your company’s products/services/policies.

“As I was saying, Mrs. Robinson, a good massage will improve circulation, refreshen the glow of your skin, and leave you with a glowing, tingling feeling…so…is your husband home?”

Objectives(Per Public)• Incremental and measureable

“steppingstones” for the campaign.

Strategies

• The overall approaches or direction toward achieving your campaign objectives.

• Example:– Client: JF Jeans– Strategy: Use young, headline attracting

celebrities to help effect our desired brand image of being top fashion, yet provocative, apparel.

Provocative Apparel• Two examples of provocative:

Key Messages Per Public• The really important thing you’re going to say

to each public.• Example:

– Client: Jean Fitzhugh Jeans– Key public: Retailers– Key Message: The newly restyled Jean Fitzhugh

Jean will be heavily marketed to the style conscious 18-24 demo and attract them into your stores to purchase JF Jeans and other accessory items.

Key Message Example

“Hmm…what’s this? Key message from Her Majesty’s ship, Titanic. Ship hits iceberg. Sinking fast. Cancel order for extra moo shoo. Send lifeboats instead.”

Campaign Theme• The statement or slogan that drives the entire

campaign. Ties all elements together, creating integrated communications.

• Example:– Company: Rapid Rivers Tours– Theme: “It’s not the size of the ship; it’s the

motion of the ocean.”

Example

Programming• The specific tactics and when you intend

to implement them.• “Where the hell’s the TV

Guide? I don’t know what program’s on.”

Budget• A line item breakdown of costs.• For example:

– Video 5,000.00– Media kit 6,500.00– Photography 2,500.00– Ice Carving 800.00– Furnished shot glasses 50.00– TOTAL 14,850.00

PR people can add and subtract. Just don’t ask us to divide and determine fractions.

Example

Grandpa Gold going shopping on a limited budget.

Note: In reality, this is a photo from the Weimar Republic showing the results of printing money to stimulate economic growth.

Summary• Executive Summary – Tell ‘em what you’re

going to say.• Report/Plan – Tells ‘em.• Summary – Tells ‘em what you just said.

“That pretty much sums it up.”“Some summary…”“Some would say.”“Some…”“Yeah, some…”“How ‘bout grabbing some moo shoo?”“Sounds sumptuous.”

Philosophy Statement• Your agency explains their mission and values,

how it approaches its work

“How much do we love you? We love you th…i…i…s…s much.”

Contact Page• List the people in your agency the client may

call if they have questions.• E.g. Contacts:

– Lord Howard Hurtz, president 555-5555– Baron deSoul, vice president 555-5556– Hal A. Looya, director of marketing 555-5557– Isadore Nearby, media relations 555-5558– Tamara Nevercomes, community relations 555-5559

Thank You• In this final section, you literally thank your

client (or prospective client) for allowing you the opportunity to present your strategic plan.

“Thanks a lot.”“Thank you very much.”“A million thanks for allowing us to come in.”“Well, a gazillion thanks for taking all the time to put your thoughts together.”“So, that means we got the account?”“Nah…we’re going with the other guys.”

Next Week…• Dorothy says…

“I need a PR person to help me get a book deal. Just think, a young girl from Kansas gets kidnapped by a bunch of little people, goes off on an adventure with four really weird creatures, kills a wicked bitch, and then does the dirty with an old guy in a balloon…I could get millions.”