6 Must-Haves of Every PR Strategy

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Just as a comprehensive PR plan is a must-have for every modern business, a well-defined strategy is a must-have for every PR plan.

Here are 6 basic tenets that every PR plan must have:

1.    Budget:
Every PR plan starts with a budget; it will determine the continuity and scope of your engagement. Your budget will also dictate how ambitious (or conservative) you should be with your goals.

2.    Main objectives:
What are the main objectives of your PR engagement? Focus on only the most important things. Keep the list short and make sure all of your objectives are SMART: Specific, Measurable, Attainable, Realistic, Time bound.

3.    Strategy:
Define the strategy you are going to employ to achieve your main objectives. At this stage, it doesn’t have to be too specific – simply outline the general steps towards your goals.

4.    Primary audiences:
Think about the age groups, interests, geographic distribution and other attributes of the people you will be trying to reach with your messages. This, in turn, will determine the best communication channels and tactics you can employ to achieve the desired results. Knowing your target audience is crucial to an effective PR strategy.

5.    Key messaging:
Identify the key messages you will try to convey with your PR outreach. Just like with your main objectives, focus on only the most essential points. This will help your narrative to stay consistent and easily perceivable by the public.

6.    Detailed plan of action:
Once you have identified the general aspects of your PR plan, it’s time to outline a more detailed plan of action. This will include strategic dates and specific tactics you are going to use throughout the duration of your engagement, as well as assign concrete roles to all team members working on the project.


Public relations strategies have many moving parts and are always subject to change. Still, creating a detailed plan for your PR strategy will allow you to stay on target and bring structure and organization to what otherwise might seem like an endless list of deliverables and deadlines.

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