Here’s a checklist of aspects of a robust PR plan that can be overlooked or underwritten.
1. Does it set a role for PR? In other words, is it designed to do something that marketing or advertising does not? Sometimes it’s to educate about a new category or product, which is hard for paid media to do in great depth. It may be to add credibility to a marketing positioning or product claim, or to convey messages that showcase competitive superiority. Whatever the case, it should go beyond vague or redundant goals like “positive visibility” or “leadership positioning.”
2. Does the PR plan define success? Lead generation? Brand messages that resonate with prospects? Web traffic? Whatever the desired outcomes, they should be more clearly defined than just reach as measured in impressions.
3. Does the plan include internal audiences? Many plans don’t address employees and stakeholders, or they may only give lip service to them. Internal audiences can be important ambassadors for the PR strategy or for a corporate social responsibility program. If employees and partners aren’t fully informed of a program’s goals and strategies, it can mean lost opportunities.