THE PR
STRATEGY
TEMPLATE
#PRBYYOU@RARAPR
No.18
THE PR
STRATEGY
TEMPLATE
COVER PAGE
RARAPR.COM
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THE 10 COMPONENTS OF A GOOD PR STRATEGY.
AN EASY TO FOLLOW FORMAT.
QUESTIONS AND PROMPTS TO ASSIST WITH
ESTABLISHING YOUR OWN PR STRATEGY.
PR LESSONS AND RATIONALE BACKED BY INDUSTRY
EXPERIENCE.
PR SPEAK SO THAT YOU CAN MORE EASILY GUIDE
YOUR CLIENTS ALONG THE CUSTOMER JOURNEY
UP-LEVEL YOUR PR TOOLS.
SYSTEMISE YOUR CUSTOMER JOURNEY PROCESSES
WITH GUIDANCE ALONG THE WAY.
SUPPORT WITH DEFINING YOUR GOALS AND
OBJECTIVES.
CLARITY ON THE BEST PR TACTICS FOR YOU
A STRATEGY FACILITATOR TO GIVE YOU MENTORSHIP
ON HOW TO DEVELOP A PR STRATEGY FOR YOURSELF
AND/OR YOUR CLIENTS
EXPRESSION OF VALUE
RARAPR.COM
CONTENTS
1
Expression of Value
2
Contents
3
Explainer
What Makes a Good Strategy?
The PR Strategy Overview
The PR Strategy Template
5
6
8
9
11
Cover Page
Summary
T H E P R S T R A T E G Y T E M P L A T E | 0 4
PR is happening in and around a business whether you're
wrangling it strategically or not.
PR is the sum of all impressions about a business in
someone's heart and mind. PR is reputation. PR is
content. PR is story. PR is not what you say about your
brand, it’s what others say about your brand on your behalf.
PR is anything and everything that influences perception.
By its very nature (perception and reputation) PR is
happening with or without you.
Having a PR Strategy is a powerful tool to help you take
better hold of your brand's position. It will inspire and
unlock a better PR culture and PR ecosystem for your
business.
A PR strategy is used to help your business organise its
public relations activities and make strategic decisions
about the best way to communicate with the target
audience. A strategy outlines challenges, ideal outcomes
tactics, targets and sets boundaries.
T H E P R S T R A T E G Y T E M P L A T E
EXPLAINER.
T H E P R S T R A T E G Y T E M P L A T E | 0 5
JADE ROBERTS
"PR STRATEGIES GIVE YOU A
BETTER CHANCE OF
OWNING AND SHARING
YOUR STORY IN THE RIGHT
WAY WITH THE RIGHT
PEOPLE AT THE RIGHT TIME."
T H E P R S T R A T E G Y T E M P L A T E | 0 6
01
Know the core values of the business
These become a guiding light for all decisions in and around the business.
02
Know the WHY statement
This keeps the goals on a pathway that is centred in purpose rather than
selling. People don't buy what you do they buy why you do it beyond selling.
Knowing the 'WHY to buy' is the north star for all communications.
03
Know its unique position in the market (competitor analysis)
This helps to unearth possible communication gaps and get clear on
differentiation for your key messaging.
04
Have a clearly defined PR budget
Before PR Pros can create an effective, meaningful and realistic PR Plan for
a business we need to have a budget. Tactics can be scaled up or down; they
are always guided by budget.
05
Have clarity on the ideal business outcomes
Effective PR strategy is about knowing where you're heading and creating a
plan to get there.
06
Confirm key timings
As well as planning, PR requires proper lead-time to be effective.
Before you develop your PR
strategy...
HOW TO USE THIS TEMPLATE:
Create a copy of the document in Canva so that you have the original. Then
delete the pages you don't need for your project. Follow along the step by step
journey and fill it out as you go. It's a blank canvas that you can make your own.
Let's start by saying that you can interchange the words PR Plan or PR Strategy.
They actually mean the same thing. We prefer PR Strategy because it gives more
merit to the thought and IP that goes into creating what is a strategic effort to
advance a business. Plan versus Strategy it's just semantics really.
A Media Strategy is just focused on the media outlets, timing, story angles and
media assets delivered. A Media Strategy is a media relations Plan and can
absolutely be included in the PR Strategy; although we prefer to keep them
separate and move into a focused and streamlined Media Strategy once we've
confirmed the tactics and timings. Not all PR Strategies include Media Relations;
publicity is not always the best tactical pursuit for a buisness.
What's the difference
between a PR Strategy a PR
Plan and a Media Strategy?
Proper planning prevents a poor PR strategy. There's quite a bit of work to be
done before you get into PR Strategy mode. Let's assume that you've researched
the client well, you've established the business' core values, its WHY statement,
its unique position in the market via competitor analysis and you're clear on the
overall business outcomes. That's where PR becomes really powerful – when it's
not just thinking of top-line, default outcomes (aka publicity) but it's considered
what would advance that business overall. A good PR Strategy considers the
ideal business outcomes and reverse engineers a way to get there. A good PR
Strategy is a creative and considered pursuit to activate and unlock PR
opportunities for a business that will help it to reach its ideal outcomes. A good
PR Strategy with excellent implementation can be the difference between a
business and an enduring brand.
What makes a
good media strategy?
THE PR STRATEGY
TEMPLATE
A T A G L A N C E
STE P 7
STEP 5
K E Y M E S S A G ES
STE P 3
STE P 1
E X E C U T I V E SU M MA R Y
S I T U A T I O N SU M MA R Y
STE P 2
G O A L S & O B JE C TI V ES
T A R G E T A U D IE N CE
STE P 4
S T O R Y A N G L ES M E D I A T A R G ET S
STE P 6
P I T C H & C R IB NO T ES
STE P 1 0
STEP 8
T I M E P A T H T R A C K P I T C HE S
STE P 9
S U M M A R Y
PR
STRATEGY
[PROJECT NAME]
COVER PAGE
CLIENT NAME GOES HERE
OVERVIEW
0
Objectives
0
Business Objectives
0
Expression of Value
Target Audience
Media Targets
Tactics & Activations
0
0
0
0
0
Situation Summary
Timepath
0
Investment
0
Summary
T H E P R S T R A T E G Y | P A G E
EXECUTIVE SUMMARY
Step 01
THE PR STRATEGY TEMPLATE
Feel free to omit the Executive Summary if you wish. While it is considered best
practice it's quite formal and not a must. The purpose of an Executive Summary
is to outline what will appear in the following pages. We tend to do a hybrid
Executive Summary and Situation Analysis as you'll notice on the next page.
T H E P R S T R A T E G Y | P A G E
SITUATION SUMMARY
THE PR STRATEGY TEMPLATE
The situation summary lays the foundation for what follows in the document.
And it reaffirms the context gained so far in relation to the project
Include relevant research
Include competitor analysis
Define the current situation the company is in
And provide a nod to what needs to be done to improve it
A PR Strategy should start with a brief description of the current situation. This
serves two purposes:
The Situation Summary should not be a statement about the organisation. They
know (or you) know who you are. This is to summarise and reconfirm the current
status quo.
Situation Summaries also identify the situation to be improved and the desired
end result. They create context for the background as well as the problems and
opportunities.
What has led to you/the company to be in this position? And how can PR
overcome these challenges/or embrace such opportunities?
The Situation Summary provides a clear summary by way of several punchy
paragraphs about the background so far and before project start.
Step 01
T H E P R S T R A T E G Y | P A G E
CAMPAIGN OBJECTIVES
THE PR STRATEGY TEMPLATE
To generate greater clarity internally around key messaging
To build positive public perception for the brand
To re-position the brand and improve existing public perception
To improve awareness of the company, product or service
To ignite new and build on existing media interest around the brand
To consolidate loyalty of existing customers
Objectives establish boundaries, generate direction of the effort and set the
stage for establishing value.
They represent the client's desired result and improvement to the current
challenges or opportunities. They are never tactics (social media, events, reports
or focus groups). Objectives in the world of PR are communications driven. So
they are centred on improved communications outcomes. We don't advise that
these are ever sales objectives. PR is not a sales function.
These could include:
*You can include a separate page that lists the Business Objectives at-large.
These can help provide context for the ultimate goal and guide PR efforts.
See the next page.
Step 02
T H E P R S T R A T E G Y | P A G E
BUSINESS OBJECTIVES
THE PR STRATEGY TEMPLATE
To re-focus the business from one category to another
To establish a brand education program
To improve internal communications
To improve company culture
To launch a persuasive or perception campaign
To improve the PR culture within the business
To improve industry recognition
To announce organisational talent
To increase brand differentiation
To move up the positioning or brand-awareness ladder
To collaborate more effectively
To accelerate growth
To discover untapped market space
To amplify brand voice in the market
To secure better internal communications tools
Business Objectives are related to the overall business' objectives. Business
objectives help provide context for the high-level ideal business outcomes and
guide PR efforts. A PR Strategy should dovetail into this.
One or some of these might include:
Step 02
T H E P R S T R A T E G Y | P A G E
EXPRESSION OF VALUE/GOALS
THE PR STRATEGY TEMPLATE
A clear communication strategy is developed
The team's PR culture was advanced/improved/up-levelled
Clear values, a purpose and key messaging was secured
Social media content strategy was finessed in-line with new position
New audiences are made aware of the brand
Well-placed media coverage was secured (quality not quantity)
Examples of audiences feeling more connected to the brand than before
Key media relationships are enhanced
A well positioned, beautifully executed event was managed
Number of media contacts reached out to increased
PR Pros are at the helm of all sorts of uneasy experiences where the client
perceives value to be very different to actual PR reality.
To diffuse such situations where a client demands ROI sales reports and dare we
say it 'media coverage reports' which are focused on the clipping count (circa PR
in the 90s. The horror!), or reports on social media follows and likes (a vanity
metric and a bit like Monopoloy Money) we like to include an Expression of Value
page or a list of GOALS so that it's clear how value should be interpreted and
measured.
A Measures of Success or Expressions of Value page allows you to set goalposts to
keep the Plan on track and inform the client that progress is being made.
Examples might include:
Step 04
T H E P R S T R A T E G Y | P A G E
TARGET AUDIENCE: PRIMARY
Step 05
THE PR STRATEGY TEMPLATE
Age
Location
Occupation
Interests
Define the target audience: i.e. City Professional
List the demographics:
Consumer behaviours: i.e. driven by product and experience
TARGET AUDIENCE: SECONDARY
Age
Location
Occupation
Interests
Define the target audience: i.e. Urban Youth
List the demographics:
Consumer behaviours: i.e. occasional shopper
PYSCHOGRAPHIC PROFILING
Most target audiences can be defined by their pyschographic profiling rather
than target segments within a target audience.
Add an additional layer to your campaign target audience by including a
summary about the target audience attitude and mindset. Or use this space to
outline further details about the ideal target customer profile.
T H E P R S T R A T E G Y | P A G E
KEY MESSAGES: OVERVIEW
Step 06
THE PR STRATEGY TEMPLATE
Now that you know your goals, objectives, and target audience, create key
messages that convey what you want them to hear about your organisation
and special project. Your key messages are the core ideas that will shape your
PR strategy and communication. Keep them clear and on-point. Ideally 3 - 10
or as required. To keep yourself on track; just consider the most important
information you'd like for people to hear and remember.
KEY MESSAGES:
T H E P R S T R A T E G Y | P A G E
MEDIA TARGETS
Step 07
THE PR STRATEGY TEMPLATE
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
Include Target Media relevant to the campaign/project/client. This is not a
media list with contacts; it's a media targets list.
MAJOR METROPOLITAN NEWS
SUBURBAN PRESS
Continued over the page...
T H E P R S T R A T E G Y | 0 9
MEDIA TARGETS CONTINUED
THE PR STRATEGY TEMPLATE
Include a Target Media List relevant to the campaign/project/client:
WEEKLY MAGAZINES
NATIONAL LIFESTYLE MAGAZINES
ONLINE OUTLETS
INFLUENCERS
SOCIAL MEDIA
DESIGN MAGAZINES
TV
RADIO
TOURISM MEDIA
CULTURE
FASHION
NB: The publication list in a PR Strategy is in no way exhaustive but rather an
indication of the approach to be further developed in the media list.
TACTICS AND ACTIVATIONS
Step 08
THE PR STRATEGY TEMPLATE
Cross check your and objectives and create actionable tactics and activities to
address them. Describe how you will implement your tactics. We recommend
breaking them down into TACTICS/ACTIVATIONS/IDEAS (same thing!) and
detailing what the idea is, how it work and who is involved in making it happen.
These ideas can be small scale i.e. syndicating a beautifully produced media
release to relevant media and following it up, or reaching out to influencers who
align with the brand for collab' opportunities or large scale i.e. a special event for
media and special guests, or a stunt or community-led consumer activity etc.
TACTIC #1:
Details of tactic/activity/approach
OVERVIEW
TACTIC #2:
Details of tactic/activity/approach
THE PR STRATEGY TEMPLATE
TACTIC #3:
Details of tactic/activity/approach
TACTIC #4:
Details of tactic/activity/approach
MONTH/DATE
ACTIVATION DETAILS
PROJECT NAME
DATE: (DD/MM/YYYY)
THE PR STRATEGY TEMPLATE
TIMEPATH
Step 08
List all relevant dates List activation/tactic Outline details
INVESTMENT
Step 09
THE PR STRATEGY TEMPLATE
Outline relevant costs against activations.
TACTIC ONE:
Details of known costs
Details of costs to be considered.
T H E P R S T R A T E G Y | P A G E
Summarise your project, goals, objectives, targets, media, tactics, timing and ideal
outcomes.
THE PR STRATEGY TEMPLATE
Step 10
SUMMARY/CONCLUSION
T H E P R S T R A T E G Y | P A G E
Summarise your project, goals, objectives, targets, media, tactics, timing and ideal
outcomes.
THE PR STRATEGY TEMPLATE
Step 10
SUMMARY/CONCLUSION
PR STRATEGY TEMPLATE
C HECKLIST
SUMMARY
PR success always comes from a well-
researched, clear and considered strategy
that is equal parts creative (tactics) as it is
formulaic.
The PR strategy becomes the roadmap for
the way forward. It clarifies what problems
you're trying to solve, what outcomes
you're trying to achieve, who you'll be
targeting, how, when and what budget
will be required.
If your PR strategy includes media
relations the next step is to develop a
detailed media strategy that includes
pitching angles, specific media targets and
a media activation schedule.
The PR Strategy and Media Strategy can
be merged; typically they're separated
with the PR Strategy being the first step to
defining the approach. Also not all PR
Strategies include a media relations
component i.e. the project could be an
internal communications project, or it
might be a consumer led project
depending on the ideal outcomes.
Learn more from us at rarapr.comTHE BEGINNING
TAKEAWAY 1
TAKEAWAY 2
TAKEAWAY 3
Research the situation
Define the goals,
objectives, target
audience and target
media
Align tactics with ideal
outcomes and assign
timing and budget.
WWW.RARAPR.COM
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