Now that you've got your one page PR strategy, you need to break the strategy down into the specific activities that you'll be doing. I like to do this in a spreadsheet, and I break it down into four tabs. And we'll go through each of those tabs. Now in this lesson. campaigns and angles. This tab contains your long list of campaigns and angles that you brainstormed and developed.
I like to include the following sections for each campaign or angle, the headline, the type, whether it's a campaign, a case study or an angle, a summary, so a very brief summary of what it will entail. The purpose why are you doing this? The hook, when's the best time to run this campaign? The status? Is it still in the idea stage? Has it been approved?
Or is it sheduled into your plan? Or have you abandoned it or even completed it? The two with tier one being your top ideas and tier two being your secondary ideas and you keep adding to this with new ideas as they arise, KPIs, here, you list your KPIs and you updated every month showing how well you're doing as you progress towards your objectives. results, the Results tab should contain all the results of your PR activities. So for example, the outlet that your piece was published in a hyperlink if you can link to it if it was an online piece, a summary if necessary, whether it includes a link for SEO, whether that link is followed or not followed the domain authority if it does include a link. Domain Authority is the authority of the website that's linking to you the type whether it's earned or earned or bought, or whether it's online print or broadcast, and the reach in terms of how many people this piece is likely to reach.
The PR plan is a really important part of this document. It's a week by week or month by month summary of the activity by tactic. Across the top you'll have your weeks or months and along the side you'll have your tactics as well as your key dates. For example, you might want to include key dates campaigns. Any byline is news releases case studies, blog posts or social posts, awards, you'll be entering events you'll be attending any other content you'll be producing. And admin which includes things like when you're going to publish your report.
And when you're going to be having your marketing meetings. Now comes the fun part. This is where you schedule all of your campaigns and activity into your PR plan according to your resources, and how likely they are to help you reach your objectives. You start with the ones that you're definitely going to do because they're time sensitive, then you fill in the gaps with the high priority but not time sensitive campaigns. Don't forget to carry your stories across multiple channels and remember that the same piece of content won't always work identically in different channels. The PR plan is a dynamic document and I recommend that you sit down with your team on a monthly basis, planning out the next three months of activity and making any updates To the plan based on anything that's changed