To create publicity that works, startups innately need publicity plans or PR plans. Those strategies help plan actions that need to be taken while they also assist in measuring what’s working and what isn’t. A proper publicity plan template, for example, will undeniably guide entrepreneurs in achieving a solid strategy. Yet, for your media plan to be successful, you also need to ask yourself a series of vital questions that’ll help your company get to a proper finish line. We’ll cover a bit of those through 6 fundamental questions that define how to build a modern PR plan.
Think of your publicity plan as a roadmap of all the channels you want to use to distribute your publicity. It should define how frequently you’ll take which measures and how you’ll document the overall process. When we call it a roadmap, that doesn’t necessarily mean you have to be fully detailed in what you envision. The goal is for it to outline where you’re going with your efforts. It should also set a path as to how you’re going to get there.
This is a crucial question before we use any business template, really, or before engaging in any relevant startup project. And, in this case, set up what you want to achieve very clearly. Don’t just focus on specific events. Think in the long term, instead. Define what you want to accomplish in several months from now. How many events do you have in mind? Consider the bigger picture. And do so with full awareness of your brand. Establish how you want it to be seen and what you want to achieve with it and for it.
Everything you’re doing here is intended for a particular audience. Be specific about the audience you’re trying to reach. You’re looking at taking over what should be a sizable market. For that, the characteristics that make up your audience matter.
As you get to know their likes and dislikes, the strategy on what channels you’ll need to use to get to them will become more evident. Many variables can cause changes here, so you will need to be as specific as possible in this particular aspect.
Related to the last question, define the channels your target audience is already using. Furthermore, focus on the ones your target audience trusts and loves. Try to understand and connect with influencers and people to whom your audience already listens. Then, highlight the channels you can use to get to them. You want those voices to be of profitable marketing for your company or product.
Take your budget into account to filter your options. Doing so should help define what works best for you in the short and medium-term, at least.
It’s time to get creative on the actual content you’ll be using. We know it needs to be promotional. But, more than that, your audience should really engage with it. Consider engagement as a crucial goal.
For audiences to fall in love with your brand, seriously work on producing content that will be appealing to them. Share educative material, content that’s useful and genuinely enjoyable to consume. People who interact with you need to believe in your brand first. Buying will come second-hand to that.
Also, estimate the frequency with which you’ll put out publications. Timing is everything. And your ads genuinely need to get to your audience at that perfect time when they’re truly able to take them.
Now, be strategic. Your previous steps become relevant here as in a sort of chain. Since you determined how your content will be shared, now you can move on to who’ll be sharing it. Define the team behind all that advertisement.
Who’ll create content for what channel, precisely? Consider if they’ll need anything else.
If you’re using influencers, as we mentioned above, someone will now need to pitch your interested parties to get them to promote your brand. That will mean creating pitch documents and getting samples out of what you want to better guide potential networks you’re activating. Someone should be on top of your publication calendar, for example. There are tons to align here as you try to implement your publicity plan into a modern PR plan.
Create ways to visualize teamwork, if you can, and while you’re at it. Self-reporting tools are great in that sense, allowing teams to be within close reach and vision of each collaborator’s work while keeping an eye on deadlines.
Your budget can limit your plans. Or you can realize you can do more with less than you thought. Unfortunately, the vast majority of startups face restrictions on how much money they can exercise on marketing. However, even if there were no cap, you need to know how much costs related to a publicity plan may add. Think of design, professional services, alliances, affiliations, and others. Doing so will tell you what your action plan can realistically be. Also, leave a bit aside for incidentals.
We hope these 6 fundamental questions of a publicity plan template and how to build a modern PR plan have been helpful. Remember, there are always different business presentation templates to lend you a hand in your marketing needs. If you move on to a different project than a publicity plan, a new set of business templates might be more effective in helping you out.