When it comes to public relations, it's time to set goals and formulate a clear and defined plan that will help your business achieve optimal results in the media.


When planning your public relations activities for the year, generally, consider the coming year, plan for six months, and plan to revise after three months. Like most business activities, public relations require flexibility and recognition that things will change over time. However, there are a number of factors that will make a measurable difference to the success of your business if you consider it at an early stage.

Evaluate and plan

First, review the past year in terms of public relations activity. If your company received media attention last year, examine the resulting coverage with an analytical eye. Determine the angles and locations that worked well and gave positive coverage. Next, consider your overall business goals and use them as a basis for developing your key media messages. Make sure what you say and how you say it reflects what you are trying to accomplish.

Tools and tactics

Once you have outlined your plans for the year, it is time to consider the activities that will help you achieve your goals.

Media awareness in the form of pitching reporters and placing articles is always the essence of PR, and the basis of any public relations program is a solid list of media. Before you engage in public relations activities, take the time to research and build a database of key reporters. Your list should contain contact information for publications and journalists that relate to your industry and also be organized according to the value of each to reach your target audience.

Planning your public relations strategy will not only help you generate new ideas and opportunities for you and your business, but will also give you peace of mind in your day-to-day operations. While public relations plans are always subject to change, planning ahead will allow you to stick to your overall goals and maintain concentration.