Step 2: The PR Plan

R.A.C.E Basics

R: Research

A: Action or Planning

C: Communication

E: Evaluation or Measurement

A: Action

Planning refers to the process of setting goals or objectives and finding ways to meet them.

Stage 2 in R.A.C.E

• Coordinated

• Thought out

• Outline

• Modified

• Updated

Parts of PR Plan

1. Situation

2. Objectives

3. Audience

4. Strategy

5. Tactics

6. Calendar or Timeline

7. Budget

8. Measurement

Situation:

• The “problem”

• Short-term or long-term

Ex: Diet Sprite sales are low

Objective

• Realistic• Measurable• Clear• Quantifiable• Address situation

Ex: Increase sales of Diet Sprite by 5% over the next year

Audience

• Who takes action?

• Who the “public”

• Base audience on research

Ex: 20-30 year olds across the US, health conscious, but hip

Strategy

• Guideline• Theme• Rationale

Ex: Theme- “Refresh Your Life” Strategy: A three-pronged media approach to reach new customers and sustain current customers.

Tactics

• Media Channels

• Nuts and Bolts

• Ex: Magazine coverage, social media and digital video

Calendar

• Timing

• Scheduling

• Timeline

Ex: New Years, Super Bowl, summertime

Budget

• Price out proposal

• Reverse budget

Ex: Diet Sprite allocated $100,000 for a summer promo campaign

Measurement

• Must relate to objectives

• Can be qualitative or quantitative

• Must be in line with company goals

• Shouldn’t promise miracles

• Often times used as benchmark

Next Steps

R.A.C.E

C: Communication

To be continued…