COMM11110 – Planning for a Public Relations Campaign

Planning is the preparation of tasks and activities to achieve a particular goal or set of goals (, 2002). Planning is critical in the Public Relations field as it helps to ensure that all employees involved are happy with the final product or outlook and helps to view how the company could grow as a whole (M. Liton, 2010). There are many steps that need to be looked at before planning a public relations campaign to ensure the overall goal is achievable.

A video was made by Alan Taylor to explain what a PR campaign is and how it all works, the URL is as follows;

There are eight basic elements that need to be included when planning a public relations campaign, these eight elements include;

  1. Situation
  2. Objectives
  3. Audience
  4. Strategy
  5. Tactics
  6. Calendar/Timetable
  7. Budget
  8. Measurement


The following attached image gives a brief explanation about what the eight basic elements are and how they take part in being a big role of planning (L.Veodisch, 2015).



There is no exact time of how far in advance one must start planning for a public relations campaign as the time varies depending on the environmental context and when the key messages are most effective to be released to the target audience (D. Wilcox, 2013). However logically it is best to start a public relations campaign as soon as possible to allow maximum time to research and prepare. It is critical to have a clear picture of the steps ahead to ensure that a clear timeline of where the campaign is at the current time and where you plan on it being clearly.


References, 2002, What is planning and why you need to plan, viewed 29th April 2016,

Melissa Liton, 2010, The importance of planning, viewed 1st May 2016,

Wilcox, D, Cameron, G, Reber, B, & Shin, J 2013, Think Public Relations, 2nd Edn, Pearson Education Inc, New Jersey.

Lars Voedisch, 2015, Planning managing PR Campaigns Precious Communications, viewed 2nd May 2016,

DigitPro, 2012, The PR campaign plan, viewed 17th May 2016,

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