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The Marketing Manager should conduct a situational analysis of the internal and external environments and list the results in Section I of the Public Relations Plan Worksheet Template. The Marketing Manager should identify and list the goals and objectives of public relations in Section II of MT1020-1 PUBLIC RELATIONS PLAN WORKSHEET.
Section III should consist of identifying and listing messages, their respective audiences (i.e., who are the targets (primary, etc.)), objectives for each message (i.e., what you want the audience to think/do), and estimating the cost to develop and send the message. The Marketing Manager should identify and list PR strategy alternatives and make recommendations in Section IV. The company should have an overall strategy for PR to help guide strategies for dealing with individual situations.
Communication tactics should be listed and explained in Section V and the Marketing Manager should list the schedule and budget of planned PR activities and events in Section VI. Estimated costs for each event should be listed with event descriptions and milestones (deadlines) should be listed for each event/activity.