You have a PR plan that you have worked on for months with many stakeholders within the company. You have worked it through thoroughly and it is ready for the campaign. However, it is advisable to look at it again with specific questions. The possibly slightly different questions can be illuminating. And if they cannot be answered properly, that part needs to be discussed further. The following questions will not sound strange and may have already been answered in the PR plan, but if that is not the case, this is a nice final check. Ga dus nog eens met het PR-team om de tafel.
What is the role of PR?
The PR plan is part of the marketing policy. The PR plan plays a clear and detailed role. The brand messages should have depth and detail and more importantly, the message should be credible.
Have all those involved within the company been informed?
Are everyone involved within the company aware of the vision, mission and strategy of the PR plan? This is the basis for the success of the PR campaign. If the basis is not good, how do you make the campaign a success? Too much attention is paid to certain internal groups, even though they can be important ambassadors.
Have other marketing elements been sufficiently taken into account?
Again, the PR plan is part of the marketing plan. The question now arises, have the other marketing elements been taken into account? It is possible that it contains information that could still be included, that conflicts with the PR plan or that something needs to be adjusted.
Is er voldoende tijd genomen voor de contents?
If there is multiple content for multiple social media channels, it will take more time, if there is only one content. Has sufficient attention been paid to this in research, writing and checking? Due to time pressure, this may have received less attention.
Is there a plan 'B'?
You are ready to launch the PR campaign and then it suddenly becomes apparent that there are changes in the market and that the content of the PR campaign needs to be adjusted. A PR plan is not possible without a PR plan 'B'. Without this plan 'B' it will take more time than the time of making a plan 'B'.
How flexible is the PR plan?
When developing the PR plan, it is taken into account that at the time of writing, market conditions may change, competition has changed and new developments are taking place. If changes have been made to the PR plan, is the PR plan still flexible enough to make another adjustment?
Is an emergency plan or crisis plan necessary?
If a disaster occurs, it usually relates to part of the PR plan. This does not necessarily mean that a disaster plan is necessary. But if a crisis arises after the introduction, then that is a phase further than a disaster. In that case, a crisis plan would be necessary. Both risks must be assessed to determine whether an emergency plan or crisis plan is necessary.
Has measurability been sufficiently taken into account and is the budget sufficient?
De vraag zegt al voldoende. Measuring is knowing. Dit onderdeel mag niet worden verwaarloosd. Hier moet voldoende budget voor zijn.
When is the PR campaign successful?
This is where everything comes together. This is what you need to do. Without all proper preparations, measurements cannot be carried out and the degree of success is not clear.
