The One Thing That You Are Missing To Achieve Your Publicity Goals for The New Year

Goals are a required element when achieving any desired achievement in life. This is especially true if you have dreams of being featured in a glossy magazine, blog, radio show, or tv show. The most common mistake I see girl bosses make is that you want to be featured in X,Y, and Z, but you don’t have a strategic plan. One of the first classes I took about public relations years ago was all about public relations planning, and the importance of creating a plan with SMART (Specific, Measurable, Achievable, Realistic, and Timely) Goals. So before you start looking at your vision board with all the amazing media  you want to be featured, let’s build the PR plan you need to make your publicity dreams come true.

Your PR plan should include the following:

Executive Summary

This is a brief summary of what you want to accomplish by creating this plan, and the timeline for the plan. PR plans can range from 3 to 12 months. I recommend that you start of with a 3 to 6 month plan at first. 

Situation Analysis

Go into detail about the background of your brand. What is the current public opinion of your brand? Who are your competitors in the space? What challenges is your brand facing regarding visibility? Are there any opportunities in your market?


You should have at least 3-5 goals that would directly address the problem or opportunity identified in your situation analysis.


List 3-5  objectives that will help you accomplish your goals . These should be specific, measurable and attainable and have a specific deadline.

People often get goals and objectives confused. Goals are what you want to achieve, and objectives are the how you plan to achieve something.

The One Thing That You Are Missing To Achieve Your Publicity Goals

Target Audience

List at least 2-3 primary audiences are that you want to impact through this plan.

Key Messages

List three key messages. They should be easy to understand. What do you want the media, influencers and your customers to take away from your brand.


What methods will you use to get your message across? Strategies should include the broad who, how and what of accomplishing your objectives.


Tactics individual action steps to support your strategies and meet your objectives. Each should include a cost and a deadline. You should have at the minimum 3 tactics.


What is the total budget for your PR plan?


How will you know if your plan is successful? In this section, determine what success will look like once you have completed the plan.

Once you have all these elements thought out,  you’re all set with your PR plan for the New Year. Happy PR Planning! Download my PR plan template, if you don’t want to create your own.

public relations planning