Putting Together a Public Relations Campaign

Written by: Aubree Downing, Account Executive

PR TipsFor the last four months I have been working with a group of public relations students to put together a campaign for a national case study competition sponsored by the Public Relations Student Society of America. While I am honored to be a part of this educational opportunity, I have to admit that there were a few times that I found myself at a loss on what to do. Through my experiences, I have put together a few tips to help you the next time you put together a campaign.

Know your client/topic

It is very important that you know everything about your client or the subject that your campaign is about. If you are working for a company or nonprofit, take the time to look up everything about them. This includes any media attention as well as any information they have published. This is important because you want to make sure that you are following the same principals and ideals as the client. How are you supposed to do a good job without knowing who or what you are working?


Research is an absolute must! I know that there are some of you who are cringing at this word, but you have to research in order to know how to have an effective campaign. The answers you find in your research will be what you will base your campaign around, so make sure you take the time to do it and do it well. Research could include background information, pervious efforts and campaigns, as well as any important information that will help move your campaign along. This could be answering questions like “Who is target audience?” and “How can we reach this audience?”. Make sure that you are getting your information from credible sources. This means no Wikipedia, instead use peer reviewed articles.

Make a plan

After you do some research, you can start planning your campaign! During this process I would recommend making a Research, Action, Communication, Evaluation (RACE) outline. This will help you stay organized and give you a layout of what you have to do. It’s also important to delegate and rank tasks that need to be completed in order of importance.


After all that is done, you can execute your campaign!

Last and most importantly, during this process remember it is ok to ask for help. If you are feeling stuck, don’t forget that there are people out there who will be willing to help you. Don’t be afraid to ask them for help! Planning a campaign can be stressful, but don’t give up and keep moving forward. At some point, everything will be completed and you will see your hard work has paid off.


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