Now that you have a solid grounding on all the basic elements of PR, you can start thinking about how to pull this all together into a strategic PR plan. There are two main reasons for creating a PR strategy. The first is to have something to share with stakeholders so that you can communicate what you're doing. And the second reason is to keep you focused, your PR strategy should guide you and you should be focused on the thing that will generate the best results. There are two elements to PR planning. The first is your overall strategy, which should be visualized on a single page.

This gives a high level overview of what you're doing, why you're doing it, and how you'll know if it's successful. Then you also have your day to day PR plan, which usually takes the form of some sort of spreadsheet with three tabs, a weekly, monthly or quarterly breakdown of activities that you plan to execute, a summary of results and a concise list of all your campaigns.