In part five I focused on tactics in terms of creative, channels and calendar. In this final part I am going to look at resourcing and commitment. At least the plan should have an outline of what resources are needed and the investment required.
- Schedule of activity – I would also recommend a critical path analysis to see if there are any potential bottlenecks. This also reduces the level of management oversight required, as it can be just focused on the co-dependencies which might cause bottlenecks
- 1-pager outline of plan to get sign off from the person deemed ultimately responsible
- Signed commitment by all parties. I am not talking about the legal agreement, instead a simple written agreement by everyone involved in delivery. Behavioural economics research has shown that owning a commitment increase the chance of someone actually doing it
Appraising ‘resources and commitment’ in a PR plan
- Do you understand from the plan what can delay implementation and how much that delay looks like?
- Is there a clear understanding of resources and priorities?
- Is the amount of effort (and budget) realistic for the outcomes desired? (PR since it depends to a certain extent on earned media is always a game of chance)
- Have all the people on both agency side and client side needed committed to delivering on the activity in writing?
This is the last post in this series. I have put up a workbook for those assessing PR plans here. In the meantime if you need assistance in developing a communications plan or want an existing plan thinking validated get in touch.
Is your PR plan good enough (part five)?
Is your PR plan good enough (part four)?
Is your PR plan good enough (part three)?
Is your PR plan good enough (part two)?
Is your PR plan good enough (part one)?
Critical path analysis introduction on Wikipedia
Stephen Waddington’s original post on ‘how to write a PR plan in ten steps’