Students looking to take up a career in Public relations are often confused about the differences between a PR campaign and a PR Plan. The two are very similar, and it is normal to confuse them. Before we discuss the differences between the two, let’s discuss what Public Relations is.
What Is Public Relations?
Public Relations is a professional way to build and maintain the image of a brand or an organization. Public relations officers use different plans and campaigns to develop strategies that will result in the image building of their clients. These experts act as a communication bridge between the clients and the audience and ensure that the client message is getting across accurately.
Public relations is a form of marketing that focuses on bringing in customers by improving the client’s brand image. To carry out their operations, Public Relations officers take the help of PR Plans and PR campaigns. Let’s take a deeper look at what they are and how they differentiate from one another.
Public Relations Plan
In simple words, a public relations plan is a document that encompasses all the strategies that a public relations officer has come up with for public relations activities.
A PR plan is an extensive plan that is long-term and focuses on all the minute and extensive details of the planned activities. It takes a lot of research to come up with a plan that discusses the complete business model of the client. It discusses all the factors that indicate the strengths of a business along with all the weaknesses.
The discussion of the ground realities helps the PR agency understand the requirements of the company. PR experts also discuss all the possible threats a company might face when they come across different circumstances.
The assessment of a company’s current situation helps the PR agency come up with an effective plan. A PR plan can contain multiple PR campaigns as part of the grand plan itself. If there are any ongoing campaigns or strategies, they too can be included in the PR plan.
The primary objective of a PR plan is to come up with different goals and strategies to achieve those goals. The objectives of a particular plan are defined at the beginning. Once that is done, experts then illustrate all the strategies needed to ensure all the objectives are achieved. The strategies usually include a communications plan that focuses on the clients’ motives and the demographic of the target audience. Communication strategy may consist of pitching and correspondence with media outlets.
Public Relations Campaign
A public relations campaign is a more specified PR Plan that focuses on narrowed-down goals. A PR campaign usually focuses on a single goal and focuses on activities to achieve that goal. The goals can be outlined in the PR plan, among other campaigns.
PR campaigns are usually limited to a specific period. There can be multiple PR campaigns running simultaneously, and all of them fall under the PR plan. However, the end goal of most PR campaigns is the same. In most cases, the plan is to increase sales and improve the social and economic standing of the company.
While a PR plan can be holistic, the PR campaign is more directed towards the targeted audience. Each PR campaign can be targeted to a specific audience, and the activities designed will be exclusively for that particular targeted audience. The PR campaign is more direct in comparison to the PR plan.
Each PR campaign comes with its established measurement tool that helps PR experts decide how they can measure their success. The unit of measurement can be the reach of a Facebook post or other targeted ads.
A public relations campaign can be based on any specific event, such as a particular season or festival. Directed marketing is a unique feature of the public relations campaign.
Difference Between PR Plan & PR Campaign
To understand the differences, you must first keep in mind that a PR campaign is a part of the PR Plan. A PR plan is a holistic plan containing all the different PR campaigns to be used for a certain period. Most PR plans last for the entire year and may include several campaigns that may be exclusive to certain events throughout the year.
The PR Plan does not have a specified audience and is open to everyone, whereas the audiences for PR campaigns are specified to be more targeted. Moreover, A PR campaign has exclusive goals that may not be the only goals of a PR Plan.
These are the most prominent differences between the two. Both of these PR functions have the same motive and are designed to make the most of opportunities for publicity for different brands. A PR agency must develop effective PR plans and campaigns to ensure that their client stays on top of their brand image.
It is very crucial for a company to be seen in a good light by their audience. This might not drive extensive sales, but the customers will hold the company in high regard and trust the product and services they put out. The goodwill relationship between the company and the audience is significant and will only benefit the company in the longer run. This is why it is essential to ensure that the PR strategy. It is strong and appeals to the general demographic of the brand.
If you are a PR expert, you must pay attention to the strategy. You devise so that your efforts don’t end in vain.