PR TOOLKITMedia Relations

What goes into a media plan?

Use this page when you need to map the audience, timing, message, spokesperson, pitch targets, assets, and follow-up plan before outreach begins.

Step-by-step

Build the plan one decision at a time.

Move through each step, then open the example plan when you are ready to draft.

Step 1 of 8

Start with the planning frame

A media plan allows you to create an external communications outline for your entire account as well as a story narrative that better positions you in the eyes of your client.

Successful public relations does not happen on its own. To create and implement a campaign, you need a comprehensive plan that your team can follow, measure, and continuously improve.

To achieve your public relations objectives and reach your customers, first develop a media plan that outlines:

  • Who you want to reach
  • What you want to achieve
  • The steps you will take to achieve your goals
  • How you will evaluate your success

Define Your Business Objective

Define and write down your business objectives. What do you want your public relations campaign to achieve?

  • Establish your campus presence?
  • Build goodwill with your guests, clients, or community?
  • Create and reinforce your brand image?
  • Create positive perceptions of your account?
  • Introduce a new service, product, or concept to your campus?
  • Generate sales?
  • Mitigate the impact of negative publicity?

Once you know what you are trying to achieve, you can construct a plan built around that objective.

Establish Clear Goals

Articulate clear goals for your campaign. Unlike your objective, which is qualitative, your goals should be quantitative and in line with your objective.

Use the SMART method. Your goals should be:

  • Specific. What is the ideal outcome you are trying to create?
  • Measurable. How will you measure the success of the campaign?
  • Achievable. How can you accomplish your goals within the constraints of your resources, such as budget or staff hours?
  • Realistic. Are you setting a goal that makes sense for the scope of your public relations campaign?
  • Time-based. How long do you have to accomplish your goals and objectives?

Identify Your Target Market + Media Opportunities

Identify who you are trying to reach, what those guests care about, and where they can be found. Then create a blueprint for the campaign, including:

  • Who you want to communicate with
  • What key message you will send
  • Which media platforms you will use
  • How you will gain guest attention and trust
  • What keywords, images, or topics you should use

Once you have identified your target market, decide what media outlets you will pitch to, such as campus newspaper, local newspaper, radio, TV, campus blog, or national outlets.

Write Your Stories and Press Releases

Confirm your story is newsworthy. Use the tools on this site to create your messages, press releases, and storylines.

  • New openings
  • On-campus partnerships
  • Events
  • New concepts
  • New programs
  • Charitable initiatives

As you begin researching opportunities, reach out to contacts you already have in the media or explore opportunities for creating media relationships.

Reminder: All press releases and interview requests must be shared with your Regional Marketing Director and the Chartwells Communications team prior to responding or proactively pitching.

Create a Schedule

Create a schedule for your public relations campaign once you have connected with your media contacts and know what opportunities are available. Include:

  • Who you want to communicate with
  • What key message you will send
  • Which media platforms you will use
  • How you will gain guest attention and trust
  • What keywords, images, or topics you should use

Use the schedule to align outreach timing, content development, spokesperson prep, and follow-up.

Create Supporting Assets

Visuals such as photos and video of the concept are recommended to be included in the pitch.

You may also want to put together a list of FAQs or talking points that include questions you anticipate getting from students, parents, clients, and the media.

Measure Results

Put measures in place to track the results of your public relations campaign. These can include:

  • Meal plan sales
  • Visits to Dine on Campus website
  • Additional media inquiries
  • Social media following or engagement
  • Number of media placements secured and impressions
  • Message pull through

Ready to draft your plan?

Use the existing example as a starting point once you have worked through the planning frame and seven decisions.

Open example media relations plan