pr writing

PR Plan Sample – Political Campaign

The following items have been pulled from Phase One of a public relations plan I wrote this summer as part of my internship with HWC Engineering. All personal details related to the client have been removed since the candidate has not officially announced their intention to run for re-election yet. 

General Campaign Timeline

  • Researching & Planning: May 2018
  • Implementation: June 2018 – Day 2019
    • Awareness (Phase One): May 2018 – December 2018

Executive Summary

The following public relations plan is designed to increase awareness of the mayoral candidate [Client] prior to the May 2019 mayoral election. The goal of this plan is to increase awareness of [Client] as a potential candidate for re-election and to make relevant voters aware of the upcoming election. This will be accomplished via a combination of communications strategies, adhering to a tactical timeline and continuously evaluating the public relations plans’s success.

Situation Analysis and Background Research

[Client] has served as the mayor of his city since taking office in January of 2012. As a native of the city in which the client is now mayor, they care deeply for the well-being of the community and in their two terms as mayor has sought to improve economic development efforts and the overall quality of life in the city. The client intends to run for a third term as mayor and will announce his candidacy officially in November of 2018. Marissa Smith and Katie McLear of HWC Engineering will plan and execute an awareness-based public relations plan in order to accomplish the aforementioned goals and prepare for the client’s announcement in November.

  • Facebook
    • 1,600 followers as of May 22, 2018
    • Typical content on this page has included photos from events, sharing of news related to the client’s city, and development updates of city-related projects
  • Twitter
    • 570 followers as of May 22, 2018
    • Typical content on this page has included photos from events and retweeting of news related to the client’s city

[Information on the Target Audience, which has been removed until the candidacy is available to the public.]

Phase One – Awareness

June 15, 2018 to December 31, 2018

Awareness Phase Goals

  • Rebrand client’s Facebook page
  • Ensure [city’s] voters know about the May 2019 election
  • Ensure [city’s] voters know that the client is running for re-election in the May 2019 election
  • Distribute messages to [city] voters focused on what the client has accomplished in previous terms

Awareness Phase Objectives

  • Social Media
    • Launch re-branded Facebook page on June 22, 2018
    • Develop and post at least three Facebook posts per week between June 22, 2018 and December 31, 2018
    • Utilize Facebook advertising to boost the campaign page at least once per month between July 1, 2018 and December 31, 2018
    • Utilize Facebook advertising boost to at least 50 percent of Facebook posts between July 1, 2018 and December 31, 2018
    • Have at least 1,800 Facebook likes by July 15, 2018
    • Have at least 2,000 Facebook likes by September 15, 2018
    • Have at least 2,200 Facebook likes by December 31, 2018
  • Public Relations
    • Deliver communication pieces to 75 percent of voters by December 31, 2018
    • Distribute at least one postcard mailer to 60 percent of voters between June 2018 and December 31, 2018.
    • Complete at least two media interviews with local media between June 2018 and December 31, 2018
    • Host at least two public meet and greets between June 2018 and December 31, 2018
    • Host one fundraising event between June 2018 and December 31, 2018

Awareness Phase Strategy

  • Targeted Social Media Outreach
    • Utilize Facebook to increase awareness of the upcoming election and client’s involvement
    • Rely on a list of close key supporters to engage with and share social media
      content as it is posted
    • Utilize Facebook advertising to boost the campaign page and individual page
      posts on a regular basis
    • Post content that heavily features imagery and video
    • Engage with client’s followers
    • Post content regularly that highlight’s [city’s] current success and client’s involvement in that success
    • Rely on positively-framed messages to promote the community as a whole
  • Community Involvement
    • Be present at a variety of community events to boost client’s image as a relatable mayoral candidate
    • Partner with local businesses and organizations for campaign needs, such as
      postcard mailer printing, catering for special events, etc.
    • Take pictures frequently with supporters at community events
    • Host “meet & greets” throughout the campaign
  • Media Presence
    • Work with local news media to conduct media interviews, distribute press
      releases, etc. related to the election
    • Utilize paid advertising in the local newspaper or on local radio as appropriate 

Awareness Phase Key Messages

  • [City] is on the move and heading in the right direction under client’s leadership.
  • The client has gotten a great start on several projects, but there’s still work to be
  • The client has a proven record of success and completes the tasks they set out to do.

Awareness Phase Tactics

  • Social media posts with images, video, infographics, etc.
  • Postcard mailer
  • Special events
    • Meet and greets
    • Fundraising events
    • General community events
  • Media presence
    • Press release
    • Radio interviews
    • Newspaper advertisement

Awareness Phase Evaluation

  • Track social media followers
  • Track Facebook advertising analytics
  • Track attendance at special events
  • Track placement of press releases and radio interviews

Awareness Phase Tactical Timeline

  • Fundraiser luncheon prep – May 11, 2018
  • Design campaign branding materials – May 30, 2018
  • Build media contact list – June 1, 2018
  • Design invitation for fundraiser luncheon – June 6, 2018
  • Weekly check-in with client via email to gather social media content – Begins June 12, 2018
  • Develop content for the following week and schedule on Facebook – Begins June 15, 2018
  • Launch Facebook page – June 22, 2018
  • Send fundraiser luncheon invitations – June 18, 2018
  • Review re-branded Facebook page – July 6, 2018
  • Host fundraiser luncheon – July 18, 2018
  • Public relations plan due to client August 8, 2018



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