PR Planning Matrix

(How we outline goals, objectives, strategies, and tactics, erase when using for project)

Quick explanation/review: The public relations planning matrix acts as a way for communications practitioners to write and organize plans for clients.

Goals: The “big ideas” that a client wants accomplished in a communications plan. They act as the basis for our matrix.

Objectives: Objectives need to be SMART. That is Specific, Measurable, Attainable, Relevant, and Time bound. In this way, they translate goals into something that could be planned and achieved.

Strategies: Ask yourself, how can I achieve my objectives? Strategies provide the path for a successful plan.

Tactics: Ways in which strategies can be turned into action.

(Disclaimer: if need be, please add more columns and rows if your plan calls for a larger matrix)

Goals	Objectives	Strategies	Tactics
Insert goals in this column	Insert objectives in this column	Insert strategies in this column	Insert tactics in this column