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Free PR Plan Template

A PR plan sets a goal, names the audiences and key messages, picks the channels, schedules the work and says how you will measure results. This free builder fills one in for you, with a 90-day calendar, and it needs no email address.

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Build your planSee a filled-in example
Anthony WillStrategy by Anthony Will, Founder & CEORated 5.0 · read 228 client testimonials(opens in a new tab)

The builder

Build your 90-day PR plan

Fill in what you know. The plan updates as you type. The builder only fills the template with your words. It never adds facts, statistics or promises of coverage, and every target is a blank for you to fill.

Free, with no email and no sign-up. This builder runs in your browser. Nothing you type is sent anywhere or saved, so copy or download your plan before you close the tab.

Main goal

Pick the one that matters most for the next 90 days.

Audiences

Two or three groups, named as precisely as you can. "Owners of small accounting firms" beats "businesses".

Three key messages

One plain sentence each. Each one needs a proof point below.

One per line. List only facts you can document, such as an approved customer quote, a published policy or a result you can show. The builder never adds proof for you.

Channels
Assets you already have
Owners and budget

Free text. Use names or titles. Leave blank to get a [NAME] placeholder.

Week 1 begins on this date. The calendar fills in 13 weekly dates.

Go to your plan

PR plan: [ORGANIZATION]

Highlighted [BRACKETS] are blanks for you to fill. The plan updates as you type.

1. One-page summary

ItemPlan
Organization
[ORGANIZATION]
Goal
Build awareness
Timeframe
13 weeks from [START DATE]
Audiences
[AUDIENCE 1]; [AUDIENCE 2]
Key messages
[KEY MESSAGE 1]
Channels
Owned, Earned
Owners
Plan owner: [NAME]
Spokesperson: [NAME]
Writer: [NAME]
Approver: [NAME]
Budget level
[BUDGET LEVEL, IN YOUR OWN WORDS]
What we will measure
Branded search visits or direct visits to your site
Newsletter sign-ups or inquiries from the audiences you named
Survey or social measures you already collect, compared with a baseline
Reports
week 4; week 8; week 13

Targets in this plan are goals, not forecasts. This plan does not guarantee coverage, rankings or any other result.

2. Goals and measurable targets

Goal: build awareness for [ORGANIZATION]. Help the people you name know who you are and what you stand for.

  • Outcome: increase [MEASURE YOU ALREADY HAVE, e.g. branded search visits or direct visits] from [BASELINE] to [TARGET] among [AUDIENCE 1] by [DATE].
  • Outcome: increase [AUDIENCE ACTION, e.g. newsletter sign-ups or inquiries] from [BASELINE] to [TARGET] by [DATE].
  • Output: publish [NUMBER] owned pieces, send [NUMBER] tailored pitches and complete [NUMBER] outreach rounds by [DATE].

Fill every bracket yourself. Record each baseline in week 1, because a target with no baseline cannot be measured. Put targets on outcomes, such as what people did, and treat outputs, such as pieces published, as the work you do to get there.

3. Audience and message map

Audiences
AudienceStarting messageWhy they careWhere you will reach themAction you want
[AUDIENCE 1]
[KEY MESSAGE]
[WHY THEY SHOULD CARE]
Owned, Earned
[ACTION YOU WANT THEM TO TAKE]
Key messages and proof
Key messageProof points you can document
[KEY MESSAGE 1]
[ADD A PROOF POINT YOU CAN DOCUMENT]

The starting pairings follow the order you typed. Edit them. Every message needs at least one proof point you can document. If a message has none, rewrite it or drop it.

4. Tactics by channel

Owned: Your website, blog, About page and media page
  • Publish [NUMBER] owned pieces (articles, pages or updates) on who [ORGANIZATION] is and what it does, in the words [AUDIENCE 1] use. Give each piece one key message and one proof point.
  • Create or refresh the About page, leader bios and a short media page with a boilerplate paragraph and a contact.
  • Add an FAQ that answers the questions [AUDIENCE 1] actually ask. Take the questions from your inbox, sales calls or support tickets.
  • Link each new piece from your other owned pages so people can find it.
Earned: Journalists, editors and creators who choose to cover you
  • Build a media list of [NUMBER] contacts from the public bylines and mastheads of outlets your audiences read. Do not use scraped lists.
  • Send [NUMBER] tailored pitches in the first outreach round, each with a clear reason that person's audience cares about who [ORGANIZATION] is and what it does, in the words [AUDIENCE 1] use. A pitch is a request, not a promise of coverage.
  • Offer expert commentary only on topics where you have real expertise. Track every request and reply in one sheet.
  • Follow up once, politely, then move on.
Assets

Assets you have: none selected.

Still to create or confirm in weeks 2 and 3: Website or blog you control; Email list or newsletter; Customer or client quotes you have permission to use; Original data, research or survey results; A prepared spokesperson or subject expert; Photos, video or a logo kit; A media page or press kit; Approved case studies.

Budget level: [BUDGET LEVEL, IN YOUR OWN WORDS]. Match the number of tactics to the time and money you actually have. A few done well beat many done thinly.

5. 90-day calendar

Pick a start date in the builder to add dates. Until then the weeks are numbered 1 to 13.

Phase 1: Foundation (weeks 1 to 4)
WeekStartingFocusActions
1
[DATE]
Baselines and owners
Confirm the goal and write each target with a baseline and a date.
Record today's baseline for every measure in the measurement section.
Name the plan owner, spokesperson, writer and approver, and agree how approvals work.
2
[DATE]
Messages and proof
Finalize the key messages in plain words and attach at least one proof point you can document to each.
Ask anyone you plan to quote to approve their exact words.
List the assets you have and the ones you still need.
3
[DATE]
Assets and approvals
Create or refresh the missing assets, starting with the ones every channel needs: a boilerplate paragraph, bios and a one-page message sheet.
Owned: Update the About page, leader bios and media page with approved facts.
Run each asset through the approval steps before anyone uses it.
4
[DATE]
Lists, calendar and Report 1
Earned: Build the media list from outlets' own public bylines and mastheads.
Complete Report 1 with the monthly report skeleton.
Phase 2: Activation (weeks 5 to 9)
WeekStartingFocusActions
5
[DATE]
First publish, first outreach
Owned: Publish the first owned piece on who [ORGANIZATION] is and what it does, in the words [AUDIENCE 1] use.
Earned: Send the first small batch of tailored pitches.
Log every action and every reply in one tracking sheet.
6
[DATE]
Keep the rhythm
Owned: Publish the second owned piece and link it from the first.
Earned: Send the second batch of pitches, adjusted for any replies.
Check that every public claim still matches a proof point.
7
[DATE]
Follow up and learn
Earned: Send one polite follow-up to pitches with no reply, then stop.
Review the tracking sheet and note one change to make.
8
[DATE]
Report 2 and adjust
Complete Report 2: targets against actuals, what was done and what happened.
Decide what to keep, change or stop for weeks 9 to 13.
Owned: Update or correct any owned page the review shows is out of date.
9
[DATE]
Apply what you learned
Owned: Publish a piece built on the message or question that drew the best response.
Earned: Rewrite the pitch angle using what people replied to.
Phase 3: Amplify and review (weeks 10 to 13)
WeekStartingFocusActions
10
[DATE]
Outreach round 2
Earned: Send round 2 pitches to the contacts that fit best.
Owned: Publish the next owned piece.
11
[DATE]
Repurpose what worked
Owned: Turn the strongest piece into a checklist, FAQ or short summary.
Thank anyone who helped, such as customers who agreed to be quoted.
12
[DATE]
Close loops and prepare the review
Earned: Send final follow-ups and log every outcome.
Owned: Add any published mentions you earned to your media page, with the date and the link.
Collect the final numbers for every measure.
13
[DATE]
90-day review and next 90 days
Complete Report 3 and compare each result with its baseline and target.
Decide what to repeat, change or stop, and set the next 90-day plan.
Update the plan and the approval steps with what you learned.

6. Roles

RoleNameWhat they do
Plan owner
[NAME]
Keeps the plan and the tracking sheet, runs the reviews and makes the calls on what to keep, change or stop.
Spokesperson
[NAME]
The one voice for press and public questions. Prepared on the key messages and proof points.
Writer
[NAME]
Drafts content and pitches from the message sheet, using only facts on the proof list.
Approver
[NAME]
Signs off facts, claims and quotes before anything is published or sent.
Measurement owner
[NAME]
Records baselines and builds the monthly report.

7. Risks and approvals

Approval steps
  • 1. The writer drafts using only facts on the proof list.
  • 2. The plan owner checks each claim against a proof point.
  • 3. Anyone quoted approves their exact words.
  • 4. The approver signs off.
  • 5. The spokesperson and team get the final text before it goes out.

Paid or sponsored content must be labeled so readers can tell. The FTC's endorsement guidance says connections such as payment should be disclosed clearly and conspicuously.

Risks
RiskWhat to do
Pitches get no reply
Treat outreach as effort, not a promise. Build owned content so results do not depend on coverage.
A claim cannot be backed up
Remove it, or find a documented proof point before it is published.
Spokespeople say different things
Share the one-page message sheet and use one spokesperson for press.
The plan runs out of time or people
Cut channels, not quality. Revisit the plan in week 4.
Something goes wrong in public
Use a separate crisis communication plan. This plan does not cover crisis response.

This template is not legal advice, and Reputation Resolutions is not a law firm. Ask your own counsel about anything regulated.

8. Measurement

Track two kinds of numbers. Outputs are what you did. Outcomes are what changed because of it. Put your targets on outcomes, and write where each number comes from next to it.

TypeWhat to track
Outputs (what you did)
Owned pieces published
Pitches sent, replies received and follow-ups sent
Outcomes (what changed)
Branded search visits or direct visits to your site
Newsletter sign-ups or inquiries from the audiences you named
Survey or social measures you already collect, compared with a baseline

Do not treat raw impressions, follower counts or the number of pitches sent as success on their own. They show effort or reach, not what people did.

Monthly report skeleton

Use this skeleton at week 4, week 8, week 13.

Report sectionWhat goes in it
Period and owner
[MONTH], [REPORT OWNER]
Targets against actuals
For each target: baseline [X], target [Y], actual [Z], on track or not
What we did (outputs)
Pieces published, pitches sent, posts made, events attended or hosted
What happened (outcomes)
Change in each outcome measure, with the source of each number
What we learned
Two or three observations, including what did not work
What changes next period
What to keep, change or stop
Risks and approvals pending
Anything waiting on a decision
Next period priorities
The top three actions

Example

A filled-in PR plan example

This is an example for a fictional company, Harbor Ledger, launching a fictional product. Every fact in it is invented to show how the template reads when it is filled in. Every number is left as a highlighted bracket because only you know your baselines. You can load the same example into the builder above.

Example, fictional organization

PR plan: Harbor Ledger

1. One-page summary

ItemPlan
Organization
Harbor Ledger (a fictional bookkeeping software company)
Goal
Launch something new: launch the product to its first group of paying firms
Timeframe
13 weeks, Jan 4, 2027 to Apr 4, 2027
Audiences
Owners of small bookkeeping firms
Independent accountants who refer clients
Local business reporters
Key messages
1. Harbor Ledger helps small bookkeeping firms close the month with less manual work.
2. It was shaped by feedback from the bookkeepers who tested it.
3. Firms stay in control of their clients' data.
Channels
Owned, Earned, Social, Newsletters
Owners
Plan owner: Founder
Spokesperson: Founder
Writer: Marketing lead
Approver: Head of product, for accuracy of claims
Budget level
Time only, plus a small monthly budget agreed with the founder
What we will measure
Demo requests from small bookkeeping firms
Firms that try the product
Visits to the launch page from our own channels
Reports
Weeks 4, 8 and 13

2. Goals and measurable targets

  • Outcome: reach [TARGET] demo requests from owners of small bookkeeping firms by [DATE], against a baseline of [BASELINE].
  • Outcome: get [TARGET] people from that group to try the launch by [DATE].
  • Output: publish [NUMBER] owned pieces, send [NUMBER] tailored pitches and complete [NUMBER] outreach rounds by [DATE].

3. Audience and message map

AudienceStarting messageWhy they careWhere we reach themAction we want
Owners of small bookkeeping firms
Message 1: less manual work at month end
[WHY THEY SHOULD CARE]
Owned, Social, Newsletters
[ACTION: request a demo]
Independent accountants who refer clients
Message 2: shaped by the bookkeepers who tested it
[WHY THEY SHOULD CARE]
Owned, Newsletters
[ACTION: read the FAQ]
Local business reporters
Message 3: firms stay in control of client data
[WHY THEY SHOULD CARE]
Earned
[ACTION: take a briefing call]
Key messageProof points we can document
Less manual work at month end
A customer-approved quote from a beta firm (approval on file)
Shaped by the bookkeepers who tested it
A demo video our team recorded and checked for accuracy
Firms stay in control of client data
Our written data-handling policy, published on our website
The founder's background as a working bookkeeper

4. Tactics by channel

Owned

  • Publish [NUMBER] owned pieces on what is launching, who it is for and what changes for them. Give each piece one key message and one proof point.
  • Add an FAQ that answers the questions bookkeeping firm owners ask on demo calls.

Earned

  • Build a media list of [NUMBER] local business reporters from the public bylines of the outlets they write for.
  • Send [NUMBER] tailored pitches in round 1, each with a clear reason that reporter's audience cares. A pitch is a request, not a promise of coverage.

Social

  • Post [NUMBER] times per week on the [NUMBER] platforms where bookkeepers already spend time, rotating the three messages.

Newsletters

  • List [NUMBER] newsletters read by small-firm owners and read each one's sponsorship rules. Label any paid sponsorship as advertising.

5. 90-day calendar

Phase 1: Foundation (weeks 1 to 4)

WeekStartingFocusActions
1
Jan 4, 2027
Baselines and owners
Record every baseline. Confirm owners and approvers.
2
Jan 11, 2027
Messages and proof
Finalize the three messages. Get the beta firm's quote approved in writing.
3
Jan 18, 2027
Assets and approvals
Check the demo video for accuracy. Update the About page and media page.
4
Jan 25, 2027
Lists, calendar and Report 1
Build the media list. Set up the content calendar. Complete Report 1.

Phase 2: Activation (weeks 5 to 9)

WeekStartingFocusActions
5
Feb 1, 2027
First publish, first outreach
Publish the launch article. Send the first pitches. Start posting.
6
Feb 8, 2027
Keep the rhythm
Publish the second piece. Send the second batch of pitches.
7
Feb 15, 2027
Follow up and learn
One polite follow-up to pitches with no reply. Note which posts worked.
8
Feb 22, 2027
Report 2 and adjust
Complete Report 2. Decide what to keep, change or stop.
9
Mar 1, 2027
Apply what you learned
Publish a piece built on the best-performing question. Rewrite the pitch angle.

Phase 3: Amplify and review (weeks 10 to 13)

WeekStartingFocusActions
10
Mar 8, 2027
Outreach round 2
Send round 2 pitches. Publish the next piece.
11
Mar 15, 2027
Repurpose what worked
Turn the strongest piece into a checklist. Thank customers who agreed to be quoted.
12
Mar 22, 2027
Close loops and prepare the review
Final follow-ups. Add any published mentions to the media page, with date and link.
13
Mar 29, 2027
90-day review and next 90 days
Complete Report 3. Compare each result with its baseline and target. Set the next plan.

6. Measurement

TypeWhat we track
Outputs (what we did)
Owned pieces published
Pitches sent, replies received and follow-ups sent
Posts published
Pitches made to outside newsletters
Outcomes (what changed)
Demo requests from small bookkeeping firms
Firms that try the product
Visits to the launch page from our own channels

Reports are due at the end of weeks 4, 8 and 13, using the monthly report skeleton that the builder adds to every plan.

7. Risks and approvals

RiskWhat we do
Pitches get no reply
Treat outreach as effort, not a promise. Build owned content so results do not depend on coverage.
A claim cannot be backed up
Remove it, or find a documented proof point before it is published.
The founder is the only spokesperson and the plan owner
Name a backup approver and cut a channel if time runs short.

Approval steps: the writer drafts using only facts on the proof list, the plan owner checks each claim against a proof point, anyone quoted approves their exact words, the approver signs off, and the spokesperson gets the final text before it goes out.

How to use it

How to use this PR plan

  1. 1

    Look at the example first.

    Press Load an example in the builder to see a finished plan, then press Reset to start your own.

  2. 2

    Name one goal and two or three audiences.

    The SBA advises being specific when you name a target market, so describe each audience as precisely as you can.

  3. 3

    Write three key messages and attach proof.

    Add only proof points you can document. If a message has no proof, rewrite it or drop it.

  4. 4

    Choose the channels you can staff.

    Owned, earned, social, newsletters and events all take time. Pick fewer and do them well.

  5. 5

    Set a start date and fill every bracket.

    Targets and baselines are blanks on purpose. Record each baseline in week 1.

  6. 6

    Copy or download, then assign owners.

    Use the .txt file for the plan and the .csv file for a spreadsheet calendar. Agree who approves what before the work begins.

  7. 7

    Report monthly and adjust.

    Use the report skeleton at weeks 4, 8 and 13, and decide what to keep, change or stop.

Goals and measurement

Set goals you can measure

Start with the result, not the activity. The SBA's marketing and sales guidance says a plan should state goals for the year, such as growing email subscribers or raising sales by a set percentage, and it should name the channels you will use and include a budget.

A university public relations text, Mastering Public Relations, adds that objectives should be outcomes rather than outputs, measurable against a benchmark, time-bound and tied to a specific public. It describes media placements as a means to an end, not the end itself.

The measurement body AMEC publishes the Barcelona Principles, now in a fourth version and first introduced in 2010, to guide measuring and evaluating communication work in a meaningful, transparent and outcome-driven way.

Outputs: what you did

Pieces published, pitches sent, posts made, events attended. Track them to see whether the work is happening.

Outcomes: what changed

Inquiries, sign-ups, applicants, reviews, accurate search results. Put your targets here, with a baseline and a date.

For metrics to track, what to drop, and a report template, read our PR measurement guide.

Honest limits

What a PR plan does and does not do

A PR plan does

  • Turn a goal into audiences, messages, channels and a dated calendar.
  • Name who owns each task and who approves what, so work does not stall.
  • Tie every public claim to a proof point you can document.
  • Set how you will measure results. PRSA lists setting objectives, planning, budgeting, researching and evaluating among the work of public relations.

A PR plan does not

  • Guarantee coverage, rankings, AI citations, traffic or any other result.
  • Make a weak or unproven claim true. Messages need proof.
  • Replace legal review. This template is not legal advice, and we are not a law firm.
  • Cover a crisis. Keep crisis wording in its own document.

What not to promise your CEO

Do not promise coverage in a named outlet, a ranking, a follower count, a viral moment, or a date by which any of these happens. Do promise the work you will do, the dates, the measures you will report and what you will change if results lag. Paid or sponsored content must be labeled so readers can tell: the FTC's endorsement guidance says connections such as payment should be disclosed clearly and conspicuously.

If something is already going wrong, use a crisis plan instead: crisis wording lives on our crisis communication plan and crisis management plan pages.

Keep going

Tools and guides that go with this plan

What does a PR firm do?

A plain answer on services, process and what to expect, before you decide whether to hire anyone.

Read more →

Media pitch template

Write the pitches your plan calls for, with a builder and follow-up rules.

Read more →

Press release template

A free builder for the announcements in your calendar.

Read more →

PR services

What Reputation Resolutions does in PR and branding, and how each service is scoped.

Read more →

Guaranteed featured articles

You pay only after the article is published, and it is labeled the way the outlet labels sponsored content.

Read more →

PR for SEO

How PR and search work together, and what PR cannot promise.

Read more →

Media relations services

Outreach scoped in writing, with no coverage promised.

Read more →

FAQ

PR plan questions, answered

What is a PR plan?

A PR plan is a written plan for how an organization will earn attention and trust from specific audiences. It sets a goal, names the audiences and key messages, chooses channels, schedules the work and says how results will be measured. It is a working document that you update, not a file you write once.

What should a PR plan include?

At minimum: a goal with measurable targets, the audiences, about three key messages with proof, the channels and tactics, a calendar, who owns what, the approval steps and risks, and how you will measure results. The builder on this page produces all of these, plus a one-page summary.

How is a PR plan different from a PR strategy?

A strategy is the approach: which audiences you will reach, with which messages, through which channels, to meet a goal. A plan is the written document that holds the strategy and adds the calendar, owners, budget level and measurement. University PR texts describe strategies as the means of reaching objectives and tactics as the specific tools and tasks that carry them out.

What is a PR campaign, and how is it different from a plan?

A PR campaign is a time-limited push around one goal, such as a launch. A plan can hold one campaign or several, along with the steady work between them. This template fits a single 90-day campaign and can be repeated for the next one.

What is a PR calendar?

A PR calendar is a dated schedule of the actions in your plan: what is published, pitched or posted, by whom and when. The builder creates a 13-week calendar from your start date, grouped in three phases, and lets you download it as a .csv file for a spreadsheet.

How do I set PR goals and targets?

Write outcomes, not activity: what a specific audience will do or know because of the work. Record a baseline first, add a date, and keep targets honest. The builder leaves every target as a bracketed blank so the numbers you choose are numbers you can defend. University PR texts teach objectives as measurable, time-bound and tied to a specific public.

How do I measure a PR plan?

Track outputs, which are what you did, and outcomes, which are what changed. Report monthly and compare each outcome with its baseline. Raw impressions or follower counts alone say little about what people did. Our PR measurement guide covers metrics and includes a report template.

Why does the calendar cover 90 days?

Ninety days is long enough to set up assets, run two rounds of outreach and review results, and short enough to change course. The SBA says to update a marketing plan on an annual basis at minimum, so a 90-day cycle lets you revise sooner than that.

Is the builder really free, and do you need my email?

Yes, it is free, and it needs no email address or sign-up. Nothing on this page is gated. You can copy the plan, download it as a text file and download the calendar as a .csv file.

Is anything I type saved or sent?

No. The builder runs in your browser. Nothing you type is sent to us or saved, so copy or download your plan before you close the tab.

Can a PR plan guarantee press coverage?

No. Journalists and editors decide what to cover, and no plan, template or firm controls that. A good plan makes you prepared and relevant, but it does not promise coverage, rankings, AI citations or traffic.

What is a PR stunt?

A PR stunt is a staged event or action designed to attract attention. It can raise awareness, but it can also draw criticism, mislead people or distract from your message. If you are considering one, test it against your key messages, your audiences and your approvers, and ask whether you could defend it in public. A plan does not need a stunt.

What is newsjacking?

Newsjacking is tying your commentary to a breaking news story so that people see your perspective while the story is current. Use it only when you have a real, relevant point of view, run it through your normal approvals, and stay away from stories involving tragedy or harm. Done badly, it looks opportunistic.

Who should own a PR plan in a small team?

One named person, even if others do the work. The owner keeps the plan current, runs the reviews and decides what to cut. A separate approver should check facts and quotes before anything goes out.

Do I need a PR firm to use this template?

No. The template works on its own. If you want help, PR strategy and outreach from Reputation Resolutions are scoped in writing before any work starts. A guaranteed featured article is different: you pay only after it is published, and it is labeled the way the outlet labels sponsored content.

How is a PR plan different from a crisis communication plan?

A PR plan is proactive: it builds awareness and trust on a schedule. A crisis plan covers what to say, and who approves it, when something goes wrong. They are separate documents, so keep crisis wording out of this one.

Want help running the plan?

Talk it through with a senior specialist

The plan is yours to use either way. If you would like a second opinion, a free consultation is a conversation about your goal and what is realistic. PR strategy and outreach are scoped in writing before any work starts, and we do not promise coverage. A guaranteed featured article is paid only after it is published.

Schedule a FREE Consultation →Call 855-239-5322
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Reputation Resolutions is not a law firm. Nothing on this page is legal advice.

Sources

Read in November 2026. We cite only what each page says. Everything else on this page is our own planning guidance.

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