Public Relations Planning & Market Research

Public Relations Defined

Public relations is the management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends.

Solving the Problem

Switch Up Consulting offers communications and public relations consulting. Public relations (PR) campaigns, planning, research, implementation, and evaluation are services provided by Public Relations and Communications Consultant, Jennifer Ferrero, APR.



We work together to identify your communication or public relations problem, your goals, objectives and publics. In depth, market research is conduced to understand demographics, locations, competition and more. In some cases, customer or employee surveys are conducted.



A public relations plan is created to reach your targeted publics (stakeholders). The plan may include strategic messaging, results from surveys, and stages of development for publics.



During this stage, a communication strategy is developed, tactics and tools are aligned, and budget, staffing and timeline are implemented.



Understanding your metrics will determine campaign success.

Public Relations Plan Package

Comprehensive and strategic public relations plan with implementation delivered in an expandable, high-quality binder to include the Plan, market research reports, survey results (if conducted), and appendices from the Content Analysis (a record of the organization’s publications/advertising). Clients also receive a link to download all documents electronically. 

The role of public relations planning is critical for any business.

Why important:

  • Public relations planning is comprehensive.
  • It provides a clear understanding of your marketplace, who you are targeting, and why those relationships matter.
  • The Plan includes background and industry research, a SWOT Analysis, and a detailed list of your publics (often called audiences, but in a more targeted, useful format).
  • The Plan includes the development of goals, objectives, strategies and tactics.
  • Measurement is a key component of determining success.

Development of a PR Plan should proceed any tactical marketing or advertising that you plan to do as a company.

Before a single brochure or business card is created, a strategic Public Relations Plan should be developed and approved by company leadership.

The PR Plan is the beginning, the middle and the end of reaching your publics and developing and maintaining those relationships in a meaningful way.

With a PR Plan, the following will occur:

  • Increased sales
  • Better employee retention
  • Better recruiting of new employees
  • Business development toward growth or a changing business
  • Brand awareness
  • Deeper customer relationships and allegiance
  • Happier management who are able to provide clear expectations
  • A clear marketing plan via tactical implementation

Included in PR Planning

Public relations planning includes the following elements:

  • Research (competitive assessment, customer surveys, use of branded materials, how people do
    business with you, how you want them to do business with you, problem identification, identification
    of publics.)
  • Planning (development of goals, objectives, strategies, messages, and tactics with a timeline to meet
    the other identified items.)
  • Implementation (tactical implementation of a variety of methods to meet goals, objectives, etc… that
    may include campaigns using a variety of media and mediums.)
  • Evaluation (review of where the tactics began and measurement of success as identified in the tactical

General PR Planning Estimate

  • $2,500 – 3,000 (25 – 30 hours @ $100/hr.)
  • Timeframe: About 3-4 weeks
  • Includes complete plan and implementation of some tactics, along with recommendations for staff to implement other tactics;
    complete measurement and assessment of tactics and the effectiveness of the Plan.

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