PR Wars Podcast: Writing a communications plan

PR Wars

Communication planning will help you get better results. PR consultant, Isabel Peña Alfaro is our guest on the PR Wars podcast today. We'll learn how to focus on the priorities, while we write some fun into a 2021 communications plan.

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A.I. generated show transcript: 

Show open: “We want the truth.” “We want the truth.” “We want the truth.” “I have news for everybody. Get over it.”

Announcer
It’s time. Welcome to PR Wars coming at you live from Atlanta, Georgia. Now, here is your host… Chris Shigas.

Chris Shigas
Hey everyone! Welcome to PR Wars. It's 2021 and I'm Chris Shigas. Thanks for listening. Yogi Berra said, "if you don't know where you're going, you'll end up someplace else." Well, communication planning is difficult. It takes thought, strategy, patience. If you love to run around and do cool tactics, it feels like planning just gets in the way. But planning will keep you focused. It will force you to prioritize those tasks, on things that move the needle. Tactics that make an impact. Our guest on PR Wars today has worked for a couple of the largest PR agencies in the world. Her clients are big. I mean, like fortune 10, kind of big. Now she's a PR consultant in New York. Her website is IsabelPenaAlfaro.com. Welcome to the show, Isabel Peña Alfaro. Isabel, thank you so much for joining us on PR wars today.

Isabel Peña Alfaro
Thanks so much for having me excited to be here.

Chris Shigas
Here we are the beginning of a new year. Right. Everyone's hopeful This one's gonna be a good one. All right. Well, so far, it's been a little shaky, but it's gonna get better. Planning. Yeah. All right. It's something that maybe people don't like to do a lot. I'm a big believer in planning. How about you?

Isabel Peña Alfaro
You know, planning is not necessarily the most exciting or sexy thing about PR. But getting results is super exciting. So the way to get those results is by planning and having a really good strategy and backbone to how you're going to execute. Hmm. Yeah, I like the exercise of planning. I think even even a bad plan is better than no plan. Because because it gets you thinking, What am I doing? What Why am I doing this? What does success look like? Right? There's all kinds of plants that sometimes plants don't wake at work out. And you have to change. We learned that in 2020. Right? If I look at my January 2020 plan, it was very different than my July 2020 plan. It's a new year, I need a new plan. Where do I start?

Yeah, that's a great, that's a great question. So you know, the place to start is really to hone in on the priorities. So a PR plan doesn't necessarily exist on its own, you have to really communicate with the team and figure out what the business priority is. So you start there, and then you move into objectives, tactics, benchmarks or goals, and then the annex section.

Chris Shigas
Mm hmm. So at the beginning with with your priorities, these are kind of some broad objectives that that you're really looking at, of what you want to accomplish. Are these at this point? Are these are these meant measurable? Are they more inspirational?

Isabel Peña Alfaro
They are, they're more inspirational, and they go back to the business. So they're usually business strategies. So when we talk about p

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