Why Every PR & Public Affairs Campaign Needs a Plan — Even In A Hurry!

A picture of the Communications Model Canvas which is free and downloable

Planning might not be the flashiest part of communications, but it’s the most critical. Whether you're running a high-stakes crisis communications response, launching a public affairs initiative, or managing a long-term reputation management strategy, one thing always matters: having a plan.

This blog kicks off our series on campaign planning — and we’re starting with how to plan in a hurry.

Why Campaign Planning Matters in PR, Public Affairs and Communications

There are moments — too often, some might say — when comms and public affairs teams have to mobilise quickly. A crisis might arise (real, perceived, or self-inflicted!), a media story breaks, the government makes a surprise announcement, or a major social issue emerges that calls for an organisational response — even if it’s not strictly required.

We all know what happens next: comms teams jump straight into delivery — crafting messages, launching assets, briefing spokespeople. But without a clear plan, even the strongest messaging can miss the mark.

This is especially true in high-pressure environments like change communications or when managing a PR crisis. You need clarity, focus, and structure — not just activity.

Your plan doesn’t need to be a magnum opus, but it does need to capture your objectives, your strategy, and what needs to be done to implement it. Plus, a bit of evaluation so you can optimise as you go and run a proper retro afterwards.

Enter the Communications Model Canvas

This Communications Model Canvas has been designed to help you map out your campaign clearly and quickly. It’s a one-page planning tool that keeps everyone aligned, whether you’re part of a large comms team or working solo.

It helps you focus on:

• Objectives – What are you really trying to achieve? Set clear, outcome-focused goals. Think beyond outputs — these should tie into broader business or reputational objectives.

• Audience – Who are you targeting? What do you know about their needs, motivations, or pain points? Whether it’s employees, stakeholders, or the public, your insights matter.

• Strategy – What’s your message and positioning? How does your campaign support your reputation management, public affairs, or change communications goals?

• Channels – What’s the best way to reach your audience? Are there trusted routes already in place?

• Implementation & Evaluation – What’s your delivery timeline? How will you measure success in real time — and learn from the results?

  
  

It's a set of simples prompts to assist you in identifying the key resources, partners, and activities. That’s especially useful when you’re responding to a fast-moving issue — like a crisis communications scenario — where speed and clarity are essential for reputation management and particularly when managing a wide range of stakeholders.

The Leadership Value

Planning is hugely important for leaders, especially when organisations are tackling a crisis or seeking the captialise on the latest opportunity.

As leaders - whatever our level - our time and expertise is at premium in these situations and having a plan offers the focus and structure our teams need to deliver. In crisis situations, we're already managing huge amounts of risk, so having a plan mitigates internal risks within teams by offering all of your people a north star.

A north star will also empower your team to begin translating your strategy into what that means for their audiences and channels. By supporting teams to do their bit, you give yourself more time and space to deal with the strategic issues.

It's not a panacea, but it'll help everyone enormously.

Start Simple, Learn Fast

Campaign planning doesn’t need to take days. A whiteboard session, a collaborative doc, or using our canvas template can be enough to set your direction. You’ll have a clearer view of what matters, what’s possible, and how to adapt as you go.

So whether you're launching a campaign to support organisational change, defending reputation in a crisis, or shaping policy through public affairs — start with a plan. Even a quick sketch.

How we can help - you can access the canvas for free too!

If your team could benefit from expert support in campaign planning — whether in PR, strategic communications, public affairs, or organisational change — I offer tailored training and consultancy to help you plan with confidence and impact.

You can also download the Communications Model Canvas for free to get started today — it’s a practical tool I use with teams to bring structure, clarity, and momentum to campaigns that matter.