How to Plan a Campaign

How To 5 min
Follow these steps to plan a compelling and engaging campaign.

A public relations campaign is a communication strategy that relates to a specific goal and is planned in advance. Campaigns are designed to meet an objective by creating messaging relayed by multiple products via various mediums, to inform the audience and motivate them to act.

Similar methods are used to develop a campaign no matter what the intent. As a warfighting communicator, part of your job is to design and create compelling campaigns to gain publicity for a product or event, or to communicate a message. These campaigns must engage the audience and successfully communicate your commander's intent, the mission of our military and the people the campaign supports.

Follow these steps to plan a successful campaign.

Before you create any type of communication product, identify the purpose or goal of the communication and your audience. What problem will the campaign address or solve? What are the goals you are trying to achieve through the campaign?

  • Identify the problem to be addressed or solved.
  • Determine what action or behavior you hope to change.
  • Specify what information you want your audience to know.
  • Establish a clear SMART objective: one that is specific, measurable, attainable, relevant and time-bound.

This is an example of a clearly stated objective. Photo by DINFOS PAVILION Photo by DINFOS PAVILION Team
Example objective that reads, "100% of the unit will be using the virus/incident checklist and cybersecurity programs in place by the end of October 2025.
This is an example of a clearly stated objective. Photo by DINFOS PAVILION
Photo by: DINFOS PAVILION Team
VIRIN: 250402-D-ZW071-1001

Research your intended audience and determine who they are. Implement the political, economic, technological, legal and environmental (or PESTLE) analysis framework to help you better understand the external factors that could impact your campaign. The PESTLE analysis framework is a strategic planning method to gain contextual understanding and reduce information power threats to an organization.  

Also, consider what communication channels you plan to use to get your message out and what audience exists in those spaces. 

  • What specific groups are most likely to respond to the desired message?
  • Which media channels will you use to reach and influence your target audience?
  • What will be the sequence and integration of media activities?

The intended audience is identified. Photo by DINFOS PAVILION Team
Example of an identified intended audience is service members in the 1st PAVILION Division.
The intended audience is identified.
Photo by: DINFOS PAVILION Team
VIRIN: 250402-D-ZW071-1002

Think of traditional and digital media outlets. These can be anything from hard-copy posters and pamphlets to television, videos and social media. Consider where your audience is and what types of media they'll have access to and want to engage with.

  • What outlets will you use to reach your audience?
  • What does your audience have access to?
  • What will the audience see in their work environment?
  • What will the audience see in their personal environment?

The media outlets and poster locations are identified. Photo by DINFOS PAVILION Team
Example of identified media outlets include Facebook, X, checklists posted in common areas and office spaces.
The media outlets and poster locations are identified.
Photo by: DINFOS PAVILION Team
VIRIN: 250402-D-ZW071-1003

A theme is an overarching idea or concept you plan to address. Themes are usually very short and contain one to two words (e.g., unity, deterrence, resilience). Use a theme as the basis of your messaging. Ask yourself: 

  • What do you want to convey? 
  • Is what you're trying to convey fun, inspirational, educational, serious, etc.?
  • Will the overarching idea or concept align with a holiday or event? 

Example of identified theme. Photo by DINFOS PAVILION Team
Example of identified theme that reads, "Theme: Cybersecurity awareness."
Example of identified theme.
Photo by: DINFOS PAVILION Team
VIRIN: 250402-D-ZW071-1004

Now that you've identified a theme, it's time to think about the information you're putting out, the context in which it is presented and how you want it to be perceived by your audience. Consider what motivates them, what they connect to and what they will engage with. Brainstorm how to craft your message.

  • Compose a clear and concise message or series of messages that you want to communicate.
  • Create a message or series of messages that informs the audience but also motivates them to take a particular action.
  • Embed factual talking points to support ideas.

Examples of three messages that all relate to the theme and objective, and include factual information for support. Photo by DINFOS PAVILION Team
Examples of three messages that read, "Message 1: Own IT. Secure IT. Protect IT! Cybersecurity is the practice of protecting systems, networks and data from cyberattacks. Message 2: Cybersecurity isn't just for IT. It's up to you to keep us safe. Just like washing your hands helps to prevent the spread of germs, regularly updating your passwords, keeping software up-to-date and being careful about what you click on also helps to prevent the spread of viruses. Message 3: Cybersecurity is crucial for mission success. Virtually every mission across a range of operations relies in some part on cybersecurity. We are all tasked to defend and protect these missions."
Examples of three messages that all relate to the theme and objective, and include factual information for support.
Photo by: DINFOS PAVILION Team
VIRIN: 250402-D-ZW071-1005

Before launching your public relations campaign activities, assess your plan and make adjustments if necessary. Evaluate your campaign and make sure it meets the following characteristics of a legitimate public relations campaign. Consider whether your campaign: 

Provides free choice

  • Audiences can choose what action they take. They will:
    • Adopt ideas or behaviors pushed through the campaign.
    • Adopt ideas or behaviors of another actor involved in the issue.
    • Continue what they believe in and how they act.
    • Ignore the issue altogether.
  • Audiences should not be coerced into action.

Exhibits mutual benefit

  • Both the communicator and audience emerge with a benefit.

Takes a multidisciplinary approach

  • A campaign is not specific to mass media. Identify media outlets based on how your target audience gets their information.
  • The communication plan uses theories and techniques from psychology, sociology and education.

Applies a multi-pronged approach

  • Visual imagery should include products from multiple mediums, including print, photo, video, graphics, etc.

Use Facebook posts to reach users outside of your immediate workspace and create products of campaign messages in real time. Photo by DINFOS PAVILION Team
Example of a fictitious social media post that includes message one and an upcoming event, all directly related to the theme and objective.
Use Facebook posts to reach users outside of your immediate workspace and create products of campaign messages in real time.
Photo by: DINFOS PAVILION Team
VIRIN: 250402-D-ZW071-1006

Take advantage of a multi-pronged distribution approach. Posters and checklists posted in common areas are a great way to distribute information. Photo by DINFOS PAVILION Team
Example of an end-of-day checklist to post in common areas that includes tasks related to the theme and objective of cybersecurity awareness.
Take advantage of a multi-pronged distribution approach. Posters and checklists posted in common areas are a great way to distribute information.
Photo by: DINFOS PAVILION Team
VIRIN: 250402-D-ZW071-1007

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