Thinking of a master plan Part 2

Thinking of a master plan Part 2

This is the second instalment from Red Marlin showing how some simple planning ahead can make a big difference in the success of your PR activity.

If you missed the first part then take a look at:

Today’s insight highlights how to make the most of forward feature opportunities and how important brainstorming sessions can be in generating future PR tactics.

Forward features

You may not know it but many magazines publish a forward features list for the year ahead, inviting editorial entries for their monthly topics and themes.

Some forward features lists can be found on the publication’s website, while sometimes it might be necessary to phone the publication and request a copy.

They provide a golden opportunity to submit editorial on your specialist subject and even better, they can be prepared well in advance, avoiding the panic of a last-minute rush. Of course, though, editorial inclusion is not guaranteed as it is at the discretion of the publication.

There are some tactics, however, to use to give your editorial submission the best chance.

While it is not first come first served, journalists are not always the best timekeepers, so it can pay to get your foot in the door as soon as possible.

It also pays to understand the publication you are targeting, ie its tone, style of writing, normal word count. The easier you can make it for them, the better.

One thing to bear in mind, however, is that forward features list are not set in stone and can be subject to change.

Storming session

A great way to generate future story ideas or wider PR activity is through a brainstorming session.

Ideas generated can then be mapped out and given a timeline over the coming weeks or months.

There are a few things to consider when planning a brainstorming session. Make sure to tell attendees in advance what the topic is so they can put their thinking hats on beforehand.

A clear set of objectives is paramount for a constructive session, including all follow up activity.

Keep the session brief to avoid repetition and make sure to keep a note of all the ideas, no matter how abstract they might be.


Next instalment is next week and looks at how to approach the media.

For more information about a free one-hour PR audit for your business, or more guidance on ‘Thinking of a master plan’, please email

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