Determine who the key audiences are, including users of the product or service as well as influencers and decision-makers.

Formulate a strategic message to each target audience.

Prepare a plan detailing objectives, strategies, tactics, timeline and budget.

Determine the media mix best suited to reach the target audience, including trade and technical publications, business press, television and radio, newspapers and magazines.

Determine the tactics to execute the public relations program, including the standard news releases, press tours, direct mail, special events, contests, and speakers bureaus.