ABSTRACT

The basis for all further work on a press conference is in the PR plan. The PR plan contains all the information required to plan and execute the event. The PR plan, however, should not only be written as a document for the PR community; it should also be used in a similar way to a contract or a service level agreement (SLA). All stakeholders in the PR work should have access to the document and, if appropriate – depending on reporting lines and lines of accountability in the company – sign or approve it.