How Communications Planning Is Done for a Client
Gwen Hardy
How Communications Planning Is Done by a PR Professional
Meet Gwen Hardy APR, Managing Partner of Elettra Communications in Vancouver. Watch this video to learn how Gwen and her team do communications and PR planning for their clients. She has some great information about the elements she puts into a client’s plan, what kinds of plans she’s been working on, and how the RACE formula is used at her agency. She’s also got some great insights about choosing a career in PR.
How Communications Planning Is Done for a Client
Gwen Hardy
(TRU, 2025)
After watching the video, reflect on the following questions:
1. How is Gwen’s description of the planning process similar to, or different from, what you’ve learned about PR planning so far?
2. Which sound like the easier or more challenging parts of communications planning?
3. Is the RACE formula used in all communications planning? Is there another way to set up your planning?
4. How does Gwen’s advice about a career in PR match up with how you’ve pictured a potential PR job?
