When beginning your publicity campaign, proper planning can be instrumental for the success of your campaign. It is imperative to keep in mind the five W's. These include who, what, where, why, and when. Map these out strategically.

1. WHO: WHO is doing it? Describe who your group is - your purpose, offerings, image, etc.
2. WHAT: WHAT is happening? Describe the event or activity being publicized, etc.
3. WHY: WHY is it happening? List general goals and purposes for the event of activity. List specific objectives for the activity in measurable terms.
4. WHO: WHO is it for? Describe your target audience.


5. WHERE: WHERE is it happening? List all relevant locations (e.g. where to pick up applications, buy tickets, attend the event, etc)
6. WHEN: WHEN is it happening?

Decisions about timing media, selection, and delegation of responsibilities need to be closely coordinated as each impacts on the other.

1. TIMING Work backwards from the date of your program. Some considerations are:
   
   

   •	optimal release time of publicity
   •	deadlines for ads, etc
   •	time involved in copy writing, design, printing and distribution

   
   Go beyond being realistic when scheduling - be pessimistic and over estimate time required for each step. Start at the bottom and work up.
   
2. BUDGET Good publicity doesn't have to be expensive nor do you want it to look cheap (unless that is your desired image). Considerations are:
   
   

   •	funds available within your organization
   •	possible donations
   •	possible hidden costs
   •	free publicity available

   
   Always plan your anticipated budget.