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This slideshow focuses on the preparation of a strategic plan in a public relations campaign.
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Preparing Your Strategic Plan
Presented by
Brett Atwood
Developing a Plan
Once you’ve determined your client, you’ll need to quickly establish a PR plan
If you’ve chosen a “real” client, you should attempt to get their input! Talk to your client to establish their needs
“Needs assessment”
Needs Assessment
Survey the organization Talk to members of the organization AT ALL
LEVELS High level executives “In the trenches” employees
Tap into existing market research or background materials
Learn the history of PR campaigns at the company
Gathering Information
Focus groups A focus group can help you get feedback from the
customer base Part of two-way communication It is better to uncover potential problems BEFORE
the PR campaign begins Surveys
Used to gather attitudes and perceptions of target audiences.
Classic PR Blunder
1985 - “New Coke” Coca-Cola’s ill-fated
response to the growing threat by Pepsi
Ad campaign boasted about the “new taste”
Research and focus groups might have avoided this blunder
Classic PR Blunder
Netflix & Qwikster
Media targets
Who will you target in the media? What information do you need to know about
those you target? Media directories can help
Cision (formerly known as Bacon’s) Media Map
Eight Essential Plan Elements
Situation Objectives/Goals Audience Strategy
Tactics Calendar/Milestones Budget Evaluation
1. Situation
“Executive summary” of the situation/challenge
Demonstrates your research on why the PR campaign/program is needed
Should factor in client expectations for both short-term and long-term goals
2. Objectives/Goals
Once you have defined the situation/problem, it is time to create the objectives/goals
Objectives/goals should: Help to solve the problem and/or address the
defined situation Be achievable Be measurable
2. Objectives/Goals
Informational Objectives Designed to inform and increase awareness
Motivational Objectives Aims to change attitudes and modify behavior
3. Audience
Identify the group of people to whom you are directing your communication
There may be several groups Which are most important to your client?
4. Strategies
How will you achieve the objective(s)? This is your plan of action How will the audience see this in relation to
its own self interest? Include key copy/speaking points
These are the central themes that should be repeated and reinforced through all messaging
5. Tactics
The “execution” of the plan How will you realize and achieve your
strategy? Describes the specific communication
activities used to achieve the stated objectives
5. Tactics
Can take the form of: Media placements (Articles, news features) Pamphlets/newsletters Endorsements by tastemakers Advertising campaigns “Viral” marketing
You should reference your portfolio materials here
6. Calendar/Milestones
Establish a timetable to start and complete your project
The calendar should have achievable “milestones” that mark defined accomplishments for each step of the task This documents actual anticipated achievements,
rather than mere discussion of them
6. Calendar/Milestones
Examine synergy opportunities for your campaign Example: MySpace.com aligning a media
campaign with 4th of July holiday to assert “independent spirit”
Schedule activities/actions intelligently Plan ahead
Some media placements have an early deadline months before the public will be exposed
7. Budget
How much money will your plan cost? How much money do you have? Allow 10% for unexpected contingencies
8. Evaluation
Did you achieve your objectives? How will you define “success”? Find and report tangible evidence of success
or shortcomings in the campaign It is common to do a pre-test/post-test
analysis of consumer awareness and/or sales before and after the campaign
Review: Elements of a Plan
Your strategic plan should have these eight elements: Situation Objectives Audience Strategy Tactics Timing Budget Evaluation
Example: Coca-Cola
In our “New Coke” example, Coca-Cola misidentified the situation They erroneously assumed that their consumers
preferred the sweeter taste of Pepsi The new product and messaging “missed the
mark” due to bad assessment Thus, the first step (“situation”) is important before
you jump to conclusions about your campaign direction
Example: Netflix
What could/should have Netflix done differently when considering the Qwikster spin-off?
Example of Strategic Plan
Let’s develop a strategic plan for troubled social media service Myspace Remember them?
Situation: Myspace.com Situation:
Myspace is perceived as a “washed up” social network – irrelevant and overshadowed by larger (e.g. Facebook) and newer social media networks (e.g. Snapchat, etc.)
As a result, the financial and tech media have mostly forgotten about this struggling social media pioneer
Situation: Myspace.com
Situation: In 2011, musician
Justin Timberlake purchased a large stake in the company
In 2013, the “new” Myspace debuted with a re-design and focus toward a more music-focused social network
Situation: Myspace.com
Situation: However, the service has not gained much
traction as a music-focused site and the company recently downsized to about 200 employees (compared to 1,600 at the peak of its popularity)
Objectives: Myspace.com
Objectives: To re-establish Myspace as a relevant social
media network and service for anyone who loves music
To establish “event” and music content exclusives that will gain the attention of media and consumers so that Myspace will re-emerge into the mainstream
Audience: Myspace.com
Audience Internet users Music lovers and musicians Ages 12-34
A large amount of use is among high school students
Strategy: Myspace.com
Strategy What strategy would you use to relaunch
Myspace?
Tactics: Myspace.com
Tactics: What tactics would you use to achieve your goals
and objectives?
Calendar: Myspace.com
How would you identify and establish a timeline to achieving your goals and implementing your tactics? Examine synergy opportunities for your campaign Schedule activities/actions intelligently Plan ahead
Some media placements have an early deadline months before the public will be exposed
Budget: Myspace.com
How much money will it take to execute this campaign?
Is there a cost benefit to choosing one form of media over another?
Evaluation: Myspace.com
Was the campaign successful in changing opinions and visitor traffic? How could we find that out? What tangible evidence do we have that the
campaign was a success?