Preparing Your Strategic Plan
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Preparing Your Strategic Plan

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This slideshow focuses on the preparation of a strategic plan in a public relations campaign.

This slideshow focuses on the preparation of a strategic plan in a public relations campaign.

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Preparing Your Strategic Plan Preparing Your Strategic Plan Presentation Transcript

  • Preparing Your Strategic Plan Ch. 13
  • 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
  • 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 4 th 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 of Strategic Plan
    • Let’s develop a strategic plan for MySpace
  • Situation: MySpace.com
    • Situation:
      • A subset of the MySpace.com user base is upset that Fox/NewsCorp has acquired the social networking site (via Fox Interactive Media)
      • As a result, the financial and tech media have reported that this disgruntlement may pose a risk to the future growth of the site
  • Situation: MySpace.com
    • Situation:
      • While growth continues to explode at MySpace.com, there is concern that the site’s “cool factor” may be at risk with its core user base
      • In particular, early research has shown concern that the site will “sell out” or change from its current configuration
  • Objectives: MySpace.com
    • Objectives:
      • To maintain and nurture the perception among users that MySpace.com is independent in spirit and operation
      • To minimize intrusions on the creative and editorial expressions of the community
  • MySpace.com Example
    • The stated objectives are informational
    • Can you think of examples of “motivational objectives” that might also be developed?
  • Audience: MySpace.com
    • Audience
      • Internet users
      • Ages 12-34
        • A large amount of use is among high school students
  • Strategy: MySpace.com
    • Strategy
      • MySpace.com encourages and enables a wide range of creativity, diversity and independence among its user base
  • Tactics: MySpace.com
    • Tactics:
      • Recruit “indie” or credible known artists to use and discuss the site
      • Conduct a “counter-culture” campaign that highlights independent, diverse and creative spaces created on the site
      • What are other tactics that might work?
  • Calendar: MySpace.com
    • Examine synergy opportunities for your campaign
      • Example: MySpace.com aligning a media campaign with 4 th 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
  • 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 of MySpace?
    • How could we find that out?
    • What tangible evidence do we have that the campaign was a success?