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”

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

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.

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

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

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

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

“ 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

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

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?

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

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

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

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

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

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

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

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

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

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

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:

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

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

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?

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

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

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?

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

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?

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?

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?