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Click to edit Master title style




Planning and Managing a PR Campaign

Peter Chipchase, John Doe
Thursday 11 April
                                    #CIPRFRESH
Click to edit Master title style




Chair’s introduction

Chloe Kembery, Natural History Museum
Planning and Managing a PR Campaign
                                        #CIPRFRESH
Click to edit Master title style




Planning and Managing a PR Campaign
“Creating Culture Around a Brand”
Peter Chipchase,
Thursday 11 April
                                    #CIPRFRESH
Creating the Journey
Click to edit Master title style

•   The Brief
•   Setting the Objectives
•   The Audience
•   The Strategy
•   The Campaign
•   Evaluation



                                   #CIPRFRESH
The Brief edit Master title style
 Click to
•   Always have one
•   Is it correct?
•   What is it actually asking?
•   Is it achievable?




                                    #CIPRFRESH
Settingto edit Master title style
  Click Objectives
         What is Success?




                                    #CIPRFRESH
Selling Stuff Master title style
  Click to edit




                                   #CIPRFRESH
The Audience Master title style
 Click to edit
• Research –What is Success?
             from media and ad agency
• Motivators – what influences them?
• Media consumption




                                        #CIPRFRESH
Creating the Strategytitle style
  Click to edit Master
• What are the brands insights or DNA?




                                         #CIPRFRESH
Creating the Strategytitle style
  Click to edit Master

• What culturally resonates with a brand’s audience




                                             #CIPRFRESH
Creating Culture Around a Brand
Click to edit Master title style


   Culture of the Brand                            Communication
     Brand culture and all of its
             elements
                                                      Culture
                                                    Social, Media, Influe
                                                     ncers & Bloggers




                                    Content
                                    Culture
                                       Digital
                                    Experiential
                                    Influencers




                                                                            #CIPRFRESH
Building the Campaign style
 Click to edit Master title




                              #CIPRFRESH
What Makes a Master title style
 Click to edit Good Campaign?




                                  #CIPRFRESH
What Makes a Master title style
 Click to edit Good Campaign?


 •   Connecting With Culture
 •   Creating a Moment
 •   No Brow
 •   Phasing a Launch – no brow in action




                                            #CIPRFRESH
Connecting with Culture style
 Click to edit Master title




                                #CIPRFRESH
Creating a Moment title style
 Click to edit Master




                                #CIPRFRESH
No Brow Campaign Roll style
Click to edit Master title Out




                                 #CIPRFRESH
Phasing edit Master title style Action
Click to a Launch - No Brow in
                                              PR Strategy
 ‘Grow awareness of ABSOLUT London, by owning London Creativity and starting conversations with audiences’

                                                                                                                 Purchase
                                                                                                              End March - April

                                                                                                         Raise mass awareness of
                                                                                                            the on-sale date in
                                                                                                        Sainsbury’s in mainstream
                                                                                                         media and communities

          Style
         & Status

                                                                                                 Announce
                                                                                            End Feb – Early March

                                                                                       Announce main site experience
                                                                                        and the character animation
                                                                                         amongst style and status
                                                                                               communities



                    Early Adopters
                     & Crusaders                                                   Hype
                                                                             End Jan – Early Feb
                                                                         Build hype around ABSOLUT
                                                                          London and Jamie Hewlett
                                                                         collaboration amongst early
                                                                        adopters, opinion formers and
                                                                                  crusaders




                                                                                                          #CIPRFRESH
Phasing edit Master title style Action
Click to a Launch - No Brow in




                                #CIPRFRESH
Phasing a Launch – title style
Click to edit Master no brow in
action




                                  #CIPRFRESH
Managing the Account
  Click to edit Master title style
Quarterly                                                      Daily


                     Quarterly       Daily         Daily
      Quarterly
                     all agency      news        coverage
      evaluation
                      planning      briefings    updates




Monthly                                                      Weekly


       Monthly      All agency       Rolling    Weekly PR
        Status     meeting across    status      meeting
       meetings     all activity     report




                                                            #CIPRFRESH
Evaluation
Click to edit Master title style


SOCIAL MEDIA   IMPRESSIONS.
               SHARES.
               NEW LOYALISTS.
               CONTENT VIEWS.

               W PROPERTY PARTNERS GLOBALLY
MARKETING      CREATIVE PARTNERS.
               INNOVATIONS INTRODUCED.            xx%
               DRIVE TO WEB.                      INCREASE



               INFLUENCER WORD-OF-MOUTH.
PR
               PRINT AND ONLINE CIRCULATIONS.




                                                #CIPRFRESH
Example Output
Click to edit Master title style
W Hotels AWAY We Stay




                                   #CIPRFRESH
Click to edit Master title style




                                   #CIPRFRESH
Click to edit Master title style




Questions?



                                   #CIPRFRESH
Training workshops to build your
Click to edit Master title style
             knowledge further


• Introduction to PR Strategy and Planning
  Campaigns
• Planning and Managing PR Campaigns




                                         #CIPRFRESH
Click to edit Master title style




Thank you for attending, please complete
the online evaluation form.

Find out more at cipr.co.uk/fresh

                                     #CIPRFRESH

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Fresh ppt 11 april peter

  • 1. Click to edit Master title style Planning and Managing a PR Campaign Peter Chipchase, John Doe Thursday 11 April #CIPRFRESH
  • 2. Click to edit Master title style Chair’s introduction Chloe Kembery, Natural History Museum Planning and Managing a PR Campaign #CIPRFRESH
  • 3. Click to edit Master title style Planning and Managing a PR Campaign “Creating Culture Around a Brand” Peter Chipchase, Thursday 11 April #CIPRFRESH
  • 4. Creating the Journey Click to edit Master title style • The Brief • Setting the Objectives • The Audience • The Strategy • The Campaign • Evaluation #CIPRFRESH
  • 5. The Brief edit Master title style Click to • Always have one • Is it correct? • What is it actually asking? • Is it achievable? #CIPRFRESH
  • 6. Settingto edit Master title style Click Objectives What is Success? #CIPRFRESH
  • 7. Selling Stuff Master title style Click to edit #CIPRFRESH
  • 8. The Audience Master title style Click to edit • Research –What is Success? from media and ad agency • Motivators – what influences them? • Media consumption #CIPRFRESH
  • 9. Creating the Strategytitle style Click to edit Master • What are the brands insights or DNA? #CIPRFRESH
  • 10. Creating the Strategytitle style Click to edit Master • What culturally resonates with a brand’s audience #CIPRFRESH
  • 11. Creating Culture Around a Brand Click to edit Master title style Culture of the Brand Communication Brand culture and all of its elements Culture Social, Media, Influe ncers & Bloggers Content Culture Digital Experiential Influencers #CIPRFRESH
  • 12. Building the Campaign style Click to edit Master title #CIPRFRESH
  • 13. What Makes a Master title style Click to edit Good Campaign? #CIPRFRESH
  • 14. What Makes a Master title style Click to edit Good Campaign? • Connecting With Culture • Creating a Moment • No Brow • Phasing a Launch – no brow in action #CIPRFRESH
  • 15. Connecting with Culture style Click to edit Master title #CIPRFRESH
  • 16. Creating a Moment title style Click to edit Master #CIPRFRESH
  • 17. No Brow Campaign Roll style Click to edit Master title Out #CIPRFRESH
  • 18. Phasing edit Master title style Action Click to a Launch - No Brow in PR Strategy ‘Grow awareness of ABSOLUT London, by owning London Creativity and starting conversations with audiences’ Purchase End March - April Raise mass awareness of the on-sale date in Sainsbury’s in mainstream media and communities Style & Status Announce End Feb – Early March Announce main site experience and the character animation amongst style and status communities Early Adopters & Crusaders Hype End Jan – Early Feb Build hype around ABSOLUT London and Jamie Hewlett collaboration amongst early adopters, opinion formers and crusaders #CIPRFRESH
  • 19. Phasing edit Master title style Action Click to a Launch - No Brow in #CIPRFRESH
  • 20. Phasing a Launch – title style Click to edit Master no brow in action #CIPRFRESH
  • 21. Managing the Account Click to edit Master title style Quarterly Daily Quarterly Daily Daily Quarterly all agency news coverage evaluation planning briefings updates Monthly Weekly Monthly All agency Rolling Weekly PR Status meeting across status meeting meetings all activity report #CIPRFRESH
  • 22. Evaluation Click to edit Master title style SOCIAL MEDIA IMPRESSIONS. SHARES. NEW LOYALISTS. CONTENT VIEWS. W PROPERTY PARTNERS GLOBALLY MARKETING CREATIVE PARTNERS. INNOVATIONS INTRODUCED. xx% DRIVE TO WEB. INCREASE INFLUENCER WORD-OF-MOUTH. PR PRINT AND ONLINE CIRCULATIONS. #CIPRFRESH
  • 23. Example Output Click to edit Master title style W Hotels AWAY We Stay #CIPRFRESH
  • 24. Click to edit Master title style #CIPRFRESH
  • 25. Click to edit Master title style Questions? #CIPRFRESH
  • 26. Training workshops to build your Click to edit Master title style knowledge further • Introduction to PR Strategy and Planning Campaigns • Planning and Managing PR Campaigns #CIPRFRESH
  • 27. Click to edit Master title style Thank you for attending, please complete the online evaluation form. Find out more at cipr.co.uk/fresh #CIPRFRESH