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Your First campaign Will Hill Head of Business-to-Business Bite Communications
Client/business says…. <ul><li>“… ..can you give me a call, I have a situation I’d like your thoughts on.” </li></ul>
DEVELOPING THE PLAN
Your plan should... <ul><li>Assume reader doesn’t know the situation </li></ul><ul><li>Demonstrate logical progression </l...
Structuring your response <ul><li>Situation analysis </li></ul><ul><li>Objectives </li></ul><ul><li>Strategic approach </l...
Situation analysis <ul><li>Current situation? </li></ul><ul><li>Commercial objectives? </li></ul><ul><li>Current perceptio...
Objectives <ul><li>Map your communications objectives to your commercial objectives </li></ul><ul><li>Ensure your objectiv...
Audiences <ul><li>Journalists </li></ul><ul><li>Politicians </li></ul><ul><li>Regulators </li></ul><ul><li>Shareholders </...
More tools than ever <ul><li>Newspapers/magazines </li></ul><ul><li>Television/Radio </li></ul><ul><li>Online titles </li>...
Key messages <ul><li>No more than three key messages </li></ul><ul><li>Include proof points </li></ul><ul><li>Sample sound...
Developing your tactics <ul><li>Establish your objectives and strategy first </li></ul><ul><li>Run structured brainstorms ...
Selling tactics <ul><li>Concept </li></ul><ul><li>Mechanics </li></ul><ul><li>Target </li></ul><ul><li>Timings </li></ul><...
Success - outcomes v outputs Tone of Coverage Discussion Drivers Media Prominence Brand Association Key Message Tracking D...
Your team <ul><li>Agree roles at the outset </li></ul><ul><li>Who decides strategic direction? </li></ul><ul><li>Who engag...
Developing budgets <ul><li>Take modular approach </li></ul><ul><li>Demonstrate transparency </li></ul><ul><li>Over estimat...
DURING THE CAMPAIGN
In the thick of it <ul><li>Prepare your spokespeople for each opportunity </li></ul><ul><li>Let your spokespeople warm up ...
CASE STUDY – MCCAIN FOODS
McCain Foods <ul><li>Situation analysis </li></ul><ul><li>Objectives </li></ul><ul><li>Strategic approach </li></ul><ul><l...
<ul><li>Questions </li></ul>
Enjoyed this presentation? Find further content from the CIPR on  slide share Go to  www.cipr.co.uk/events  to check out t...
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Your first campaign - Will Hill

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'Your first campaign' was part of the CIPR Freshly Squeezed series. To view future CIPR Freshly Squeezed events visit www.cip

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  • Example – Salt Union (Plan B) for crisis project Example – Previous director over promising to client
  • More than just journalists these days All these people can have a positive or negative impact on your campaign – it’s up to you how you use them Anyone can be a stakeholder (from David Cameron to my mum) As our audience fragments, so does the range of communications tools available to us....
  • Bite deploys a variety of metrics and tools to ensure focus on outcomes rather than outputs. While no one size fits all, we work with each client to determine an optimum measurement mix that balances the needs for action and accountability. Agree measurement criteria in advance Track against your success criteria throughout the campaign
  • Transcript of "Your first campaign - Will Hill"

    1. 1. Your First campaign Will Hill Head of Business-to-Business Bite Communications
    2. 2. Client/business says…. <ul><li>“… ..can you give me a call, I have a situation I’d like your thoughts on.” </li></ul>
    3. 3. DEVELOPING THE PLAN
    4. 4. Your plan should... <ul><li>Assume reader doesn’t know the situation </li></ul><ul><li>Demonstrate logical progression </li></ul><ul><li>Don’t jump to tactics too early </li></ul><ul><li>Be realistic about what PR can achieve </li></ul><ul><li>Develop modular budgets </li></ul><ul><li>Provide timings and responsibilities </li></ul><ul><li>Include contingency plans </li></ul><ul><li>Word for detail - PowerPoint to summarise </li></ul>
    5. 5. Structuring your response <ul><li>Situation analysis </li></ul><ul><li>Objectives </li></ul><ul><li>Strategic approach </li></ul><ul><li>Audiences </li></ul><ul><li>Messages </li></ul><ul><li>Tactics </li></ul><ul><li>Success criteria </li></ul><ul><li>Budget </li></ul>
    6. 6. Situation analysis <ul><li>Current situation? </li></ul><ul><li>Commercial objectives? </li></ul><ul><li>Current perceptions? </li></ul><ul><li>Desired perceptions? </li></ul><ul><li>Barriers to changing perceptions? </li></ul><ul><li>Influencers? </li></ul><ul><li>How do we engage? </li></ul><ul><li>What do we say and how? </li></ul><ul><li>What might go wrong? </li></ul><ul><li>What is success? </li></ul>
    7. 7. Objectives <ul><li>Map your communications objectives to your commercial objectives </li></ul><ul><li>Ensure your objectives are realistic </li></ul><ul><li>Push back on the client/business if needed </li></ul><ul><li>Consider a phased approach </li></ul><ul><li>Ensure buy-in from decision makers and your team </li></ul>
    8. 8. Audiences <ul><li>Journalists </li></ul><ul><li>Politicians </li></ul><ul><li>Regulators </li></ul><ul><li>Shareholders </li></ul><ul><li>Customers </li></ul><ul><li>Staff </li></ul><ul><li>Academics </li></ul><ul><li>Analysts </li></ul>
    9. 9. More tools than ever <ul><li>Newspapers/magazines </li></ul><ul><li>Television/Radio </li></ul><ul><li>Online titles </li></ul><ul><li>Bloggers </li></ul><ul><li>Social media </li></ul><ul><li>Company websites </li></ul><ul><li>Web Forums/chat rooms </li></ul><ul><li>Conferences/speaker platforms </li></ul>
    10. 10. Key messages <ul><li>No more than three key messages </li></ul><ul><li>Include proof points </li></ul><ul><li>Sample sound bites </li></ul><ul><li>Tailor for different audiences </li></ul><ul><li>Think of ITV’s ‘bongs’ </li></ul><ul><li>Train your spokespeople </li></ul>
    11. 11. Developing your tactics <ul><li>Establish your objectives and strategy first </li></ul><ul><li>Run structured brainstorms </li></ul><ul><li>Develop a Point of View </li></ul><ul><li>Consider the ‘red thread’ </li></ul><ul><li>Throw out the budget then scale back </li></ul><ul><li>Set up a ‘cutting room’ floor facility </li></ul>
    12. 12. Selling tactics <ul><li>Concept </li></ul><ul><li>Mechanics </li></ul><ul><li>Target </li></ul><ul><li>Timings </li></ul><ul><li>Desired result </li></ul>
    13. 13. Success - outcomes v outputs Tone of Coverage Discussion Drivers Media Prominence Brand Association Key Message Tracking Driving Web Traffic
    14. 14. Your team <ul><li>Agree roles at the outset </li></ul><ul><li>Who decides strategic direction? </li></ul><ul><li>Who engages with each audience? </li></ul><ul><li>Who needs to be involved or just aware? </li></ul><ul><li>Who will liaise with the client/business? </li></ul>
    15. 15. Developing budgets <ul><li>Take modular approach </li></ul><ul><li>Demonstrate transparency </li></ul><ul><li>Over estimate time </li></ul><ul><li>Mark up on expenses? </li></ul><ul><li>Don’t forget the little things </li></ul><ul><li>Who has financial sign off? </li></ul><ul><li>Develop fee/expense tracker </li></ul><ul><li>Written approval always </li></ul>
    16. 16. DURING THE CAMPAIGN
    17. 17. In the thick of it <ul><li>Prepare your spokespeople for each opportunity </li></ul><ul><li>Let your spokespeople warm up </li></ul><ul><li>Step back at regular intervals </li></ul><ul><li>Don’t be afraid to adjust your course </li></ul>
    18. 18. CASE STUDY – MCCAIN FOODS
    19. 19. McCain Foods <ul><li>Situation analysis </li></ul><ul><li>Objectives </li></ul><ul><li>Strategic approach </li></ul><ul><li>Audiences </li></ul><ul><li>Messages </li></ul><ul><li>Tactics </li></ul><ul><li>Success criteria </li></ul>
    20. 20. <ul><li>Questions </li></ul>
    21. 21. Enjoyed this presentation? Find further content from the CIPR on slide share Go to www.cipr.co.uk/events to check out the latest events from the CIPR.

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