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Tactics Channels and Timescales

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  • 1. Tactics, Channels and timescales David Phillips
  • 2. Learning Outcomes
    • This week we are examining the process of developing multi touch PR campaigns.
    • You will know that all PR is now multi- touch.
    • You will be shown how there is a managed process for developing tactical plans that bring together the operational strategies that focus on publics and their media to meet and measure effectiveness of campaign and corporate objectives.
  • 3. From Strategy to tactics
    • In order to deliver against the strategy we need to identify and evaluate tactics, channels and timescales
    • You will need a good analysis of the publics and their primary and tertiary media, capabilities to Interact and to develop your message using Internet Agency
    • Then there is a good case for looking at strategies and brainstorming for ideas
  • 4. Analysis of publics
    • We have already discussed a number of ways for identifying publics (Week 8 'Resources for PR Programmes')
    • On-line, of course we have other ways to do added analysis. We can search blogs, YouTube, Flickr, Digg, Podzinger, MySpace for people making contributions about the client, issue, industry sector, brand etc.
    • This may well influence your listing of publics.
    • It may give you insights into what interests people such as likes and dislikes and attitudes – even issues.
    • You may like to examine key web sites as well using tools that are on the Web Resources page (http://bournemouthbapr.pbwiki.com/Websites).
  • 5. Multi-touch
    • Each of these groups (publics , social segments , stakeholders ) will use a number of channels for communication and, with some of them, will be:
      • Tempted to interact with the client through them;
      • Prompted to do something because of what they learn of the client through them
      • Or will act as an agent.
    • Here is an example http://www.simonwakeman.com/2007/01/08/feedback-on-cipr-social-media-guidelines/#comment-2054
  • 6. Creating publics maps
    • There is a difference between marketing and PR segmentation.
    • Marketing seeks to segment from the organisation's view out.
    • PR has to segment the public's values (Phillips 2006)
    • Online this is critical sex, age, wealth, geography are not necessarily determinants.
    • Where people visit and with what values they have in mind are more important.
    • It is important to look for evidence of Internet Agency at this point
    • This has to be written down as a brief.
  • 7. Good old fashioned brain storm?
    • Identifying channels for communication requires:
      • An understanding of old fashioned media
      • How it is being changed and disintermediated by the Internet (think blogs, social media release etc)
      • Why do people hang out online?
      • Knowledge of old Internet channels (OK... established Web 1.0 channels) e.g. Web sites, Usenet, Forums, chat, email.
      • Knowledge and application of Web 2.0 channels e.g. Blogs, Digg, Flickr, YouTube, web widgets, mobile, Shared content like wiki's and e-documents, surveys
  • 8. Selecting the media – the questions
    • Will the media reach your audience?
    • Do you need to use more than one channel?
    • Can you estimate reach and page views?
    • How will you monitor and evaluate?
    • Is the medium part of the message?
      • If you are consulting what tools could you use?
      • If you are promoting what tools can your constituents use (on-line scream marketing is only by permission of the constituent)
      • If you want to persuade how do you sustain ethical standards (to assure long term survival)
  • 9. More questions
    • Can you evaluate (guestimate?) cognitive and interactive response
    • Can you find a similar example elsewhere
    • What technologies and facilities will you need?
    • What skill sets are needed?
    • What collateral do you need to use channel?
    • What time commitment will the channels require?
    • What are start up and running cost implications?
  • 10. Cost benefit analysis
    • What are the benefits you seek (back to the Strategy statement)
    • What are the cost
    • Is this reasonable?
  • 11. The long list
    • There is a probability that you will still have a list of possibilities.
    • At this stage you have forgotten an existing or emerging channel.
      • Emerging channels today – Video, widgets, mobile,
    • Are you being as creative as you need to be.
  • 12. How long ... how long
    • You will also need to make a decision about duration
    • How long to start up, how long before first effects will be seen,
    • How long before it starts meeting objectives.
    • Is it possible, in this media, to stop the campaign without damaging the relationship between the organisation and its publics.
  • 13. Rules of engagement
    • What are the value systems you want to expose - why?
    • What are the rules of engagement (things like blogging policies)
    • How will you benchmark where you are now, identify where you want to be, monitor, measure, evaluate and report performance (and to whom).
    • How will you flag up success and disaster – both will need managing
  • 14. Manging monitoring
    • Lots of stuff out there
    • Need to work out how to manage and report
    • Remember – relevant reports for the job function – the CEO does not want to read every blog post.
  • 15. Tactics take time
    • All of this has to be implemented.
    • Shooting from the hip and 'lets start a blog' is a publicity stunt if you are lucky and a disaster if not.
  • 16. Lets look at an example
    • What channels should could CIPR use?
    • First – your strategy
    • Second – channel research – are they appropriate and relevant to the task?
    • Are you tempting interactivity – who, why, what, how?
    • Cost & benefit
    • When does the benefit hit
    • Risk assessment – for each channel
    • What policy 'documents' are needed.
    • Monitoring and evaluating (inc issues management)
    • What is the exit strategy
    • Now you have done the work... you can recommend with confidence.
  • 17. Did we learn much?
    • This week we were examining the process of developing multi touch PR campaigns.
    • You will know that all PR is now multi- touch.
    • You will be shown how there is a managed process for developing tactical plans that bring together the operational strategies that focus on publics and their media to meet and measure effectiveness of campaign and corporate objectives.