Tactics, Channels and timescales David Phillips
Learning Outcomes <ul><li>This week we are examining the process of developing multi touch PR campaigns. </li></ul><ul><li...
From Strategy to tactics <ul><li>In order to deliver against the strategy we need to identify and evaluate tactics, channe...
Analysis of publics <ul><li>We have already discussed a number of ways for  identifying publics (Week 8 'Resources for PR ...
Multi-touch <ul><li>Each of these groups  (publics , social segments , stakeholders ) will use a number of channels for co...
Creating publics maps <ul><li>There is a difference between marketing and PR segmentation. </li></ul><ul><li>Marketing see...
Good old fashioned brain storm? <ul><li>Identifying channels for communication requires: </li></ul><ul><ul><li>An understa...
Selecting the media – the questions <ul><li>Will the media reach your audience? </li></ul><ul><li>Do you need to use more ...
More questions <ul><li>Can you evaluate (guestimate?) cognitive and interactive response </li></ul><ul><li>Can you find a ...
Cost benefit analysis <ul><li>What are the benefits you seek (back to the Strategy statement) </li></ul><ul><li>What are t...
The long list <ul><li>There is a probability that you will still have a list of possibilities. </li></ul><ul><li>At this s...
How long ... how long <ul><li>You will also need to make a decision about duration  </li></ul><ul><li>How long to start up...
Rules of engagement <ul><li>What are the value systems you want to expose - why? </li></ul><ul><li>What are the rules of e...
Manging monitoring <ul><li>Lots of stuff out there </li></ul><ul><li>Need to work out how to manage and report </li></ul><...
Tactics take time <ul><li>All of this has to be implemented. </li></ul><ul><li>Shooting from the hip and 'lets start a blo...
Lets look at an example <ul><li>What channels should could CIPR use? </li></ul><ul><li>First – your strategy </li></ul><ul...
Did we learn much? <ul><li>This week we were examining the process of developing multi touch PR campaigns. </li></ul><ul><...
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Tactics Channels and Timescales

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

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