Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Preparing Your Strategic Plan

12,869 views

Published on

This slideshow focuses on the preparation of a strategic plan in a public relations campaign.

Published in: Business, News & Politics
  • Hello! I do no use writing service very often, only when I really have problems. But this one, I like best of all. The team of writers operates very quickly. It's called HelpWriting.net Hope this helps!
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THE BOOK INTO AVAILABLE FORMAT (New Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THE can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THE is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBOOK .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, CookBOOK, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, EBOOK, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THE Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THE the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THE Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Follow the link, new dating source: ❤❤❤ http://bit.ly/2u6xbL5 ❤❤❤
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • You can get paid up to $25 per hour to be on Facebook? ◆◆◆ https://tinyurl.com/rbrfd6j
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Preparing Your Strategic Plan

  1. 1. Preparing Your Strategic Plan Presented by Brett Atwood
  2. 2. 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”
  3. 3. 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
  4. 4. 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.
  5. 5. 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
  6. 6. Classic PR Blunder  Netflix & Qwikster
  7. 7. 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
  8. 8. Eight Essential Plan Elements  Situation  Objectives/Goals  Audience  Strategy  Tactics  Calendar/Milestones  Budget  Evaluation
  9. 9. 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
  10. 10. 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
  11. 11. 2. Objectives/Goals  Informational Objectives  Designed to inform and increase awareness  Motivational Objectives  Aims to change attitudes and modify behavior
  12. 12. 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?
  13. 13. 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
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. 6. Calendar/Milestones  Examine synergy opportunities for your campaign  Example: MySpace.com aligning a media campaign with 4th 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
  18. 18. 7. Budget  How much money will your plan cost?  How much money do you have?  Allow 10% for unexpected contingencies
  19. 19. 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
  20. 20. Review: Elements of a Plan  Your strategic plan should have these eight elements:  Situation  Objectives  Audience  Strategy  Tactics  Timing  Budget  Evaluation
  21. 21. 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
  22. 22. Example: Netflix  What could/should have Netflix done differently when considering the Qwikster spin-off?
  23. 23. Example of Strategic Plan  Let’s develop a strategic plan for troubled social media service Myspace  Remember them?
  24. 24. Situation: Myspace.com  Situation:  Myspace is perceived as a “washed up” social network – irrelevant and overshadowed by larger (e.g. Facebook) and newer social media networks (e.g. Snapchat, etc.)  As a result, the financial and tech media have mostly forgotten about this struggling social media pioneer
  25. 25. Situation: Myspace.com  Situation:  In 2011, musician Justin Timberlake purchased a large stake in the company  In 2013, the “new” Myspace debuted with a re-design and focus toward a more music- focused social network
  26. 26. Situation: Myspace.com  Situation:  However, the service has not gained much traction as a music-focused site and the company recently downsized to about 200 employees (compared to 1,600 at the peak of its popularity)
  27. 27. Objectives: Myspace.com  Objectives:  To re-establish Myspace as a relevant social media network and service for anyone who loves music  To establish “event” and music content exclusives that will gain the attention of media and consumers so that Myspace will re-emerge into the mainstream
  28. 28. Audience: Myspace.com  Audience  Internet users  Music lovers and musicians  Ages 12-34  A large amount of use is among high school students
  29. 29. Strategy: Myspace.com  Strategy  What strategy would you use to relaunch Myspace?
  30. 30. Tactics: Myspace.com  Tactics:  What tactics would you use to achieve your goals and objectives?
  31. 31. Calendar: Myspace.com  How would you identify and establish a timeline to achieving your goals and implementing your tactics?  Examine synergy opportunities for your campaign  Schedule activities/actions intelligently  Plan ahead  Some media placements have an early deadline months before the public will be exposed
  32. 32. 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?
  33. 33. Evaluation: Myspace.com  Was the campaign successful in changing opinions and visitor traffic?  How could we find that out?  What tangible evidence do we have that the campaign was a success?

×