This document outlines a 10-step public relations planning toolkit for building effective external communications strategies. The 10 steps include: 1) defining the objective, 2) setting goals and metrics, 3) mapping audiences, 4) conducting research, 5) performing SWOT and PESTLE analyses, 6) developing a strategy, 7) creating content, 8) selecting channels and media, 9) creating a workplan, and 10) allocating resources and budgets. Each step provides explanations, examples, and links to external tools to aid in planning communications strategies and campaigns.

1. A Public Relations
Planning Toolkit
How to build effective
external
communications strategies
Stephen Waddington
@wadds

3. We need a plan
1. Objective
2. Goals and measurement
3. Mapping audiences and publics
4. Research
5. Insights
6. Strategy
7. Creative
8. Channels and media
9. Workplan
10.Resources and budget

4. #1 Objective
Image source with thanks: http://wadds.co/2DqQyyl

5. #2 Goals and measurement
AMEC Integrated Measurement Framework: https://amecorg.com/amecframework/

6. Measurement toolkit
Tool Link
AMEC Integrated
Evaluation Framework
http://wadds.co/2Dl4HNg

7. Discussion: What’s your goal?
Image source with thanks: http://wadds.co/2DofXZn

8. #3 Mapping your publics or audience
Image source with thanks: http://wadds.co/2DqVTFT

9. Exercise: Buyer personas
Image source with thanks: http://wadds.co/2DofXZn

10. #4 Research
Facebook Ads Manager: http://wadds.co/2DkdmzE

11. Research toolkit
Tool Link
Facebook Ads Manager http://wadds.co/2DkdmzE
AnswerThePublic http://wadds.co/2DizMBm
Google Consumer Barometer http://wadds.co/2Dke3sT
Office for National Statistics http://wadds.co/2DyeS4p

12. #5 Insights: SWOT and PESTLE
Strengths Opportunities
Weaknesses Threats

13. Exercise: SWOT
Image source with thanks: http://wadds.co/2DrwThC

14. #6 Strategy
Image source with thanks: http://wadds.co/2DyubKG

15. #7 Creative
Image source with thanks: http://wadds.co/2DCrzv9

16. #8 Content, channels and media
Image source with thanks: http://wadds.co/2Dr1v2T

17. Exercise: Creative, content, channels and media
Image source with thanks: http://wadds.co/2DyrCrL

18. #9 Workplan
Jan Feb Mar Apr May Jun
Planning
Campaigns
Content

19. #10 Resource and budget

20. Thank you. Questions?
This deck was prepared for a planning workshop for Future
Communicators in London on Wednesday, 24 January.
It covers each of the key areas of communications planning,
and includes four exercises.
If there’s anything that I can do in my role at Ketchum to help
your organisation address any of the issues highlighted,
please let me know.
Stephen Waddington
Ketchum
stephen.waddington@ketchum.com
@wadds