CIPR East Anglia event - Presentation deck from Jennifer Sanchis's webinar on strategic planning in PR for AMEC's measurement month (2020).

1. WHY
PLANNING
MATTERS
An event produced by the CIPR EA group
Speaker: Jennifer Sanchis

2. TOULOUSE
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3. PARIS
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4. ABERDEEN
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5. OXFORD
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6. “IN THE PR INDUSTRY, STRATEGIC PLANNING CAN BE
A FUNDAMENTAL WEAKNESS. EVERYTHING TENDS TO
BE FOCUSED ON ACTIVITY, NOT OBJECTIVES AND
OUTCOMES. WITHOUT CLEARLY UNDERSTANDING
THESE AND ESTABLISHING A PLAN FOR HOW TO
ACHIEVE THEM, HOW CAN BE MEASURE IN A
MEANINGFUL WAY?”
RICHARD BAGNALL, CHAIRMAN OF AMEC
@Jenny_Sanchis #AMECMM

7. WHY PLANNING?
BECAUSE WE LIVE
IN AN AGE OF
ACCOUNTABILITY
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8. BUT ALSO…
RESOURCES
ARE LIMITED
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9. PR STRATEGY ≠ PR TACTICS
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10. “STRATEGY WITHOUT TACTICS IS THE
SLOWEST ROUTE TO VICTORY. TACTICS
WITHOUT STRATEGY IS THE NOISE BEFORE
DEFEAT.”
SUN TZU
@Jenny_Sanchis #AMECMM

11. Organisational Goals & Objectives
PR Goals &
Objectives
PR
Strategy
PR
Tactics
PR evaluation
Start Here
WHAT DOES PROVING
VALUE LOOK LIKE?
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12. @Jenny_Sanchis #AMECMM
STRATEGY: WHERE TO BEGIN?
1. Insight phase
2. Analysis phase
3. Creative phase
4. Implementation phase

13. THE AMEC
FRAMEWOR
K
Outputs
Actions executed within a campaign
Outtakes
Change in knowledge, attitude and
opinions of the target audience
Outcomes
Resulting actions and behaviours
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14. THE AMEC
FRAMEWOR
K
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15. @Jenny_Sanchis #AMECMM
1. Audit
2. Objective
setting
3. Strategy and
plan
4. Ongoing
measurement
5. Result and
evaluation
PR Brief

16. “THE GENERAL WHO WINS THE BATTLE MAKES
MANY CALCULATIONS IN HIS TEMPLE BEFORE THE
BATTLE IS FOUGHT. THE GENERAL WHO LOSES
MAKES BUT FEW CALCULATIONS BEFOREHAND.”
“OPPORTUNITIES MULTIPLY AS THEY ARE SEIZED.”
SUN TZU
@Jenny_Sanchis #AMECMM

17. “TODAY, I WANT TO PROPOSE A FURTHER
EVOLUTION OF STRATEGY FOR OUR SECTOR –
ACTION COMMUNICATIONS […]. OUR NEW
MANTRA IS ‘DO, SAY, ADVOCATE’.”
RICHARD EDELMAN
@Jenny_Sanchis #AMECMM

18. BE READY TO EMBARK THIS JOURNEY TOO!
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19. THANK YOU!
Feedback and questions:
@Jenny_Sanchis

20. @Jenny_Sanchis