The document provides guidance on developing an effective strategic public relations plan, outlining eight essential elements to include: 1. Assessing the situation by researching client needs and market conditions. 2. Defining measurable objectives and goals to address the situation. 3. Identifying target audiences. 4. Developing communication strategies to achieve objectives. 5. Selecting appropriate tactics like media outreach or events. 6. Creating a timeline with milestones. 7. Budgeting costs. 8. Planning evaluation methods to measure success. The document uses examples like Coca-Cola's New Coke launch and Netflix's Qwikster split to illustrate how properly assessing the

1. Preparing Your
Strategic Plan
Presented by
Brett Atwood

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. 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. 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. 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. Classic PR Blunder
 Netflix & Qwikster

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. Eight Essential Plan Elements
 Situation
 Objectives/Goals
 Audience
 Strategy
 Tactics
 Calendar/Milestones
 Budget
 Evaluation

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. 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. 2. Objectives/Goals
 Informational Objectives
 Designed to inform and increase awareness
 Motivational Objectives
 Aims to change attitudes and modify behavior

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. 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. 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. 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. 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. 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. 7. Budget
 How much money will your plan cost?
 How much money do you have?
 Allow 10% for unexpected contingencies

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. Review: Elements of a Plan
 Your strategic plan should have these eight
elements:
 Situation
 Objectives
 Audience
 Strategy
 Tactics
 Timing
 Budget
 Evaluation

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. Example: Netflix
 What could/should have Netflix done
differently when considering the Qwikster
spin-off?

23. Example of Strategic Plan
 Let’s develop a strategic plan for troubled
social media service Myspace
 Remember them?

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. 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. 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. 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. Audience: Myspace.com
 Audience
 Internet users
 Music lovers and musicians
 Ages 12-34
 A large amount of use is among high school students

29. Strategy: Myspace.com
 Strategy
 What strategy would you use to relaunch
Myspace?

30. Tactics: Myspace.com
 Tactics:
 What tactics would you use to achieve your goals
and objectives?

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. 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. 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?