Discuss how we want to provide insights vs. lecture
Discuss how this lesson is actually relevant to their career. Whether in school or throughout your career
Discuss how this lesson is actually relevant to their career. Whether in school or throughout your career A PR plan takes time and you really need to tackle in order Tell a Bateman story
Break up into three sections - assignment, situation + problems/opportunities So important to lay the groundwork for your client, teacher, etc. They need to understand that you understand what they need Situation – a lot of this will be regurgitation of the brief. However, it stroke client’s egos. Should not be long! Also could be helpful to sprinkle in a trend or two that might be new to them Core challenge/opp is IMPORTANT. Should continue to reference throughout your plan
Emphasize the importance and difference between goals + objectives Really want to focus in on objectives. The measurable piece is essential: -what are we measuring (results, percentage increase, business success, etc.) -how can you measure -what resources do you have to help you measure -a lot of resources, but people are fudging results. NEED to have a clear, logical trail to results and why/how are they relevant
Understanding your target audience is crucial to developing a sound PR plan. These are my tips when it comes to consumer insights Demos (age, race, etc.) + geos (where are they + how many) Outline these important factors we’ve used to build plans These insights should impact your creative thinking and reflect your plan Discuss campaign that was rooted in shitty consumer insights and how it completely failed
Arguably the trickiest part of a pr plan. A lot of people think tactics are strategies Think it’s really important to understand the difference here This quote outlines the difference well Give an example of a strategy “XXX brand taps into the target audience’s love of country music and activates within the space to deliver the campaign’s key message(s) and raise money for charity” “Host a benefit concert with Thomas Rhett, where all the proceeds go to the campaign’s charity”
Outline what makes for a good strategy + tactic
Talk about the importance of timelines and how sometimes they get out of control. Nature of our industry and the best workers are both organized and nimble.
Budget tips Accounting classes. Budget element is a low key skill in the industry. Talk about Todd Bailey advice
One of my favorite memes
KPIs + measuring results are crucial to showcasing PR’s worth ESSENTIAL to track results throughout out. Can’t back into results. Must log and track results Used to be placements, impressions, attendance. Go above and beyond in 2020 (engagement rates, how they compare to other engagement rates, message pull through, placements with branded visuals, demos of target publications, influence, etc.) Visuals can really help bring the campaign to life
Eight Elements of a PR Plan - Joesph clarkson
EIGHT ELEMENTS OF A PR
Insights (Not a Lecture) From a Young Pro
THIS IS NOT A LECTURE
BUT IT IS IMPORTANT (AND RELEVANT)
PHOTO CRED: IMGFLIP.COM
THE EIGHT ELEMENTS OF A PR PLAN
PHOTO CRED: MEME GENERATOR
2. Goals + Objectives
3. Audience Analysis
Clearly outline the assignment
to your “clients.” Demonstrate
immediately you understand the
Provide a situation analysis. This
can include state of the business,
Nail down the core challenge
and/or opportunity your PR
plan looks to solve.
GOALS + OBJECTIVES
Overall statement indicating the
desired result of the
Quantifiable metrics the plan works to
achieve throughout the campaign. Objectives
should be clear, measurable, feasible, timely
and latter back to business goals.
Who is your target audience?
Outline the demos + geos.
What cultural trends are
relevant to your target audience?
How does your target audience
get their news?
How does this target audience
spend their money?
What does your target audience
like to do in their spare time?
What do they care about? Any
STRATEGY VS. TACTIC
“Strategy describes the destination and
how you are going to get there, and tactics
describe the specific actions you are going
to take along the way.” - @clearpointstrat
WHAT MAKES FOR STRONG
Connects to core intention
Outlines a clear path to
desired end result
Reflective of your
Clearly aids the strategy
Helps convey campaign
Timely, within budget,
driver of results
Incredibly important to hold both
internal + external parties
Make sure to give yourself some
Expect fire drills and don’t
Be nimble and prepare to move
faster/slower if need be.
Budgets must be comprehensive,
clear and organized.
Pad your budget; expect overages. Collaborate to ensure OOP + Fee
figures are accurate and the budget
isn’t missing important line items.
Outlining extensions and plus-up
options within your budget can be
helpful in evaluating plan.
Communicate with clients
immediately when you expect
PHOTO MEME: MEME
KPIs are king (or queen)! Crucial for team to track results
throughout the campaign to ensure
Results should be clear and tracked
accurately. Organized evidence to
results is important.
Think outside of the box and report
new, unique metrics that impact
Don’t forget campaign photos,
visual identity, POS, etc. Clients are
drawn to photo proof.