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.

A Public Relations Planning Toolkit: How to build effective external communications strategies

0 views

Published on

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.

Published in: Business
  • Be the first to comment

A Public Relations Planning Toolkit: How to build effective external communications strategies

  1. 1. A Public Relations Planning Toolkit How to build effective external communications strategies Stephen Waddington @wadds
  2. 2. 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
  3. 3. #1 Objective Image source with thanks: http://wadds.co/2DqQyyl
  4. 4. #2 Goals and measurement AMEC Integrated Measurement Framework: https://amecorg.com/amecframework/
  5. 5. Measurement toolkit Tool Link AMEC Integrated Evaluation Framework http://wadds.co/2Dl4HNg
  6. 6. Discussion: What’s your goal? Image source with thanks: http://wadds.co/2DofXZn
  7. 7. #3 Mapping your publics or audience Image source with thanks: http://wadds.co/2DqVTFT
  8. 8. Exercise: Buyer personas Image source with thanks: http://wadds.co/2DofXZn
  9. 9. #4 Research Facebook Ads Manager: http://wadds.co/2DkdmzE
  10. 10. 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
  11. 11. #5 Insights: SWOT and PESTLE Strengths Opportunities Weaknesses Threats
  12. 12. Exercise: SWOT Image source with thanks: http://wadds.co/2DrwThC
  13. 13. #6 Strategy Image source with thanks: http://wadds.co/2DyubKG
  14. 14. #7 Creative Image source with thanks: http://wadds.co/2DCrzv9
  15. 15. #8 Content, channels and media Image source with thanks: http://wadds.co/2Dr1v2T
  16. 16. Exercise: Creative, content, channels and media Image source with thanks: http://wadds.co/2DyrCrL
  17. 17. #9 Workplan Jan Feb Mar Apr May Jun Planning Campaigns Content
  18. 18. #10 Resource and budget
  19. 19. 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

×