#PRPLAN101

STRATEGY CREATION

THE PR PLAN IN ONE SLIDE

• Research• Objectives• Programming• Evaluation

LET’S TALK RESEARCH

HOW DO YOU FIND INFORMATION?

• Qualitative Research• Quantitative Research • You should do both• http://libguides.library.ohiou.ed

u/innovation

STEP ONE: SITUATION ANALYSIS

• You want to understand the industry in terms of characteristics and key success factors.

• Go to IBIS World through Alden and read the industry report.

• Google the heck out of the issues to ID the latest trends.

STEP TWO: CONSUMER PROFILE

•Buyer Behavior•B2B=•B2C=

STEP THREE:UNDERSTAND THE WORLD CREATE A PEST PLAN

• Political=minimum wage• Economic=recession=value menus • Social=vegetarian• Technology=mobile payment

STEP FOUR: INTERNAL ENVIRONMENT.ORGANIZATIONAL CAPACITY IS

Internal Environment•Organizational Overview

• History • Core competency

•Summary segmentation and positioning

•What is their capacity to do stuff?

STEP FIVE

Look Through Steps 1-3.Seek common themes.This is the root of strategy.

SOME THINGS TO REMEMBER.•Your job is to solve problems.•The client may want you to do “X.”•You may need to recommend “Y.”•You’ll end up negotiating “Z.”

ALL THIS WORK RESULTS IN A BIG IDEA

OBJECTIVES/KEY PERFORMANCE INDICATOR (KPI)

OBJECTIVES• Goals are often provided to you.

Usually the goal is to make money• You create projects or campaigns to

achieve the goal.

OBJECTIVES• Objectives make the abstract big

idea more concrete.• We do a bad job creative objectives.• It muddies the campaign.

LET’S TALK ABOUT OBJECTIVES• Output are raw numbers.• Impact change perception or

behavior.• You need to have both.• Impact takes more work and can

result from your research.• I’m a big fan of a baseline survey.

WHAT DOES A GOOD OBJECTIVE HAVE?• Singular infinitive phrase.• It must be quantified.• It must be difficult to reach but attainable.• There must be a deadline…..• It must be aligned with the research and

audience.

OUTPUT EVALUATION• To distribute 10 press releases to Athens media

by June 30, 2016. YES/NO• To receive media coverage from Athens media

outlets by July 14, 2016• To get 200 new followers by July 30, 2016.

YES/NO

IMPACT EVALUATION• To increase engagement with followers

by 50% by 6/30/15 YES/NO.• To increase awareness of brand 30% by

6/30/2015.• Gauge awareness 2/10/15. EASY TO DO• Do it again 6/30/15. EASY TO DO

LET’S TALK PROGRAMMING

PROGRAMMING• This is a media kit.• This is social media.• This is an advertising plan.• This is content marketing….• Programming connects to objectives.• Objectives connect to research.• Don’t chase programming.

EVALUATION

EVALUATION SHOULD BE EASY• Did you meet the targets

listed in the objectives?• If your objectives are bad,

this goes haywire.

SO NOW WHAT? • You need to dig on the research.• The research audit is 70% of the work.• You have 50% of the class to get it done.• Divide and concur those steps.

SO NOW WHAT?STATUS UPDATE• Objectives For This Week • Accomplishments From This Week• Issues and Concerns • Objectives For Next Week• Meetings Planned

This creates accountability and makes the work more objective than subjective.

Each team should send me a weekly recap through BB starting next week.