Preparing Your Strategic Plan

Presented by

Brett Atwood

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”

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

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.

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

Classic PR Blunder

Netflix & Qwikster

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

Eight Essential Plan Elements

Situation Objectives/Goals Audience Strategy

Tactics Calendar/Milestones Budget Evaluation

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

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

2. Objectives/Goals

Informational Objectives Designed to inform and increase awareness

Motivational Objectives Aims to change attitudes and modify behavior

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?

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

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

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

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

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

7. Budget

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

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

Review: Elements of a Plan

Your strategic plan should have these eight elements: Situation Objectives Audience Strategy Tactics Timing Budget Evaluation

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

Example: Netflix

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

Example of Strategic Plan

Let’s develop a strategic plan for troubled social media service Myspace Remember them?

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

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

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)

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

Audience: Myspace.com

Audience Internet users Music lovers and musicians Ages 12-34

A large amount of use is among high school students

Strategy: Myspace.com

Strategy What strategy would you use to relaunch

Myspace?

Tactics: Myspace.com

Tactics: What tactics would you use to achieve your goals

and objectives?

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

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?

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?