Spring 2016 4860 strategy

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#PRPLAN101 STRATEGY CREATION

Transcript of Spring 2016 4860 strategy

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#PRPLAN101

STRATEGY CREATION

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THE PR PLAN IN ONE SLIDE

• Research• Objectives• Programming• Evaluation

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LET’S TALK RESEARCH

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HOW DO YOU FIND INFORMATION?

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

u/innovation

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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.

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STEP TWO: CONSUMER PROFILE

•Buyer Behavior•B2B=•B2C=

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STEP THREE:UNDERSTAND THE WORLD CREATE A PEST PLAN

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

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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?

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STEP FIVE

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

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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.”

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ALL THIS WORK RESULTS IN A BIG IDEA

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OBJECTIVES/KEY PERFORMANCE INDICATOR (KPI)

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OBJECTIVES• Goals are often provided to you.

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

achieve the goal.

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OBJECTIVES• Objectives make the abstract big

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

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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.

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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.

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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

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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

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LET’S TALK PROGRAMMING

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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.

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EVALUATION

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EVALUATION SHOULD BE EASY• Did you meet the targets

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

this goes haywire.

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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.

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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.