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PR Strategic Plan

Key elements of a strategic PR plan.
by

Jeremy Plotnick

on 30 June 2011

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Transcript of PR Strategic Plan

Strategy Strategy - a plan or method for
achieving a goal The Strategic PR Plan Who defines the strategy? The agency and the client should work together to create the strategy - and agree on it from the outset Where do we find the PR strategy? It should be captured in a document and reviewed each year Not all PR strategies are the same The strategy should be created to fit the needs and attributes of the specific client.

The strategy for an FMCG company will probably not look like the strategy for a consulting firm. The key parts of the Strategic PR Plan Objectives Target audiences Current perceptions Channels Core Materials Core program Tactical executions Implementation time line Measurement and evaluation Then after all this we go back to..... Why? Because.... Start with research Before putting the plan together we should research the client, the competition, the industry, the state of the market and the results of previous comms programs As much as possible the strategic PR plan should be based on facts rather than assumptions or guesswork What we need to achieve for the client using PR tools. Examples of what objectives are not:
Getting X number of clips
Securing an interview for the CEO
Organizing a press briefing
Issuing XX press releases in a year These are agency KPIs - they are not the ultimate objectives of the PR strategy Examples of possible objectives:
Raising brand awareness
Driving product trial
Improving corporate reputation
Establising new stakeholder relations These are the people/groups that we want to reach with the client's messages.

They are probably not the media.... For Sunsilk who are the target audiences? They are not the same as HP-EB We should understand what the target audiences currently think about the client and/or its products.

This helps us understand what we have to do to achieve the client's objectives The strategy for a client whose products are well accepted is normally very different from the strategy for a client whose products have a poor reputation. Here is where we identify the best way to reach the target audience with the client's message For us this is often 'the media' but in the strategic plan we should be careful to define which media are the right channel to reach our audiences What are some communications channels other than the media? These are the main types of activities we plan on executing for the client. e.g.
media relations
social media outreach
event activations Based on our understanding of the client, the audience, the channels and the core program we can create the basic communications materials e.g.
key messages
general Q&A
factsheets
executive bios Now we come to the actual work that will be executed for the client - and what is generally thought of as PR.... e.g. media interviews
Blogger outreach events
consumer activations
press briefings
media visits
stakeholder meetings A normal plan is for a one year period. The key activities in terms of research, materials development and events should be presented in a high-level timeline with specific milestones identified. The plan should include how we will measure our performance against the agreed upon objectives.

This is how we prove our value. What are some measurements we can use? AVE is only the most basic tool.
We should also think about:
message delivery
stakeholder perceptions
top-of mind awareness among target audiences
reduction in complaints
reduction in customer service calls Has anyone seen this model of the strategic communications plan before? Thank you very much! FINALLY
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