In part four I touched on strategy expanding on Wadd’s guide to PR plan development to provide ways of assessing each step. Wadds broke out tactics into creative, channels and calendar. I’m bundling them together as creative use of channels such as Domino’s UK profile on Tinder crosses boundaries. I believe that an interplay of creative and channels shouldn’t be discounted out of turn.
I also won’t put an emphasis whether the media is paid, owned or of earned nature. Public relations professionals have historically taken an earned first approach, but when you are looking after the relationships between stakeholders and a brand does it matter method of channel choice so long as it is appropriate?
This is all mapped out in a content calendar. It is worthwhile checking it against public holidays and if it takes account of client processes (technical input, legal sign-off, corporate media black-out periods).
Appraising the tactics in a PR plan
- How do the tactics track back to the job to be done in the objectives outlined?
- How do they tie back to the KPIs?
- Does the content plan make sense?
- Do the tactics make financial sense? I worked with an agency that pioneered storytelling to drive feature article coverage for their clients. However given the amount of time that this process took, it became cheaper to buy a full page advert in The Wall Street Journal than it was to pet a half-page feature published
- Do the tactics consider what was required in terms of reach, repetition (repeated exposure to marketing messages) and engagement? Depending on the communications objectives there may not be a focus on all three elements. A key failing in PR tactics can be an overly focused on engagement as this is strength of public relations as a discipline.
You can read the final part in this series here which wraps up by focusing on resources and commitment. If you need assistance in developing a communications plan or want an existing plan thinking validated get in touch.
Is your PR plan good enough (part six)?
Is your PR plan good enough (part four)?
Is your PR plan good enough (part three)?
Is your PR plan good enough (part two)?
Is your PR plan good enough (part one)?
Workbook for assessing your PR Plan
6 Brands That Used Tinder as a Social Media Marketing Platform | The Content Strategist
Study: Only 1% of Facebook ‘Fans’ Engage With Brands | Digital – AdAge
Stephen Waddington’s original post on ‘how to write a PR plan in ten steps’