Tactical PR Planning - 10 Top Tips
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Are you planning your PR in the best possible way. Follow our top tips on tactical PR planning for better, measurable results.
- Have a planning structure: objectives, messages, publics, channels, strategy & tactics, budget, and evaluation.
- Start by interrogating the brief: what more information do you need, who is the decision maker and how will success be judged?
- Make your communication objectives as specific and measurable (quantified) as possible.
- Be clear about what level your objectives are set at: raising awareness, changing attitudes, or influencing behaviour.
- Have a systematic approach to coming up with new ideas (eg brainstorming); if the creative juices don’t flow, you don’t have enough data – go back to point 2.
- Establish the messages you want to transmit, the publics you want to reach, and the channels of communication you are going to use.
- When using media relations, establish the link between what you want to say and the hooks that will attract the media.
- For complex programmes you will need a timeline (Gantt chart) or critical path analysis to help monitor progress.
- Evaluation is about checking that objectives are met, so evaluation has to clearly link back to the objectives set.
- Establish the budget, be realistic about time and costs, and keep to the budget!
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