Strategic Planning – 5 questions to ask
It can sometimes take months to create and finalize a good working PR plan. Here at Full Circle, we often start planning activities in the summer – for the following year for our clients (and agency).
And while there are definitely more than 5 questions you’ll need to ask in creating a strategic public relations plan, I like to start with the following 5:
- “What’s happening now?” – You’ve got to define the current opportunities and challenges before moving forward.
- “What is the desired solution?” – From program goals to identifying target publics, it’s important to verbalize and visualize a goal before the onset of the program. (I always find that setting a goal helps me professionally – and personally).
- “What must be achieved with each public to accomplish the program goal?” – For each audience, you’ll most likely have different goals. Write them down and state what they are.
- “What behaviors do we want to change?” – Do you want to increase sales, reduce customer complaints, enter a new market and – therefore increase awareness?
- “How will the outcomes and objectives be measured?” – It’s best to check-in on an ongoing basis to measure progress – so you can adjust program tactics if necessary.
A lot of blood, sweat and tears go into creating a solid plan that brings a brand towards its communication goals. Here are a few other links from the Full Circle blog that address the different phases of PR planning.
- Four tips for effective strategic planning
- Knowledge = Power (and better communications plans)
- Create quarterly check-ins for Annual Plan