planning for pr
DESCRIPTION
Training presentation on strategic account planning for PR professionals covering what planners do, where to get insights and the ingredients for a strategy.TRANSCRIPT
WHY ARE WE HERE?
We all want…
to work on the BIGGEST brands,
deliver on EXCITING campaigns
and be PROUD of what we do.
HOW DO WE MAKE THIS HAPPEN?
By giving our clients…
the SLICKEST proposals and plans they have ever seen,
containing the most EXCITING ideas,
that are grounded in INSIGHT.
TODAY
PART 1 – Planning for PRFrom receiving the brief, but before you get to ideas
– What is planning? – Mining for insights – where and how– Strategy and other terminology
PART 2 – Strategic Writing (date TBC)Creating a winning response for clients that covers everything
– Understanding the brief– Defining the strategy– Writing the deck - structure
WHAT IS PLANNING?
WHAT THE HELL IS PLANNING ANYWAY?
What do you think?Do you do planning?
DOES PR NEED PLANNING?
Split into two groups:1. 3 reasons why PR needs planning2. 3 reasons why PR does not need
planning10 minutes to brainstormPresent back
WHY WE NEED PLANNING
Clients want to see:• Familiarity with their
category and business situation
• Consumer insight• Strategic justification for
creative work and campaigns
• An informed and engaging presentation
Clients want to know:• You have some
understanding of their business
• You have carefully chosen a creative strategy that makes sense and you can explain why your strategy will work
• You are a creative person who can present your ideas in a dramatic and imaginative way
PLANNING INPUTS INSIGHTS
Planning is the voice of the
consumer in the creative process
Source: Merry Baskin & Account Planning Group (2007) What is Planning?
PLANNING MAKES SURE WORK WORKS
Source: Feldwick (2009) Account Planning: Back to the Future
The goal is always about effectiveness, by which I mean
outcomes that benefit the organisation on whose behalf
we are working. We must bring everything back to behavioural and business outcomes, both short and long term. When in
doubt, our best judgments about these must always be
more important than pleasing the client, winning a Golden Lion, making a quick buck or covering our arses. It’s not
always easy, but it’s the only solid ground to stand on
PLANNING PROVIDES INSPIRATION
I have always thought that the
planner’s task is to create an
environment in which great ideas can be conceived,
developed and embraced by clients.
Source: Steel (1999) A Simple Plan
PLANNING ISN’T JUST USEFUL AT THE BEGINNING
STRATEGY CAMPAIGN CREATION EXECUTION LIVE
CLIENT BRIEF
Campaign Rationalisation and Justifying the Right
TacticsCLIENT SELL IN
Insight Hunting and Client
ConsultancySTRATEGY WRITING
Insight and Inspiration
HuntingCREATIVE
SWEET SPOT
Evaluation and Learnings
DID IT WORK?
THE ROLE OF PLANNING
COMMS PROCESS
RESEARCH LEADS TO…
Take a good look at everything… the company, the brand, the industry and sector they operate in, their competitors, what the media think/feel, who their consumers are and who they want them to be…
…which shape effective strategies
INSIGHTS
THE BRAY LEINO PLANNING TEAM
Bristol Filleigh
NAOMI HANSON
GEMMA BROWNNATASHA SAMEK
EDD SOUTHERDEN
NEW DIGITAL PLANNER
HOW WE CAN HELP YOU
INSIGHTS – WHERE AND HOW TO GET SOME
WHERE TO GET INFORMED Classical insights
CONSUMER• Primary research• Ethnography• Market data• Segmentation/ U&A• Content analysis
BRAND• Annual report• Stakeholder
interviews• Brand archeology• Immersion
COMPETITION• Market reports• Advertising, social
media and marketing
• Websites and stores/branches
… or why planning takes
longer than you think!
WHERE TO GET INFORMED Radical Insights
UPSIGHTSBroader culture
SIDE SWIPES
Competitor weakness
DOWNSIGHTSInside the brand
SIDE SIGHTSOther
categoriesPlanning in today’s communications
industry surely isn’t really about finding new
answers, it’s about asking new questions
Brand Point of View
Category Context
Customer Insight
ENGLISH HERITAGE EXAMPLE
English Heritage membership buys you more than access, in
becoming a member you are taking ownership of England’s historic sites.
English Heritage membership is more than just a visitor pass,
members get actively involved people in bringing history to life.
.
Join up and join in with history
A historically engaged audience of advocates who gain
enrichment from their personal involvement with heritage and
its protection.
Resource URL Username Password Useful for
AdDynamix http://www.addynamix.co.uk/AllMedia
[email protected] BRAYLEINO2 Competitor and client advertising creative
Brand Republic http://www.brandrepublic.com/home/
Brayunlimited Industry news, views and non-traditional campaigns
eConsultancy https://econsultancy.com/
br4yl31n0 Digital case studies, stats and thinking
Datamonitor Financial http://www.datamonitorfinancial.com/
robjones BrayLeino1 Financial services market and competitor reports
Meltwater Buzz http://app.meltwaterbuzz.com/
password Social media campaign monitoring TBC
Mintel http://reports.mintel.com/homepages/guest/
Reports must be requested from Filleigh planners – no Bristol licence
Category reports – except financial services
nVision http://nvision.futurefoundation.net
[email protected] yIz3cv Consumer and cultural trends
TGI Log in and software managed by media in Filleigh – should be one PR license Consumer profiles and media consumption
WARC http://www.warc.com/ Warc650 gf6889 Case studies and advertising thinking
USEFUL PAID FOR RESOURCES
USEFUL FREE RESOURCES
Communications Stuff• Ad Age• AdLiterate• Adverblog• Ad Week • DMA• IPA• Marketing Week• Think Box
More• Fast Company• JWT Intelligence• Hitwise• Mashable• Office of National Statistics• Springwise• Trendwatching• Third Sector• uk.kantar.com• YouGov
A CLOSER LOOK AT TGI
BRAND USAGEe.g. 1% of the UK population have
Apple smartwatches
MEDIA CONSUMPTION
e.g. People in full-time employment are more likely to notice ads on petrol pumps
ATTITUDES I HAVEe.g. A quarter of
those who eat two chocolate bars a week consider
themselves healthy
WHAT I GET UP TOe.g. BMW owners are twice as likely as the average to
play golf
Representative sample of 25,000 UK adults 15+
CREATE AUDIENCE PROFILES
e.g. Men over 50 who eat jam
INSIGHTS IN PR
INSIGHTS IN PR
PR INSIGHTS
Split into groups. Look at the data sources you have been given. Find 3 things that will
surprise the rest of us about mums.
STRATEGY AND OTHER TERMINOLOGY
DEFINING THE STRATEGY
This can be a mine-field.
Many of us are guilty of going straight into tactics without giving enough thought to HOW we will achieve the objectives set. Without doing planning.
QUESTION – can you clearly differentiate between objectives, strategies and tactics?
PR OBJECTIVES
Split into groups and answer the following:• What are some common business
objectives of your clients?• What are some common PR objectives?• What are some common PR strategies?• What are some common PR tactics?Discuss
WHAT IS THE DIFFERENCE?
OBJECTIVESRepresent the outcome we want to accomplish, not how we will do it. Quantified and timed.
MARKETING OBJECTIVESLadder up to business strategy - Quantified in sales
or profit
COMMUNICATIONS OBJECTIVESLadder up to marketing objectives – Desired
audience effect
GOALSSmaller, more specific objectives that explain what
we need to do
AIMSGoals that cannot be quantified
STRATEGYHow we will achieve an objective, not what we are going to do, i.e. the methods, not the specifics– usually has a
central theme or red thread
MARKETING STRATEGYFocused on 7ps and broader marketing elements
COMMUNICATIONS STRATEGYUse broad communications elements – media, ads,
PR, social etc.
TACTICS What we will do to deliver the strategy
STRATEGY OR TACTIC?
Reach a national audience via the targeting of regional pressΧ Host a regional media tour
Guarantee message delivery through paid for mediaΧ Undertake a partnership with Shortlist
Launch a comprehensive influencer relations programme to generate positive testimonials
Χ Editor 1-2-1 briefings or exclusive event invitation
Create consistent, credible and relevant communications that are topical, timely and relevant
Χ Issue monthly product hotsheets and a seasonal look-book
WHERE STRATEGY FITS INTO THE PROCESS
Strategy is the way you plan to sell the product, not the words and pictures that you use to sell it. Strategy consists of saying what you need to say, even before you’ve found the right way to say it. Strategic planning is the stage between
fact gathering and the big idea.
Source: Jewler and Dewniany (1998) Creative Strategy in Advertising
THE BASIC INGREDIENTS
TARGET AUDIENCEIdentify the best audience to fulfil your objectives
DESIRED RESPONSEWhat they are doing/thinking/feeling now and what do we want them to
do/think/feel differently
POSITIONINGThe unique thing about your brand/product/service, that when
experienced/heard /seen, will achieve the desired response
ENGAGEMENT STRATEGYThe best way to convey the unique thing about your brand to the target
audience – how best to connect with them
MEDIA STRATEGYWhere you reach the target audience with your communications
Source: : Head (1998) Define the strategy, Percy and Elliott (2005)Strategic Advertising Management
WHO
WHAT
WHY
HOW
WHERE
WHY DO WE NEED STRATEGY?
• To galvanise everyone around a single vision • To provide direction and parameters for
creative ideas to ensure they meet client’s objectives
• To inspire, enthuse and make what we do easy to pass on
Strategy provides frame work and measurement – it applies some
science to something which might otherwise be a matter of
guesswork
Source: Head (1998) Define the strategy
HOW TO WRITE A STRATEGYJWT Planning Cycle
Where are we now?
Why are we here?
Where do we want
to be?
How do we get there?
Are we getting there?
• We need an example of a PR strategy for one of our clients (and lose the next few slides)
QUESTIONS?