A Public Relations Planning Toolkit: How to build effective external communications strategies
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This document outlines a 10-step public relations planning toolkit for building effective external communications strategies. The 10 steps include: 1) defining the objective, 2) setting goals and metrics, 3) mapping audiences, 4) conducting research, 5) performing SWOT and PESTLE analyses, 6) developing a strategy, 7) creating content, 8) selecting channels and media, 9) creating a workplan, and 10) allocating resources and budgets. Each step provides explanations, examples, and links to external tools to aid in planning communications strategies and campaigns.
A Public Relations Planning Toolkit: How to build effective external communications strategies
- 1. A Public Relations Planning Toolkit How to build effective external communications strategies Stephen Waddington @wadds
- 3. We need a plan 1. Objective 2. Goals and measurement 3. Mapping audiences and publics 4. Research 5. Insights 6. Strategy 7. Creative 8. Channels and media 9. Workplan 10.Resources and budget
- 4. #1 Objective Image source with thanks: http://wadds.co/2DqQyyl
- 5. #2 Goals and measurement AMEC Integrated Measurement Framework: https://amecorg.com/amecframework/
- 6. Measurement toolkit Tool Link AMEC Integrated Evaluation Framework http://wadds.co/2Dl4HNg
- 7. Discussion: What’s your goal? Image source with thanks: http://wadds.co/2DofXZn
- 8. #3 Mapping your publics or audience Image source with thanks: http://wadds.co/2DqVTFT
- 9. Exercise: Buyer personas Image source with thanks: http://wadds.co/2DofXZn
- 10. #4 Research Facebook Ads Manager: http://wadds.co/2DkdmzE
- 11. Research toolkit Tool Link Facebook Ads Manager http://wadds.co/2DkdmzE AnswerThePublic http://wadds.co/2DizMBm Google Consumer Barometer http://wadds.co/2Dke3sT Office for National Statistics http://wadds.co/2DyeS4p
- 12. #5 Insights: SWOT and PESTLE Strengths Opportunities Weaknesses Threats
- 13. Exercise: SWOT Image source with thanks: http://wadds.co/2DrwThC
- 14. #6 Strategy Image source with thanks: http://wadds.co/2DyubKG
- 15. #7 Creative Image source with thanks: http://wadds.co/2DCrzv9
- 16. #8 Content, channels and media Image source with thanks: http://wadds.co/2Dr1v2T
- 17. Exercise: Creative, content, channels and media Image source with thanks: http://wadds.co/2DyrCrL
- 18. #9 Workplan Jan Feb Mar Apr May Jun Planning Campaigns Content
- 19. #10 Resource and budget
- 20. Thank you. Questions? This deck was prepared for a planning workshop for Future Communicators in London on Wednesday, 24 January. It covers each of the key areas of communications planning, and includes four exercises. If there’s anything that I can do in my role at Ketchum to help your organisation address any of the issues highlighted, please let me know. Stephen Waddington Ketchum [email protected] @wadds