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Strategic Communications Planning
The document discusses the fundamentals of creating a successful communications plan, including setting goals and objectives, developing a strategy using appropriate tactics, measuring outcomes, and using research to inform the plan. It provides examples from the National Portrait Gallery, which doubled its entry goal for a portrait competition, and the ASPCA, which exceeded goals for media coverage, website traffic, and new registered users from a campaign. The key lessons are that objectives must support business goals, measurement is essential, and research and measurement should inform strategy.
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The presentation introduces communications planning, emphasizing the alignment of PR and business value.
Discussion on the National Portrait Gallery's issues of being perceived as outdated and outreach strategy to engage emerging artists.
Media outreach and various strategies led to a successful increase in entries for the portrait contest.
Campbell's Soup's personalized brand connection through social media and direct email resulted in significant audience engagement.
The importance of aligning communication objectives with business goals while outlining the KPIs and measurement strategies.
Steps to integrate communication strategies with measurable objectives and emphasizing the role of data in improving outcomes.
Final points stressing the necessity of measurement and research in successful communication strategies.