Whether you're combating unfavourable media coverage on a big issue or marketing a new product, there are fundamental elements that you should address when defining the way you approach the task from the outset.
Briefing
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Receive full project brief from client.
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Discuss client's view of the project, especially desired outcomes.
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Review previous market research, market experience and assessment of key stakeholders.
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Critique this material using a SWOT evaluation or similar.
Research
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Identify gaps in product, issue or market/consumer research.
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Determine if gaps need to be corrected through further research.
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Design research matrix to ascertain additional research.
Analysis
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Identify most important attributes of product/service/issue for each target group.
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Analyse nature of barriers to product/service/issue acceptance by each target group.
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Develop strategic approach based on research and analysis.
Objective/target setting
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Specify the main objectives and targets.
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Determine the desired range of measurable outcomes.
Concept
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Define general concept of how total program will be shaped.
Messages
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Messages related to the product.
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Messages related to the company/alliance.
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Messages related to key people (if any).
Issues
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Identify issues that may influence the project.
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Forecast the impact of these issues.
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Develop strategies to manage the issues.
Breakthrough
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Define what is likely to represent the critical breakthrough point for communication activity.
Action plan (Strategy)
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Determine information content for each audience.
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Establish range of story/publicity/promotional angles.
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Establish nature of major and minor communication vehicles.
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Develop initiatives to launch communication.
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Develop initiatives to sustain communication.
Timeframe
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Period of preparatory activity.
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Period of roll-out activity.
Project management
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Appoint project manager and project team.
Budget
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Develop budget.
Monitoring & evaluation
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Monitor project progress through regular meetings with client.
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Formal evaluation against targets and outcomes.