Planning to Plan – 4 Keys for Defining PR Goals

by Thomas McHardy on June 24, 2011

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As we approach the second half of 2011, companies should begin taking the time to reflect on the last six months – what worked, what didn’t, and how they can improve. Successful companies will take that information and apply it to their plans for the second half of 2011.

Unfortunately, too many companies are focused on meeting their short-term goals to invest the necessary time and energy into planning for the rest of 2011 and beyond. This lack of foresight may cripple their campaigns. Planning is necessary to ensure that everyone on your team is on the same page with campaign goals and objectives, team roles and strategies that will be implemented moving forward.

Creating a successful plan takes time, but there are a few steps that any team can take to help guarantee they have everything in line for long-term success. These steps include:

  • Communicating Goals: Ensuring everyone on the team is aware of the specific campaign goals and objectives are vital to the success of the campaign. Take the time to communicate these goals to every team member, allowing them to ask questions if necessary.
  • Brainstorming ideas: Set aside time for your team to meet to come up with new, creative ways to meet your campaign goals and make the client happy. Maybe it’s a new way to build awareness for a brand. Maybe it’s a big idea to generate excitement within the corporation. Whatever the goal, a team brainstorm is an easy way to get those creative juices flowing.
  • Putting a Plan on Paper: This plan should map out the expected activities for the next quarter or half of the year, including major announcements, big ideas, or new programs that will launch. It’s important this this plan be comprehensive while remaining flexible since you never know what timely project may come up that will require your team’s immediate attention.
  • Developing Metrics to Measure Success: Now that you’ve got your plan in place, it’s important to develop metrics to measure the campaign’s success. These metrics will depend on the type of campaign you’re conducting, but could include media placements, increased traffic to a client’s website or leads generated. Once you have these metrics developed you should share them with your team, making sure everyone has the same understanding of what it will take to make the campaign a success.

Taking these steps to create a strategic plan will play a large role in helping your team reach its long-term goals. You can’t be afraid to invest the necessary time and energy to ensure everyone is on the same page, as that time is vital in determining the success of your campaign.

If you have any steps to help your team get the most out of its planning session please feel free to share them below!

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