media relations planning by hoem seiha
TRANSCRIPT
Media Planning
Overall, media planning is the first thing to do
before implementing the actions on media
relations. Without an appropriate plan, PR or
media practitioners often don’t know where to
start or to end. Therefore, plan is crucial for
media relations practitioners to achieve the
goal of the organization.
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What is a Media Relations Plan?
It’s a basis program for your media relations
campaign. Example of the campaign should be:
Brand awareness program
Product publicity program
advocacy program
Product value awareness program
Public announcement program
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The Plan Components
There are 9 steps in planning your media relations campaign.
Situation Analysis
Goal
Objectives
Target Media
Key Messages
Strategies
Tactics
Budget
Measurement
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Plan of Media Relations
Objective
Media
Messages
Strategies
Tactics
Budget
Measurement
Goal
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Situation Analysis
After your public research, you’ll have a deep
understanding of your target media. It’s time
for you to analyze and design a media plan
that your suits your media targets and
audience, objective and budget.
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Goal
Address your single goal of
your media relations
program. Example:
• If your product is new to
the market, you might plan
a product publicity for it.
Then this is called
“Product Publicity”.
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Objectives
Two or more objectives are the smaller
elements of the main goal. These should be
specific, measurable and attainable and have
a specific deadline for completion. For
instance, one of your objectives is to get your
message to certain groups of your audiences
with a month or year. It’s called Objective 1,
2 or so.
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Target Media & Audience
It’s who you want to reach and impact through your media plan. Examples of target media and audiences can be: Middle class consumers Media Investors Corporate audience Government Grassroots Etc.
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Key Messages
There should be no more than three key messages
that you want to impress upon your target audience.
Too many messages create “noise” and confusion,
reducing the possibility that your most important
messages will get through. For example of key
messages:
• Bacchus Energy Drink helps enhance
performance, reduce sleepiness while driving,
and slow down alcohol influence.
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Beware!
Your key messages
should not be self-
centered. It should be
audience-centered.
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Strategies
It’s methods that you will use to get your message across
your target media in order for them to cover it up in their
publications. It addresses broadly on what, who, how to
achieve your media objectives. Some of examples of
strategies that you want to bring your key messages out:
(Bacchus helps enhance performance, reduce
sleepiness while driving, and reduce drunkenness.)
Newsletter to the consumers or media
News release for free coverage on media
Letter-to-editor or column to a newspaper
Event, etc.
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Tactics
It’s a communication process to support your
strategies. Here, you’ll have to set a deadline and
estimate the cost for your communication process.
Example:
4 Events: $1,500
Media briefings: $1,000
Quarterly newsletter, monthly review, special
releases : $6,000
YouTube & other social media: Jan – June
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Budgeting
Plan and allocate
your budget to meet
your objectives of
your media relations
plan. Each spending
item should be listed
at Tactic process.
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Measurement (or KPI)
Evaluate your media plan
to measure whether it will
meet your objectives.
Revise or eliminate some
strategies that do not suit
your budget or objectives.
Keep it as a historical
reference for your next
media relations plan.
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