David Phillips

What is involved in PR strategy development

Methods available How to apply Trying some of the tools Creating a (real?) plan

"Strategy is the direction and scope of an organisation over the long-term: which achieves advantage for the organisation through its configuration of resources within a challenging environment, to meet the needs of markets and to fulfil stakeholder expectations".

Exploring Corporate Strategy: Text and Cases Gerry Johnson , Kevan Scholes 

Where is the business trying to get to in the long-term (direction)

Which markets should a business compete in and what kind of activities are involved in such markets? (markets; scope)

How can the business perform better than the competition in those markets? (advantage)?

What resources (skills, assets, finance, relationships, technical competence, facilities) are required in order to be able to compete? (resources)?

What external, environmental factors affect the businesses' ability to compete? (environment)?

What are the values and expectations of those who have power in and around the business? (stakeholders)

Strategies exist at several levels in any organisation - ranging from the overall business (or group of businesses) through to individuals working in it.

Corporate Strategy - is concerned with the overall purpose and scope of the business to meet stakeholder expectations. This is a crucial level since it is heavily influenced by investors in the business and acts to guide strategic decision-making throughout the business. Corporate strategy is often stated explicitly in a "mission statement".

Business Unit Strategy - is concerned more with how a business competes successfully in a particular market. It concerns strategic decisions about choice of products, meeting needs of customers, gaining advantage over competitors, exploiting or creating new opportunities etc.

Operational Strategy - is concerned with how each part of the business is organised to deliver the corporate and business-unit level strategic direction. Operational strategy therefore focuses on issues of resources, processes, people etc.

Kinross + Render has been called in launch the French travel website Easyvoyage in the UK.

Easyvoyage has 3.2 million visitors per month in its home French market and there are Spanish and Italian versions of the site.

The UK website will offer advice on over 250 destinations and reviews of over 6000 hotels. It will allow users to compare prices of flights, hotels, holiday packages and car rentals.

Easyvoyage also has a virtual tourism feature that enables users to get a feel for the hotels and destinations online.

Easyvoyage is set up as an impartial reference point for travellers.

Corporate? Business? Operational?

We need a plan – no plan no direction What’s direction - aim WTFAW – where are we and where is

everyone else –analysis How do we make sense of what we

do – Smart Who is involved internally/externally OK, now we can work out the

strategy.

Find out where we want to go Political, Economic, Social,

Technological, Informational, Legal, Environmental impact

Can we work out the aim?

Who what where and when Who http://www.upmystreet.com/ What http://www.easyvoyage.com/ Where online, offline, in the real

world? When... Well lets look at this.

Publics (issues based) Stakeholders (corporation based) Tribes (online groups) User generated groups (Facebook,

blog groups) Interest based

https://adwords.google.com/select/KeywordToolExternal

Internal External Direct Opinion formers Influencers Wommers Socio-economic

What are the values How to find out (NRS, Acorn, Opinion) Focus groups - Clarity

Levels can be:• Cognitive (thinking girls’ reasons)• Affective (egging them on)• Conative (directly influencing behaviours)

SMART• 1. Specific – Objectives should specify what they

want to achieve.• 2. Measurable – You should be able to measure

whether you are meeting the objectives or not.• 3. Achievable - Are the objectives you set,

achievable and attainable?• 4. Realistic – Can you realistically achieve the

objectives with the resources you have?• 5. Time – When do you want to achieve the set

objectives?

What do you want to achieve Not what, not how but what

Things you DO Things you monitor Measurable outputs, out-takes and

outcomes

What is involved in PR strategy development

Methods available How to apply Trying some of the tools Creating a (real?) plan?