PLANNING FOR PR

21st October 2014

WHY ARE WE HERE?

We all want…

to work on the BIGGEST brands,

deliver on EXCITING campaigns

and be PROUD of what we do.

HOW DO WE MAKE THIS HAPPEN?

By giving our clients…

the SLICKEST proposals and plans they have ever seen,

containing the most EXCITING ideas,

that are grounded in INSIGHT.

TODAY

PART 1 – Planning for PRFrom receiving the brief, but before you get to ideas

– What is planning? – Mining for insights – where and how– Strategy and other terminology

PART 2 – Strategic Writing (date TBC)Creating a winning response for clients that covers everything

– Understanding the brief– Defining the strategy– Writing the deck - structure

WHAT IS PLANNING?

WHAT THE HELL IS PLANNING ANYWAY?

What do you think?Do you do planning?

DOES PR NEED PLANNING?

Split into two groups:1. 3 reasons why PR needs planning2. 3 reasons why PR does not need

planning10 minutes to brainstormPresent back

WHY WE NEED PLANNING

Clients want to see:• Familiarity with their

category and business situation

• Consumer insight• Strategic justification for

creative work and campaigns

• An informed and engaging presentation

Clients want to know:• You have some

understanding of their business

• You have carefully chosen a creative strategy that makes sense and you can explain why your strategy will work

• You are a creative person who can present your ideas in a dramatic and imaginative way

PLANNING INPUTS INSIGHTS

Planning is the voice of the

consumer in the creative process

Source: Merry Baskin & Account Planning Group (2007) What is Planning?

PLANNING MAKES SURE WORK WORKS

Source: Feldwick (2009) Account Planning: Back to the Future

The goal is always about effectiveness, by which I mean

outcomes that benefit the organisation on whose behalf

we are working. We must bring everything back to behavioural and business outcomes, both short and long term. When in

doubt, our best judgments about these must always be

more important than pleasing the client, winning a Golden Lion, making a quick buck or covering our arses. It’s not

always easy, but it’s the only solid ground to stand on

PLANNING PROVIDES INSPIRATION

I have always thought that the

planner’s task is to create an

environment in which great ideas can be conceived,

developed and embraced by clients.

Source: Steel (1999) A Simple Plan

PLANNING ISN’T JUST USEFUL AT THE BEGINNING

STRATEGY CAMPAIGN CREATION EXECUTION LIVE

CLIENT BRIEF

Campaign Rationalisation and Justifying the Right

TacticsCLIENT SELL IN

Insight Hunting and Client

ConsultancySTRATEGY WRITING

Insight and Inspiration

HuntingCREATIVE

SWEET SPOT

Evaluation and Learnings

DID IT WORK?

THE ROLE OF PLANNING

COMMS PROCESS

RESEARCH LEADS TO…

Take a good look at everything… the company, the brand, the industry and sector they operate in, their competitors, what the media think/feel, who their consumers are and who they want them to be…

…which shape effective strategies

INSIGHTS

THE BRAY LEINO PLANNING TEAM

Bristol Filleigh

NAOMI HANSON

GEMMA BROWNNATASHA SAMEK

EDD SOUTHERDEN

NEW DIGITAL PLANNER

HOW WE CAN HELP YOU

INSIGHTS – WHERE AND HOW TO GET SOME

WHERE TO GET INFORMED Classical insights

CONSUMER• Primary research• Ethnography• Market data• Segmentation/ U&A• Content analysis

BRAND• Annual report• Stakeholder

interviews• Brand archeology• Immersion

COMPETITION• Market reports• Advertising, social

media and marketing

• Websites and stores/branches

… or why planning takes

longer than you think!

WHERE TO GET INFORMED Radical Insights

UPSIGHTSBroader culture

SIDE SWIPES

Competitor weakness

DOWNSIGHTSInside the brand

SIDE SIGHTSOther

categoriesPlanning in today’s communications

industry surely isn’t really about finding new

answers, it’s about asking new questions

Brand Point of View

Category Context

Customer Insight

ENGLISH HERITAGE EXAMPLE

English Heritage membership buys you more than access, in

becoming a member you are taking ownership of England’s historic sites.

English Heritage membership is more than just a visitor pass,

members get actively involved people in bringing history to life.

.

Join up and join in with history

A historically engaged audience of advocates who gain

enrichment from their personal involvement with heritage and

its protection.

Resource URL Username Password Useful for

AdDynamix http://www.addynamix.co.uk/AllMedia

lcook@brayleino.co.uk BRAYLEINO2 Competitor and client advertising creative

Brand Republic http://www.brandrepublic.com/home/

mhenkes@brayleino.co.uk

Brayunlimited Industry news, views and non-traditional campaigns

eConsultancy https://econsultancy.com/

scrocker@brayleino.co.uk

br4yl31n0 Digital case studies, stats and thinking

Datamonitor Financial http://www.datamonitorfinancial.com/

robjones BrayLeino1 Financial services market and competitor reports

Meltwater Buzz http://app.meltwaterbuzz.com/

agencyplanners@brayleino.co.uk

password Social media campaign monitoring TBC

Mintel http://reports.mintel.com/homepages/guest/

Reports must be requested from Filleigh planners – no Bristol licence

Category reports – except financial services

nVision http://nvision.futurefoundation.net

kellis@brayleino.co.uk yIz3cv Consumer and cultural trends

TGI Log in and software managed by media in Filleigh – should be one PR license Consumer profiles and media consumption

WARC http://www.warc.com/ Warc650 gf6889 Case studies and advertising thinking

USEFUL PAID FOR RESOURCES

USEFUL FREE RESOURCES

Communications Stuff• Ad Age• AdLiterate• Adverblog• Ad Week • DMA• IPA• Marketing Week• Think Box

More• Fast Company• JWT Intelligence• Hitwise• Mashable• Office of National Statistics• Springwise• Trendwatching• Third Sector• uk.kantar.com• YouGov

A CLOSER LOOK AT TGI

BRAND USAGEe.g. 1% of the UK population have

Apple smartwatches

MEDIA CONSUMPTION

e.g. People in full-time employment are more likely to notice ads on petrol pumps

ATTITUDES I HAVEe.g. A quarter of

those who eat two chocolate bars a week consider

themselves healthy

WHAT I GET UP TOe.g. BMW owners are twice as likely as the average to

play golf

Representative sample of 25,000 UK adults 15+

CREATE AUDIENCE PROFILES

e.g. Men over 50 who eat jam

INSIGHTS IN PR

INSIGHTS IN PR

PR INSIGHTS

Split into groups. Look at the data sources you have been given. Find 3 things that will

surprise the rest of us about mums.

STRATEGY AND OTHER TERMINOLOGY

DEFINING THE STRATEGY

This can be a mine-field.

Many of us are guilty of going straight into tactics without giving enough thought to HOW we will achieve the objectives set. Without doing planning.

QUESTION – can you clearly differentiate between objectives, strategies and tactics?

PR OBJECTIVES

Split into groups and answer the following:• What are some common business

objectives of your clients?• What are some common PR objectives?• What are some common PR strategies?• What are some common PR tactics?Discuss

WHAT IS THE DIFFERENCE?

OBJECTIVESRepresent the outcome we want to accomplish, not how we will do it. Quantified and timed.

MARKETING OBJECTIVESLadder up to business strategy - Quantified in sales

or profit

COMMUNICATIONS OBJECTIVESLadder up to marketing objectives – Desired

audience effect

GOALSSmaller, more specific objectives that explain what

we need to do

AIMSGoals that cannot be quantified

STRATEGYHow we will achieve an objective, not what we are going to do, i.e. the methods, not the specifics– usually has a

central theme or red thread

MARKETING STRATEGYFocused on 7ps and broader marketing elements

COMMUNICATIONS STRATEGYUse broad communications elements – media, ads,

PR, social etc.

TACTICS What we will do to deliver the strategy

STRATEGY OR TACTIC?

Reach a national audience via the targeting of regional pressΧ Host a regional media tour

Guarantee message delivery through paid for mediaΧ Undertake a partnership with Shortlist

Launch a comprehensive influencer relations programme to generate positive testimonials

Χ Editor 1-2-1 briefings or exclusive event invitation

Create consistent, credible and relevant communications that are topical, timely and relevant

Χ Issue monthly product hotsheets and a seasonal look-book

WHERE STRATEGY FITS INTO THE PROCESS

Strategy is the way you plan to sell the product, not the words and pictures that you use to sell it. Strategy consists of saying what you need to say, even before you’ve found the right way to say it. Strategic planning is the stage between

fact gathering and the big idea.

Source: Jewler and Dewniany (1998) Creative Strategy in Advertising

THE BASIC INGREDIENTS

TARGET AUDIENCEIdentify the best audience to fulfil your objectives

DESIRED RESPONSEWhat they are doing/thinking/feeling now and what do we want them to

do/think/feel differently

POSITIONINGThe unique thing about your brand/product/service, that when

experienced/heard /seen, will achieve the desired response

ENGAGEMENT STRATEGYThe best way to convey the unique thing about your brand to the target

audience – how best to connect with them

MEDIA STRATEGYWhere you reach the target audience with your communications

Source: : Head (1998) Define the strategy, Percy and Elliott (2005)Strategic Advertising Management

WHO

WHAT

WHY

HOW

WHERE

WHY DO WE NEED STRATEGY?

• To galvanise everyone around a single vision • To provide direction and parameters for

creative ideas to ensure they meet client’s objectives

• To inspire, enthuse and make what we do easy to pass on

Strategy provides frame work and measurement – it applies some

science to something which might otherwise be a matter of

guesswork

Source: Head (1998) Define the strategy

HOW TO WRITE A STRATEGYJWT Planning Cycle

Where are we now?

Why are we here?

Where do we want

to be?

How do we get there?

Are we getting there?

• We need an example of a PR strategy for one of our clients (and lose the next few slides)

QUESTIONS?