7 tips for simple strategy planning

Creating, executing and monitoring a media strategy can become a confusing and overwhelming process if it’s not well managed and carefully planned.

The best place to start is to break down the process into simple, smaller steps; this is often most effective when it is done as a group, with your team or relevant client.

Try to research and understand the following seven key elements, which will form the pillars of your media strategy.

1. Goals

What does your campaign or project want to achieve? It’s not enough to have a general idea — your goals should be SMART (specific, measurable, achievable, realistic and time bound). 

Don’t overcomplicate your strategy with too many aims. Instead, choose three to five goals you can refer back to throughout the campaign and help direct your efforts.

2. Audience

Your media campaign will NEVER target ‘everyone’, as we so often hear from clients. The ‘target audience’ refers to the people or groups you want to influence to think, feel or do something.

After you have identified your target audiences, create a profile for each including details such as their age, gender, location, attitudes, beliefs and media habits. The more specific you can be the stronger your campaign will become. 

3. Key messages

Once you know what you want to achieve and whom you are targeting, craft three to five key messages that will drive your audience to think, feel or do. This is a critical step in creating your strategy for making media. Your message is what will pull people toward your campaign.

Treat your key messages like statements that can be easily adapted across your audience groups, publications and platforms.

4. Publications and journalists

Read! Read! Read! You must research and read any local, national or industry publications and journalists relevant to your target audiences and client.

After all, there’s no point spending hours creating the perfect media release or writing the most insightful feature article without knowing where your story will appear and risk no reward for your efforts. 

Try pitching a few ideas to journalists before you start writing. This might help to clarify the angle and extra information you need to secure great coverage.

5. Tools and tactics

This step includes how you will present and distribute your key messages. Consider how journalists and your audience like to receive and approach information. 

This could include a phone pitch, media release, videos, infographics, sound bites or text messages. Try to be creative and present your messages in different and exciting ways to stand out in a sea of emails and advertising.

6. Timeline

The effectiveness of a media campaign largely depends on timing. Aim to create a flexible timeline that includes the following: 

• The length of the campaign (broken down by weeks or months)
• When your media will be released 
• Extras needed (photos, video etc.)
• The publications and journalists to be targeted

7. Evaluation

PR agencies are always under pressure to prove their value and get results in a constantly evolving media industry. Make sure your success measurements are clearly defined and discussed with your client to manage any unrealistic expectations. 

While the details of your strategy will change depending on the client, starting with the above steps will always be essential to pulling off a successful media strategy.

To start the new financial year with a strong PR and Communication strategy, contact the Elevate team for an ‘obligation-free’ consultation. Remember, failure to plan means planning to fail!