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Implementation Strategy. DESIGN OF A STRATEGY. What makes A strategy a success? . Part of a written plan tied to an organization’s mission Target one public at a time Allows for more than one public to be attracted

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What makes a strategy a success
What makes A strategy a success?

  • Part of a written plan tied to an organization’s mission

  • Target one public at a time

  • Allows for more than one public to be attracted

  • Based on research about the targeted public--values, interests and channels of communication


Strategy
Strategy

  • Key to building a social reality

  • Consistent with purpose of organization and objectives

  • Build a reputation (mission)

  • Management of organizational behavior


Developing the strategy
DEVELOPING THE STRATEGY

  • Strategy is the heart of the PR campaign

  • Strategy

    • Greek word meaning generalship

  • Strategy

    • Plan of action chosen as the most promising means of achieving the short term goals of the campaign

  • Development of a SINGLE INTEGRATED PLAN

    • one thing leads to the next


The tactics
The Tactics

  • Select a tactic, some are****

    • Public information program

    • promotional materials

    • special event

    • meetings, conferences, etc.

    • demonstrations

    • direct mail

    • contest, competition, award

****Some require multiple tactics


Criteria for building a strategy
CRITERIA FOR BUILDING A STRATEGY

  • Obvious relationship between activity or event and the sponsoring organization (Community Services—Adopt a Family)

  • Inherent news value increases the impact of the activity or event

  • Appropriate name “Semantic tyranny”

  • Bandwagon--people are talking



Pick the tactics to cover
PICK THE Tactics TO COVER

  • Class nominees are:


For your campaign
For your campaign…….

  • Start with the concept of strategy

  • Develop tactics

  • Research and test the tactics

  • Design the communication plan

  • Calendar the total strategy

  • Budget each action or event

  • Justify the plan to management


  • Send a clear message

    • targets a publics interest even as it achieves an organization’s objectives

    • win-win situation

  • Evaluated

    • as performed

    • after execution


For example employee tactics
For example, Employee Tactics

  • Face-to-face meetings

  • Newsletters

  • Magazines

  • Videos

  • Bulletin Boards

  • Speeches

  • Intranets

  • Special events


Process of implementation
PROCESS OF IMPLEMENTATION

  • Know your mission

  • Long Term Objectives

  • Short Term Objectives


Define your publics
DEFINE YOUR PUBLICS

  • Existing

    • individual participants

    • organizational participants

  • Future

    • individual participants

    • organizational participants


Refine your definitions
REFINE YOUR DEFINITIONS

  • Persuasive appeals

    • based on your research

    • based on knowledge of public opinion

  • Media uses

    • based on your research of publics

  • Work on strategies

    • combination of appeals and media exposure


Information
INFORMATION

93 94 95 98 99 00 01 02

Number of requests, not total number in family


Tactics to use
TACTICS TO USE

  • Previous

    • letter, general letter

    • news releases

    • individual contact

  • New

    • letter to individuals and organizations

    • press kit

    • theme, recognition of givers

    • individual contact


Additional opportunities
ADDITIONAL OPPORTUNITIES

  • Media Coverage

    • available media

      • press releases

      • news appearances

        • Live at Five

        • Community Calendar

      • Radio information

  • Public service issues


What worked not worked
WHAT WORKED, NOT WORKED

  • Worked

    • good response from previous publics

    • good response from organizations

    • good response from media

  • Not worked

    • News conference to honor organizations

    • Why?


News media
News Media

  • News releases

  • Media kits

  • Media advisors

  • Pitch letters

  • Video news releases

  • News conferences

  • PSAs



Investors
Investors

  • Newsletters and magazines

  • Letters

  • Annual meetings

  • Annual reports

  • Web sites


Community groups
Community Groups

  • Volunteering

  • Donations and sponsorships

  • Cause marketing

  • Speeches

  • Open houses/tours

  • Face-to-face meetings


Governments
Governments

  • Lobbies and lobbyists

  • Grassroots lobbying

  • Political Action Committees

  • Soft Money

  • Disclosure Documents


Customers
Customers

  • Produce-oriented news releases and media kits

  • Special events

  • Open houses and tours

  • Responses to customer contacts

  • Bill inserts


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