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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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Implementation Strategy


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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
slide8
Tie-ins multiply the effect of an activity/event
  • Tradeouts are bartered joint ventures (sponsorship)
  • A series of related events multiply publicity effects
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
slide11
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
slide21
Guest editorials/commentaries
  • Letters to the editor
  • Interviews
  • stories for trade or Association magazines
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