COMMUNICATION STRATEGY AND PLANNING (Strategic Communication Plan)
In this section, we will revisit the assignment's expectations and the steps necessary to complete the assignment effectively.
● Incorporating multiple theories to strategic communication and PR planning
● Research and comprehend client scenario through tools introduced in classes
● Juxtapose alternative strategic schemes in the nuanced environment of PR
● Construct insightful and creative solutions to imagined briefs
● Requirement: Produce a strategic communication plan to solve a client’s communicative issues in the previous assignment.
● Format: Presentation of 30 or less slides (also called a pitch deck)
● Objective: “Interpret, research, analyze a communication scenario as well as to offer creative and insightful planning recommendations in an appropriate format”.
● Suggested tools: Canva and InDesign for illustration and design; Canva or PowerPoint for pitch deck composition
● Suggested assignment structure:
- Cover slide (1 slide)
- Team members: photos, names, roles and responsibilities (1 slide)
- Agenda/Table of Content (1 slide)
- Executive summary/Introduction (1-2 slides)
- Background information (1-2 slides)
- Research:
+ Situational analysis (PESTLE/Five approaches to strategy/Porter’s 5 forces) (1-2 slides)
+ Organizational analysis (SWOT/ (1 slide)
+ Public analysis (+ target audience) (1-2)
- Problem statement/Opportunity (1)
- Goals, objectives (2)
- Key message (1)
- Tactics (5-7, adjust as suitable)
- Budget (1)
- Campaign timeline (if applicable) (1)
- Evaluation methods (1)
- Issue management (optional) (1)
- Ending slide (1)
- References
Reeves M, Haanaes K and Sinha JK (2015) Your Strategy Needs a Strategy: Execute the Right Approach, Harvard Business Press, Massachusetts.
Smith RD (2017) Strategic planning for public relations, 5th edn, Routledge.
In this step, we will discuss in detail each component and its requirements within the assignment.
● Introduction: Summarize the content of main ideas into single sentences. Here are the must-haves in your executive summary.
- Objective (e.g. “Raise online visibility of the organization and generate financial support toward an environmentally friendly working space”)
- Target audience
Example: Female generation Z-ers, Male millennials (just need to name the audience)
- Strategy/Goal .
Example: The plan will investigate a deep analysis of 30 to 42-year-old Melburnians to determine their perspectives on homelessness and encourage them to sign up for the movement and donate to Melbourne Zero.
- Tactics (only names)
Example: Melbourne Zero talk show, offline petition signing, media release, etc. (just need to name them)
- Key message
Example: MELBOURNE ZERO CALLS FOR GEN Z TO PARTICIPATE IN OUR MOVEMENT BECAUSE WE BELIEVE THAT BECAUSE OF THEIR CREATIVITY AND EMPATHY, THEY CAN HELP EVERYBODY COME BACK TO THE HOME THEY DESERVE.
● Executive summary: More or less consisting of the same elements, but there are others to include to make it an executive summary.
- Summary of the entire report (delivered in phrases and short sentences to fit your slide)
- Budget (general description): total cost, primary expenditures
Charge your account to get a detailed instruction for the assignment