This week has been one of planning. Detailed plans for specific short-term campaigns, plans for anniversary celebrations and broad-based plans for 2016.
I’m always a little daunted before I start but really get into it once I have the first piece on the page. I enjoy the process of working up the ideas and thinking through how we’re going to bring them to life on the different communication platforms.
Brilliant, but pointless!
But with a great idea it’s frighteningly easy to head off on a tangent. Before you know it you’ve developed a ‘brilliant’ project but, worryingly, one that’s detached from the commercial objectives.
So, pointless then!
Face up to the questions
To make sure I stay focused I ask myself the same questions every time.
- Why am I doing this? And no, saying it’s because I want to raise the profile of the organization is not a good enough answer! Why do I want to raise the profile? What’s the commercial impact I’m looking for?
- Who am I trying to reach? Your target audience should be at the heart of everything you do. They’re the people you want to talk with, the ones you want to persuade to act. Keep your attention firmly fixed on them and put the time and effort in to really understand them.
- What’s going on in their world?
- What do they care about?
- What’s worrying them?
- What are they interested in?
- What are they up to?
- What do I want them to do? I need to be clear on this or my call to action will be wrong, confused or even absent! It could be anything from simply signing up to a newsletter to going out and buying the product, but whatever it is, you need to make it explicit.
- Where can I ‘meet’ them? It’s much simpler to connect with them where they already are rather than doing the equivalent of standing on your own in a room and calling out for people to come and join you. So which social media platforms do they use and when? Which newspapers and magazines do they read? What do they watch and listen to? What organsiations and associations do they join?
- What do I want them to think about me? So which of my messages are relevant and how do I want to present them. This is not about saying whatever you think they want to hear. That’s the shortcut to dissatisfaction and disillusionment. You’ve got to be authentic!
Give me a call if you would like some help planning your PR and communication programmes.
[Image courtesy of Shutterstock]