Background

Planning begins with a synthesis of primary and secondary research. It provides background information on the industry, external environ- ment, client, product, service or issue. It focludes a market analysis and segmentation study that identifies current trends in opinions, attitudes and behaviors. Resources such as staffing, facilities and intervening publics are also identified.

Situation Analysis

consists of two paragraphs. The first paragraph is a statement of the current situation and a description of the challenge or opportunity based on research. The second paragraph identifies poten- tial difficulties that could impede success.

Core Problem/Opportunity

is a one-sentence statement of the main difficulty or prospect including likely consequences if not resolved or realized.

Goal

is a one-sentence statement of the overall result needed to solve the problem or seize the opportunity. Does not have to be quantified.

Objectives

are numbered or bulleted statements of specific results that will lead to the achievement of the goal. Must be specific, written, measurable, attainable, time-bound, cost-conscious, efficient and mission-driven. If clear, key publics become obvious.

Big Idea

is a creative, overarching strategy and message that appeals to all publics you will target. Describe in one sentence. Then include a bullet for each of these three components: Big idea strategy, message and visual representation of the idea. An optional fourth bullet could be a slogan that encapsulates the big idea message and strategy.

Key Publics

include a description of each group that must be reached to achieve the goal and objectives. Identify: • Objectives accomplished by (blank) • Opinion leaders • Demographics and psychographics • Relationship with organization or issue • Motivating self-interests • Viable communication channels Plan specific messages, strategies and tactics for one public before moving to the next public.

Messages

design is public-specific and focuses on self-interests. Create a small number of primary and a larger number of secondary messages Strategies and tactics for each public.

Primary Messages

are short summary statements similar to sound bites. They identify a category of information and/or commnicate what action you want a public to take. They also tie the desired action to a public's self-interest(s).

Secondary Messages

are bulleted statements that give credibilty to the primary message with facts, testimonials, examples and stones. They provide the ethos, pathos and logos of persuasion.

Strategies

identify what a public must do to fulfill an objective and the channel(s) through which messages will be sent to motivate that action. Multiple strategies may be required for each public.

Tactics

are the creative elements and tools used to deliver messages through specific channels. A number of (blank) are required to support each strategy. Examples are story placements, YouTube videos, Twitter posts, special events, infographics, websites or blogs.

Calendars

show when each tactic begins and ends and the relationship of tactics to each other in a time continuum. Are organized by public and strategy to show the work required. A Gantt chart is recommended.

Budget

are also organized by public and strategy. Also projects the cost of each tactic. It also indicates where costs will be offset by donations or sponsorships. Subtotals are provided for each strategy and public.

Communication Confirmation

checks the logic of your analysis in formulating a persuasive plan. The action plan is reduced to a format that shows the alignment of strategies and tactics with key publics and opinion leaders; messages with self-interests; and all of these components with the objectives. The completed table becomes a tool to manage implementation of the campaign.

Evaluation Criteria

are desired results established by the objectives

Evaluation Tools

are the methodologies you use to gather the data, must be included in the calendar and budget.