The document discusses planning and managing a PR campaign. It covers creating the campaign brief and objectives, understanding the target audience, developing a strategic communication plan, building out the campaign components, phasing the launch, and evaluating the results. Key aspects include connecting with culture, creating moments, and rolling out the campaign in phases to different audience groups over time.

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Planning and Managing a PR Campaign
Peter Chipchase, John Doe
Thursday 11 April
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Chair’s introduction
Chloe Kembery, Natural History Museum
Planning and Managing a PR Campaign
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Planning and Managing a PR Campaign
“Creating Culture Around a Brand”
Peter Chipchase,
Thursday 11 April
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4. Creating the Journey
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• The Brief
• Setting the Objectives
• The Audience
• The Strategy
• The Campaign
• Evaluation
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5. The Brief edit Master title style
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• Always have one
• Is it correct?
• What is it actually asking?
• Is it achievable?
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6. Settingto edit Master title style
Click Objectives
What is Success?
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7. Selling Stuff Master title style
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8. The Audience Master title style
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• Research –What is Success?
from media and ad agency
• Motivators – what influences them?
• Media consumption
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9. Creating the Strategytitle style
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• What are the brands insights or DNA?
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10. Creating the Strategytitle style
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• What culturally resonates with a brand’s audience
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11. Creating Culture Around a Brand
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Culture of the Brand Communication
Brand culture and all of its
elements
Culture
Social, Media, Influe
ncers & Bloggers
Content
Culture
Digital
Experiential
Influencers
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12. Building the Campaign style
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13. What Makes a Master title style
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14. What Makes a Master title style
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• Connecting With Culture
• Creating a Moment
• No Brow
• Phasing a Launch – no brow in action
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15. Connecting with Culture style
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16. Creating a Moment title style
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17. No Brow Campaign Roll style
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18. Phasing edit Master title style Action
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PR Strategy
‘Grow awareness of ABSOLUT London, by owning London Creativity and starting conversations with audiences’
Purchase
End March - April
Raise mass awareness of
the on-sale date in
Sainsbury’s in mainstream
media and communities
Style
& Status
Announce
End Feb – Early March
Announce main site experience
and the character animation
amongst style and status
communities
Early Adopters
& Crusaders Hype
End Jan – Early Feb
Build hype around ABSOLUT
London and Jamie Hewlett
collaboration amongst early
adopters, opinion formers and
crusaders
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19. Phasing edit Master title style Action
Click to a Launch - No Brow in
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20. Phasing a Launch – title style
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action
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21. Managing the Account
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Quarterly Daily
Quarterly Daily Daily
Quarterly
all agency news coverage
evaluation
planning briefings updates
Monthly Weekly
Monthly All agency Rolling Weekly PR
Status meeting across status meeting
meetings all activity report
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22. Evaluation
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SOCIAL MEDIA IMPRESSIONS.
SHARES.
NEW LOYALISTS.
CONTENT VIEWS.
W PROPERTY PARTNERS GLOBALLY
MARKETING CREATIVE PARTNERS.
INNOVATIONS INTRODUCED. xx%
DRIVE TO WEB. INCREASE
INFLUENCER WORD-OF-MOUTH.
PR
PRINT AND ONLINE CIRCULATIONS.
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23. Example Output
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W Hotels AWAY We Stay
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Questions?
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26. Training workshops to build your
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knowledge further
• Introduction to PR Strategy and Planning
Campaigns
• Planning and Managing PR Campaigns
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Thank you for attending, please complete
the online evaluation form.
Find out more at cipr.co.uk/fresh
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