As August draws to a close, it’s time to bid farewell to the holiday season and hope that the sun shines just a little bit longer before the winter chill sets in. September is looming, and that means it’s back to school and time to get planning for 2018. Although 2018 seems a fair way away, you do only have around 100 days left to think, research, plan, budget, negotiate and get the team revved up for a cracking start to the New Year – and you have to do all of this on top of your normal day-to-day tasks. So, it’s never too early to get your 2018 communications plan sorted.
Feeling overwhelmed? Here’s some help. I’ve put together a few starting questions to ask yourself that will help you shape up your 2018 communications plan. As you may know, Firefly likes to work in four phases: insight, planning, delivery, and evaluation. These questions address five things to consider at each phase, and their answers will give you a skeleton communications plan to build on.
- How effective has the entire communications effort been this year?
- How did communications efforts relate back to and help business goals this year?
- How is your business or brand perceived among the target market?
- What are your competitors doing better or worse than you?
- What communications could your business or brand do better or differently to reach its target market?
- What are the needs of the business, and how will the communications plan aid them?
- What does ‘effective’ communications mean to you and how can you measure it?
- What communications tasks do you need to do so you can be effective?
- What market share or share of voice do you need so you can be effective? What creative ideas will help you stand out from the crowd?
- What do you want your target market to think about your business or brand?
- What is your ‘kapow’ factor and will your communications stand out, against competitors?
- How will you allocate communications tasks within your allotted time or budget restraints?
- What key news items or events do you need to factor into your timeline of activities?
- Who will be responsible for executing each communications activity?
- How often will you re-evaluate your communications delivery plans?
- What was good and bad about your communications measurement in 2017?
- How could measurement be improved going forward?
- Which current KPIs or goals need to be reconsidered or adjusted for 2018?
- Which new goals and KPIs in 2018 do you need to support the broader business goals?
- Will the achievement of your goals and KPIs in 2018 means achievement of your broader business goals?
Sometimes an outside perspective can go a long way into creating a fresh and effective PR plan – from insights you may not have spotted to new creative ideas. You can use these other blogs our Firefly team have previously penned for our website as more inspiration:
If after that you are still unsure, please call in the experts. We can help with planning requirements on a project basis, and there’s no obligation whatsoever to engage us for the delivery of that plan. Get in touch at firstname.lastname@example.org.
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