How to Plan a Campaign

Before you create any type of communication product, identify the purpose or goal of the communication and your audience. What problem will the campaign address or solve? What are the goals you are trying to achieve through the campaign?

• Identify the problem to be addressed or solved.
• Determine what action or behavior you hope to change.
• Specify what information you want your audience to know.
• Establish a clear SMART objective: one that is specific, measurable, attainable, relevant and time-bound.

Research your intended audience and determine who they are. Implement the political, economic, technological, legal and environmental (or PESTLE) analysis framework to help you better understand the external factors that could impact your campaign. The PESTLE analysis framework is a strategic planning method to gain contextual understanding and reduce information power threats to an organization.  

Also, consider what communication channels you plan to use to get your message out and what audience exists in those spaces. 

• What specific groups are most likely to respond to the desired message?
• Which media channels will you use to reach and influence your target audience?
• What will be the sequence and integration of media activities?

Think of traditional and digital media outlets. These can be anything from hard-copy posters and pamphlets to television, videos and social media. Consider where your audience is and what types of media they'll have access to and want to engage with.

• What outlets will you use to reach your audience?
• What does your audience have access to?
• What will the audience see in their work environment?
• What will the audience see in their personal environment?

A theme is an overarching idea or concept you plan to address. Themes are usually very short and contain one to two words (e.g., unity, deterrence, resilience). Use a theme as the basis of your messaging. Ask yourself: 

• What do you want to convey? 
• Is what you're trying to convey fun, inspirational, educational, serious, etc.?
• Will the overarching idea or concept align with a holiday or event? 

Now that you've identified a theme, it's time to think about the information you're putting out, the context in which it is presented and how you want it to be perceived by your audience. Consider what motivates them, what they connect to and what they will engage with. Brainstorm how to craft your message.

• Compose a clear and concise message or series of messages that you want to communicate.
• Create a message or series of messages that informs the audience but also motivates them to take a particular action.
• Embed factual talking points to support ideas.

Before launching your public relations campaign activities, assess your plan and make adjustments if necessary. Evaluate your campaign and make sure it meets the following characteristics of a legitimate public relations campaign. Consider whether your campaign: 

Provides free choice

• Audiences can choose what action they take. They will:
  • Adopt ideas or behaviors pushed through the campaign.
  • Adopt ideas or behaviors of another actor involved in the issue.
  • Continue what they believe in and how they act.
  • Ignore the issue altogether.
• Audiences should not be coerced into action.

Exhibits mutual benefit

• Both the communicator and audience emerge with a benefit.

Takes a multidisciplinary approach

• A campaign is not specific to mass media. Identify media outlets based on how your target audience gets their information.
• The communication plan uses theories and techniques from psychology, sociology and education.

Applies a multi-pronged approach

• Visual imagery should include products from multiple mediums, including print, photo, video, graphics, etc.