Posts tagged ‘Communications Plan’

Preparation is Key to Taking Advantage of Opportunities in Media Relations

It is sometimes assumed that the development of a communications plan is similar to the production of a play, in which the public acts as the audience. In reality, much of the work involved in public relations can be reactionary and unpredictable in nature. It is not unusual for members of Congress to determine their strategy and their message by reviewing the daily news and then deciding how they will respond to a particular issue.

Boo!
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The best work in public relations involves the creation of great plans and the adaptation of those plans based on changing circumstances. The best way to take advantage of opportunities is to prepare for opportunities in advance. Every sphere within the world of Washington public relations has its own distinct set of possible circumstances that determine the best methods for advance preparation.

Generally, the best all-in-one approach to preparing for opportunities to is to be certain you have good resources and contacts in place. This will allow you to capitalize on Media Relations Handbook, by Bradford Fitchthem whenever the need arises. This could mean reaching out to reporters you might not call regularly or compiling press contact lists that might not involve your primary subject area. Even though these actions might be outside your day-to-day work, they could prove crucial if conditions change.

In some cases, it might be better to allow some opportunities to simply pass by rather than attempt to capitalize upon them. The degree to which your operation is cautious or aggressive regarding opportunities will typically be determined by the personality of your principal or organization. Be on the lookout for opportunities that are worth pursuing. Ultimately, you must ask yourself whether the opportunity is close to your mission and whether the opportunity warrants changing your plans in order to pursue it. What are the costs if you should decide to pursue it? Will you be able to effectively pursue the opportunity during the short-term nature that is offered by the news cycle? Finally, determine the likelihood that you will receive positive media coverage as a result.

To learn more about the best ways to take advantage of opportunities as they arise in public relations, consider TheCapitol.Net’s Advanced Media Relations Workshop.

Reference: Media Relations Handbook, by Brad Fitch, Section 3.11 Taking Advantage of Opportunities

For more information about media training from TheCapitol.Net, see these resources:

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Creating a Communications Plan

One of the earliest tasks of many new press secretaries and communication directors is the development of a communications plan. A large portion of early reviews, research and interviews will result in the development of this plan. Without the presence of such a plan, any proactive press work is virtually impossible.

If we were wooden models...
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In some instances, you might enter a situation in which a communication plan is already in place. In this case, your main responsibility would be to assist in implementing that plan. If you are the only or the senior press liaison, you will likely be expected to deliver the message along with drafting the plan.

It is important to first consider the message you wish to convey when you are drafting a communications plan. You also need to take into consideration the strategic goals of your principal or organization as well as the tools available to you for communication. Communication goals may be associated with a time line. This could be a legislative calendar, an election campaign, or some other series of important events.

Communication plans should never be created from a sheer void. Recognize the individuals involved when you are considering the specifics of internal politics. It is also important to take into consideration the people who may need to review and approve the communications plan for it to become a reality. Media Relations Handbook, by Bradford Fitch

Developing a strong communications message can be one of the most difficult aspects of the job of the public relations professional. Ultimately, your goal is a message embodied in a clear and concise statement that makes a connection with your audience in a way that is meaningful and valuable. In marketing, the message for a product is summarized in a slogan or advertising.

The communication plan you develop will define the organization, agency or person you represent in the mind of the public. When developing your communication plan, remember that messages fall into two broad categories: strategic messages and campaign messages.

Strategic messages are often broad in theme and feature an overarching set of principles that are used for guiding and shaping all communications.

Campaign messages are a subset within a strategic message. The campaign message has a time limit and is often defined by a measurable outcome.

To find out more about developing an effective communication plan, consider TheCapitol.Net’s Advanced Media Relations Workshop.

Reference: Media Relations Handbook, by Brad Fitch, Section 1.14 Creating a Communications Plan, and Section 3.2 The Message.

For more information about media training from TheCapitol.Net, see these resources:

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