Implementing Campaigns for 5 Bridges

#implementation #strategiccommunication #campaigns #packaging

After strategizing, planning and researching for your campaign, you are able to begin your next step: implementation. Implementation is where your creative abilities are truly able to soar. You are finally able to design the graphics and prepare the social media posts, you have been planning for the entirety of your campaign thus far. But as with any other portion of a public relations campaign, there are plenty of strategies that goes into the development of the implementation step of your campaign. The first thing you should consider is how you are going to package your tactics.

There are several different ways to package your tactics including: by media category, by public, by goal, by objective, by department (Smith, 2021, p. 585-586).

Packaging by Media Category

This way of packaging tactics goes back to the PESO model on types of media (Smith, 2021, p.585). Organizing your tactics this way would involve grouping your tactics first by type of media it is aimed at (paid, earned, shared or interpersonal communication), then organized by publics and objectives (Smith, 2021, p. 585). This way might be important if your client is asking to see various types of campaigns (social media v. traditional journalism) for their specific publics, especially to see the different impacts of the different types of media.

• For example: Owned media is great for credibility in the predictability of the brand, while earned media is great to bring about increased brand awareness (Demirci et al., 2014). This is great to show how the different media types will accomplish different objectives.

Packaging by Public

For this type of organization, the division would go public, then goals and objectives and finally how to interact and communicate with each public (Smith, 2021, p. 585). This could be helpful for campaigns with widely varied publics. According to Kim and Grunig, the different levels of publics have different seeking action or involvement with a brand/organization, which means they will have different levels of reaction to different goals so evaluation for these varying publics should be different (Kim & Grunig, 2011).

Packaging by Goal

Organizing by goal would dictate the different initiatives necessary to accomplish each goal, and then dividing tactics from there (Smith, 2021, p. 585). Goals offer insight to the client about how you plan on accomplishing their needs, as well as big picture desires for your campaign, and using this process of packaging can be helpful to show how your tactics are accomplishing these goals (Anderson et al., 2009).

Packaging by Objective

This way is similar to the previous style, and follows the beneath graphic's process:

Packaging by Department

This type of organization is most important for segmented campaigns along with existing organizational structures, but only use it if these segmentations already coexist with the needs of your campaign (Smith, 2021, p. 586).

For Five Bridges

A campaign like the one for 5 Bridges requires some strategic insight into how to package the tactics. Our team has two main key publics, but they are very different so organization by key publics could work very well for our campaign. Especially since 5 Bridges needs help first and foremost in gaining awareness across its publics, the objectives and goals are similar enough, so packaging by public might make the most sense.

References

Anderson, F. W., Hadley, L., Rockland, D., & Weiner, M. (2009). Guidelines for setting measurable public

relations objectives: An update. Institute for Public Relations.

Demirci, C., Pauwels, K., Srinivasan, S., & Yildirim, G. (2014). Conditions for owned, paid and earned

media impact and synergy. Marketing Science Institute Working Papers Series Report No. 14, 101.

Kim, J. N., & Grunig, J. E. (2011). Problem solving and communicative action: A situational theory of

problem solving. Journal of communication, 61(1), 120-149.

Smith, R.D. (2021). Strategic planning for public relations (6th Ed.). Routledge.