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Effective Planning of Media Campaigns
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- Effective Planning of Media Campaigns
Overview
Course Outline
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Sustained media campaigns can help drive strategic organisational change, build public perceptions and drive reputation with key stakeholders. Well-planned and executed campaigns are a cost-effective means of changing perceptions and increasing stakeholder value for an organisation.
This powerful program employs a problem-solving approach to designing media campaigns. By closely aligning the campaign with core business priorities and project objectives, campaign design reinforces key messages and the organisational strategy. Participants will develop the skills to design, plan, cost, deliver and evaluate campaigns using the full range of media and channels. Case study examples, both in print and video, will be used throughout.
Action planning in the workplace, which puts ideas into action, is a key feature of the program.
The program emphasises the following competencies:
- To examine the range of media campaigns and the purposes that they can achieve.
- To develop a problem-solving approach to match media campaign strategy to business objectives.
- To plan media campaigns to meet needs, setting clear objectives with behavioural outcomes and measurable results.
- To examine a wide range of successful campaigns to judge the differing strategies and use of channels and media.
- To learn how to evaluate media campaigns to demonstrate success to the business and to develop campaign methodology.
- Problem-solving methodology to match media campaigns to business objectives/priorities.
- Planning to cost, schedule, deliver and monitor campaign activities.
- Persuasive techniques to win the support of top-tier management for campaigns and convince other managers and staff to participate.
- Use of a wide range of channels and media to reach audiences in a way that will influence their behaviour. This includes e-media.
- Effective evaluation techniques to measure the impact on audiences and to monitor changes in their behaviour.
- Summarising and reporting impact on the business to demonstrate contribution to achieving organisational objectives.
Who Should Attend?
This program has been designed for media practitioners/professionals and for senior professionals elsewhere in the organisation who want to use PR/communications tools to best effect in meeting business objectives. Communicating effectively with key stakeholders is vital to the delivery of business goals. This program demonstrates how media can be a key element of business strategy through coherent and focused campaigns.
Effective Planning of Media Campaigns
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Employees of professional or formally regulated bodies are generally expected to have CPD accredited training. This type of accreditation ensures that the training is knowledgeable, informed and constantly updated. It ensures our standards as a company are kept high and consistent.
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