Effective Planning of Media Campaigns

The programme 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.

This programme 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 programme demonstrates how media can be a key element of business strategy through coherent and focused campaigns.