Pr Strategic Planning Matrix

Front 1

1. BACKGROUND definition

Back 1

Preliminary overview of the problem or opportunity.

Front 2

2. SITUATION ANALYSIS definition

Back 2

A redefined, finalized statement of the problem

Front 3

1. BACKGROUND parts

Back 3

a. What you now know
b. What you still need to know to fully deal with the situation
c. A list of potential key publics (whose action is required for your success)
d. Potential key intervening publics (who can best influence key publics for you)

Front 4

2. SITUATION ANALYSIS parts

Back 4

a. A restatement of the problem after synthesizing available information and getting input from the professor or making assumptions about what you need to know.
b. A list of any potential difficulties or related challenges or issues you identify.

Front 5

3. CORE PROBLEM definition

Back 5

A one-sentence statement of the cause and consequences

Front 6

3. CORE PROBLEM parts

Back 6

a. The primary obstacle to be overcome for you to succeed (This is generally an attitude or perception to be overcome and not a restatement of the problem)
b. The potential consequences of not overcoming that obstacle

Front 7

4. GOAL AND OBJECTIVES definition

Back 7

What you need to accomplish for your communications campaign to succeed. Both are RESULTS, not actions

Front 8

4. GOAL AND OBJECTIVES parts

Back 8

a. Goal: The one, generally stated result the organization wants to achieve
b. Objectives: The Communications results, each one measurable and with a specifically stated deadline, that will help you reach the goal

Front 9

5. KEY PUBLICS AND MESSAGES definition

Back 9

Who you need to reach, what concerns them about your issue, and what you'll say to them to win them over

Front 10

5. KEY PUBLICS AND MESSAGES parts

Back 10

a. The name of each targeted key public (at least three or four)
b. The driving self-interests or concerns each of those publics has about your issue.
c. The messages you'll communicate (first-person) to answer those self-interests (with persuasive arguments or evidences) to help win over each public

Front 11

6. STRATEGIES AND TACTICS definition

Back 11

Explanations of who you plan to communicate with, how you plan to reach them, and what you will attempt to get them to do

Front 12

6. STRATEGIES

Back 12

A one-sentence statement for each targeted public, including all three of the following elements
a. The name of each key public you plan to reach
b. What you want that public to do that both accommodates their self-interests and helps you achieve one or more of your stated objectives
c. The general categories of communications channels you'll use to reach this target public (mass communications, face-to-face, personal, etc.)

Front 13

6. TACTICS

Back 13

The specific communications tools you will use to reach this particular public (speech, newsletter, TV news story, etc)

Front 14

7. CALENDAR definition

Back 14

The sequential timetable for your campaign. The intent of this step in the strategic planning matrix is not only to identify when all tactics will be implemented in your campaign, but to establish clearly the relationship between them. For example, the logic of which tactics precede others, which need to overlap, and how long each one is to be utilized compared to the others.

Front 15

8. BUDGET

Back 15

What you estimate your campaign will cost.
a. The specific quantity and unit cost of each tactic (e.g. 5000 flyers @ $.10 each)
b. The total cost of each tactic and the grand total cost of the campaign

Front 16

9. COMMUNICATIONS CONFIRMATION

Back 16

Double-check of three key steps of your plan. This is a way to quickly evaluate the logic and accuracy of the decisions you've made in completing steps four, five and six from the ten steps of the matrix

Front 17

10. EVALUATION definition

Back 17

How you'll determine whether your campaign succeeds or fails

Front 18

10. EVALUATION parts

Back 18

a. A list of all the communications objectives you set for your campaign, each one restated exactly as it first appears in the Goals and Objectives (section 4)
b. I.D. of the tools you'll use to measure the success or failure of each objective