Research

One of the core campaign steps, research finds information through focus groups, interviews and existing published sources to create a baseline that can be measured against and used to compare results with.

Objectives

Overcoming obstacles, challenges or problems is accomplished through SMART goals.

• Specific: Make them clear and well-defined.
• Measurable: Quantify them so they can be measured.
• Attainable: Look at the possibilities and make them personal.
• Realistic: Use what you have available to make them doable.
• Time: Set up milestones that are reachable.

Publics

Efficient communication of the campaign requires knowing your public and their attitude toward your business, products and services so that key messages can be tailored appropriately.

Tactics

Planning what you want to say is messaging and deployment of tactics is strategy. Once both of these elements are secured, specific tools are used to meet your campaign objectives. Some of the tools utilized include:

• public service announcements (PSAs)
• op-ed articles
• press conferences
• special events
• trade shows
• community meetings
• quarterly newsletters
• annual reports

Timeframe

Allocation of time permits proper coordination and execution of campaign tactics. Additionally, it takes into account any deadlines or editorial agendas that may alter campaign tactics and objectives from transpiring.

Evaluate

Contrary to popular belief, evaluation is an ongoing process and it's vital to learning what parts of the campaign were successful and what parts were not. Evaluation adds value to the campaign and allows adjustments when needed to refocus and meet goals.