This is the final post in our explanation of the process that we use to meet the strategic challenges of our clients. Planning is complete, now we have to earn our fee, achieving effect through our outreach and demonstrating that effect to our clients.

Stage 5: Multi-Channel Outreach

Our planning has identified who we must speak to, the effect we want to have on them, what we are going to say and how we are going to make sure they hear us. It has also revealed the multiple channels we must use to achieve the consistency and repetition of message – crucial to achieving our effect on our target audiences.

We speak to traditional media, placing news and opinion pieces, arranging interviews, reaching out to trade press and special interest publications and putting spokespeople on TV and radio. We harness the power of the web, building in social media outreach into every one of our programs. We might mobilize supporters through grassroots, grasstops and third-party programs, as well as by leveraging satisfied customers. We might speak to business or financial analysts and investors, think-tanks, community groups, trade associations and business groups.

Phase 6: Measures of Effect

All of our clients rightly demand that we demonstrate program value over time, so we build in measures of effect at the planning stage against which we gauge success. This means we do not simply hand over a wedge of clippings and pat ourselves on the back. We make realistic assessments and weigh them against planned influence or marketing effect.

It is a no-nonsense procedure that allows us to recalibrate where necessary and show our clients that our process works. It also allows us to optimize programs over time.

So, that’s our methodology. I am planning a post that will go into more detail on effects-based planning and another that will illustrate this process in action through real life case studies. I hope you all get something out of them. Comments are welcome. (SK)