Key points and analysis of public relations and marketing plan!

"Marketing planning" is a relatively vague position in many companies, but at the same time it is a very clear function. Its main work content is to plan business and sales strategies, or to seek feasible market sales environment construction and implementation strategies based on business strategies.

Public relations marketing planning is based on the principles of public relations, using public relations skills and strategies to plan various creative public relations activities aimed at the smooth flow of corporate marketing channels. Its ultimate goal is to achieve a win-win situation for the company and the public.

Public relations and marketing planning characteristics

Creativity

The subjective and objective situations of different enterprises in the market may differ, but the goal orientation of public relations and marketing planning is social public relations and creative thinking, which can produce the effect of standing out in the market through the combination of traceable public relations professional capabilities and planning creativity.

Complexity

The reason why public relations and marketing planning is so complex is that it involves the integration of many disciplines such as public relations, marketing, planning, sociology, marketing, psychology, etc., and it also requires the collection, analysis, research and refinement of a large amount of information.

Predictive

Through the analysis and research of corporate public relations and marketing information, we can find the development laws and conditions that the company must have, and formulate feasible plans based on the research results.

Systematic

Formulate systematic functional planning based on the objective internal and external conditions of the enterprise, connect and coordinate the internal and external relationships and businesses of the enterprise, and integrate various resources for planning.

Objectivity

Different from other planning work, public relations and marketing planning needs to maintain objectivity towards the public and carry out planning work based on the actual situation of the enterprise. Although the subjective cognition of planners will affect the plan, as long as objectivity is maintained at the public level, it will not deviate from the direction or scope required by the plan.

Note: In reality, the marketing planning needs of most companies are actually the tasks of public relations marketing planning. Due to the vague understanding of the relationship between marketing and public relations, the job responsibilities and functions are confused, which not only affects the development and growth of the company, but also hinders the promotion and development of planners.

Principles of public relations and marketing planning

Feasibility

Based on the company's market research, analysis is conducted and overall planning and strategies are formulated to achieve the company's strategic goals, so the feasibility of the plan, human resources, financial resources, etc. must be guaranteed. We should also draw on the principles and methods of related disciplines and use feasible advanced means to assist in the implementation of the plan to improve efficiency and accuracy.

Benefits

To achieve the maximum economic benefit with the minimum cost investment, the budget is an important part of the plan. Optimize resource allocation and reduce cost expenditure while ensuring marketing results, so as to achieve the economic effects expected by corporate development goals and plans. A public relations and marketing planning team composed of public relations and marketing experts, or entrusting a consulting company to complete relevant planning content, are both guarantees for the effectiveness of program implementation and corporate benefits.

Timeliness

According to the actual situation of the market and the enterprise, how to seize the opportunity in the planning scheme to seek the best results, shorten the planning time as much as possible to gain market opportunities. Therefore, the public relations and marketing planning scheme should maintain a concise planning style and clear strategy description. Utilizing network technology and efficient information management systems to establish an efficient information processing system can effectively improve the effectiveness of planning work and reduce the risks brought about by creativity or unfamiliar areas.

Holistic

Public relations personnel with a global concept can clearly interpret each level of the plan from different perspectives based on subjective and objective conditions in the long-term marketing pattern. The planning content should also include the work connection arrangements of relevant departments, forecasting and contingency mechanisms, as well as coordinated operation arrangements in terms of corporate strategy and management system, to form a complete planning scheme that is detailed, clear, concise and competitive.

Note: The success of a plan is not determined by creativity or sudden inspiration. The key to a plan’s success lies in whether the plan is designed according to principles, and requires planners to fully understand the company’s public relations goals and strategies, as well as the objective laws that exist in the market.

PR Marketing Plan

1. Strategic design part

Market research

Comprehensiveness : fully investigate all factors that affect the forecast results and present them with multi-angle and multi-level data information to provide effective reference for planning and formulating plans.

Objectivity : The implementation of investigation activities must adhere to the basic requirements of neutrality, objectivity, and truthfulness, and avoid subjective or biased behavior to ensure the availability of data information.

Timeliness , collect as much information as possible in a short period of time. The market situation changes rapidly, and planners should seize the best opportunity to plan and implement corresponding plans.

Market Analysis

Based on the market positioning in the marketing strategy, analyze the public demand for products in the target market. On the premise of achieving improved public satisfaction, the company leverages its own strengths to match public attitudes, tendencies, and interests, and explores more potential basic public needs.

Market Forecast

Predict the unknown or uncertain factors that may exist in future operations and decision-making, and determine the goals to be achieved, the target audience, the plans for each time period, and the scope of influence in the target market. Use quantitative analysis methods to establish a forecasting model based on the changing trends of data, and then compile a corresponding forecast summary, and clearly explain the indicators, information sources, and forecast results in the summary.

l SWOT strategic analysis

First, list the company's strengths and weaknesses, opportunities and threats, and then match the two groups of content to form corresponding strategies for the four quadrants of advantage opportunities, disadvantage opportunities, advantage threats, and disadvantage threats. From each strategy, select a strategy or combination of strategies that meets the current strategic needs of the company.

lDevelop a plan

Write a public relations and marketing plan based on market demand, target market conditions, and a determined marketing mix. Its contents include clarifying market objectives and making systematic plans for product appearance, packaging, sales channels, advertising, etc., linking the needs of the public in the target market with the company's service plans to establish a satisfaction management system, and then integrating and deploying the company's available resources. Finally, a well-structured public relations and marketing plan is made based on the company's own conditions and market environment dynamics.

summary:

Most public relations and marketing planning programs are organized based on the above content as the main framework. When the company's senior management can understand the public relations and marketing goals and plans, they will conduct a strategic planning comparison of the information covered in the market forecast part, and then review whether the specific plan content is feasible, and whether it can effectively integrate the company's existing available resources and give full play to the company's competitiveness to gain market share.

In the plan formulation part, planners will give quarterly or monthly phased implementation plans, which include specific cost inputs and comprehensive statistics. Planners should ensure that this part of the content is presented in a clear and easy-to-understand manner so that decision makers can clearly understand whether the specific investment-to-output ratio forecast is reasonable. If all aspects are considered and the cost estimate is reasonable, the approval rate of the plan will be significantly improved.

2. PR and marketing integration

Media Strategy

Based on the information acquisition habits and consumption tendencies of the public in the target market, select a media combination that can play a role and deliver it in the appropriate coverage area and display time. At the same time, due to the selection of communication objects, information forms, publicity interaction modes, etc., the specific amount and frequency of delivery must also be considered based on the company's public relations and marketing goals and investment costs.

Integration strategy

The integrated strategy covers all aspects of a company's business development, including brand, product packaging, service provision, market pricing, sales channels, promotional mix, personnel management, etc. The core of the integrated strategy is the three parts of product, pricing and promotion.

Product strategy , such as a company using a core product to drive all product clusters, forming a competitive advantage in the market, and concentrating the company's available resources on the core product to the maximum extent possible;

Pricing strategies , such as reducing or raising prices, can influence the market, but the premise is that the product has sufficient market influence. Enterprises must also consider the impact on their own profits, development space, market share, quality goals, and other aspects, as well as the impact on market demand, competitive environment, cost and other factors.

Promotion strategy is a promotion model in which companies use advertising, activities, business promotion, and public relations to disseminate product-related information to the public and stimulate potential public purchasing desire and behavior. It is necessary to deliver relevant information to a large number of people in the target market through personal promotion and mass communication at the same time. Combined with methods such as display, gifts, experience, and sales, it can provide the public with a clearer and more effective consumption environment and supporting services. The implementation of promotions in a good public relations and marketing plan can also help enhance the brand's reputation and popularity.

Public Strategy

Whether or not the psychological needs of the public can be met is the key to public relations and marketing planning. Catering to the public psychology and cultivating loyal customers are also its main task objectives. Companies can effectively influence the relationship between loyal customers by improving their brand awareness, product quality, improving services, enhancing consumer convenience, and strengthening public communication. For example, companies can establish a true VIP management system for their customers, push exclusive policies to them during special periods, send them gifts by mail, send holiday greetings, and anniversary care, and other relationship maintenance methods that can be combined with their own effective implementation. This will enable customers to feel the company's attention and concern, and receive advantageous treatment or convenient channels that are different from other members of the public to a certain extent, all of which will promote the improvement of customer loyalty.

summary:

This part is the specific strategy implementation part of the public relations and marketing planning program, in which the media strategy clearly tends to be in the direction of integrated marketing communication, and is the key to the combination of public relations communication and marketing analysis. The integrated strategy demonstrates the planners' understanding of the company and market conditions, as well as the accumulation of marketing capabilities. Public strategy is the key part in the combination of public relations planning and marketing planning. It is the strategic part designed to truly achieve the goal and can reflect the ideas and feasibility of the overall plan.

Generally speaking, the planning proposal will intersperse this part of the content into the strategic design part, especially focusing on the plan formulation part. Many planners are also accustomed to using the first few small parts as a prelude to show the reviewers in advance the extent of their understanding of the company and the market, and clearly indicate the specific planning ideas and goals in the front. In the specific strategies and implementation plans, the time sequence and estimated costs will be the logical main axis, so that the reviewers can easily understand the subtleties of the creativity in the strategy and implementation process.

Summarize

Public relations marketing planning is a planning work guided by public relations ideas. It is essentially quite different from marketing planning work. Public relations pays more attention to the psychological distance between enterprises and the public, and also pays more attention to how the public can receive information disseminated by enterprises more conveniently and efficiently. It is a combination planning method based on equal communication and win-win situation between both parties to achieve long-term market influence enhancement and create economic benefits.

Someone asked the author why he didn’t just use the marketing plan? Directly achieving improved economic benefits is the result that corporate executives want! This view is not wrong, especially in small and medium-sized enterprises, where senior managers have an obsessive obsession with achieving KPI targets. However, with the market changing at an increasingly rapid pace, how many small and medium-sized enterprises have truly experienced the bottleneck period that can affect the life and death of the enterprise? There are fewer and fewer options, the customer management model is improved, the marketing team is "calculating everything", the budget is sufficient but the results are not good, and harmonious data is easy to make but difficult to break through the bottleneck. Only entrepreneurs and followers who have experienced it can understand.

The reality is that some people find ways to break through and survive, some people fall before finding a way, and some people are still wandering in the fog of bottlenecks.

Author:Leon360k

Source: PR Home