Public Relations

Strategic Planning, Campaign Outline

At the Walton Group, we use several tools to help us guide our clients through various problem solving and marketing campaigns. Such tools help channel creativity and enhance our success in delivering strategic, action-motivating messages to our client’s target markets.

The following is an outline that we use with each of our clients.

Research

• Background:

• Situation Analysis

• Central Core of Difficulty

• Preliminary Identification of Publics and Resources

Planning

• Campaign Goal and Objectives (s):

• Key Publics Targeted

• Message Design

• Strategies

• Tactics

• Calendar

• Budget

Communication

• Communication Confirmation Key Public Self-Interests Influentials Strategy Tactics Message

• Evaluaiton

• Evaluation Criteria Evaluation Tools