Today we’re on to the second Hanson brother (see last post for explanation on this; also, I’m so sorry I’m reusing this metaphor): Planning.
Once we’ve completed a Discovery session with a new client, in which we’ve dug up every single detail we could get our hands on, we’re on to Planning phase.
That means we’re building a comprehensive strategy for our client’s PR or social media—or both.
On the PR side, that includes writing press releases, bios for members of the executive team, and fact sheets. It means compiling comprehensive media lists for every market and industry we’ll be pitching to. And, of course, it means building out a timeline and strategy for pitching, outlining each angle we’ll pitch at a given time.
During this phase, we also build out an annual calendar tagging all relevant dates (brand events, product launches, industry conventions, etc.) that we need to have on our radar. We’ll then back into those set dates to ensure that we’re pitching long lead media with enough advance notice (i.e. pitching holiday angles in July because that’s when long lead pubs are putting together those issues).
For a social media client, this phase of the process includes writing the first social media content calendar, a social blueprint, and social ad strategy and timing. We’re also developing the brand voice for social media during this time.
Once we’ve built out our strategy and have pulled together all the necessary documents, we present the plan to the client team for input and edits. At the end of the process, the client should be wholly confident and comfortable with the plan and content their agency is pushing out on their behalf.
This phase can definitely be the least sexy phase, because much of the work is done on the agency team’s laptops while they’re sequestered away at their office. But getting it right is really important, because it’s the packaged information that’s going to be public.
At the risk of sounding like an Instagram fitness influencer who’s making a week’s worth of Paleo meals: Failing to plan is planning to fail. And that’s true of our PR and SM process, too.
Related Posts: Step 1: Discovery