Sarah Essary is a public relations professional and recent graduate from the University of Oregon. Currently interning at Frause, she is seeking a full-time career in communications. Check out Sarah’s fashion public relations blog at Consuming PR (consumingpr.com).You can find Sarah on Twitter (@consumingpr) or reach her via email at: sarah.essary(at)gmail.com.
As an intern at Frause, I had the opportunity to take part in leading a strategic planning session with a sports team looking to change their brand perception. Facilitating a strategic planning session is the key to beginning a good relationship with any new client. It enables the client and public relations practitioner to find a common ground in order to implement a successful public relations plan.
It is important to remember a few things before beginning a strategic planning session. Begin by creating an outline of what you want to accomplish during the session and clear up any questions your client may have. This will create a more comfortable and confident atmosphere for communication.
The next step in a productive strategic planning session is establishing your client’s goals and objectives. Ask your client what they believe is their main purpose for utilizing public relations. This will help you understand how to accommodate their needs over the course of the plan.
Once you understand your client’s needs it is best to assess the current market by SWOT analysis. A SWOT analysis defines the strengths, weaknesses, opportunities and threats. In addition, remember to have a conversation about their target audiences and their market position.
Wrap up the session by defining your client’s current and desired brand perception. Remember, a public relations practitioner is not only a businessperson, but an investigative journalist as well! Get to the bottom of your client’s environment and identity.
Also, ask your client if they have any more questions and be sure to address any immediate needs. It is also important to leave the strategic planning session with a sense of accomplishment and purpose.
Looking back, I am grateful to have had this experience as a young professional. Through a productive planning session and some diligent implementation, we’ve been able to meet our objectives through media coverage in print newspaper, online and broadcast media.
