Chapter 51: Detailed Campaign Planning Worksheet

Key Takeaways - Structural foundation: Use this worksheet to ensure all vital elements are considered during planning. - Research-driven strategy: Focus on analysis to identify unique opportunities for your brand. - Consistency: Align PR efforts with broader organizational goals.

This worksheet is designed to guide you through the process of building a comprehensive Digital PR campaign.

Step 1: Brand Research

Define your industry, key offerings, and Unique Value Proposition. Document your current digital footprint, including website traffic, social media presence, and recent media coverage.

Step 2: Competitive Analysis

Identify three key competitors and perform an audit of their media coverage, social engagement, and search rankings. Use this to identify gaps where your brand can win.

Step 3: Reputation Research

Analyze current customer sentiment from reviews and social media. Identify the core messaging themes that currently define your brand and any gaps in your positioning.

Step 4: Opportunities

Identify brand milestones, innovations, and social impact stories that are PR-worthy. Look for specific thought leadership and community engagement opportunities.

Step 5: Idea Generation

Brainstorm ideas that integrate social virality, influencer collaboration, and industry leadership. For each idea, identify the potential digital outcomes.

Step 6: Integrated Execution

Outline your strategy for media relations, influencer partnerships, and social engagement. Define your response plan for potential risks and your specific KPIs for measuring success.

DPRI CONNECTION

This worksheet turns the theory of the DPRI Method into a practical process. By following these steps, you ensure that your creative ideas are rooted in data and tied to the 22 digital outcomes.

Next: Strategy requires schedule. Chapter 52 provides a Content Calendar Template to organize your daily communications.