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How can you align your media plan with your organization's goals?

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A media plan is a strategic document that outlines how you will use different media channels to communicate your messages to your target audiences. It is an essential tool for any public relations campaign, as it helps you align your media activities with your organization's goals, objectives, and budget. In this article, you will learn how to create a media plan that supports your organization's vision and mission, and how to measure its effectiveness.

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José Luis Gilvonio López

Supervisor de Medios 360
Yazan Radaideh

PR & Communications Strategist | Storyteller Elevating Brand Visibility & Reputation | Media Relations Expert | Crisis…
Nigar Mehdiyeva Garajamirli

Deputy Head of Media, PR and Communication Department - State Oil Company of the Republic of Azerbaijan (SOCAR)

1 Define your media goals

The first step in creating a media plan is to define your media goals. These are the specific outcomes that you want to achieve through your media activities, such as increasing awareness, generating leads, building trust, or influencing policy. Your media goals should be SMART: specific, measurable, attainable, relevant, and time-bound. They should also be aligned with your organization's overall goals and objectives, and reflect your brand identity and values.

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Yazan Radaideh

PR & Communications Strategist | Storyteller Elevating Brand Visibility & Reputation | Media Relations Expert | Crisis Management Leader | Driving Impactful Narratives for 10+ Years
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In today’s competitive and busy marketing landscape, media planning is essential. Marketers need to serve consumers with the right message, at the right time, on the right channel in order to see engagements. Media planning is where marketers determine what these “rights” are.

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2 Identify your target audiences

The next step is to identify your target audiences. These are the groups of people that you want to reach and influence with your media messages. You should segment your target audiences based on their demographics, psychographics, behaviors, and media preferences. You should also research their needs, challenges, interests, and pain points, and how they relate to your organization's offerings. This will help you tailor your media messages to resonate with them and address their concerns.

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José Luis Gilvonio López

Supervisor de Medios 360
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Este es un punto clave ya que la selección correcta del 'buyer persona' determinará en gran medida los canales/medios a utilizar en la campa?a y tener puntos de contacto claros para la campa?a. Con herramientas como por ejemplo 'TGI', se puede hacer un zoom y saber en qué momentos del día utilizar cada medio e incluso crear mensajes adoc.

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Yazan Radaideh

PR & Communications Strategist | Storyteller Elevating Brand Visibility & Reputation | Media Relations Expert | Crisis Management Leader | Driving Impactful Narratives for 10+ Years
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The media plan must understand consumers at a granular level to determine what types of messages resonate with them, requiring in-depth marketing analytics and an omnichannel measurement solution

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3 Select your media channels

The third step is to select your media channels. These are the platforms and outlets that you will use to distribute your media messages, such as newspapers, magazines, TV, radio, social media, blogs, podcasts, or webinars. You should choose your media channels based on your media goals, target audiences, budget, and resources. You should also consider the strengths and weaknesses of each channel, and how they complement each other. For example, you might use a mix of earned, owned, and paid media to maximize your reach and impact.

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Yazan Radaideh

PR & Communications Strategist | Storyteller Elevating Brand Visibility & Reputation | Media Relations Expert | Crisis Management Leader | Driving Impactful Narratives for 10+ Years
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There are a variety of online and offline channels for marketers to choose from. We must use the information gathered in the research and goal-setting phases to determine which channels will drive success.

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José Luis Gilvonio López

Supervisor de Medios 360
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La etapa de selección de medios debe considerar cuáles pagarán, de qué forma se utilizarán los medios propios y con creatividad y el equipo de RRPP definir cuales serán medios ganados. Un punto importante es que todos los mensajes tengan una base omnicanal. De acuerdo al tipo de campa?a que se necesita, los medios seleccionados deberán cumplir una serie de kpis, por ejemplo, si vamos a lanzar un producto nuevo de consumo masivo, el objetivo primario sería generar alto alcance en corto tiempo, donde TV y digital serán los medios clave.

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4 Create your media content

The fourth step is to create your media content. This is the material that you will produce and share through your media channels, such as press releases, articles, videos, infographics, podcasts, or webinars. Your media content should be relevant, engaging, informative, and persuasive. It should also be consistent with your brand voice and tone, and reflect your key messages and value proposition. You should also optimize your media content for SEO and social media, and include clear calls to action.

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5 Implement your media plan

The fifth step is to implement your media plan. This is the process of executing your media activities according to your media plan. You should follow a detailed timeline and budget, and assign roles and responsibilities to your team members. You should also monitor your media performance and adjust your media plan as needed. You should also communicate regularly with your stakeholders, such as your clients, partners, sponsors, or media contacts, and build long-term relationships with them.

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6 Evaluate your media results

The last step is to evaluate your media results. This is the process of measuring and analyzing your media outcomes and impact. You should use various metrics and tools, such as web analytics, social media analytics, media coverage reports, surveys, or interviews, to track and quantify your media results. You should also compare your media results with your media goals and objectives, and identify your strengths and weaknesses. You should also report your media results to your stakeholders, and celebrate your successes and learn from your failures.

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José Luis Gilvonio López

Supervisor de Medios 360
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Toda acción que se haga para una campa?a debe medida, porque lo que no se mide no se puede mejorar ni determinar si ha sido efectiva o no la compra. Actualmente todas las acciones digitales se pueden medir de forma sencilla, y ya hay sistemas que miden la atribución de la compra en medios tradicionales como Tv, cable e incluso radio. Lo mejor es llevar un seguimiento de resultados de cada campa?a y además de tener un bench, definir aprendizajes para mejorar los resultados constantemente e incluso probar innovaciones.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Nigar Mehdiyeva Garajamirli

Deputy Head of Media, PR and Communication Department - State Oil Company of the Republic of Azerbaijan (SOCAR)
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A media plan is a strategic roadmap that helps organizations maximize the impact of their advertising efforts by selecting the right channels, allocating resources effectively, and continuously refining their approach based on data and results. Each media plan is tailored to the specific goals and target audience of the campaign.

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How can you align your media plan with your organization's goals?

1

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3

4

5

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1 Define your media goals

2 Identify your target audiences

3 Select your media channels

4 Create your media content

5 Implement your media plan

6 Evaluate your media results

7 Here’s what else to consider

Public Relations

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How can you align your media plan with your organization's goals?

1

2

3

4

5

6

7

1 Define your media goals

2 Identify your target audiences

3 Select your media channels

4 Create your media content

5 Implement your media plan

6 Evaluate your media results

7 Here’s what else to consider

Public Relations

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