Strategic Media Planning

By the end of this training seminar, you will have learned how to:

• Understand metrics of audience measurement and media accounting;
• Allocate a media budget across digital and traditional media
• Access and use media data to develop strategic media objectives
• Apply research techniques to the understanding of audience segmentation, targeting and positioning
• Understand stakeholders’ habits and attitudes towards media
• Place stories that earn free editorial space

COURSE CONTENT:

Media Trends Analysis

• The impact of digital media
• Changing consumer habits and attitudes
• Using secondary sources of media data.
• The rise of Direct to Consumer post Covid 19 – Search Engine and Email marketing
• Content Marketing and Relationship Marketing
• POEM – Paid, Owned and Earned Media

Auditing your communications

• Reviewing your channel output
• Assessing the effectiveness of your channel mix
• Stakeholder analysis
• Competitor communications analysis
• Analysing messaging across the organisation

Developing a Media Strategy

• Audience mapping
• SWOT and PESTLE analysis
• Setting SMART objectives and KPIs
• Brand positioning, tone and promise
• Build successful campaigns
• Message and content development

Planning Your Media Mix

• Marketing Communication
• Multi-channel strategy development
• Bringing your call centre/service hub into alignment
• Creating an editorial calendar
• Media buying
• Selecting and using agencies

Media Measurement and Action Planning 

• Executing on your media plan.
• Evaluating the results
• Developing a suite of metrics including free tools
• Action Planning
• Planning models

FOR WHOM:

Public Relations managers, Supervisors, Officers and Others who perform related functions both in public and private sector

TRAINING METHODOLOGY

The training methodology combines lectures, discussions, group exercises and illustrations. Participants will gain both theoretical and practical knowledge of the topics. The emphasis is on the practical application of the topics and as a result participant will go back to the workplace with both the ability and the confidence to apply the techniques learned to their duties.