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STEP 1: Assemble and Assign a Capable Team
Picture Source: http://www.inetasia.com/company/careers.html
A capable team is very important in developing a new media plan for a company or organization. An organization can choose to use internal Public Relations or hire external team to the particular new media plan in order to make the plan successfully and effectively that match the organization's goals.
STEP 2:Company and Products Analysis
Picture Source: http://www.appian.com/blog/bpm/avoiding-the-two-biggest-mistakes-in-software-tco-analysi
After assigning the team, the team should analyse the company or the products and write a report of analysis. Since it is new media plan, the team need to identify the company's new media platforms and how the people in the company use those platforms. They should also identify the internal and external stakeholders of the organizations and explain how the new media impacts on the stakeholders. It is essential for a hired external team which helping an organization to plan for new media strategies. In addition, The team suppose to evaluation the organization's current new media strategies and explain how the new media strategies can aid in the traditional business processes, which means the team need to determine how the new media used by the organization can integrate into the department of organization such as marketing, operations, human resources and logistics. Aside from that, SWOT analysis is also a key in analysis context. SWOT stands for Strengths, Weaknesses, Opportunities and Threats. Doing SWOT analysis about the company and the products enable the team understand clearly about them in order to develop a more effective new media plan that can really help the company.
STEP 3:New Media Planning
Picture Source: http://www.driscoll-brothers.com/the-importance-of-exhibition-planning/
Firstly, the team need to set new media objectives in specific and clear manner. After setting objectives, they should justify the selection on which platforms are suitable to use in order to achieve the new media plan objectives, then prepare a new media platform list upon the justification. Next, the team propose new media strategies and tactics for both internal and external stakeholders, it is the stage where preparing creative activities that can match with the objectives. After that, they need to prepare a Gantt chart as a timeline that reminding the team when to carry out those activities. Aside from that, the team has to prepare the mock or demonstration of how the platforms they used in the new media plan look like, how the platforms can function...this step is to ensure all the new media platforms can work and function well before the execution of those activities. Lastly, the team has to plan and develop the evaluation and measure methods in order to do evaluation on whether the new media plan is considered success or not after the execution.
How to make a good new media plan
1. Always adhere to new media plan objectives
All the elements in a good new media plan should often refer and stick to the initial objectives. This enable to ensure that the whole plan does not deviate from the aims and goals.
2. Good Time Management
The team should have good time management in order to make a good new media plan. What day and time should be clearly listed in the Gantt Chart.It is very important the all the members of the team to know when and who is handle which session of the new media plan. If anyone of the team does not be responsible to carry out the activities such as post a statement very late on social media which do not accord the Gantt chart, it may decrease the effectiveness of the new media plan. Thus, time management is important to make a good new media plan.
3. Follow the steps and elements of "New Media Planning” above
In order to make a good new media plan, the company or organization should follow the "steps 1- assemble and assign a capable team,step 2- carry out product and company analysis and step 3- the new media planning stage" listed above.
References:
http://www.socialmediaexaminer.com/social-media-plan-for-your-business/
http://www.businessballs.com/swotanalysisfreetemplate.htm
http://www.slideshare.net/poojagurwani/media-planning-15125260
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In this first semester of my Bachelor of Pubic Relations ( Honours) - Year 2, one of the assignments for the subject 'PR and New Media' is to create a new media plan for Dell. My assignment group follow exact the steps I share at above to do this assignment, conducts at least a meeting to discuss this assignment a week, and always update our lecturer our progress, if our lecturer has any comments and suggestions, we will amend it in order to make this new media plan good, although it is just a academic assignment. I believe that this kind of practical assignment is good for us as a PR in the future, we maybe also be assigned by the organization that we work with to develop a new media plan for the organization.
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Thank you for reading :)
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