IMC Plan

 

Integrated Public Relations and Marketing Communications Plan

 

An Integrated Public Relations Plan is comprised of four major parts:

1.     Market Research

2.     Plan

3.     Implement  (Collateral material and media kit)

4.     Evaluate Results

 

The first part of the plan is Market Research.  This requires developing a marketing related business situation analysis.  From this, the marketing campaign objectives are defined and the target publics for this campaign are identified.

 

The second part, the Plan Implementation Strategy, involves creating your strategic message, identifying media and communication channels and creative delivery tactics.  The strategic message is used to create a clear, concise theme or statement to give focus and unity to your campaign.  Identifying media channels involves identifying the most appropriate mass media and or specialized media mix to reach the target publics.  In integrated public relations, this includes the information about both your company’s website and media kit.  Creative delivery tactics refers to creative tactics and approaches that involve your target publics in some activity so that they have an increased understanding of your product, service and/or brand and are moved toward positive action.  This is all incorporated as a part of the budgetary dollars that your firm has allocated for this campaign.

 

The third part of the plan is the actual Implementation, which also involves a timetable or schedule of key actions and events that support the ongoing integrated campaign.  The fourth part of the plan refers to evaluating the results of the campaign.  This involves looking at the ongoing effectiveness as well as overall outcomes and results of the campaign.  It also involves looking at your Website’s performance and usage analysis as a means of providing ongoing measurement and feedback.

The forth part of the plan includes effectiveness evaluation, metrics analysis and ROI.  It also includes making necessary modifications and adjustments, as business environments are dynamic and changeable.