Strategic planning exists as one of the fundamental steps in developing a campaign. Research plays a part in the campaign as we are inclined and eager to learn more about the existing facts surrounding the campaign's purpose. However, without a strategy plan, professionals reach the desired public. This results in a failed campaign. It is vital to ensure campaigns are equipped with proper communications and actions of the organization, both responsive and proactive.
Strategic Planning for Public Relations by Ronald D. Smith defines positioning as "the process and result of managing how an organization distinguishes itself with a unique meaning in the mind of the public." When the public can distinguish the differences rather than similarities between an organization, the campaign is achieving success. This exemplifies the goal of being seen as unique and different than its competitors. When a campaign is able to set itself apart from other organizations by being "unique" and distinguishing itself, it models the root of what a campaign needs to reach its objectives and goals.
That's so Niche
As a campaign works towards identifying its particular niche, it must begin with finding the importance of your organization and how you will communicate that to the desired niche. You research your desired niche by brainstorming its features and factors which can allow the company to flourish and stand out. Many campaigns fail due to the lack of attention to their communication plans because it can be easy to just create messages and push them out with no target in sight. This is self-inflicted and can be avoided with proper planning. Public relations campaigns often fail because the brand/organization doesn't know and understand its target audience.
Ready, Set, Positioning.
A campaign that circulates its purpose and messages around the unique niche, and values the public opinions and feelings. When you value your niche, you spend time researching and planning by positioning. These steps bring forth intentionality. The more specific, the better results you can gather to meet all campaign goals met. Positioning "is fluid, and some organizations have made successful attempts to reposition themselves to keep pace with a changing environment" (Strategic Planning for Public Relations). Since we live in an ever-changing world where trends change monthly, and things come and go, professionals adjust and position their messaging as needed. Understanding the specifics of your consumers/audience and how the company wants to be perceived allows for a competitive advantage. Positioning strategies that set a brand apart are integral to an organization's success in a competitive market. Positioning strategies help you situate your brand within the market and differentiate it from competitors.
Sources:
5WPR. (2021, August 15). Ineffective PR: Public Relations Campaigns that DO NOT Work. Public Relations Blog | 5W PR Agency | PR Firm. https://www.5wpr.com/new/bad-public-relations/
Pink, D. (2022, May 17). What is positioning strategy? 4 types of positioning strategies - 2023. MasterClass. Retrieved March 16, 2023, from https://www.masterclass.com/articles/positioning-strategy#1baVbisFxjPBj5aChWb08d
Smith, R. D. (2020). Strategic Planning for Public Relations (6th ed.). Taylor & Francis.
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