EXPERT TIPS

A robust plan can be more than a roadmap to stay on course. It can also effectively demonstrate to internal decisionmakers – from key managers to the CEO – what else should be done to support any campaign beyond the basic tactics and integrate your planned actions across functions.

Consider incorporating the following ideas into your next plan. 
 

• Strategize beyond your project: Research what other company news might be coming down the pike. Is there overlap with what you are working on? Are there synergies? Specify in your plan how you will align with other company priorities to maximize the impact of all the good news.
   

• Target a range of audiences: Even if your main objective is to obtain media coverage for a big announcement, such as FDA approval of a new drug, keep in mind that reporters are not the only ones you need to inform in a timely manner. There must be carefully crafted communications to employees, investors, medical professionals, caregivers, patients and grassroots advocates – and the plan should include detailed tactical approaches and channels for reaching each group of stakeholders. 
   

• Give your CEO a break: It’s common to rely exclusively on the person at the top for media interviews. Undoubtedly, the CEO should be front and center for the most high-profile opportunities. However, be sure to sprinkle throughout your plan the names of other key leaders who would be good candidates to recruit and coach to speak with authority on their respective areas of expertise. For example, the company’s patient advocate could discuss community-based outreach efforts to support the patient experience while the head of research and development could delve deeper into the clinical trial results and why the drug’s mechanism of action is novel. Tapping different leaders shows the breadth of talent guiding the organization.
   

• Find new avenues: Besides the usual print, broadcast and digital channels, consider including podcasts in your plan. There are more than three million podcasts, with hundreds of those focusing on the health care industry. The main advantage is the ability to offer real-time updates in a conversational way that might be more appealing to many consumers than other more formal channels.
   

• Pair communicators with different strengths: The plan should specify who will take on what roles. For example, it may seem logical to designate a media relations specialist to pitch a press announcement … and that person should definitely take the lead. However, by assigning two communicators with different expertise, such as corporate affairs and employee relations, you will gain new insights into effective messaging and the best channels to reach a broad range of audiences with appropriate calls to action. There may be other creative benefits that emerge from this approach as well.
   

• Determine what success looks like: The plan should clearly outline how you will measure the effectiveness of any campaign. Make sure to assess message penetration, tone, reach and impact, as well as engagement measures on digital media, including hits to your website, page views and new followers.

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These six tips are not intended to be all inclusive. Hopefully, they will jumpstart the way you view the often-tedious planning process and provide an opportunity to exercise your creative muscles.
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Barb Willis is a seasoned communicator who has provided strategic counsel and customized communications campaigns for several Fortune 100 companies, including Merck, Schering-Plough, UnitedHealthcare and Simon Property Group.