Often the terms Strategy and Plan get linked together as in “Strategic Plan”.
Let’s be clear, a strategy is ‘what’ you are going to achieve and in this case needs to be integrated with your over-arching organisation’s strategic objectives.

Understanding how your external messaging through main-stream or specialist media can help you achieve your organisation’s goals is the first step to developing a successful media strategy. The strategy articulates what you want to achieve – your Media Plan is how you get there.

Your Strategy needs to consider a number of things including

• What are we trying to achieve?
• How does this align or reinforce the organisations over-arching strategic goals?
• Consistent key messages
• Audience (target audience)
• What else is happening around your issue/project
• Other risks
• Is it news?
• Consistency of message with other communications -particularly internal communications
• How will we know we have succeeded?

Your Plan needs to detail

• The right media to target – channels and platforms to align with your target audience
• Media organisations including on-line
• Other social media options
• Contacts and relationships
• Timelines and responsibilities
• Leverage of other above and below line promotions and advertising
• Specific measures

Integrate Communications has developed a number of successful media strategies which have strengthened brand value, increased sales or patronage over time and facilitated on-going good relationship building with media.

Our aim is to leave a legacy of imbedded processes and systems that leave your organisation with the tools and knowledge to better manage and integrate your on-going media strategy with you overall company strategic objectives.