A critical part of the action plan is to identify other supporting plans needed, e.g - media liaison strategy consisting of a detailed plan of interviews, press briefings, media/journalists to be targeted, opinion pieces, and most importantly a statement of key messages and Questions and Answers (FAQs), for communicators and writers to use.
- especially for campaigns whose objectives are to educate and inform and have a medium term to long term duration, there is a need for a positioning strategy with a clear statement of the type of brand identity to be developed, something related to objective, challenges and message.
- A distribution strategy citing a detailed plan on how the various products/services will be disseminated to the identified target audiences.
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