In this episode, Kelly Fletcher and Mary Beth West warn against a tactics-centric marketing / PR plan, which generally yields money ill-spent, piecemeal results and little cohesiveness with overarching business goals . . . hardly a formula for success.
Strong, strategic systems of promotional communications and brand reputation-building require marketers, the C-Suite team and boards of directors to engage in a meaningful, data-driven process. Kelly and Mary Beth reveal the critical elements.
- Kelly and Mary Beth explain:
- How Marketing / PR RFPs go wrong with prescriptive tactics seeking a price list, rather than seeking agencies that offer a research-based, strategic approach
- How to avoid misspending marketing dollars
- Ways that social media methodology requires special treatment, given how fast-moving it’s changing
- Why “the process is the product” in strategic communications development
- Timing considerations to bear in mind when seeking to develop a strategy ahead of the necessary execution timeline
- How competitive and situational analyses must factor in and how to engage input from the larger team
- What a strategic mindset looks like through the marketing / PR lens and how it can be cultivated – and making sure the PR / marketing agency delivers the goods strategically with a “fiduciary” level of care for the marketing budget
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