Kaitlyn Wynn
Packaging Tactics
Once you have thought through and planned out each aspect of your campaign, it is time to present it to the client. This part is just as important as each task completed before. Even if you have developed a fantastic campaign, a sloppy or poor presentation could hinder your relationship with the client and ultimately the faith they have in you.
Packaging is one of the most common tactics to consider when planning your presentation. According to Strategic Planning for public Relations by Ronald Smith, there are four categories of packaging: packaging by media category, by public, by goal, by objective and by department. We will go more in depth into each of these categories in a moment, as each of them will be more effective for different campaigns.
Before we jump into those, I want to note the importance of reviewing the information you have gathered for your campaign so far. Go back to the beginning, what were the original goals and expectations the client had? What did your research findings tell you? How does all of this tie into their brand? Think about those main pillars. Once that has been done, you can consider your presentation and packaging.
Now, let's get into the different types of packaging...
Packaging by Media Category
This approach focuses on outlining by media category- interpersonal communication, owned media, earned media, paid media and shared media. Make sure you indicate the relevant objectives and publics for each.
Packaging by Public
This tactic focuses on outlining the goals and objectives for each key public. It is important, in this step, to reference your primary and secondary research to ensure you are backing up the claims you make about each public.
Packaging by Goal
This tactic prioritizes the goal of the campaign and highlights the objectives and steps to be taken to complete this goal. This particular tactic may be more focused on a step-by-step approach on how to achieve the overall goal.
Packaging by Objective
This presentation tactic is similar to the one discussed above. However, with this one, you will focus primarily on one objective for the goal. Again, you will want to tie in your primary and secondary research and also give reasons for why you chose to focus on this objective.
Packaging by Department
Finally, packaging by department acknowledges that certain aspects of the strategic plan may parallel a common organizational structure. For example, divisions, programs or departments. This tactic is best utilized when the client's organizational structure is similar to aspects of your strategic plan.