Strategic Communication 101: Advertising and Persuasion - Media Planning Reach Frequency GRPs CPM targeting

What This Is

Media planning is a crucial aspect of strategic communication that involves selecting and allocating resources to reach and engage target audiences through various media channels. Effective media planning is essential for organizations to achieve their communication objectives, build brand awareness, and drive business results. For instance, during the Tylenol crisis in 1982, Johnson & Johnson's swift and transparent response, including a recall of all Tylenol products, set the gold standard for crisis communication. By taking responsibility, apologizing, and implementing corrective actions, the company was able to mitigate the damage and restore public trust.

Key Theories & Models

• Image Repair Theory (Benoit): This theory proposes five strategies to repair an organization's image after a crisis: denial, evasion, reducing offensiveness, corrective action, and mortification. The strategic implication is to choose the most effective strategy based on the severity of the crisis and the available evidence.
• PESO Model: This model categorizes media into four categories: Paid (advertising), Earned (media coverage), Shared (user-generated content), and Owned (company-controlled media). The strategic implication is to plan integrated campaigns that leverage all four categories to maximize reach and engagement.
• Reach and Frequency Models: These models help media planners determine the optimal number of people to reach and the number of times to expose them to a message. The strategic implication is to balance reach and frequency to achieve the desired level of audience engagement.
• GRP (Gross Rating Points) Model: This model measures the total audience exposure to a message, taking into account the reach and frequency of the media campaign. The strategic implication is to use GRPs to evaluate the effectiveness of a media campaign and make data-driven decisions.
• CPM (Cost Per Mille) Model: This model measures the cost of reaching 1,000 people through a media channel. The strategic implication is to use CPM to compare the cost-effectiveness of different media channels and make informed budget allocations.
• Targeting Models: These models help media planners identify and select the most relevant audience segments to target with a message. The strategic implication is to use targeting models to maximize the effectiveness of a media campaign and achieve the desired level of audience engagement.
• Media Mix Models: These models help media planners determine the optimal mix of media channels to use in a campaign. The strategic implication is to use media mix models to balance the reach, frequency, and cost-effectiveness of different media channels.

Step-by-Step Application

1. Define the communication objective: Clearly articulate the desired outcome of the media campaign, such as increasing brand awareness or driving website traffic.
2. Conduct audience research: Gather data on the target audience, including demographics, behaviors, and preferences, to inform media channel selection and messaging.
3. Select media channels: Choose the most effective media channels to reach and engage the target audience, considering factors such as reach, frequency, and cost-effectiveness.
4. Develop a media plan: Create a detailed plan outlining the media channels, schedules, and budgets for the campaign.
5. Measure and evaluate: Track the performance of the media campaign using metrics such as reach, frequency, and GRPs, and make adjustments as needed to optimize results.

Common Misconceptions

• Misconception: "PR is just spin."
• Correction: PR is a strategic communication discipline that involves building and maintaining relationships with stakeholders to achieve organizational objectives. Effective PR requires transparency, honesty, and a commitment to ethical communication.
• Misconception: "Advertising is dead."
• Correction: Advertising is still a powerful tool for reaching and engaging audiences, but it must be used in conjunction with other media channels and integrated into a broader marketing strategy to achieve maximum impact.
• Misconception: "A crisis will never happen to us."
• Correction: Crises can happen to any organization, and it's essential to have a crisis communication plan in place to mitigate the damage and restore public trust.

Exam / Accreditation Tips

• Case-study prompts: Be prepared to analyze a real-world scenario and develop a media plan to achieve a specific communication objective.
• Tricky distinctions: Understand the differences between outputs, outcomes, and outtakes, as well as the distinctions between CSR and shared value, and symmetric and asymmetric communication.
• Demonstrating strategic thinking: Show how you would apply media planning principles to a real-world scenario, considering factors such as audience research, media channel selection, and budget allocation.

Quick Practice Scenario

Scenario: Your company's CEO is caught on video making an offensive remark. Outline the first three steps your crisis communication team should take.

Answer: 1. Acknowledge the issue and take responsibility for the CEO's actions. 2. Provide a clear explanation of the circumstances surrounding the incident. 3. Outline the steps the company will take to prevent similar incidents in the future.

Rationale: This response is grounded in Image Repair Theory, which suggests that organizations should take responsibility and provide a clear explanation to repair their image after a crisis.

Last-Minute Cram Sheet

• PESO Model: Paid, Earned, Shared, Owned media categories
• GRP (Gross Rating Points) Model: Measures total audience exposure to a message
• CPM (Cost Per Mille) Model: Measures cost of reaching 1,000 people through a media channel
• Targeting Models: Help media planners identify and select relevant audience segments
• Media Mix Models: Help media planners determine optimal mix of media channels
• Image Repair Theory (Benoit): Five strategies to repair an organization's image after a crisis
• 'Two-way symmetrical' is not just 'listening' – it's mutual adjustment, not just research to improve persuasion.
• APR (Accreditation in Public Relations) Code of Ethics: Provides guidelines for professional behavior in public relations
• ASAE (American Society of Association Executives) Code of Ethics: Provides guidelines for professional behavior in association management
• 'Shared value' is not just 'CSR' – it's a strategic approach to creating value for both the organization and society.