We usually hear two responses when asking CEOs or other senior executives why they need PR.

The first sounds something like, "Our company need to be more visible." We'll call this Door No. 1.

The second sounds something like, "We need media coverage" or "We need to be in social media." This will be Door No. 2.

Neither door is the right place to start in the process.

Behind Door No. 1

People behind Door. No. 1 are usually starting from a relatively broad perspective. They are starting in the stage called "desired behavior" in the Atkinson 3M planning model to the right.

From here, it's pretty easy to move up the chart to the target audiences ("Visible to whom?") and the business goals ("What do we want visibility accomplish?").

The rest of the planning process falls into place once you understand the target audiences and the business goals.

Behind Door No. 2

Door No. 2 opens at the bottom of the chart. This is actually the last step in the 3M planning process. Does this mean that subsequent planning will be unmanageable, meaningless, and immeasurable?

Not at all. It means the planning process requires a few more steps.

I have to defend people who want to start at the last step. The channels -- social media, news coverage, direct mail, websites -- are the sexy part of marketing. It's easy to understand why channels get so much attention.

That said, starting with channels is never a good idea.

And don't bother asking the CEO questions about each of the stages in the chart. Try to find some context -- understand why they are focused on a particular idea -- that you can use for planning purposes:

• What social media should we use?
  
• Is there a direct mail campaign that you liked?
  
• Did you see a competitor's ad that you liked?
  
• Did someone recommend that we use public relations?

The Key = Business Goals

The key to all great planning is understanding the business goals. If you can do one thing with senior leaders, it's understand in details the business goals, how they connect, and how they impact the organization.

Step one is to focus leadership's attention on the goals. You're welcome use the 3M planning model to make your case.

Step two is to understand the goals in depth. I'll tackle that one in the next post.

About the Author

Brannan Atkinson, APR, is president of Atkinson Public Relations.

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