1. Implementation and
Communications Management
Carrie Abramson and Bryan
Vanacore

2. After this presentation you should
be able to:
• Understand the use of the strategic
calendar in managing the tactics for each
public and across all publics.
• Synthesize a plan into a table and check
its logic
• Understand the importance of monitoring
and flexibility in the process of
implementation.

3. Two of the most valuable tool for
managing the implementation of a
plan:
• The strategically planned calendar
– Keeps all strategies and tactics for all publics
coordinated and on schedule
• The communication confirmation table
– Helps you check to make sure you are
accomplishing what your analysis and plan
said you needed to accomplish with each
public to reach the goal

4. Managing by Calendar
• Must be able to visualize the outcome
• Must be able to see how an effort comes
together to communicate messages to an
individual public and across publics
• The Gantt Chart format

5. The Gantt Chart Format
– Helps identify tasks and preparation by public
– Can manage or delegate management by public
– Can identify a selected time frame and consider
every tactic being implemented among all publics
within that time frame
– Holistic view
– Displays the whole picture
– Helps visualize the entirety of events but still
allows you to narrow your focus to one public as
needed

6. Gantt Chart Example

7. Managing by Communication
Confirmation Table
• Purpose: To present logic across a single line of vision
to confirm that planning decisions employ good
reasoning.
• The planning section of the Strategic Communications
Planning Matrix require an analytical approach to
answer the following questions:
– What needs to be accomplished to achieve the goal?
– Who needs to be reached and motivated in order to
accomplish that?
– What messages need to be sent to those publics to
motivate them through self-interest appeal?
– How can the messages be sent so our publics will receive
them and act upon them?

8. Communication Confirmation Table
Example

9. The Planning Section of the
Strategic Communications
Planning Matrix
• Analytical
• Completed one public at a time
– Using research and knowledge about a
particular public to formulate and deliver
messages to that public
• Naturally linear
– Helpful to create an abbreviated and more
visual tool to validate the viability of the plan
and to make sure it follows logically from the
analysis of publics

10. The Communication Confirmation
Table
• Summarizes self-interests
• Shows in the next column how those self-interests
are incorporated into the message appeal
• Identifies you from your overall objectives that this
particular public will help satisfy
• Uses key words to highlight the strategies and
supporting tactics
• Helps you confirm that the analysis has been
applied, that the plan flows logically and all
elements of the matrix action planning process are
aligned

11. The Communication Confirmation
Table
• Not unusual for the confirmation table to
reveal discrepancies in logic that were not
apparent while the plan was being written
– Example: Have you selected mid-day
television talk shows to reach high school
students?
• Check your logic and then go back and
make any appropriate changes before you
being your implementation

12. On-going Monitoring and Feedback
• The strategically planned calendar and the communication
confirmation table add the flexibility to the planning process
– Measurement
– Measurements provide check points for progress
– Can go back to the strategically planned calendar and the
communication confirmation table to rework and refine your plan
• Adding or changing a single tactic or revamping the entire public
• Confirmation table also provides the flexibility to quickly add or delete a
public
• Have a summary of your plan by public and of the logic of the
plan based on your analysis
– Determine what you need to change to reach your objectives on
time and within budget

13. Discussion Questions
• How do you think the CisionPoint Social Media PR
software will change the way public relations
campaigns are implemented?
• What do you think the effectiveness of public
relations campaigns that use the software will be?
• Would you use PR software to plan, implement
and monitor a campaign?
http://us.cision.com/news_room/press_releases/201
0/2010-5-27-cisionpoint-social-media.asp