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A campaign – whether branding, political or issue management – won’t succeed without these key elements:


A Plan

This may seem like a given, but a detailed campaign plan simplifies and streamlines the entire campaign process. The plan can, and likely will change somewhat, but serves as a roadmap to accomplishing the overall goal and should be referenced often.

Prior to formalizing a plan, it’s important to immerse yourself in the needs of your client or issue. Brain-storming sessions, and oftentimes more formal research, are important to develop key messages and an effective course of action. A message must be carefully crafted, honed, and tested – such as in focus groups – before implementing your communications plan.

After gathering information, develop a strategic plan that best fits your business or organization and your goals. This plan will drive all that you do during the campaign, and should include the tools you will use to accomplish your goals and a timeline.

Regular Team Meetings

Even with a comprehensive plan, campaign circumstances are fluid. Consistent contact between the consultant and client – or leadership and the rest of the team – is vital.

Regular meetings ensure everyone is up to speed on the latest information about the campaign, and will ultimately serve to make you better prepared to anticipate or deal with your next challenges. The frequency of these formal meetings depends on the situation, but a weekly meeting or call would work for most.

A call gives each member of the team a chance to offer suggestions, give updates, or simply listen to what others have to say. It’s not always easy to talk to every team member on a daily basis, so these calls are a way to bring the whole team together, ensure the campaign is cohesive and that everyone is on the same page.

Consistent Progress Monitoring  

Taking the time to monitor and analyze your messaging is an invaluable tool to understand the success of your campaign. Two key areas to regularly evaluate include traditional media coverage and social media reach and engagement.

Monitoring tools, such as Agility used by our team, allow you to view a detailed media coverage report that shows you media coverage of your campaign, what is being said on social media, and the sentiment of the coverage.

Sentiment analysis is important for controlling the narrative and making sure your story is being received positively, and can also serve to identify key influencers who are mentioning your campaign that can be used for intel or even leveraged in your favor.

A comprehnsive plan based on research, effective communication, and regular monitoring is essential for the success of any campaign. Sinclair has the experience, connections, and know-how to manage image, reputation and public perception. Your message matters. Let us help you reach the finish line.

Sinclair Public Affairs

Author Sinclair Public Affairs

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