While the professional discipline of planning is over 50 years old in advertising, it is still relatively new in PR.

Strategic campaign planning should be a critical, inseparable part of measurement and evaluation.

But too often, it‘s a missing component, limiting the ability for PR and Communications to demonstrate impact.

The new AMEC Campaign Planning Guide, produced by ENGINE Mischief with AMEC, will demonstrate how we can move from “writing a plan”, to Planning being the voice of the audience (and their influences), the guardian of effectiveness, and seller of ideas.

It will explore how Planning can help overcome some of the common challenges both agencies and in-house communications professionals face, including:

• Ensuring that effective measurement and evaluation is considered at the beginning of a campaign.
• Focusing on key objectives and desired outputs, and avoiding a scattergun approach to communications.
• Considering the most appropriate timeframe for analysis, and guarding against short-termism.