Marketing and PR campaigns can seem overwhelming, especially if you don’t know where to start. Have no fear; follow the simple acronym RPIE. RPIE is a 4-step process for successful PR campaigns and will guide you through each step. The acronym stands for Research, Planning, Implementation, and Evaluation. RPIE is a must for every campaign and a great way to ensure all bases are covered. Once you have the overall idea of the campaign, it is time for RPIE. Get ready for a crash course!
Research
Research is the first place I start, and it’s my favorite part. It’s essential to gather information about your organization and your audience.
Start by asking yourself:
- Who do you want to reach with your campaign?
- What do you want them to do as a result of your campaign?
- What messages do you want to communicate through your campaign? For example, is the aim of the campaign to encourage behavior, change opinions, or increase knowledge?
After asking these questions, you can begin looking at types of research. A survey is a relatively easy way to efficiently collect data from a large group of people. A focus group is another great way to collect more meaningful data by talking to people in your desired audience. It’s good practice to perform a few research methods to collect the most accurate data. Through these research methods, you can learn how your audience views your organization, how they consume media, or habitual data like where they go grocery shopping.
When thinking about research, it’s also helpful to consider how much time you have, what resources you have available, and what research has already been done that you can use. Note if anyone else has done a similar campaign previously and the response. Once all information is collected, you will have a better idea about how to move forward with the campaign, and you can begin the planning process.
Planning
Planning involves defining your goals, objectives, strategies, and tactics. Let’s start with goals.
Goals should be a basic idea of what the campaign aims to accomplish. When thinking of goals, remember that they do not have to be super specific; we will discuss that more later.
Next, consider your campaign objectives, which are focused on more specific aims. Objectives should always be SMART, Specific, Measurable, Attainable, Results-oriented, and Time-specific. At the end of the campaign, objectives will be reviewed against the results to see if the campaign succeeded in each area. An example of a good objective is to “increase Instagram followers by 25 percent by December 31.” This SMART objective can be compared to the results at the end of the campaign.
After this, you’ll break it down to formulating strategies and tactics based on your objectives. Strategies and tactics work together to achieve objectives. Strategies serve as the road map to your objectives; they describe how you will reach them. Examples are “enlist community influencer to…” or “position the organization as… .” Tactics are your strategies’ specific elements and tools that will help you get the job done. They describe what you will do to reach your objectives. Examples of tactics are press releases, media pitches, social media posts, and community events. This can be confusing, but remember, strategies are the how, and tactics are the what.
Implementation
Once the research and planning phases are complete, the fun part of implementation comes. It’s time for the long-awaited excitement of executing your plan. Your strategies and tactics can now be implemented, and the messages will be disseminated through the proper communication channels. Your audience will now be reached. The most important part of this step is to monitor the campaign as it is happening. Make sure everything goes to plan and keep track of campaign milestones. Also, be sure to stay on top of any crises that may arise.
Evaluation
Congratulations, you’ve made it to the end! While celebrating, don’t forget about the last step of the process: Evaluation. Now is the time to measure your results against your objectives. See if the campaign accomplished what it set out to do. Identify ways you can improve in the future. Don’t forget to adjust any materials or messages if necessary for future use. After you’ve gone through RPIE, you can feel confident about moving forward with your campaign and organization. Great job, you just killed that campaign, and now you have a step-by-step process you can count on!
Below are some frequently asked questions and answers about RPIE and PR.
What is the RPIE acronym, and how does it guide marketing and PR campaigns?
The RPIE acronym stands for Research, Planning, Implementation, and Evaluation. It serves as a structured framework for executing successful marketing and PR campaigns. Each step addresses crucial aspects of the campaign, from understanding the audience and objectives to executing tactics and evaluating outcomes.
Why is research considered the first step in the RPIE process?
Research is the foundation of any effective marketing or PR campaign. It provides valuable insights into the target audience, their preferences, behaviors, and perceptions. By conducting thorough research, organizations can make informed decisions, tailor their messaging, and develop strategies that resonate with their audience.
What are some key questions to ask during the research phase?
During the research phase, it’s essential to ask questions such as:
- Who is the target audience for the campaign?
- What actions do we want the audience to take due to the campaign?
- What messages do we want to convey?
- How does the audience perceive our organization?
- What are the best channels to reach the target audience?
- What resources are available for conducting research, and what methodologies are most appropriate?
What distinguishes objectives from goals in a campaign?
Objectives are more specific and measurable than goals. While goals provide a general direction, objectives break down goals into tangible, actionable targets. Objectives are typically SMART (Specific, Measurable, Attainable, Results-oriented, Time-specific) and serve as benchmarks for evaluating the campaign’s success.
What are some examples of campaign strategies?
Campaign strategies can include leveraging influencers, establishing thought leadership, fostering community engagement, creating compelling storytelling, or differentiating through unique value propositions. They should align with campaign objectives and resonate with the target audience.
How do strategies and tactics work together in a campaign?
Strategies outline the overarching approach or methodology for achieving campaign objectives, while tactics are specific actions or tools used to execute those strategies. Strategies provide the “how” of reaching objectives, while tactics represent the campaign’s practical implementation or “what”.
What is the significance of monitoring a campaign during implementation?
Monitoring a campaign during implementation allows for real-time assessment of progress, ensuring that strategies and tactics are executed as planned. It helps identify deviations from the original plan, allows for timely adjustments, and ensures the campaign stays on track to meet its objectives.
Why is staying on top of any crises during campaign implementation essential?
Crises can significantly impact a campaign’s success and reputation. Staying vigilant and proactive in addressing crises ensures that any issues are promptly managed, mitigating potential damage to the organization’s brand and preserving the campaign’s effectiveness.
How can the success of a campaign be measured during the evaluation phase?
The success of a campaign can be measured by comparing the achieved outcomes against the predetermined objectives. Key performance indicators (KPIs), such as website traffic, social media engagement, sales figures, or brand sentiment, can be used to gauge the campaign’s effectiveness and ROI.
Is a question not answered here? Contact us, and the Dogwood team will be ready to help!
