analyzing the market and environment
The analysis of the market and environment from the communication strategy also provides important clues for the corporate influencer strategy. Check whether current information is available and describe any need for development and updating. The environmental analysis can also provide important information for the next step, the risk assessment.
assess risk
A risk assessment can certainly seem to make sense in certain areas or sectors. This is particularly true in sectors and companies where the risk of communication crises is high, in potentially hazardous operations and anywhere where company employees are particularly exposed. The risk assessment shows where particularly careful preventive work must be carried out. It shows where employees need particularly intensive support - both conceptually and operationally, for example in support of their publication activities, but also in monitoring.
However, the development is always done individually, depending on the company and the environment. If the company already has a concept for crisis PR, then it can be incorporated here. If there isn't one, that's a cause for concern anyway, and you should address this issue urgently .
identify training needs
It is probably already apparent at this point that bank data individual employees or the entire project team need further information, knowledge and training in certain areas in order to be able to manage and implement the project well. For example, everyone already involved may want to update their own social media profiles. Or some of them may want to start developing their own personal communication strategy as an example for all brand ambassadors.
Up-to-date knowledge of the essential functions of social networks is required for those involved in the development - as, of course, for everyone today who works in communication. A good portion of the necessary knowledge should be available from the accompanying agency or consultant. It can then also be imparted directly during work on the project. This has the advantage that results are already produced during training and not so much additional working time has to be invested in acquiring knowledge. At the same time, the application can then be practiced straight away. If you work with in-house lawyers and they are not already specialized in the social media area and are familiar with the specific issues of a corporate influencer program, there will almost certainly be a need for further training here too.
Ideally, there is a separate dynamic document in which training needs are recorded. Even if it is naturally not possible to make specific statements about the scope at this point, make sure that you plan enough resources for this from the start.