Breaking Down the Brainstorm

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By: Sarisha Thakur

When people think of public relations, they often picture press releases, social media campaigns, or someone pitching a story to a journalist. But behind every well-executed PR campaign lies a carefully crafted plan, and that planning process starts with a brainstorm. 

So, how do you take a wide assortment of creative ideas and turn them into a campaign that delivers real results? 

That is where the G.O.S.T. model comes in. G.O.S.T. is a strategic framework used by PR professionals that helps teams stay focused, intentional, and aligned with larger business goals. Whether you are promoting a new product, raising awareness for a cause, or enhancing your organization’s reputation, G.O.S.T. guides your brainstorm from big picture thinking to actionable results. 

Goal: What’s the Big Picture?

The first step in the G.O.S.T. framework is setting a goal. This means defining the long-term, overarching outcome that you want to achieve. It is broad, general, and outcome-focused, centering on the final destination that you want your campaign to reach. This is your campaign’s foundation, guiding all decisions and efforts that follow.

Objectives: What Will You Accomplish?

After establishing your goal, the next step is to set objectives. These are specific, measurable steps that contribute directly to achieving your broader goal.

Objectives should follow the S.M.A.R.T. criteria:

• Specific: Clearly defined and focused 

• Measurable: Able to be quantified or evaluated 

• Attainable: Realistic and feasible given your resource 

• Relevant: Aligned with your broader organizational goals 

• Time-bound: Set within a defined time frame Objectives serve as benchmarks to track progress and determine success over the short term.

Strategies: Choosing the Right Path

A strategy is the overarching approach used to achieve the campaign objectives. It defines the direction, key messages, audiences, and communication channels. This stage involves selecting the most appropriate mix of media types.

A common framework is the P.E.S.O. model, which includes: 

• Paid Media: Sponsored content or advertising

• Earned Media: Media coverage or endorsements

• Shared Media: Social media and audience-driven engagement

• Owned Media: Content you control, like websites and newsletters

A well-defined strategy ensures that all messaging and outreach efforts are aligned and coordinated. 

Tactics: Executing the Plan 

Tactics are the specific, actionable steps needed to implement the strategy. They should be clearly defined, detailed, and scheduled. Unlike strategies, tactics are not broad or conceptual, they are concrete and executable. If a task can be broken down into smaller parts, it is likely still at the strategy level. 

Each tactic should directly support one or more objectives and fit within the broader strategy to ensure campaign consistency and effectiveness. 

Turning Brainstorm into Blueprint 

A brainstorm is a vital first step; however, without structure, even the best ideas can lose direction. The G.O.S.T. model provides a clear framework to organize thoughts, guide planning, and ensure accountability throughout the PR campaign process. 

By starting with a strong goal, developing S.M.A.R.T. objectives, and aligning strategies and tactics accordingly, public relations teams can move from creative chaos to strategic clarity. 

The next time you are planning a campaign, don’t just brainstorm—break it down.