PR Campaigns

Lecture_5

• http://www.slideshare.net/zrasheed/pr-campaign-launching-tiffanys-in-portugal-global-public-relations-emerson-college

• http://www.slideshare.net/gabbibaker/advertising-media-plan-presentation-gw-nike-16444789

Media Brief

Media planners require essential information from the client.

1. Market Profile

2. Competitor Media Strategy

3. Target Market Profile

4. Media Objectives

5. Budget

Media Plan

“A document outlining how a client’s budget will be spent.”

Media ObjectivesMedia Objectives

Media StrategiesMedia Strategies

Media ExecutionMedia Execution

Media Objectives

Who is the target market?

What is the message?

Where are the priority markets?

When is the best time to advertise?

How many, often, long?

Media Strategy

Numerous factors are evaluated and they are usually ranked based on priority.

• Target market and media matching strategy• Creative strategy influences media choices• Coverage decisions are based on the budget• Timing decisions are crucial for scheduling• Reach, frequency, and continuity priorities• Budget

Target Market Matching Strategies

Knowledge of a target’s media consumption habits helps define the media strategy.

ShotgunShotgun

Profile MatchProfile Match

RifleRifle

Market Coverage

The budget available often dictates the extent of market coverage.

NationalNational

WestWest CentralCentral EastEast

Key MarketsKey MarketsCategory and brand development indexes are used to set market priorities

Strategic Communication Categories

1. Interpersonal communication offers face-to-face opportunities for personal involvement and interaction.

2. Organizational media are published or produced by the organization, which controls the message content as well as its timing, packaging and distribution.

3. News media provide opportunities for the credible presentation of organizational messages to large audiences.

4. Advertising and promotional media are controlled media, generally external to the organization, that also offer access to large audiences.

Interpersonal Communication Techniques

• Personal involvement is a powerful element of communication, whether for purposes of information, education, persuasion or dialogue.

• When the organization actively involves its publics and creates an environment rooted in two-way communication, the mutual interests of both the organization and its publics are likely to be addressed.

• Auto dealers, • Fitness clubs, dance studios and other activity

centers may offer trial memberships • Educational activities • Cooking schools may offer a limited number of

free classes

• Private schools have shadow programs in which potential students are invited to spend a day accompanying a current student on the daily round of classes.

• In home demonstrations

Information Exchange

• Centers on opportunities for organizations and their publics to meet face-to-face and thus to exchange information, ask questions and clarify understandings.

Special Events

• Civic Events: Public activities can bring a community together in celebration and fun.

- Fairs- Festivals- Parades

• Sporting Events• Contests• Holiday Events- Independence Day- Thanksgiving- Labour Day• Historic Commemorations• Artistic Events

● Is the date appropriate for everyone? Does it conflict with holidays (particularly cultural or religious holidays that may not be familiar to the planners)? Does it conflict with other major happenings, such as sporting or social activities not only local events but larger events

What is the appropriate length of an event? If it is too long, participants will become bored or restless or may leave early. If it is too short, they may decide it’s not worth attending in the Þrst place.

Is the theme appropriate? Will it offend anyone, or will anyone feel excluded because of it?

Is the site appropriate and accessible?

Is climate a factor?

If it is an outdoor event, is there an indoor location to serve as a backup in the event of bad weather?

Does the location of a conference or meeting offer too many pleasant diversions that might tempt participants away from the conference itself?

Are speakers and entertainers appropriate to the participants of the special event or meeting?

Is planning assistance available through a convention and visitorsÕ bureau in the host city of a meeting? If so, the agency may be able to simplify local contacts.

General Publications● Serial publication: newsletter, house organ, bulletin

● Stand-alone publication: brochure, leaßet, folder, pamphlet, booklet, tract, circular

● Reprint, internal news release

● Progress report: annual report, quarterly report

● User kit, teacher kit

● Research report

Direct Mail● Memo, appeal letter, marketing letter, postcard, invitation, catalog

Miscellaneous Print Media

● Poster, window display, bulletin board, suggestion box, pay stuffer, bill insert, door hanger, business card, certificate, proclamation

Audiovisual Media● Audio: Telephone, dial-a-message, recorded information, demo tape, demo CD

● Video: corporate video, internal video, video conference, teleconference, slide show

● Computer-based media: e-mail, listserv, news group, Web site, homepage, Web TV, Web radio, touch-sensitive computer

Stages/Sections of Communication Plan

• Situation Analysis - Understand market, competition, brand, and consumers to define problems & opportunities

• Campaign Strategy - Utilize research to determine target, desired position, and branding strategies

• Creative Plan - Build message elements off of the creative brief that distills core messaging elements

• Media Plan - Select media apertures, channels, and vehicles to secure optimal message placement

• Public Relations and Promotions Plan - Manage stakeholder opinions, media relations, and value-added