pr plan sample
TRANSCRIPT
PR Communication PlanTop Up Your Tactical Toolkit
Carol Moore
P TT
PREPARING A PUBLIC RELATIONS/ COMMUNICATION PLAN
Top up your Tactical Toolkit
An Australian Event Symposium 2011 presentation
by Carol Moore MPRIA, Director, Moore Public Relationswww.moorepr.com.au | http://au.linkedin.com.in/carolmooreatmoorepr
PREPARING A PR PLAN
If your event involves people, you need a PR/communication plan!Varying format, detail and content depending on:
scopepurposesizeduration‘big picture’
Ten key elements to consider
10 Elements of a PR Plan
1. Background/situation analysis 2. Goals/General Aim 3. Research 4. Key Publics 5. Objectives 6. Communication Strategy & Tactics7. Timeline 8. Project Management 9. Budget10.Evaluation
www.stayinbedday.org
1. Background & situation analysis
Why are we communicating?Scope of plan
Internal comms, issues/crisis mgmt, media relations, community rels, etc
Facts about organisation, event, previous PR outcomesCommunication considerations
Challenges, opportunities, perceptions, attitudes, endorsers, detractors, etc…
Consider known or potential issues
What public attitudes/behaviours could cause problems for us?What do we do that impacts negatively on publics or could attract disapproval?What is our reputation & how could it be improved? What could go wrong?Most importantly: how can we prevent or fix these NOW?
Background/situation
Low awareness of AMDF Low awareness of mito disease (complex)Competition for charity $/sympathyImpact on support & fundraisingOngoing mito research & pos. newsMito families available for interviewKey medical experts supportiveSuccessful Stay in Bed DaysInternational foundations keen to be involved
2. Goals/General Aim
Aligned with organisation’s vision, mission, values, business plan – big pictureOverall program direction or goalsBroader than objectives
Goals/General Aim
AMDF mission: Fund research for diagnosis, treatment & cure of mitochondrial disorders
Educate public and doctors about mito
Support patients and families
3. Research
Needed to understand situation, set objectives, communicate effectively with key publicsDesign your plan to be measurableInclude in plan:
Previous research & resultsOther formative research requiredResearch during the campaign…
Planning Research & Evaluation in PR
When & what to research/measure
Inputs i.e. planning, pre-testingOutputs i.e. activities, media coverageOuttakes i.e. understanding, retentionOutcomes i.e. opinions, attitudes, behaviours, relationshipsAll inter-related and continuous
Range of options, from low cost/DIY to commissioned researchAim for benchmark data if possibleDesk researchField researchFormal research (qual. & quant.)
Research options
Research
Reviewed AMDF strategic/business plansReviewed PR evaluation reports, including past Stay in Bed DaysReviewed media coverage analysisCanvassed medical experts re likely news, progress on diagnosis, treatmentTalked with patients & families re medical experiences, willingness to be interviewedAnnual omnibus phone poll re public awareness (1 in 3) & understanding (1 in 7) of mito disease
4. Key publics
Different groups of people who have an impact on organisation/eventEach may require different tacticsSegment/define re:
Demographics/socio-economic detailsImportance to campaignAwareness, level of involvement, attitudes (i.e. situational analysis)
Remember internal publics/stakeholders
Event team, including volunteers Suppliers, consultantsSponsors and their staffOrganisation’s staffOrganisation’s management, boardMembers
Key Publics
Primary:People with mito disease & familyFriends, colleagues, community membersPeople interested in health/charitable causes
Secondary:Doctors with an interest in mito diseaseBusiness community re potential sponsorsCharitable foundations/trusts
Mediating:Health, medical & science journalistsWomen’s & men’s magazines with health focusGeneral news media
5. Communication Objectives
Need to be SMART, esp. measurableExclude results you can’t controlOutcome objectives
Changes in attitude, behaviour, etcOutput objectives
Related to specific activities/tactics e.g. media coverage
Integration & accountability
Link comms objectives back to business plan/strategy
How communication/event supports bigger pictureGet management buy-in: What will success look like to them?
Design plan to be measurableAccountabilityCredibilityRepeat business, more $$ next time!
PR Objectives
To increase public awareness of mito disease by X% by 30 June 2012To increase public understanding of mito disease by X% by 30 June 2012To equal or exceed impact rating and reach for media coverage of mito & SIBD by 30 June 2012
6. Communication Strategy & Implementation of Tactics
Strategy = communication rationaleApproach/direction you take to achieve objectivesProvides foundation/framework Guides selection of tactics & toolsAssists in presenting business caseEnsures best use of budget, resourcesEnables new/reactive opportunities to be considered within a framework
e.g. would this activity be ‘on strategy’?
What are communication tactics?
Tactics = activities and/or communication tools used to implement the strategy Wide variety of options, incl. eventsSelect based on situation, publics, objectives, budget, timing, etcImportant not to be merely tactical
PR Strategy
Promote mito disease and AMDF through media liaison over a sustained period to build context, awareness
Emphasise mito prevalence, human impact (patient stories), difficulties in diagnosis & treatment, no cure, research vital, AMDF funds used wisely
Utilise Stay in Bed Day to connect with unaware/disconnected publics
Emphasise fun aspect, link with mito/energy, ease of fundraising, ambassadors
Main PR Tactics
Distribute regular media updates to key health/medical/science mediaUse significant mito medical news as media hook, with AMDF mito experts as spokespeopleUtilise mito families in publicity activities & produce Media Guide help them DIY local publicityUse Global Mitochondrial Disease Awareness Week and World Stay in Bed Day as media opportunities/hooks
Social media campaign: World Wide Bed on FacebookTargeted media activity, pitches
HOWMedia materialsPitch idea/storyContact, liaison S/person intv.
Event
What coverage we want & when
What media want to cover & when
Facts/info/news Target publicsKey messagesBest channels
Comms objectives
Audience interestsWhat ‘sells’
Editorial policy/mixMedia competition
WHORange of mediaDifferent needs Indiv. contactsBest targets?
WHATTypes of newsNews elements
Angles‘Ingredients’
WHENMedia agenda
Lead timesDeadlinesEmbargoesNews cycle
MEDIA ACTIVITYLikely/possible
coverage
© Moore Public Relations 2011
MEDIA STRATEGY PLANNING
OUTCOMES
Public/corporate/philanthropic interest, support, donationsMito community engagement (patients, families, doctors)
AWARENESS OF AMDF:
Aims, services, credibility/reputation, fundraising, worthiness of cause
AWARENESS OF MITOCHONDRIAL DISEASE:
What mito is, how it affects people, prevalence, diagnosis, treatment, need for research and support
ONGOING MEDIA COVERAGE & PUBLIC INVOLVEMENT
Publicise mito/genetic research advances, human interest stories, Mito Info days, World Stay in Bed Day,
Global Mito Awareness WeekLeverage reputation of key doctors, educate media
Media comment/info from AMDF
OVERVIEW OF AMDF PR PLAN
6. Strategy & Tactics cont’d
Also include:Issues management initiativesCrisis management plansOutput objectives re specific tacticsKey messages, Q&AsSpokespeopleMedia liaison protocols
Top Tactical Tips
Make media events multi-purposeOver-prepare your spokespeople Double-check details and proofreadBe prepared for your plans to change…
Weather, hostile audience, no-shows, breakdowns, children/animals, pollies
Communicate regularly on progress/results and manage client expectationsUse experts where necessary
7. Timeline
Detailed to-do listWho is doing what, by whenInclude research activities, evaluation report, etcChart or tableFactor in sufficient time for various elements
8. Project management
Credentials and responsibilities of personnelAccount management details e.g. reporting, meetings
9. Budget
Must be thoroughly researchedMore expensive incl. more detail
Consider outsourced elementsPR consultancy feesBought-in servicesExpenses
Include 10-15% contingencyInclude sufficient $ for research & evaluation
10. Evaluation
Evaluation is important!Discuss mechanisms/tools to be used during and at end of campaignRefer back to objectivesInclude measurement criteriaEvaluating media coverage…
Media content analysis
DIY or outsource analysisSet criteria at outsetAnalyse each item, for example:
Reach (readership, audience)Tone/favourabilityPositioning, size/lengthKey messages, issuesUse of quotes/photosShare of voice (re sector/competitors)
Cost per opportunity to see, ROIAvoid ‘Advertising Value Equivalency’
AMDF Evaluation
Awareness & understanding: Repeat omnibus survey and measure against benchmarkMedia coverage:Monitor media, analyse coverage, measure impact and branding against benchmarkAlso anecdotal feedback from AMDF, experts, mito families, media, updates on fundraising progress
Questions?Comments?
Papers and research at:pria.com.auinstituteforpr.com
Carol Moore MPRIA, Director, Moore Public Relationswww.moorepr.com.au | http://au.linkedin.com.in/carolmooreatmoorepr
Media Coverage and Analysis Report
Organisation: Campaign/Issue: Date/period
Tone (5/3/0 pts)
Quality Ratings (0/1 pt each)
Tota
l Qua
lity
Rati
ng
Tota
l Sco
re /
10
NotesDate Media Outlet Location Media Type Reach
Posi
tive
(5)
Bala
nced
(3)
Neg
ativ
e (0
)
Obj
ecti
ve #
1
Obj
ecti
ve #
2
Obj
ecti
ve #
3
Obj
ecti
ve #
4
Obj
ecti
ve#
5
0 0
0 0
0 0
0 0
0 0
0 0
0 0
0 0 0 0 0 0 0 0 0 0
Total Reach: (or "opportunities to see")
Number of Media Items:
Average Tone: /5
Average Quality Rating: /5
Average Total Score: /10
Budget: $(PR budget for media relations)
$ Per Contact/Opportunity to See: $ (Budget ÷by reach)
Tone (5 = positive; 3 = neutral/balanced; 0 = negative). The explicit or strongly implicit characterisation of the article's or segment's subject; how a target audience feels (or is likely to feel) about the organisation, product or topic. Tone is tone is independent of the rest of the variables.
Objectives (1 = achieved; 0 = not achieved) could be for key message use, branding, use of quotes/ photo, positioning, size/length, A/B/C target media, etcCould add columns to track useful information re journalist/author, name of spokesperson, main topic, etc
Possible elements in a PR strategy
Format, elements & detail depend on situation, need and client!
Timing e.g. phases, duration, different publics at different times, build-up
Priorities best return on investment, use of timeimpact on the organisation’s mission
Integration, support for/of other activities
Possible elements in a PR strategy
Communication process/approach e.g. proactive/reactive, one/two-way, cascading, open, consultative, tailoredCommunication channelsType & mix of communication toolsMessaging, focusImage, branding, positioning
Possible elements in a PR strategy
Spokesperson/s, endorsersIssues/risk management considerationsCompetitor activityPolitical factorsConsumer sentiment
Possible elements in a PR strategy
Publics DemographicsSituational analysisInfluence of various publics over othersCurrent & desired level of effect i.e. awareness, comprehension, understanding, changing/reinforcing attitudes, behaviours…