Public Relations Syed Choudhury

Syed Choudhury - Public Relations - Week 4 1

∗ Name and Branding ∗ Memorability ∗ Image ∗ Distinctiveness ∗ Packaging

∗ PR can play an important part of the marketing mix ∗ Entire Life Cycle ∗ Product Branding ∗ Distribution ∗ Sales Promotions & Customer Relations

Last Lecture…

Syed Choudhury - Public Relations - Week 4 2

∗ Pros: ∗ Offers full time service ∗ Good lines of communication ∗ Continuity of personnel ∗ Better value for money ∗ Proximity/access

∗ Cons: ∗ Lack of impartiality ∗ Narrower range of experience / training ∗ Poor person specification / job description

Last Lecture…(PRO)

Syed Choudhury - Public Relations - Week 4 3

∗ Pros: ∗ Independent & unbiased ∗ Varied experience ∗ Proximity to media/publics

∗ Cons: ∗ Partial service & divided loyalties ∗ Lack of relationship intimacy ∗ Lack of specialised knowledge

Last Lecture…(Consultancy)

Syed Choudhury - Public Relations - Week 4 4

∗ Managing Public Relations Programme

∗ In Detail – Situational Analysis

Week 4

Syed Choudhury - Public Relations - Week 4 5

“The planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics”

Institute of Public Relations (IPR)

“Public relations practice is the art and social science of analysing trends, predicting their consequences, counselling organisation leaders, and implementing planned programmes of action that will serve both the organisation’s and public interest”

The Mexican Statement (1978)

Some Definitions of PR…

Syed Choudhury - Public Relations - Week 4 6

∗ Objective Planning ∗ Analysing Trends ∗ Predicting Consequences

“Public relations consists of all forms of communication outwards and inwards, between an organisation and its publics for the purpose of achieving specific objectives concerning mutual understanding”

Jefkins, 1994

Planned Programmes

Syed Choudhury - Public Relations - Week 4 7

∗ Defining The Problem

∗ Planning & Programming

∗ Taking Action & Communications

∗ Evaluating The Programme

PR Planning

Syed Choudhury - Public Relations - Week 4 8

∗ Objective Planning ∗ Integration with Marketing Communications Mix

∗ SMART objectives

∗ Planning, Evaluation, Cost Justifications

∗ PR Programme Costs

∗ Task & Resource Planning ∗ Critical Path Analysis ∗ D-Day Planning Chart

Strategic Objectives

Syed Choudhury - Public Relations - Week 4 9

∗ Pre-empt Questions: ∗ What objectives are most crucial to achieve? ∗ What are the benefits to be achieved? ∗ What will it cost? ∗ Who needs to be involved? ∗ Will it cause disruption or resources to/from other depts? ∗ Do any people/groups oppose the plan? ∗ What will happen if it not carried out and what are the

alternatives?

The Proposal…

Syed Choudhury - Public Relations - Week 4 10

∗ Control Needed ∗ Timesheets

∗ Cost/Time Tracking ∗ Resource Allocation ∗ Early Warning System

∗ Job Numbers ∗ Control & Clarity

The Essential Bureaucracy

Syed Choudhury - Public Relations - Week 4 11

∗ Contact Reports ∗ Confusion ∗ Task Tracking ∗ Yearly Reports

The Essential Bureaucracy (2)

Syed Choudhury - Public Relations - Week 4 12

∗ By Jefkins: ∗ Situation Analysis ∗ Defining Objectives ∗ Defining Publics ∗ Media Selection ∗ The Budget ∗ Implementation & Control

6 Point PR Planning Model

Syed Choudhury - Public Relations - Week 4 13

6 Point PR Planning Model

Syed Choudhury - Public Relations - Week 4 14

∗ Communications Audit

∗ Current Image & Mirror Image

∗ Solving Problems & Changing Attitudes

Brief – Situation Analysis

Syed Choudhury - Public Relations - Week 4 15

∗ Support Marketing & Corporate Objectives

∗ Consulting Directors & Managers

∗ Derived From Situation Analysis

∗ Selecting & Creating SMART Objectives

Brief – Defining Objectives

Syed Choudhury - Public Relations - Week 4 16

∗ PR Publics vs Advertising Target Market

∗ Aims & Selection

∗ Defining The Message

Brief – Defining Publics

Syed Choudhury - Public Relations - Week 4 17

∗ Selecting Correct Media

∗ Creating the Media?

∗ Costs Analysis ∗ Influence, Circulation, Readership, Audience Reach

Brief – Media Selection

Syed Choudhury - Public Relations - Week 4 18

∗ Types of Costs/Suppliers ∗ Time ∗ Designers & Printers ∗ Photo & Videographers ∗ Exhibitions & Sponsorship

∗ Types of Budget ∗ Pre-Set Budget ∗ Objective-Led Budget

Brief – The Budget

Syed Choudhury - Public Relations - Week 4 19

∗ Time Management

∗ Success / Effectiveness ∗ One-Off ∗ Regular / Preiodical

Brief – Implementation & Control

Syed Choudhury - Public Relations - Week 4 20

∗ Planning is crucial ∗ Define Public Relations ∗ Set Objectives ∗ Create Plan / Task Lists ∗ Implement, Monitor & Evaluate Programme

∗ 6 Point PR Planning Model ∗ Situation Analysis ∗ Defining Objectives ∗ Defining Publics ∗ Media Selection ∗ The Budget ∗ Implementation & Control

Summary So Far...

Syed Choudhury - Public Relations - Week 4 21

∗ PRO is the eyes, ears and mouth of the organisation ∗ Communications Audit

∗ Environmental Analysis

In Detail – Situational Analysis

Syed Choudhury - Public Relations - Week 4 22

“In addition to communication needs, patterns, flows, channels and technologies, a communications audit

examines content, clarity and effectiveness information, needs of individuals, work groups, departments and divisions; non-verbal communications and corporate

culture issues and communication impacts on motivation and performance”

Communications Audit...

Syed Choudhury - Public Relations - Week 4 23

∗ At Different Stages: ∗ Planning & Design ∗ Research & measurement ∗ Analysis & Reporting

Communications Audit

Syed Choudhury - Public Relations - Week 4 24

∗ Mirror Image

∗ Current Image

∗ Wish Image

∗ Multiple Image

∗ Optimum Image

∗ Corporate Image

Understanding Image

Syed Choudhury - Public Relations - Week 4 25