slide 1 of 41 9/14/2015 introduction to public relations part two public relations…the process...

of 41

04/19/23

Introduction to Public RelationsIntroduction to Public Relations

Part TwoPart TwoPublic Relations…The ProcessPublic Relations…The Process

Chapter 6Chapter 6Strategic Planning for Public Relations EffectivenessStrategic Planning for Public Relations Effectiveness

© 2007 The McGraw-Hill Companies, Inc. All rights reserved.

of 41

Introduction to Public RelationsIntroduction to Public Relations Planning for Public Relations Effectiveness Planning for Public Relations Effectiveness

““No longer are we simply in the business of No longer are we simply in the business of putting press releases out; we’re in the putting press releases out; we’re in the business of business of solving business problemssolving business problems

through communicationsthrough communications.”.”

Larry Werner, EVPLarry Werner, EVPKetchum Public RelationsKetchum Public Relations

The value of planningThe value of planning

of 41


Ivy Lee: PR is a Ivy Lee: PR is a managementmanagement function function

of 41


PR pros are PR pros are problem solvers problem solvers for their organizationsfor their organizations

of 41


PR pros are PR pros are strategic thinkersstrategic thinkers

of 41


Strategic PlanningStrategic Planning

• Majority of public Majority of public relations practitioners deal relations practitioners deal with day-to-day tactics.with day-to-day tactics.

• However, those who However, those who develop the objectives and develop the objectives and strategies are the ones strategies are the ones giving meaning and giving meaning and direction to the effort.direction to the effort.

of 41


Success in PlanningSuccess in Planning

• The caliber and thoroughness of the analysis and The caliber and thoroughness of the analysis and thinking that precede the execution of techniques will thinking that precede the execution of techniques will determine the value of the public relations operation.determine the value of the public relations operation.

• Understanding how to develop a public relations plan is Understanding how to develop a public relations plan is one of the main criteria that separates entry-level one of the main criteria that separates entry-level positions from management in public relations.positions from management in public relations.

of 41


PR planning experience at ACUPR planning experience at ACU

• JMC 492, Ad/PR Campaigns classJMC 492, Ad/PR Campaigns class

• Ad/PR student-run agencyAd/PR student-run agency

• PR agency internshipsPR agency internships

• COBA marketing classesCOBA marketing classes

of 41


Characteristics of a Good Planner

• Breadth of Scope--capable of seeing whole picture

• Common sense--good judgment capable of evaluating suggestions

• Diversity of experience and education

• Creativity--ideas and recommendations and in expressing them to persuade others.

• Objectivity--ability to step outside the organization to view from a distance

of 41


Elements of a Good PR PlanElements of a Good PR Plan((note that research runs throughout the planning processnote that research runs throughout the planning process))

• Write the situation Write the situation analysisanalysis

• Define Define objectives/goalsobjectives/goals

• Define target Define target audiencesaudiences

• Create strategiesCreate strategies

• Define tacticsDefine tactics

• Create Create calendar/timelinecalendar/timeline

• Form budgetForm budget

• Perform evaluationPerform evaluation

of 41


Situation analysisSituation analysis

• Results of researchResults of research((primary and secondaryprimary and secondary))

• Summary of the internal situationSummary of the internal situation((what brought about the need for this plan; history what brought about the need for this plan; history of the organization; previous promotional plans and of the organization; previous promotional plans and

resultsresults))

• Summary of the external situationSummary of the external situation((competitive environment and threatscompetitive environment and threats))

of 41


ObjectivesObjectives

• Objectives should reflect the desired end, not the Objectives should reflect the desired end, not the means of getting theremeans of getting there

• Objectives may be Objectives may be informationalinformational or or motivationalmotivational

• PR objectives must support and reinforce the PR objectives must support and reinforce the organization’s objectivesorganization’s objectives

of 41


What’s wrong with this objective?What’s wrong with this objective?

• Our plan’s objective is to improve the public’s Our plan’s objective is to improve the public’s perception of Company XYZ. perception of Company XYZ.

of 41



• Do they really address the situation?Do they really address the situation?

• Are they realistic and achievable?Are they realistic and achievable?

• Can success be measured in meaningful terms?Can success be measured in meaningful terms?

of 41



• Bad: “To generate media publicity for introduction of Bad: “To generate media publicity for introduction of new Product X.”new Product X.”

• Better: “To create consumer awareness of the new Better: “To create consumer awareness of the new Product X.”Product X.”

• Best: “To create awareness of the new Product X among Best: “To create awareness of the new Product X among 75 percent of our target audience of young adult men.”75 percent of our target audience of young adult men.”

of 41


Criteria for Selecting ObjectivesCriteria for Selecting Objectives

• Related to overall goals of Related to overall goals of organization and marketing organization and marketing planplan

• Improvement orientedImprovement oriented

• Clearly definedClearly defined

• SpecificSpecific

• MeasurableMeasurable

• AttainableAttainable

A theme can give life to a goal…

of 41


AudiencesAudiences

Case study: Firestone Tires recallCase study: Firestone Tires recall

Audiences:Audiences: * Existing Firestone customers* Existing Firestone customers* Prospective customers* Prospective customers* Government regulatory bodies* Government regulatory bodies* Car manufacturers* Car manufacturers* Firestone store managers* Firestone store managers* All Firestone employees* All Firestone employees

of 41


StrategyStrategy

• Broad statements stating how an objective Broad statements stating how an objective can be achievedcan be achieved

• Should support the plan’s key messages or Should support the plan’s key messages or themesthemes

• Often confused with tacticsOften confused with tactics

of 41


Strategies Activate ObjectivesStrategies Activate Objectives

• Strategies define the Strategies define the objectives more objectives more preciselyprecisely

• They are an They are an intermediate step intermediate step between objectives and between objectives and tacticstactics

• Tactics are grouped Tactics are grouped together under together under strategiesstrategies

Objective

Strategy

Tactics Tactics

of 41


Strategies Define TacticsStrategies Define Tactics

• are specific activities are specific activities

• should relate to the should relate to the strategiesstrategies

• should have direct actionshould have direct action

• should never substitute should never substitute words for ideas, honestywords for ideas, honesty

TacticsTactics

of 41


TacticsTactics

• Nuts and bolts of the planNuts and bolts of the plan

• Tactics use communications tools to achieve the Tactics use communications tools to achieve the plan’s objectivesplan’s objectives

• Very specificVery specific

of 41


Your Research Should Your Research Should Help You…Help You…

• Identify and categorize stakeholder groups.Identify and categorize stakeholder groups.

• Analyze and assess their attitudes, opinions and Analyze and assess their attitudes, opinions and behaviors.behaviors.

• Develop ways to influence and be influenced by Develop ways to influence and be influenced by such groups.such groups.

How to apply research…

of 41


Establish Evaluation TechniquesEstablish Evaluation Techniques

• Gather benchmark dataGather benchmark data

• Evaluate each Evaluate each objectiveobjective

• Determine formative Determine formative evaluation techniquesevaluation techniques

• Determine summative Determine summative evaluation techniquesevaluation techniques

Evaluation will be examined in detail in Chapter 8.

of 41


Assign Personnel/Get HelpAssign Personnel/Get Help

• Assign department or Assign department or agency to projectsagency to projects

• Hire additional help Hire additional help where necessary. For where necessary. For example: research example: research agency, graphic artists, agency, graphic artists, video company, video company, outside agency…outside agency…

of 41

Introduction to Public RelationsIntroduction to Public Relations Planning for Public Relations Effectiveness Planning for Public Relations Effectiveness Campaign Summary ChartCampaign Summary Chart

Audience Analysis

Recommended Plans

Time Frame Projected Costs

Evaluation Design

Problem Statement:Problem Statement:

Narrowing the Task:Narrowing the Task:

Scope:Scope:

Purpose Statement:Purpose Statement:

Slide 25 of 41

of 41


Case study: Sunkist “Take A Stand” Case study: Sunkist “Take A Stand” CampaignCampaign

of 41


of 41


Case study: Sunkist “Take A Stand” Case study: Sunkist “Take A Stand” CampaignCampaign

http://www.sunkist.com/takeastand/

http://www.youtube.com

http://www.sunkist.com/takeastand/

http://www.youtube.com/

of 41


Other PR campaignsOther PR campaigns

• OfficeMaxOfficeMax

• BarbieBarbie

(see YouTube videos)(see YouTube videos)

Water Conservation Campaign Example

Slide 30 of 41

of 41


Water Campaign ObjectivesWater Campaign Objectives

• To convince 75% of To convince 75% of Southern Californians Southern Californians that the drought was that the drought was real.real.

• To persuade Southern To persuade Southern Californians to reduce Californians to reduce water consumption by water consumption by 15%. 15%.

Strategies & TacticsStrategies & Tactics

• Prepare informational Prepare informational materials on the drought and materials on the drought and water conservation.water conservation.

• Brochures in English & SpanishBrochures in English & Spanish

• Bumper stickersBumper stickers

• Bill stuffersBill stuffers

• PostersPosters

• Articles for publicationArticles for publication

Save WaterSave Water

Slide 32 of 41

of 41


Develop an Advertising CampaignDevelop an Advertising Campaign

• Prepare radio spots with Prepare radio spots with Lorne Green (10, 30 and Lorne Green (10, 30 and 60 seconds)60 seconds)

• Prepare special insert Prepare special insert for Sunday newspapersfor Sunday newspapers

of 41


Create Public Service InformationCreate Public Service Information

• Prepare spots for radio stationsPrepare spots for radio stations

• Develop Video News Releases (VNR)Develop Video News Releases (VNR)

• Produce media kitProduce media kit

• Host major TV station managers & public Host major TV station managers & public service directorsservice directors

• Seek prominent outdoor advertisingSeek prominent outdoor advertising

Special EventsSpecial Events

Create special events to draw attention to the issues, like a public picnic.

Invite a disc jockey and arrange a prize for the best conservation ideas.

Slide 35 of 41

of 41


Promote a Community Relations ProgramPromote a Community Relations Program

• Produce mall displaysProduce mall displays

• Develop speakers bureauDevelop speakers bureau

• Create film, “Water--Create film, “Water--California Style”California Style”

• Develop lesson plans on Develop lesson plans on water conservation for water conservation for elementary school elementary school childrenchildren

of 41


Develop a Media CampaignDevelop a Media Campaign

• Send media kit to all mediaSend media kit to all media

• Coordinate a letter-writing Coordinate a letter-writing campaigncampaign

• Send VNRs to all TV Send VNRs to all TV stationsstations

• Prepare radio interview with Prepare radio interview with potential questions and potential questions and answersanswers

• Work with radio/TV talk Work with radio/TV talk show producers to provide show producers to provide experts for their showsexperts for their shows

of 41


Good and Bad CampaignsGood and Bad Campaigns

• The Water Conservation Campaign should alert you The Water Conservation Campaign should alert you to just how common PR campaigns are.to just how common PR campaigns are.

• Society is saturated with various campaigns.Society is saturated with various campaigns.

• As a practitioner, your job is not just to initiate As a practitioner, your job is not just to initiate campaigns but to develop ones that standout in campaigns but to develop ones that standout in excellence and effectiveness.excellence and effectiveness.

of 41


Coming attractions …Coming attractions …

• Assignment: See new assignment on the course blog Assignment: See new assignment on the course blog for Wednesday; also look ahead at Friday’s for Wednesday; also look ahead at Friday’s assignment.assignment.

• Major quiz (three chapters) next Monday.Major quiz (three chapters) next Monday.

• Fridays: No class on Feb. 19 and March 5.Fridays: No class on Feb. 19 and March 5.

slide 1 of 41 9/14/2015 introduction to public relations part two public relations…the process...

Documents