week10 - public relations · 2011-05-03 · hunt & grunig: the systematic appraisal of a...
TRANSCRIPT
Public Relations Syed Choudhury
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Jefkins’ 6 Point PR Planning Model Situation Analysis
Defining Objectives Defining Publics Media Selection The Budget
Implementation & Control
This Week
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Communications Audit
Image Analysis (6 Types) Mirror, Current, Wish, Multiple, Optimum, Corporate
7 methods of Situational Analysis Marketing Research, Desk Research, Complaints,
Financial Situation, Media Attitudes, Employee‐Management Relations, Community Relations
Recap – Situational Analysis
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They give focus & direction to create programme strategies and tactics
Objectives – where we want to go Strategies – how we are going to get there Tactics –the operational aspects of the strategy
3 types of outcomes Knowledge, Predisposition, Behavioural
Recap ‐ Defining Objectives
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Diverse group Marketing Target Audience vs PR Publics 8 Basic Publics:
1. The Community 2. Potential Employees 3. Employees 4. Suppliers 5. Financial Markets 6. Distributors 7. Customers 8. Opinion Leaders or Formers
Recap ‐ Defining Publics
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Editorial vs Advertisement vs Advertorials
Print vs Broadcast Media Depth, Portability, Extended Life, Circulation, Attention, etc
Limitations of Media Cumulative & Long Term Mainly Awareness
Seminar, Conferences & Exhibitions are very valuable – large targeted and interested audiences
Recap – Media Selection (so far)
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New markets are rapidly emerging, but political, cultural and economic restrictions apply
Radio is one of the best mediums, but consider languages
Many factors affect Western‐Style Mass media
consider literacy, access, complexity of economy, etc
Don’t ignore traditional/folk mediums
Oramedia, Gong Man / Court Messenger, Verbal ‘Postman’ Market Gossip
Recap – Media Selection (so far)
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Jefkins’ 6 Point PR Planning Model Situation Analysis
Defining Objectives Defining Publics Media Selection The Budget
Implementation & Control
Overview
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Not just for estimating and controlling costs
Can be drawn up using two methods: Scientific
using objective formulae
Heuristic subjective, based on trial & error
The Budget
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Scientific budgets are drawn up by considering:
Objective and Tactics
Modelling
Payback Period
Profit Optimisation
Budget ‐ Scientific
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Heuristic Budgets are based on:
Percentage of Turnover
Competitive Parity
Affordable
Arbitrary
Budget ‐ Heuristic
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Main PR costs areas are: Time
Person‐Hours
Materials
Expenses
PR Budgeting
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Consultancy Budget All time has to be paid for, even meetings
Example PR Budgets
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Budget for a Press Reception PRO’s can slack on this. Think about the programme
Example PR Budgets
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PR Department Budget Overheads identified instead of hourly charge
Example PR Budgets
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Budgets help to plan tasks
Budgets are not always based on hard numbers
Always consider minute details – costs can easily spiral out of control
For events, costs are largely based on the programme structure, and don’t forget the person‐hour cost of planning
Summary
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Jefkins’ 6 Point PR Planning Model Situation Analysis
Defining Objectives Defining Publics Media Selection The Budget
Implementation & Control
Overview
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Resource Allocation & Task Prioritisation Gantt Charts
Contingency Planning ‘What if’ Scenarios
Assessing Results
Implementation & Control
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Gantt Chart Example
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Examples: What if the room becomes unavailable? What if the speakers drop out? What if we overspend in one area? Will we have funds
for others?
Contingency Planning
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Work for PR Campaigns do not end when the ‘technicians’ have finished their tasks Must to pre and post programme assessments
In order to determine change/success
Methodologies: By Observation & Experience
By Feedback & It’s Assessment
By Research
Assessing Results
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Measured against pre‐set objectives Has complaints dropped? Has share price improved?
Consider external factors too Economic, Political Factors Seasonality Competitors
Assessing By Observation & Experience
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Consider
Complaints
Suggestions
Reports & Recommendations
Press Cuttings (clipping services)
Monitored Broadcasts
Independent Research Surveys
Assessing By Feedback
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Press Cuttings Hunt & Grunig: the systematic appraisal of a company’s reputation,
products or services, or those of it’s competitors, as measured by the presence in the media
Monitoring
Quality of coverage and medium Value Scale
Assessing Readership OTS (opportunities to see) Rating
Picture Usage Share of Voice Response
Assessing By Feedback
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Initial research to determine base percentage Post campaign research to assess change
Quantitative research can be analysed for long‐term ‘longitudinal’ charts
Assessing By Research
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“Prevention is better than Cure”
MACRO Model of Public Relations Evaluation (Australian group)
Evaluation through‐out the campaign
The MACRO Model
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Evaluation is just as critical as implementation and planning of a programme
Implementation must be planned using Gantt Charts or similar tools
MACRO model helps identify problems sooner
Summary
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1. What are the 6 points of Jefkins’ PR Planning Model?
2. What is OraMedia? Where is it most effective?
3. Who are Opinion Leaders and why are they important? Give examples
4. What is the difference between Mirror, Current & Wish Image? How
can you perform an Image Analysis?
5. What is the difference between objectives, strategies and tactics?
6. What is the difference between Editorials & Advertorials?
7. Describe and give examples for each of the three types of outcomes:
Knowledge, Predisposition, Behavioural
Test
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Prepare a 10min presentation on the last campaign (Travel Nepal, Travel Sylhet), stating what tasks or what things will need to be considered at each of the 6 Jefkins’ Points: Situation Analysis
Defining Objectives Defining Publics Media Selection The Budget
Implementation & Control
TASK
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