Public Relations Syed Choudhury

Syed Choudhury - Public Relations - Week 5 1

∗ Jefkins’ 6 Point PR Planning Model

∗ Situation Analysis

∗ Defining Objectives

∗ Defining Publics

∗ Media Selection

∗ The Budget

∗ Implementation & Control

Last Lecture…

Syed Choudhury - Public Relations - Week 5 2

∗ Communications Audit

∗ Planning & Design

∗ Research & measurement

∗ Analysis & Reporting

∗ Image Analysis

In Detail – Situational Analysis

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∗ Mirror Image

∗ Current Image

∗ Wish Image

∗ Multiple Image

∗ Optimum Image

∗ Corporate Image ∗ Corporate Identity, Personality, Reputation, Values

Types of Image

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∗ Marketing Research

∗ Desk Research

∗ Complaints

∗ Financial Situation

∗ Media Attitudes

∗ Employee – Management Relations

∗ Community Relations

Situational Analysis Methods

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∗ Research Techniques ∗ Opinion & Tracking Polls ∗ Likert Scale (summated scale)

∗ Sample Selection ∗ Quota ∗ Random

∗ Image Study ∗ Omnibus Survey

Method - Marketing Research

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∗ Internal Information/Sources ∗ Sales figures, customer feedback, annual report

∗ External Information/Sources ∗ Mintel, Ovum, Dun & Bradstreet ∗ Office of National Statistics ∗ Competitors public reports

Method – Desk Research

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∗ The extent & nature of complaints

∗ Survey may be useful – but question carefully

Method – Complaints

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∗ Communication with Financial Director

∗ You need to make contingency plans

Method – Financial Situation

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∗ Media Monitoring ∗ What are the media saying about us? ∗ What is the quality of the coverage? ∗ Do they get it right? ∗ Are they critical or sympathetic? ∗ What sort of press are rivals receiving?

∗ Direct Press Relations

Method – Media Attitudes

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∗ Survey / Audit

∗ Participatory House Journal

∗ Especially Important in Service Sector

Method – Employee-Management Relations

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∗ Example – Company Bus, Supermarket

∗ “Good Neighbourliness” ∗ Active engagement with community ∗ Sponsorship ∗ Tours of facilities

Method – Community Relations

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∗ Jefkins’ 6 Point PR Planning Model 1. Situation Analysis

∗ Communications Audit, Image Analysis (6 types)

∗ 7 methods of Situational Analysis

2. Defining Objectives

Summary So Far…

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∗ What we want to achieve

∗ Have we the means of coping with all these

objectives?

∗ Over what time frame are we working?

Defining Objectives

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∗ They give focus & direction to create programme strategies and tactics

∗ Provide guidance & motivation to those who implement the programme

∗ Spell out the outcome criteria for monitoring & evaluating the programme

Importance of Defining Objectives

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∗ Knowledge Outcomes - what people are aware of, know or understand

∗ Predisposition Outcomes - how people feel

∗ Behavioural Outcomes - what people do

Three Types of Outcomes

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∗ Objectives – where we want to go

∗ Strategies – how we are going to get there

∗ Tactics –the operational aspects of the strategy

Objective vs Strategy & Tactic

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∗ Departmental Communication Priority Area: HR ∗ Need to develop the recruitment profile of the organization at events

(e.g. universities, colleges, schools via careers advisers).

∗ Redundancy problem. Need to explain company policy, internally and externally.

∗ Induction of new recruits. Need to produce support material such as booklets, slides, CD-ROMs or videos and update the recruitment pages of the company website.

Example… Broad Objectives

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∗ HR Priority Area: Need to develop the recruitment profile of the organization at events (e.g.

universities, colleges, schools via careers advisers)

∗ Objective – development of the organization’s recruitment profile ∗ Strategy – recruitment events (more/different/larger, etc.) ∗ Tactics – type, place, presentation, etc

Example…

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∗ Specific ∗ Relate to specific outcomes

∗ Measurable

∗ Quantified outcome

∗ Actionable ∗ Actionable and achievable

∗ Relevant

∗ Relevant to the main aims of the organisation

∗ Timely ∗ Agreed time-scales to measure output

Smart Objective

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∗ Rolling Research ∗ Outcome Objective

To increase awareness of the organization by 50 per cent and increase satisfaction levels by 30 per cent in a 12-month period

∗ Proxy Measure ∗ Process Objective

To attend 50 per cent more recruitment events in the next 12 months

Evaluating Objectives

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∗ Cutlip et al. (1994) ∗ Begin with ‘to’ followed by a verb describing the direction of the

intended outcome (i.e. to increase, to decrease or to maintain)

∗ Specify the outcome to be achieved. There are three possible categories of maintanance or change

∗ State the magnitude of the change or level to be maintained in measurable terms

∗ Set the target date for when the outcome is to be achieved

Forming Useful Programme Objectives

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∗ Defining Objectives

∗ 3 Types of Outcomes

∗ Objectives vs Strategy & Tactics

∗ SMART Objectives

∗ Evaluation ∗ Rolling Research ∗ Proxy Measure

Summary…

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1. Name the processes of Jefkins’ 6 Point PR Planning Model 2. What is the difference between outcome and process objective, and

which is better for effective PR use? Use examples. 3. What does S.M.A.R.T stand for? 4. Name the 3 types of outcomes? State examples 5. What is meant by “Good Neighbourliness” in Community Relations?

State examples of actions you can take to be a good neighbour

6. Separate/create the objective, strategy and tactic for the following priority area of a business HR department, and then make it SMART

Redundancy problem. Need to explain company policy, internally and externally

Quiz

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∗ Jefkins’ 6 Point PR Planning Model ∗ Situation Analysis

∗ Defining Objectives ∗ Defining Publics ∗ Media Selection ∗ The Budget

∗ Implementation & Control

Next Week

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