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Planning

Planning. 12 Steps to a Successful PR Campaign (Your book lists 8!). Planning. Meticulous planning is essential in executing a successful public relations campaign or task.

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Planning

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  1. Planning 12 Steps to a Successful PR Campaign (Your book lists 8!)

  2. Planning Meticulous planning is essential in executing a successful public relations campaign or task. Strategic planning helps you (or your organization) discover where you need to go, what route to take and what methods of “transportation” work best.

  3. 1. Research Research is at the core of any PR activity. Research allows you to be aware of everything externally and internally that can impact your campaign.

  4. 2. Define Situation SWOT Analysis • Strengths • Weaknesses • Opportunities • Threats

  5. Define Situation Examine the external environment with a PEST Analysis • Politically • Economically • Socially • Technologically

  6. 3. Objectives Clearly define the objectives (goals/outcomes/results) of your PR campaign or task -- what do you hope to accomplish

  7. SMART Objectives • Specific: clearly defined and comprehensible • Measurable: can each objective be measured in the evaluation • Achievable: considering other factors (budget, timeframe, environment), are results within reach • Realistic: considering resources, are the results realistic • Time: when should the objectives be reached

  8. Management by Objective MOB includes: • client/employer objectives • audience/publics • audience objectives • media channels • media channel objectives

  9. Management by Objective • sources and questions • communication strategies • essence of the message • nonverbal support

  10. 4. Identifying Publics/Audience Who is crucial and relevant to your campaign? • latent publics: groups that face a problem/challenge and fail to recognize it • aware publics: groups that recognize a problem exists • active publics: groups that are doing something about the problem/challenge

  11. 5. Identifying Stakeholders • Employees • Identified Publics • Suppliers • Senior Executives • Investors • Others

  12. 6. Key Message Every PR campaign needs a clear, concise and readily understood set of messages that forms the main thrust of communication. • essential part of the attitude forming process • Demonstrate the effectiveness of the communication Key messages must not cross over or conflict!

  13. 7. Strategy Strategy and tactics are not the same thing! Strategy is the theory on which tactics are built. Strategy is the overlying mechanism of a campaign from which the tactics are deployed to meet the objectives.

  14. 7. Strategy Ketchum’s Strategic Planning Model for Public Relations: Facts: • Category facts • Product/service issues • Competitive facts • Customer facts

  15. 7. Strategy Goals: • Business objectives • Role of public relations • Sources of new business

  16. 8. Tactics PR professionals have lots of tools -- use ones that are appropriate and effective: • Media Relations • Lobbying • Events • Interviews • Presentations • Promotions/Contests • Newsletters/Publications

  17. 8. Tactics • Video News releases • Press Conferences • Op/Ed Pieces • Podcasts • Stunts • Websites • Consultations • Blogs

  18. 9. Time Frame A well-planned calendar helps staff and message stay on target.

  19. 10. Budget A realistic budget is essential in helping assure success: Operating costs: distribution, administrative, travel, production, seminars Human costs: overheads, expenses, salaries Equipment:

  20. 11. Crisis Management Plan Assess risk and plan to deal with it

  21. 12. Evaluation Evaluation should be • realistic • credible • specific • meets client and employers expectations

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