apr pr programming presentation
TRANSCRIPT
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Developed by PRSADeveloped by PRSA--Detroit ChapterDetroit Chapter
Accreditation Committee, 2006Accreditation Committee, 2006
Public RelationsPublic RelationsProgrammingProgramming
Pat AdantiPat Adanti--Joy, APRJoy, APR
March 4, 2006March 4, 2006
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Developed by PRSADeveloped by PRSA--Detroit ChapterDetroit Chapter
Accreditation Committee, 2006Accreditation Committee, 2006
Material covered in researchMaterial covered in researchand programming sessionsand programming sessions
represent 30% ofrepresent 30% of
APR Exam contentAPR Exam content
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Developed by PRSADeveloped by PRSA--Detroit ChapterDetroit Chapter
Accreditation Committee, 2006Accreditation Committee, 2006
Programming session outlineProgramming session outline
Programming componentsProgramming components
FourFour--step programming processstep programming process
Programming presentation tipsProgramming presentation tips
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Developed by PRSADeveloped by PRSA--Detroit ChapterDetroit Chapter
Accreditation Committee, 2006Accreditation Committee, 2006
Readiness Review questionnaireReadiness Review questionnaire
and portfolio presentation MUSTand portfolio presentation MUST
highlight the SAME program.highlight the SAME program.
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Developed by PRSADeveloped by PRSA--Detroit ChapterDetroit Chapter
Accreditation Committee, 2006Accreditation Committee, 2006
Featured program:Featured program:
Must have been implementedMust have been implemented
Doesnt have to be recentDoesnt have to be recent Should have been primarily executed byShould have been primarily executed by
candidatecandidate
Should include all programmingShould include all programming
componentscomponents
Can include some gaps, but not too manyCan include some gaps, but not too many
and should be filled with should havesand should be filled with should haves
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Developed by PRSADeveloped by PRSA--Detroit ChapterDetroit Chapter
Accreditation Committee, 2006Accreditation Committee, 2006
Readiness Review ScoringReadiness Review Scoring
3 panelists evaluate both questionnaire3 panelists evaluate both questionnaire
and portfolio presentationand portfolio presentation 48 possible points on evaluation scale48 possible points on evaluation scale
Candidate requires minimum of 32 pointsCandidate requires minimum of 32 pointsfrom each panelist with no zero scoresfrom each panelist with no zero scores
Panelists will advance or not advancePanelists will advance or not advancecandidate to sit for multiple choice examcandidate to sit for multiple choice exam
PRSA National will forward resultsPRSA National will forward results
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Developed by PRSADeveloped by PRSA--Detroit ChapterDetroit Chapter
Accreditation Committee, 2006Accreditation Committee, 2006
When developing aWhen developing apublic relations program:public relations program:Always start with companysAlways start with companys
mission statement. All elementsmission statement. All elements
of PR plan should be consistentof PR plan should be consistentwith companys stated mission.with companys stated mission.
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Developed by PRSADeveloped by PRSA--Detroit ChapterDetroit Chapter
Accreditation Committee, 2006Accreditation Committee, 2006
Programming componentsProgramming components
Purpose/problem/mission statementPurpose/problem/mission statement
Goal(s)Goal(s) PublicsPublics
ObjectivesObjectives StrategiesStrategies
Tactics/toolsTactics/toolsTHEYRE EASY TO CONFUSE!THEYRE EASY TO CONFUSE!
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Developed by PRSADeveloped by PRSA--Detroit ChapterDetroit Chapter
Accreditation Committee, 2006Accreditation Committee, 2006
ProgrammingProgramming
componentscomponentsThink of a pyramid with ONEThink of a pyramid with ONE
purpose/problem/missionpurpose/problem/mission at theat thetop and most general in naturetop and most general in nature
working on down to manyworking on down to manytactics/tools, which are very specific.tactics/tools, which are very specific.
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Developed by PRSADeveloped by PRSA--Detroit ChapterDetroit Chapter
Accreditation Committee, 2006Accreditation Committee, 2006
Purpose/problem/mission statementPurpose/problem/mission statement
Only oneOnly one
Briefly describes organizations situation orBriefly describes organizations situation orexistenceexistence
Emerges from situation analysisEmerges from situation analysis thetheresearch conducted once a problem, need,research conducted once a problem, need,
opportunity is identifiedopportunity is identified
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Developed by PRSADeveloped by PRSA--Detroit ChapterDetroit Chapter
Accreditation Committee, 2006Accreditation Committee, 2006
Purpose/problem/mission statementPurpose/problem/mission statement
Written in present tenseWritten in present tense
Based on objective research andBased on objective research anddocumentationdocumentation
Wording doesnt imply solution or blameWording doesnt imply solution or blame Communication is included as solutionCommunication is included as solution
To bring affordable transportation to theTo bring affordable transportation to the
common personcommon person
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Developed by PRSADeveloped by PRSA--Detroit ChapterDetroit Chapter
Accreditation Committee, 2006Accreditation Committee, 2006
Goal(s)Goal(s)
Only one or a small handfulOnly one or a small handful
Relates to one aspect of problem/missionRelates to one aspect of problem/missionA bit more specific than problemA bit more specific than problem
statementstatement Summarizes desired outcome of programSummarizes desired outcome of program
To increase use of mass transit.To increase use of mass transit.
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Developed by PRSADeveloped by PRSA--Detroit ChapterDetroit Chapter
Accreditation Committee, 2006Accreditation Committee, 2006
Differences of opinion existDifferences of opinion existregarding whether goals shouldregarding whether goals should
be measurable.be measurable.
In the UAB concept,In the UAB concept,
measurement is built intomeasurement is built intoobjectives, not goals.objectives, not goals.
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Developed by PRSADeveloped by PRSA--Detroit ChapterDetroit Chapter
Accreditation Committee, 2006Accreditation Committee, 2006
PublicsPublics
Also known as target audiences,Also known as target audiences,
constituents, stakeholders, etc.constituents, stakeholders, etc. Create list even though publics mentionedCreate list even though publics mentioned
in objectivesin objectives
Select publics according to those groupsSelect publics according to those groupsinvolved in/affected by the situation forinvolved in/affected by the situation for
which the program is being developedwhich the program is being developed For exam, sufficient to prioritize asFor exam, sufficient to prioritize as
primary and secondaryprimary and secondary
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Developed by PRSADeveloped by PRSA--Detroit ChapterDetroit Chapter
Accreditation Committee, 2006Accreditation Committee, 2006
Ways of identifying publicsWays of identifying publics
InternalInternal
ExternalExternal FunctionalFunctional
SegmentationSegmentation GeographicGeographic
PsychographicsPsychographics
For exam, focus on a manageableFor exam, focus on a manageable
number of publicsnumber of publics
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Developed by PRSADeveloped by PRSA--Detroit ChapterDetroit Chapter
Accreditation Committee, 2006Accreditation Committee, 2006
ObjectivesObjectives
Milestones that drive closer to goalMilestones that drive closer to goal
Relate directly to one or more publicsRelate directly to one or more publics Define the who, what, when of a planDefine the who, what, when of a plan
What behavior, attitude or opinion want fromWhat behavior, attitude or opinion want frompublic(s)public(s)
How much hope to achieveHow much hope to achieve
When hope to achieve itWhen hope to achieve it For exam, highlight a manageableFor exam, highlight a manageable
number of objectivesnumber of objectives
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Developed by PRSADeveloped by PRSA--Detroit ChapterDetroit Chapter
Accreditation Committee, 2006Accreditation Committee, 2006
Wording objectivesWording objectives Name public or target audienceName public or target audience
State desired actionState desired action
Indicate level of attainment (includingIndicate level of attainment (includingpercentages or numbers)percentages or numbers)
Include time frameInclude time frame
To increase public transportationTo increase public transportationridershipridershipin Metroin Metro
Detroit (action) by 8% (level) among workersDetroit (action) by 8% (level) among workersearning less than $25,000 per year (public)earning less than $25,000 per year (public)
within the first six months (time frame) of thewithin the first six months (time frame) of the
communication program.communication program.
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Developed by PRSADeveloped by PRSA--Detroit ChapterDetroit Chapter
Accreditation Committee, 2006Accreditation Committee, 2006
Objective cautionsObjective cautions
Focus on outcome/impact objectivesFocus on outcome/impact objectives
(those that measure behavior, etc.) rather(those that measure behavior, etc.) ratherthan output/process objectives (thosethan output/process objectives (those
relating to numbers of releases, contacts,relating to numbers of releases, contacts,
etc.)etc.)
Make sure objectives are attainableMake sure objectives are attainable itsits
unrealistic to aim for 100%unrealistic to aim for 100%
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Developed by PRSADeveloped by PRSA--Detroit ChapterDetroit Chapter
Accreditation Committee, 2006Accreditation Committee, 2006
StrategiesStrategies
There can be several for each objectiveThere can be several for each objective
A plan of action offering the mostA plan of action offering the mostpromising means of reaching publics and,promising means of reaching publics and,
ultimately, the program goalultimately, the program goal Do not include specific tactics/tools toDo not include specific tactics/tools to
achieve objectivesachieve objectives
For exam, highlight manageable numberFor exam, highlight manageable number
of strategiesof strategies
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Developed by PRSADeveloped by PRSA--Detroit ChapterDetroit Chapter
Accreditation Committee, 2006Accreditation Committee, 2006
StrategiesStrategies
Address the how of the planAddress the how of the plan
Identify the best means of reachingIdentify the best means of reachingpublic(s) and achieving the desired endpublic(s) and achieving the desired end
resultresult
To demonstrate that ridingTo demonstrate that riding
public transportation to workpublic transportation to work
is a reliable mode of travel.is a reliable mode of travel.
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Developed by PRSADeveloped by PRSA--Detroit ChapterDetroit Chapter
Accreditation Committee, 2006Accreditation Committee, 2006
Tactics/toolsTactics/tools Subdivisions of strategiesSubdivisions of strategies more specific howmore specific how
itemsitems
Specific activities conducted or items created toSpecific activities conducted or items created to
address/achieve strategiesaddress/achieve strategies Involve the use of specific personnel, time, costInvolve the use of specific personnel, time, cost
and other organizational resourcesand other organizational resources
For exam, highlight manageable number ofFor exam, highlight manageable number oftactics/toolstactics/tools
Design, produce and distribute radio, televisionDesign, produce and distribute radio, televisionand print public service announcements.and print public service announcements.
Conduct a why Id rather be riding essay contest.Conduct a why Id rather be riding essay contest.
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Developed by PRSADeveloped by PRSA--Detroit ChapterDetroit Chapter
Accreditation Committee, 2006Accreditation Committee, 2006
FourFour--Step Programming ProcessStep Programming Process
Define the public relations problemDefine the public relations problem
Programming and planningProgramming and planning Taking action and communicatingTaking action and communicating
Evaluating the programEvaluating the program
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Developed by PRSADeveloped by PRSA--Detroit ChapterDetroit Chapter
Accreditation Committee, 2006Accreditation Committee, 2006
Define the Public Relations ProgramDefine the Public Relations Program
Begins with situation analysis (research)Begins with situation analysis (research)
Conduct research to learn whats happeningConduct research to learn whats happening Establish benchmark for measuring resultsEstablish benchmark for measuring results
and evaluating programs successand evaluating programs success
Formulate problem/mission statementFormulate problem/mission statement
Develop concise statement thats one or a fewDevelop concise statement thats one or a few
sentencessentences Continue situation analysis (research) toContinue situation analysis (research) to
further refine problem statementfurther refine problem statement
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Developed by PRSADeveloped by PRSA--Detroit ChapterDetroit Chapter
Accreditation Committee, 2006Accreditation Committee, 2006
Programming and PlanningProgramming and Planning
Strategic planningStrategic planningwhat should we saywhat should we say
and do, and why?and do, and why? Step in which highlight program goal(s),Step in which highlight program goal(s),
target publics, objectivestarget publics, objectives
Any preAny pre--testing of publics and objectivestesting of publics and objectivesconducted in this stepconducted in this step
Acknowledge how PR goal(s), objectivesAcknowledge how PR goal(s), objectivesintertwine with other business units inintertwine with other business units inorganizationorganization
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Developed by PRSADeveloped by PRSA--Detroit ChapterDetroit Chapter
Accreditation Committee, 2006Accreditation Committee, 2006
Taking action and communicatingTaking action and communicating
Actual program implementationActual program implementation
Answers how and when do we do andAnswers how and when do we do andsay it?say it?
Includes action and communication/mediaIncludes action and communication/mediastrategiesstrategiesAction strategies: organizational changesAction strategies: organizational changes
Communication/media strategies: details ofCommunication/media strategies: details ofmessages and channels or media used to disseminatemessages and channels or media used to disseminate
informationinformation and why theyre bestand why theyre best
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Developed by PRSADeveloped by PRSA--Detroit ChapterDetroit Chapter
Accreditation Committee, 2006Accreditation Committee, 2006
Taking action and communicatingTaking action and communicating
Includes tactics/toolsIncludes tactics/tools
Special events, collateral materials, speakersSpecial events, collateral materials, speakersbureaus, etc.bureaus, etc.
Outlines implementation plansOutlines implementation plans
TimelinesTimelines
Staffing and assignmentsStaffing and assignments
BudgetsBudgets
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Developed by PRSADeveloped by PRSA--Detroit ChapterDetroit Chapter
Accreditation Committee, 2006Accreditation Committee, 2006
Be sure to clearly label/identifyBe sure to clearly label/identify
strategies and tactics/tools andstrategies and tactics/tools andwhich objectives they support.which objectives they support.
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Developed by PRSADeveloped by PRSA--Detroit ChapterDetroit Chapter
Accreditation Committee, 2006Accreditation Committee, 2006
Evaluating the programEvaluating the program
Includes periodic and final assessmentsIncludes periodic and final assessments
Addresses how did we do?Addresses how did we do? Revisit research conducted at programs start toRevisit research conducted at programs start to
measure successmeasure success
Includes preparing/presenting managementIncludes preparing/presenting managementreportsreports
Management communication should be scheduledManagement communication should be scheduled
throughout programthroughout program
Includes suggestions for adjusting program for futureIncludes suggestions for adjusting program for future
TenTen step plan co e s the samestep plan covers the same
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Developed by PRSADeveloped by PRSA--Detroit ChapterDetroit Chapter
Accreditation Committee, 2006Accreditation Committee, 2006
TenTen--step plan covers the samestep plan covers the same
areas as fourareas as four--step planstep plan Goal(s)Goal(s)
PublicsPublics
ObjectivesObjectives
StrategiesStrategies
Tactics/toolsTactics/tools ActivitiesActivities
EvaluationEvaluation
MaterialsMaterials BudgetBudget
TimetableTimetable
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Developed by PRSADeveloped by PRSA--Detroit ChapterDetroit Chapter
Accreditation Committee, 2006Accreditation Committee, 2006
Programming presentation tipsProgramming presentation tips
On RR Questionnaire, provide informationOn RR Questionnaire, provide information
in section its askedin section its asked dont refer panelistdont refer panelistto another section to find an answer.to another section to find an answer.
Its okay to cover advertising, marketingIts okay to cover advertising, marketing
and other disciplines in RR, but do soand other disciplines in RR, but do sosparinglysparingly this is a PR exercise.this is a PR exercise.
RR Questionnaire should be free fromRR Questionnaire should be free fromgrammatical, spelling, typographical etc.grammatical, spelling, typographical etc.errors.errors.
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Developed by PRSADeveloped by PRSA--Detroit ChapterDetroit Chapter
Accreditation Committee, 2006Accreditation Committee, 2006
Programming presentation tipsProgramming presentation tips
Readiness Review QuestionnaireReadiness Review Questionnaire
Include your name and page number at theInclude your name and page number at thetop of each page.top of each page.
Be sure to one and oneBe sure to one and one--half or doublehalf or double--spacespace
your text and clearly number all answers toyour text and clearly number all answers tocorrespond with questions.correspond with questions.
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Developed by PRSADeveloped by PRSA--Detroit ChapterDetroit Chapter
Accreditation Committee, 2006Accreditation Committee, 2006
Public RelationsPublic RelationsProgrammingProgramming
Pat AdantiPat Adanti--Joy, APRJoy, APR
March 4, 2006March 4, 2006