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COMMUNICATION & PUBLIC RELATIONS

PhD. LAVINIA DOVLEAC

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STRATEGIC PR PLANNING

The strategy must support:

The organizations corporate strategy

The linking with the companys marketing strategy

It is helpful to involve the responsible for corporate and marketing strategy

when planning PR strategy.

WHY?

They can help explain the organizations wider strategy while PR responsible can

explain how PR can be used to support corporate goals.

STEP 1: UNDERSTANDING STRATEGY

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SUPPORTING MARKETING OBJECTIVES WITH PR

MARKETING OBJECTIVE SUPPORTIVE PR ACTIVITY

To build stronger and more

lasting relationships with

clients.

Organize a corporate

hospitality event.

Produce a quarterly

customer newsletter.

To increase the publics

awareness of the organization.

Secure positive media

coverage.

Organize an open day.

To promote a new line of

products more widely.

Secure editorial in trade

and consumer press.

Organize in-store tastings

or trial sessions.

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STEP 3: IDENTIFYING TARGET AUDIENCES (PUBLICS)


Audiences might include:

Customers

Staff

Media Public

Investors/shareholders

Market analysts

Other stakeholders

The local community

Local, regional/state or national/federal government

Use PR persuasively

to help shape the wayothers see your

organization.

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STEP 4: DEFINING KEY MESSAGES


You have to create PERSONALIZED messages for each principal audience.

HOMEWORK

Set a key message that you want to deliver about your organization:

Example: the organization is innovative

the organization is caring

the organization is launching a new product/service

etc.

Try to set the messages for each audience (public) based on their concerns.

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STEP 5: DOCUMENTING THE PLAN

A PR STRATEGY IS A WRITTEN DOCUMENT NOT A SET OF IDEAS IN YOUR HEAD!!!

This document contains:

Details of the key public

Principal messages per audience

Objectives and the ideas for achieving them

Measures used to evaluate success

Set a date for an interim evaluation

Activity timetable

Review your PR

strategy every

six months.

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STEP 6: ASSESSING EFFECTIVENESS

THE AIM OF MEASURING IS TO ASSESS WHETHER OR NOT OBJECTIVES

HAVE BEEN ACHIEVED.

What do you do to know if the message reached the audience and achieved thedesired outcome???

Use research methods (focus group, questionnaires etc.)

You may need to conduct research before a PR campaign, as well as afterward.

WHY?

To obtain an accurate measure of shifts in behavior or attitude.

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MEASURING THE EFFECTIVENESS OF A PR CAMPAIGN

INDICATOR HOW TO MEASURE EFFECTIVENESS

REACH How well did the message reach the target audience? What is the proof?

KNOWLEDGE How well informed and educated is the audience aboutthe company and its products?

How do we know?

UNDERSTANDING Has the audience grasped the message? How can we tell?

PREFERENCE Has favor increased with the target audience? How do we know?

ATTITUDES Has the audiences view been altered in a positive way?

Is there any evidence of this?OPINIONS Have peoples opinions changed in the way that was

intended?

How do we know?

BEHAVIOR Has target audience behavior altered in the intendedway?

How do we know?

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Since it opened in May 2000, more than 40 million people

have visited Tate Modern.

It is one of the UKstop three tourist attractions and generates

an estimated 100 million in economic benefits toLondon annually.

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REFERENCES

Moi Ali:

EFFECTIVE PUBLIC RELATIONS - DK Publishing, 2001

Paul Baines, John Egan, Frank Jefkins:

PUBLIC RELATIONS - Routledge 2004

cpr s2 2013

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