Download - PR 313 - Program Planning
Program Planning
Chapter 18
PR 313
Brett Atwood
Developing a Plan
Once you’ve determined your client, you’ll need to quickly establish a PR plan
If you’ve chosen a “real” client, you should attempt to get their input! Talk to your client to establish their needs
“Needs assessment”
Needs Assessment
Survey the organization Talk to members of the organization AT ALL
LEVELS High level executives “In the trenches” employees
Tap into existing market research or background materials
Learn the history of PR campaigns at the company
Gathering Information
Focus groups A focus group can help you get feedback from the
customer base Part of two-way communication It is better to uncover potential problems BEFORE
the PR campaign begins Surveys
Used to gather attitudes and perceptions of target audiences.
Classic PR Blunder
1985 - “New Coke” Coca-Cola’s ill-fated
response to the growing threat by Pepsi
Ad campaign boasted about the “new taste”
Research and focus groups might have avoided this blunder
Media targets
Who will you target in the media? What information do you need to know about
those you target? Media directories can help
Bacon’s Media Map
Elements of a Plan
There are eight elements to developing your plan: Situation Objectives Audience Strategy Tactics Timing Budget Evaluation
1. Situation
Summary of your research on why the PR campaign/program is needed
It is CRITICAL that this be adequately researched Everything else will be irrelevant if this step is not
adequately prepared
Example
In our “New Coke” example, Coca-Cola misidentified the situation
They erroneously assumed that their consumers preferred the sweeter taste of Pepsi
The new product and messaging “missed the mark” due to bad assessment
1. Situation
Determine the expectations of the client “Sanity check” the expectations with reality Contextualize your assessment within both
the short-term and long-term goals of your client
Example: MySpace.com Situation:
A subset of the MySpace.com user base is upset that Fox/NewsCorp has acquired the social networking site (via Fox Interactive Media)
As a result, the financial and tech media have reported that this disgruntlement may pose a risk to the future growth of the site
Example: MySpace.com
Situation: While growth continues to explode at
MySpace.com, there is concern that the site’s “cool factor” may be at risk with its core user base
In particular, early research has shown concern that the site will “sell out” or change from its current configuration
2. Objectives
Once you have defined the situation/problem, it is time to create the objectives
Objectives should: Help to solve the problem and/or address the
defined situation Be achievable Be measurable
2. Objectives
Informational Objectives Designed to inform and increase awareness
Motivational Objectives Aims to change attitudes and modify behavior
Example: MySpace.com
Objectives: To maintain and nurture the perception among
users that MySpace.com is independent in spirit and operation
To minimize intrusions on the creative and editorial expressions of the community
MySpace.com Example
The stated objectives are informational Can you think of examples of “motivational
objectives” that might also be developed?
3. Audience
Identify the group of people to whom you are directing your communication
There may be several groups Which are most important to your client?
Example: MySpace.com
Audience Internet users Ages 12-34
A large amount of use is among high school students 81% of the online social networking audience
Second place: Facebook.com with 7%
4. Strategies
How will you achieve the objective(s)? This is your plan of action How will the audience see this in relation to
its own self interest? Include key copy points
These are the central themes that should be repeated and reinforced through all messaging
Example: MySpace.com
Strategy MySpace.com encourages and enables a
wide range of creativity, diversity and independence among its user base
5. Tactics
The “execution” of the plan How will you realize and achieve your
strategy? Describes the specific communication
activities used to achieve the stated objectives
5. Tactics
Can take the form of: Media placements (Articles, news features) Pamphlets/newsletters Endorsements by tastemakers Advertising campaigns “Viral” marketing
Example: MySpace.com
Tactics: Recruit “indie” or credible known artists to use
and discuss the site Conduct a “counter-culture” campaign that
highlights independent, diverse and creative spaces created on the site
What are other tactics that might work?
“Viral” PR
One of the most effective “new” PR strategies uses “viral” techniques that spread among “infected” audience members
Example: Burger King
Fast-food chain Burger King has fallen on hard times
Menu items have not remained competitive
The chain has fallen from second to third in the U.S. (behind McDonald’s and Wendy’s)
Customers perceived it as “unhip” and “dated”
Enter the “Subservient Chicken”!
To help its image, Burger King conducted a viral marketing campaign on the Internet
It quietly introduced the Web site www.subservientchicken.com
It downplayed its direct relationship to the site so that the audience would not perceive to be a “hard sell”
6. Calendar
Establish a timetable to start and complete your project
The calendar should have achievable “milestones” that mark defined accomplishments for each step of the task This documents actual anticipated achievements,
rather than mere discussion of them
6. Calendar
Examine synergy opportunities for your campaign Example: MySpace.com aligning a media
campaign with 4th of July holiday to assert “independent spirit”
Schedule activities/actions intelligently Plan ahead
Some media placements have an early deadline months before the public will be exposed
7. Budget
How much money will your plan cost? How much money do you have? Allow 10% for unexpected contingencies
8. Evaluation
Did you achieve your objectives? Find and report tangible evidence of success
or shortcomings in the campaign It is common to do a pre-test/post-test
analysis of consumer awareness and/or sales before and after the campaign
Homework
Read chapters 1 and 18 by Monday Read chapter 2 and 16 by Wednesday Determine and confirm your portfolio client by
Wednesday Begin to gather research/background info for your needs
assessment (this will be due in two weeks)