planning 12 steps to a successful pr campaign (your book lists 8!)
Post on 21-Dec-2015
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TRANSCRIPT
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.
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.
Define Situation
Examine the external environment with a PEST Analysis
• Politically
• Economically
• Socially
• Technologically
3. Objectives
Clearly define the objectives (goals/outcomes/results) of your PR campaign or task -- what do you hope to accomplish
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
Management by Objective
MOB includes:
• client/employer objectives
• audience/publics
• audience objectives
• media channels
• media channel objectives
Management by Objective
• sources and questions
• communication strategies
• essence of the message
• nonverbal support
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
5. Identifying Stakeholders
• Employees
• Identified Publics
• Suppliers
• Senior Executives
• Investors
• Others
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!
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.
7. Strategy
Ketchum’s Strategic Planning Model for Public Relations:
Facts:• Category facts• Product/service issues• Competitive facts• Customer facts
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
8. Tactics
• Video News releases• Press Conferences• Op/Ed Pieces• Podcasts• Stunts• Websites• Consultations• Blogs
10. Budget
A realistic budget is essential in helping assure success:
Operating costs: distribution, administrative, travel, production, seminars
Human costs: overheads, expenses, salaries
Equipment: