Week 7Week 7

►Other information pieces; Other information pieces; flyers, posters and flyers, posters and bookletsbooklets►Choosing the right Choosing the right medium medium ►About BudgetingAbout Budgeting

Choosing the appropriate Choosing the appropriate medium or media for your medium or media for your

messagemessage

A A MediumMedium is an is an intermediate agency that intermediate agency that enables communication to enables communication to take placetake place

Choosing the appropriate medium or media Choosing the appropriate medium or media for your messagefor your message

► Choosing the media/medium is the final step in the planning process for your message

► Ask these questions FIRST to ensure the right medium is chosen for your message:

1. What audience are you trying to reach? What do you know about its media usage patterns and the credibility rating for each medium?

2. When do you need to reach this audience in order for your message to be effective?

3. How much do you need to spend to reach your audience and can you afford it?

……more questions you may need to ask:more questions you may need to ask:

1.1. Which medium reaches the broadest segment of your target Which medium reaches the broadest segment of your target audience at the lowest cost? The bottom line is controlled by audience at the lowest cost? The bottom line is controlled by costs. E.g. a newsletter may reach two – thirds of your costs. E.g. a newsletter may reach two – thirds of your audience at one tenth of the price to reach an entire audience audience at one tenth of the price to reach an entire audience through an expensive corporate magazinethrough an expensive corporate magazine

2.2. Which medium has the highest credibility and how much does Which medium has the highest credibility and how much does it cost? The success of any future messages relies upon it cost? The success of any future messages relies upon credibility.credibility.

3.3. Which medium will deliver your message within the time Which medium will deliver your message within the time constraints necessary to be effective? A letter distributed by constraints necessary to be effective? A letter distributed by intranet may be more timely than a well written article in next intranet may be more timely than a well written article in next months corporate magazine.months corporate magazine.

4.4. Should a single media be used or a combination of Should a single media be used or a combination of complementary media (media mix) complementary media (media mix)

Selecting the most appropriate medium for Selecting the most appropriate medium for your message is a complex endeavour!your message is a complex endeavour!

► Know your audience – this will ensure you select the Know your audience – this will ensure you select the right medium for your messageright medium for your message

► Know the format for each mediaKnow the format for each media► Be aware of costsBe aware of costs► Be aware of ‘lead time’ for writing, editing, layout, Be aware of ‘lead time’ for writing, editing, layout,

printing and distributionprinting and distribution► The key to PR writing is to learn about each format and The key to PR writing is to learn about each format and

adapt your writing style for each. adapt your writing style for each. ► Adapt to the needs of the:Adapt to the needs of the:

- audience- audience

- message- message

- medium- medium

Communication AuditsCommunication Audits

► What is the purpose of a What is the purpose of a communication audit?communication audit?

► What are the three major steps What are the three major steps involved in a communication audit?involved in a communication audit?

► What are the six areas of an What are the six areas of an organisation that must be thoroughly organisation that must be thoroughly examined during the course of examined during the course of conducting a communications audit?conducting a communications audit?

A wealth of formats to impart A wealth of formats to impart informationinformation

► The following formats have a slightly The following formats have a slightly different purpose but are aimed at different purpose but are aimed at the same target audience:the same target audience:

1.1. Near magazine length bookletsNear magazine length booklets

2.2. Single and double sided flyersSingle and double sided flyers

3.3. PostersPosters

4.4. PamphletsPamphlets

FlyersFlyersThe term flyer comes from the rapid delivery rate – by The term flyer comes from the rapid delivery rate – by

peoplepeopleQuick to distribute information to large audiences Quick to distribute information to large audiences

cheaply:cheaply:1.1. Street cornersStreet corners2.2. Entrances to eventsEntrances to events3.3. Employee mailboxesEmployee mailboxes4.4. Door to doorDoor to door5.5. Bulletin boardsBulletin boards6.6. Office doorsOffice doors

► Typically a single sheet of paper, printed on one or Typically a single sheet of paper, printed on one or two sides and photocopiedtwo sides and photocopied

► Laid out like a print ad or newsletter with striking Laid out like a print ad or newsletter with striking graphics and full impact languagegraphics and full impact language

PostersPosters

►The difference between a poster and The difference between a poster and flyer is size and cost.flyer is size and cost.

►Posters are mostly used for Posters are mostly used for announcements. Historically they announcements. Historically they heralded special eventsheralded special events

►They usually appear in colourThey usually appear in colour► Expensive but have resurfaced in Expensive but have resurfaced in

popularity as an employee morale popularity as an employee morale booster booster

Booklets and HybridsBooklets and Hybrids

► Booklets are produced for infinite reasonsBooklets are produced for infinite reasons► The content is complex and lengthy and usually The content is complex and lengthy and usually

semipermanent – to be referenced regularlysemipermanent – to be referenced regularly► Booklets may be pocket sized or magazine sizeBooklets may be pocket sized or magazine size► Writing styles are need to factor in space, details Writing styles are need to factor in space, details

and format which is like a brochure where graphics and format which is like a brochure where graphics and copy need to be carefully noted.and copy need to be carefully noted.

► Hybrids are neither a booklet or brochure but are Hybrids are neither a booklet or brochure but are commonly known as large format brochures.commonly known as large format brochures.

► Budgets are annually based and include a mix of PR activities which can be: Budgets are annually based and include a mix of PR activities which can be: long term in nature, such as a continuing stakeholder relations activity or long term in nature, such as a continuing stakeholder relations activity or cyclical e.g. annual reportscyclical e.g. annual reports

► The main areas in PR annual budgets include:The main areas in PR annual budgets include:OperationalOperationalresearch, publicity, advertising and sponsorship, printing, photographyresearch, publicity, advertising and sponsorship, printing, photography

AdministrativeAdministrativestaff salariesstaff salariespublic holidays, overtimepublic holidays, overtimemotor vehiclesmotor vehiclesentertainment, gifts and corporate hospitalityentertainment, gifts and corporate hospitalitytravel expensestravel expensesstaff trainingstaff trainingsubscriptions and membershipssubscriptions and membershipsequipment e.g. furniture, computer hardware and software, photocopiers, equipment e.g. furniture, computer hardware and software, photocopiers, faxfaxupdates and upgrades, telephonesupdates and upgrades, telephonesstationary, office suppliesstationary, office suppliesoffice sundries – couriers, office maintenance, taxis, petty cashoffice sundries – couriers, office maintenance, taxis, petty cash

► All PR budgets should be accompanied by budget notes to enable a reader All PR budgets should be accompanied by budget notes to enable a reader to understand the reasoning behind the activity and calculation of costs.to understand the reasoning behind the activity and calculation of costs.

Budgets continued:Budgets continued:

Two types of budgets are required:Two types of budgets are required:1.1. an initial estimate to see whether the plan is in the right ballparkan initial estimate to see whether the plan is in the right ballpark2.2. A detailed plan as the program developsA detailed plan as the program develops

► Databases help break down the type of work completed and allow for cross Databases help break down the type of work completed and allow for cross referencing e.g.referencing e.g.

1.1. PrintPrint2.2. FilmFilm3.3. DisplayDisplay4.4. Give away itemsGive away items5.5. Media relationsMedia relations

Each section can then be broken down into the type of job costs with the Each section can then be broken down into the type of job costs with the following ‘print’ e.g.following ‘print’ e.g.

1.1. A4 black and white and 2 colour productionsA4 black and white and 2 colour productions2.2. A4 colour productionsA4 colour productions3.3. DL sized colour productionsDL sized colour productions4.4. Instant printInstant print5.5. PostersPosters

Then under each section you can add the following details:Then under each section you can add the following details:(date) A4 newsletter, (date) A4 newsletter, 8 pages, 5000 print run, 2 colours, white, 150gsm, grade 2 art 8 pages, 5000 print run, 2 colours, white, 150gsm, grade 2 art

paperpaper artwork: $2000 - printing: $4000artwork: $2000 - printing: $4000

ContingenciesContingencies

► You should:You should:1.1. Carefully define your objectivesCarefully define your objectives2.2. Isolate your target audiencesIsolate your target audiences3.3. Select your mediaSelect your media

► However in the real world things change However in the real world things change where plans serve as statements. So it is a where plans serve as statements. So it is a good idea to have a contingency figure of good idea to have a contingency figure of 15 per cent or more where reactions can 15 per cent or more where reactions can be incorporated into the plan and budgetbe incorporated into the plan and budget

PR ConsultancyPR Consultancy

►The biggest single factor in a The biggest single factor in a consultancy budget is labour.consultancy budget is labour.

►The rule of thumb is that consultancy The rule of thumb is that consultancy needs to charge 2.5 to three times the needs to charge 2.5 to three times the salary of each consultant in order to salary of each consultant in order to make a profitmake a profit

e.g. If a consultant is paid $50,000 per e.g. If a consultant is paid $50,000 per annum then $125,000 to $150,000 of annum then $125,000 to $150,000 of income would need to be generated.income would need to be generated.

In-house work versus consultancyIn-house work versus consultancy

In-house advantagesIn-house advantages1.1. AccessAccess to top, middle or lower management can to top, middle or lower management can

often be much more frequent and readily often be much more frequent and readily available where facts and factors are easily available where facts and factors are easily acquainted in the form of advice – where acquainted in the form of advice – where geography and speed to action are beneficialgeography and speed to action are beneficial

2.2. Feeling the Feeling the pulse pulse of employee and staff relations – of employee and staff relations – a sense of familiaritya sense of familiarity

3.3. Knowing precisely where the Knowing precisely where the powerpower, , responsibilityresponsibility for decisions lie within the organisationfor decisions lie within the organisation

In-house work versus consultancyIn-house work versus consultancy

In-house disadvantagesIn-house disadvantages1.1. Executive staff may take advantage of an effective PR department Executive staff may take advantage of an effective PR department

which in turn becomes heavily overloaded and involved in day-to-which in turn becomes heavily overloaded and involved in day-to-day doing things in areas outside of PR and communications. day doing things in areas outside of PR and communications. Consequently, a multitude of activities detracts from the function of Consequently, a multitude of activities detracts from the function of thinking ahead, framing policy recommendations and planning for thinking ahead, framing policy recommendations and planning for improved events in the futureimproved events in the future

2.2. Internal PR departments need to know about their organisation, Internal PR departments need to know about their organisation, their industry and the technologies involved. This can lead to a lack their industry and the technologies involved. This can lead to a lack of time invested in connecting with the PR world outside, developing of time invested in connecting with the PR world outside, developing techniques, and emergent trends in managementtechniques, and emergent trends in management

3.3. Familiarity breeds contempt – especially with management declining Familiarity breeds contempt – especially with management declining requests for PR to be involved in management deliberationsrequests for PR to be involved in management deliberations

In-house work versus consultancyIn-house work versus consultancy

Consultancy advantagesConsultancy advantages

1.1. More widely in touch with trends and More widely in touch with trends and developments in PR practice and techniquesdevelopments in PR practice and techniques

2.2. More diverse circle of clients hence easier to cross More diverse circle of clients hence easier to cross fertilise ideas and thinking for the clients benefitfertilise ideas and thinking for the clients benefit

3.3. More wide spread media contactsMore wide spread media contacts

4.4. Large amount of business being given to outside Large amount of business being given to outside services such as printers allows the consultant to services such as printers allows the consultant to achieve creative and production deadlinesachieve creative and production deadlines

5.5. Outside advice is valued more than internalOutside advice is valued more than internal

In-house work versus consultancyIn-house work versus consultancy

Consultancy disadvantagesConsultancy disadvantages

1.1. Consultants need to understand where the power Consultants need to understand where the power and decision making lies within – ‘who reports to and decision making lies within – ‘who reports to whom’whom’

2.2. Initially more difficult to extract total and accurate Initially more difficult to extract total and accurate information on situations and forthcoming events information on situations and forthcoming events because consultants are on the ‘outside’because consultants are on the ‘outside’