Assignment about Public relation- Program/Campaign
10/3/19
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CH. 6: PR PLANNING
COMM 2000 Foundations In Public Relations
The formulation of a public relations strategy properly begins
with listening, not talking.
- Leonard Saffir
³ Public Relations Planning ³ Why plan? ³ Elements of a PR plan
Today’s Agenda
“It’s about creating a more favorable environment in which an organization’s idea, service or issue can take seed and flourish and where we can see measurable progress.
Creating that environment depends on strong strategic planning--based on research--with results you can measure.”
-- Helen I. Ostrowski Global CEO, Porter Novelli
Public Relations Planning: Why Plan? Types of Communication Plans
³ Single-use Plan: special event
³ Standing Plans : on-going plan
³ Contingency Plans: crisis plan
³ Situation Analysis (Contextual, Background Research) ³ Goal/Objective(s) ³ Audience (Publics) ³ Strategies ³ Tactics ³ Calendar/Timetable ³ Budget ³ Evaluation
Elements of a Communication Plan
Situation Analysis Research
Goals & Objectives Audience Strategies Tactics
Timeline & Budget Evaluation
Beginning the Planning Process
[Research/Situation Analysis]
Gather and analyze background information about your organization and the situational context
³Client Research ³Competition (in U.S.) ³Industry Trends ³Stakeholders ³Primary Research
Situation Analysis Research Goals & Objectives
Audience Strategies Tactics Timeline & Budget Evaluation
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Situation Analysis
SWOT Analysis: Gather relevant information and analyze the current situation from a public relations/communication standpoint
Statement of the Problem/Opportunity: Select the most important issue you need to address and describe it concisely
Situation Analysis Research Goals & Objectives
Audience Strategies Tactics Timeline & Budget Evaluation
Strengths Weaknesses Opportunities Threats
reputation, relationships, image, proactivity
Reputation, reactivity
build goodwill, credibility, trust, interest, or trends
legal action, low credibility, costs
Translating research into action
³ What did you learn from your research?
³ Primary problem/opportunity ³ Defined publics ³ Message strategy
³ Now, plan…
Goal à Objectives à Strategies à Tactics
Situation Analysis Research Goals & Objectives
Audience Strategies Tactics Timeline & Budget Evaluation
Goals & Objectives
1) Identify your organization’s goal ³ What general outcome do you hope to achieve?
2) Identify objectives that match your goal ³ Specific milestones to measure progress toward that goal ³ Should be an “end,” not a “means”
Situation Analysis Research Goals & Objectives
Audience Strategies Tactics Timeline & Budget Evaluation
Goal: We want to build a favorable environment in the U.S. for nuclear energy.
For example: Nuclear Energy Institute
2) Identify objectives that match your goal
Guidelines for writing objectives:
³ Be specific
³ Use infinitive form
³ Amount of change sought
³ Include time frame
³ State in terms of outcomes
³ Be realistic. Don’t over-promise
Writing Objectives Situation Analysis Research Goals &
Objectives Audience Strategies Tactics Timeline & Budget Evaluation
Examples: To Increase
awareness of the Ameriquest brand
with NASCAR fans by 40% within the next
year.
2) Identify objectives that match your goal
³ Two types of objectives: Informational and Motivational
Objectives
Situation Analysis Research Goals & Objectives
Audience Strategies Tactics Timeline & Budget Evaluation
1) Increase awareness of the
Ameriquest brand with NASCAR
fans by 40% within the next year.
2) Increase the number of
Ameriquest mortgage
applications from NASCAR fans
by 10% within the next year.
Objective: Educate 70% of
Americans that nuclear energy is
compatible with
environmentalism within one year.
Objective: Increase the
percentage of Americans who
favor federal funding of nuclear
plants by 50% within one year.
For example: Nuclear Energy Institute
Goal: Build a favorable environment in the U.S. for nuclear energy
You decide:
Which is which?
objective 1 objective 2
Publics / Audience
3) Identify publics ³ Who needs to be reached for you to meet your goal? ³ Characterize publics demographically and psychographically
4) Identify each public’s stake related to goal ³ What self-interest does the public have related to the goal? ³ Also consider how the audience can help your organization
achieve its (other) goals/objectives
Situation Analysis Research Goals & Objectives
Audience Strategies Tactics Timeline & Budget Evaluation
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Strategies
5) Identify strategies to reach the target publics
³ What is a strategy? ³Strategies are general ways you will accomplish your
objectives ³Provides guidelines and key message themes for
planned tactics
For example… Wholefood Natural Market (objective: increase college student’s
consumption ) ³ Organic food tastes better ³ Organic food is healthier for you ³ Organic food isn’t that much more expensive
Situation Analysis Research Goals & Objectives
Audience Strategies Tactics Timeline & Budget Evaluation
Strategies
5) Identify strategies to reach the target publics
Situation Analysis Research Goals & Objectives
Audience Strategies Tactics Timeline & Budget Evaluation
For example: Nuclear Energy Institute
Goal: Build a favorable environment in the U.S. for nuclear energy
Illustrate that nuclear energy can prevent global warming and work with
environmental groups
Strategie s
Educate RE: compatibility of nuclear energy and environmentalism Objective
Key Messages
6) Develop key messages
³ What theme(s) will resonate with your target publics? ³ What does this public need or want to know? ³ How can you tailor your message to meet that interest or concern?
For example: Nuclear Energy Institute Key Messages ³ Nuclear power is a sustainable alternative to oil ³ Nuclear power plants provide U.S. jobs ³ Nuclear energy is consistent with environmentalism ³ Using nuclear energy makes us less dependent on foreign oil
Situation Analysis Research Goals & Objectives
Audience Strategies Tactics Timeline & Budget Evaluation
Tactics
7) Develop tactics: Most specific actions of your program ³ What channels are best for reaching your target publics? ³ How can you use multiple channels to reinforce your
message?
³Many options: ³position papers, speeches, releases, fact sheets, bios,
VNR, b-roll, fundraiser, media tour, book signing, Word- of-Mouth
Situation Analysis Research Goals & Objectives
Audience Strategies Tactics Timeline & Budget Evaluation
Tactics
7) Develop tactics: Most specific actions of your program
Situation Analysis Research Goals & Objectives
Audience Strategies Tactics Timeline & Budget Evaluation
For example: Nuclear Energy Institute
Goal: build a favorable environment in the U.S. for nuclear energy
Educate RE: compatibility of nuclear energy and environmentalism Objective
Capitalize on State of the Union Strategy Strategies
Tactics Tactics Letter-writing
campaign White paper
News release (survey?)
tactic 1 tactic 2 tactic 3
8) Timeline & Budget
³ Calendar/Time Table à Gantt Chart ³ Timing of a Campaign
³ Scheduling of Tactics
³ Compiling a Calendar
³ Budget: Two typical options ³ Staff Time
³ Out-of-pocket
Situation Analysis Research Goals & Objectives
Audience Strategies Tactics Timeline & Budget Evaluation
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Evaluation
9) Determine your evaluation plan ³ How will you know if your plan worked? ³ Have your objectives have been met?
³ Use realistic, credible, and specific
³ What are common measurement methods for evaluating public relations efforts?
Situation Analysis Research Goals & Objectives
Audience Strategies Tactics Timeline & Budget Evaluation
Evaluation
8) Determine your evaluation plan
³ What are you measuring?
³ Production
³ Message exposure
³ Audience awareness
³ Audience attitudes
³ Audience actions
Situation Analysis Research Goals & Objectives
Audience Strategies Tactics Evaluation Timeline & Budget