Management

Topic 8 Campaign Management

PR0307 Campaign Management

Lecture objectives

• Understand the types of PR campaigns

• Identify the characteristics of a successful campaign plan

• Reiterate how to prepare a campaign plan

Campaigns

• Coordinated, purposeful, extended efforts designed to achieve a specific goal or interrelated goals that will move the organisation toward a longer-range objective expressed in its mission

statement (Newsom et al, 2010)

• Communications campaigns are the initial tangible product of the

planning process (Windahl et al, 1992)

• Must relate to a specific policy or program and have a clear “call to action” asking the community to actually do something in

response to the communication (www.gcu.gov.au)

PR campaigns

Aims of PR campaign Types of PR campaigns

•Awareness •Information •Education Reinforces attitudes & behaviour towards campaign’s goals Changes/attempts to change attitudes of those who do not agree Modifies behaviour to meet campaign’s goals

• Media relations & publicity generation • Sponsorship • Promotional campaigns - product & services launches, events • Government information campaigns • Activist and lobby groups campaigns • Investor relations •Internal communications •Social media exclusively or combined with ‘traditional’

Characteristics of successful PR campaigns (Newsom, et al 2010)

• Educational – creates awareness, inform, educate target audiences

• Engineering – ensures that the means are made available for TA to do what you want them to do

• Enforcement – ensures there are other enforceable means other than incentives, to emphasise the significance of the campaign

• Entitlement – convinces TA of the value of the messages of the campaign so that they ‘buy into’ the message

• Evaluation - identifies what kind of desired behaviour change occurred, when & to whom

Live Lighter;

• Educational 

• Engineering 

• Enforcement 

• Entitlement 

• Evaluation 

Alcohol – think again

http://alcoholthinkagain.com.au/

Characteristics of successful PR campaigns (Newsom, et al 2010)

• Educational – creates awareness, inform, educate target audiences

• Engineering – ensures that the means are made available for TA to do what you want them to do

• Enforcement – ensures there are other enforceable means other than incentives, to emphasise the significance of the campaign

• Entitlement – convinces TA of the value of the messages of the campaign so that they ‘buy into’ the message

• Evaluation - identifies what kind of desired behaviour change occurred, when & to whom

Singapore’s health lifestyle campaign

http://www.todayonline.com/singapo re/hpb-launches-national-healthy- lifestyle-campaign

Campaign Outline 10-point plan

• Define the issue(s) and evaluate impact on the organisation & its TA/stakeholders • Develop organisational strategy consonant with the mission

1. Background – situation analysis/SWOT 2. Problem/opportunity – what are the

problems to be addressed? What are the benefits gained by PR campaign?

• Set goals for the campaign within organisational framework • Determine a communications strategy to reach goals and objectives

3a. Goals – what does your campaign want to achieve? 3b. Objectives (SMART) – are they linked directly to your strategies, publics & evaluation?

• Plan actions, themes and appeals to target publics • In developing a functional strategy, plan where the emphasis will be – advertising, media relations, sponsorship, promotion, publicity

4. Target public/audience/stakeholder 5. Key messages – what is your theme/strongest idea? What’s in it for your TA? 6. Strategy(ies) – How will you meet your objectives/desired outcomes? Why have you chosen this strategy(ies)?

• Decide which tactics/channels best fit the strategy & how each will be monitored

7. Channels/tactics – what is each activity that will support the strategy, TA, objective?

• Develop an organisational responsibilities plan, with budgets & timetables

8. Timeline – production schedules for (7) 9. Budget – cost of implementing (7)

• Evaluate results or effectiveness of the campaign

10a. Evaluation – must measure objectives 10b. Recommendation – future directions

Revision

1. Professionalism – what distinguishes a profession from an occupation? Has public relations become a profession? Why or why not?

2. Not-for-profit sector – what is the not-for-profit sector? How are they different from other organisations? What are some of the challenges & opportunities of NFPs?

3. Legal & ethical issues – why is it important for PR practitioners to understand the laws that affect communications? Why is it important for PR practitioners to go beyond the law – in ethical practice?

Revision

4. Research – why is research important in PR? What are some of the challenges in doing research in PR? What are some of the types of research methods?

5. Evaluation – how does PR evaluate the success of its PR campaigns? Why is it important? How to write measurable objectives so that they can be measured.

6. Sponsorship – why do organisations sponsor? How do they go about identifying who they should sponsor?

7. PR strategy – what is a strategy & why is it important in a communications plan? How is a strategy statement written?

PLEASE COMPLETE ALL POST- WORKSHOP and PRE-WORKSHOP

ACTIVITIES ON MYUNITS BEFORE NEXT WEEK’S WORKSHOP (CLASS)