1 / 26

Planning PR Programmes

This article discusses the importance of planning in developing integrated public relations efforts that support an organization's goals. It also highlights a classic PR blunder and provides an overview of the elements of a PR plan.

Download Presentation

Planning PR Programmes

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Planning PR Programmes • Planning permits the development of integrated public relations efforts that support an organization’s goals in a positive rather than a defensive manner. Planning provides the opportunity to involve management from other areas of the organization and to ensure their cooperation and support.

  2. 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

  3. Elements of a Plan • There are eight elements to developing your plan: • Situation • Objectives • Audience • Strategy • Tactics • Timing • Budget • Evaluation

  4. 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

  5. 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

  6. 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

  7. 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

  8. 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

  9. 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

  10. 2. Objectives • Informational Objectives • Designed to inform and increase awareness • Motivational Objectives • Aims to change attitudes and modify behavior

  11. 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

  12. MySpace.com Example • The stated objectives are informational • Can you think of examples of “motivational objectives” that might also be developed?

  13. 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?

  14. 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%

  15. 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

  16. Example: MySpace.com • Strategy • MySpace.com encourages and enables a wide range of creativity, diversity and independence among its user base

  17. 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

  18. 5. Tactics • Can take the form of: • Media placements (Articles, news features) • Pamphlets/newsletters • Endorsements by tastemakers • Advertising campaigns • “Viral” marketing

  19. 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?

  20. “Viral” PR • One of the most effective “new” PR strategies uses “viral” techniques that spread among “infected” audience members

  21. 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”

  22. 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”

  23. 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

  24. 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

  25. 7. Budget • How much money will your plan cost? • How much money do you have? • Allow 10% for unexpected contingencies

  26. 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

More Related