Nancy bacher long pr institute
Download
1 / 29

Nancy Bacher Long PR Institute - PowerPoint PPT Presentation


  • 137 Views
  • Uploaded on

Nancy Bacher Long PR Institute. Strategic Public Relations Planning Jacob C. Farbman, M.A., APR Director of Communications New Jersey Council of County Colleges April 22, 2014. Public Relations 101.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about ' Nancy Bacher Long PR Institute' - buffy


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.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
Nancy bacher long pr institute

Nancy Bacher LongPR Institute

Strategic Public Relations Planning

Jacob C. Farbman, M.A., APR

Director of Communications

New Jersey Council of County Colleges

April 22, 2014


Public relations 101
Public Relations 101

  • PR is the behavioral science that creates, maintains and evaluates TRUSTWORTHY relationships using communication to the mutual benefit of an organization and its key audiences.


Factors to consider
Factors to consider…

  • Message, Audience, Channel

  • Information, Attitudes, Behavior

  • PR = Deliberately planned management function

  • Effective two-way communication


Mac triad
MAC Triad

M

+P+T

AC

M=Message A=Audience C=Channel P=Purpose T=Timing


Shannon weaver model effective communication
Shannon & Weaver Model(Effective Communication)


The cracked egg model
The Cracked Egg Model

1. Mass Sentiment

8. Mass Sentiment

2. Issue or Incident

7. Social Action

3. Pros/Cons Form

6. Social Value

4. Public Debate

5. Time


Strategy
Strategy

  • A plan – a “how,” a means of getting from here to there

  • A pattern – in actions over time

  • A position – establishing a “domain”

  • A perspective – vision and direction, what the company will become


Efficiency and effectiveness
Efficiency and Effectiveness

  • Organizational Efficiency

    • Inwardly focused

      • What are we doing

      • How can we do it better

  • Organizational Effectiveness

    • Outwardly focused

      • Threats, opportunities

      • Shore up relationships



Strategic planning
Strategic Planning

  • Answers…

    • What do we do?

    • For whom do we do it?

    • How do we excel?


Goals and objectives
Goals and Objectives

  • Goals

    • Directional, visionary

  • Objectives

    • Measurable, time-based, actionable, and include an audience


  • Basic pr planning steps

    Situation Analysis

    Identify issues

    Formative research

    Real state/ideal state

    IPFR audiences

    Construct messages

    Select channels and media

    Evaluate competition

    Identify resources

    PR Plan

    State goal

    Fashion objectives

    Design strategies Select tactics

    Create timeline

    Evaluate success

    Basic PR Planning Steps


    Identify issues
    Identify Issues

    • Interview client/management

    • Interview potential target audiences

    • Search available literature and databases

      Examples:

      Only 10 percent of Finding Shelter volunteers contribute pet cleaning supplies.

      Most audience interviewees associate animal rescue with the ASPCA.


    Formative research
    Formative Research

    • Question audiences

      Interviews with client/management

      Surveys

      Focus groups

      Intercept studies

      Previous studies


    Real state ideal state
    Real State/Ideal State

    • Compares client’s perceived communication problems with actual communication problems

    • States where we are

    • Projects where we want to be


    Ipfr audiences
    IPFR Audiences

    • Identify

    • Profile

    • Fragment

    • Rank


    Apply psychology and sociology

    Demographics:

    - Race

    - Culture

    - Geography

    - Sex

    Psychographics:

    - Lifestyle choices

    - Music

    - Movies

    - TV habits

    - Tech preferences

    - Gender

    Apply Psychology and Sociology


    Construct messages
    Construct Messages

    • Must be received by intended audience

    • Must get audience’s attention

    • Must be understood

    • Must be believed

    • Must be remembered

    • Ultimately, must be acted upon


    Maslow s hierarchy of needs
    Maslow’s Hierarchy of Needs


    Important distinctions
    Important Distinctions

    • Attitudes vs. Opinions

    • Image vs. Identity

    • Credibility and Believability


    Source credibility
    Source Credibility

    • Tell the TRUTH

    • Expertise

    • Objectivity

    • Likeability

    • Similarity

    • Power


    Select channels and media

    Channels:

    Print

    Electronic

    Face-to-face

    Special event

    Media (specific conduits)

    Philadelphia Inquirer

    Philadelphia Business Journal

    Posters

    Postcards

    Select Channels and Media


    M a c selection chart
    M-A-C Selection Chart

    Audiences

    Key internal

    and external

    publics targeted

    in your

    campaign

    Key Messages

    Received

    Attention

    Understood

    Believed

    Remembered

    Acted upon

    Channels

    Print

    Face-to-face

    Special event

    Electronic


    Evaluate competition
    Evaluate Competition

    • Identify main competition

    • Learn what competitors are doing

    • Identify messages competitors are using to attract your audience’s attention


    Other factors
    Other Factors

    • Markets (Customers)

    • Competition

    • Technology

    • Supplier Markets

    • Labor Markets

    • Economy

    • Regulatory Environment


    Identify resources

    Time?

    Costs?

    Agents?

    Expensive mass media advertising?

    Special talent?

    Fund-raising?

    Staff?

    Printers, suppliers, vendors?

    Media relations?

    Identify Resources


    Leading change by john kotter
    Leading Change by John Kotter

    Create a Sense of Urgency

    Form a Guiding Coalition

    Develop the Vision and Strategy

    Communicate the Change Vision

    Empower Broad-Based Action

    Generate Short-term Wins

    Consolidate Gains and Produce more Change

    Anchor the Change in the Culture


    Q&A

    Jacob C. Farbman, M.A, APR

    (609) 392-3434, ext. 105

    [email protected]


    ad