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Nancy Bacher Long PR Institute

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.

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Nancy Bacher Long PR Institute

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  1. 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

  2. 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.

  3. Factors to consider… • Message, Audience, Channel • Information, Attitudes, Behavior • PR = Deliberately planned management function • Effective two-way communication

  4. MAC Triad M +P+T AC M=Message A=Audience C=Channel P=Purpose T=Timing

  5. Shannon & Weaver Model(Effective Communication)

  6. 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

  7. 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

  8. 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

  9. SOAR Analysis

  10. Strategic Planning • Answers… • What do we do? • For whom do we do it? • How do we excel?

  11. Goals and Objectives • Goals • Directional, visionary • Objectives • Measurable, time-based, actionable, and include an audience

  12. 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

  13. 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.

  14. Formative Research • Question audiences Interviews with client/management Surveys Focus groups Intercept studies Previous studies

  15. Real State/Ideal State • Compares client’s perceived communication problems with actual communication problems • States where we are • Projects where we want to be

  16. IPFR Audiences • Identify • Profile • Fragment • Rank

  17. Demographics: - Race - Culture - Geography - Sex Psychographics: - Lifestyle choices - Music - Movies - TV habits - Tech preferences - Gender Apply Psychology and Sociology

  18. 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

  19. Maslow’s Hierarchy of Needs

  20. Important Distinctions • Attitudes vs. Opinions • Image vs. Identity • Credibility and Believability

  21. Source Credibility • Tell the TRUTH • Expertise • Objectivity • Likeability • Similarity • Power

  22. Channels: Print Electronic Face-to-face Special event Media (specific conduits) Philadelphia Inquirer Philadelphia Business Journal Posters Postcards Select Channels and Media

  23. 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

  24. Evaluate Competition • Identify main competition • Learn what competitors are doing • Identify messages competitors are using to attract your audience’s attention

  25. Other Factors • Markets (Customers) • Competition • Technology • Supplier Markets • Labor Markets • Economy • Regulatory Environment

  26. Time? Costs? Agents? Expensive mass media advertising? Special talent? Fund-raising? Staff? Printers, suppliers, vendors? Media relations? Identify Resources

  27. 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

  28. Q&A Jacob C. Farbman, M.A, APR (609) 392-3434, ext. 105 jfarbman@njccc.org

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