What is Public Relations? Dispelling the Myths and Restoring Reality. Ami Neiberger, APR. Common Myths about Public Relations. You need a PR degree to do it. You have be an eloquent writer to do PR well. The media hate PR people and they hate getting press releases.
Thou shalt get thy head out of the clouds.
Thou shalt remember that people love to give and give to love.
Thou shalt not give up.
Thou shalt ask at every opportunity for promotion of good works.
Thou shalt believe that one person or idea can make a difference.
Thou shalt not be afraid to think big.The PR Moral Manifesto for Charities and Nonprofits
Pinpoint who’s behavior we want to change or who we want to influence.
Mounting a PR effort without even some basic research is like jumping out of a plane without a parachute.Research
Who are the key audiences we want to influence? to influence.
What perceptions are prevalent among those audiences now?
What sources of information do those audiences use now?Research Questions
Implementing the PR plan through the goals, strategies and tactics identified.
Credibility tactics identified.
Continuity and Consistency
CapabilityThe Seven C’s of Communication
Formative evaluation is attempted throughout the campaign to determine if the messaging has the desired effect.
Small focus groups to test concepts.
“Taking the temperature” of how the campaign is received.Evaluation - During the Campaign
Summative evaluation is conducted when the campaign is over and the result is known. Try to learn from both mistakes and success.
Number of media hits during the campaign.
Focus group research.Evaluation - After the Campaign
RESEARCH and the result is known. Try to learn from both mistakes and success.
PUBLICS - note who is key
OBJECTIVES - short term and long term
STRATEGIES - explain using audiences
IMPLEMENTATION - Message, Tools, Spokesperson
EVALUATIONBasic PR Plan Outline