Planning l.jpg
This presentation is the property of its rightful owner.
Sponsored Links
1 / 21

Planning PowerPoint PPT Presentation


  • 87 Views
  • Uploaded on
  • Presentation posted in: General

Planning. 12 Steps to a Successful PR Campaign (Your book lists 8!). Planning. Meticulous planning is essential in executing a successful public relations campaign or task.

Download Presentation

Planning

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


Planning l.jpg

Planning

12 Steps to a Successful PR Campaign

(Your book lists 8!)


Planning2 l.jpg

Planning

Meticulous planning is essential in executing a successful public relations campaign or task.

Strategic planning helps you (or your organization) discover where you need to go, what route to take and what methods of “transportation” work best.


1 research l.jpg

1. Research

Research is at the core of any PR activity.

Research allows you to be aware of everything externally and internally that can impact your campaign.


2 define situation l.jpg

2. Define Situation

SWOT Analysis

  • Strengths

  • Weaknesses

  • Opportunities

  • Threats


Define situation l.jpg

Define Situation

Examine the external environment with a PEST Analysis

  • Politically

  • Economically

  • Socially

  • Technologically


3 objectives l.jpg

3. Objectives

Clearly define the objectives (goals/outcomes/results) of your PR campaign or task -- what do you hope to accomplish


Smart objectives l.jpg

SMART Objectives

  • Specific: clearly defined and comprehensible

  • Measurable: can each objective be measured in the evaluation

  • Achievable: considering other factors (budget, timeframe, environment), are results within reach

  • Realistic: considering resources, are the results realistic

  • Time: when should the objectives be reached


Management by objective l.jpg

Management by Objective

MOB includes:

  • client/employer objectives

  • audience/publics

  • audience objectives

  • media channels

  • media channel objectives


Management by objective9 l.jpg

Management by Objective

  • sources and questions

  • communication strategies

  • essence of the message

  • nonverbal support


4 identifying publics audience l.jpg

4. Identifying Publics/Audience

Who is crucial and relevant to your campaign?

  • latent publics: groups that face a problem/challenge and fail to recognize it

  • aware publics: groups that recognize a problem exists

  • active publics: groups that are doing something about the problem/challenge


5 identifying stakeholders l.jpg

5. Identifying Stakeholders

  • Employees

  • Identified Publics

  • Suppliers

  • Senior Executives

  • Investors

  • Others


6 key message l.jpg

6. Key Message

Every PR campaign needs a clear, concise and readily understood set of messages that forms the main thrust of communication.

  • essential part of the attitude forming process

  • Demonstrate the effectiveness of the communication

    Key messages must not cross over or conflict!


7 strategy l.jpg

7. Strategy

Strategy and tactics are not the same thing!

Strategy is the theory on which tactics are built.

Strategy is the overlying mechanism of a campaign from which the tactics are deployed to meet the objectives.


7 strategy14 l.jpg

7. Strategy

Ketchum’s Strategic Planning Model for Public Relations:

Facts:

  • Category facts

  • Product/service issues

  • Competitive facts

  • Customer facts


7 strategy15 l.jpg

7. Strategy

Goals:

  • Business objectives

  • Role of public relations

  • Sources of new business


8 tactics l.jpg

8. Tactics

PR professionals have lots of tools -- use ones that are appropriate and effective:

  • Media Relations

  • Lobbying

  • Events

  • Interviews

  • Presentations

  • Promotions/Contests

  • Newsletters/Publications


8 tactics17 l.jpg

8. Tactics

  • Video News releases

  • Press Conferences

  • Op/Ed Pieces

  • Podcasts

  • Stunts

  • Websites

  • Consultations

  • Blogs


9 time frame l.jpg

9. Time Frame

A well-planned calendar helps staff and message stay on target.


10 budget l.jpg

10. Budget

A realistic budget is essential in helping assure success:

Operating costs: distribution, administrative, travel, production, seminars

Human costs: overheads, expenses, salaries

Equipment:


11 crisis management plan l.jpg

11. Crisis Management Plan

Assess risk and plan to deal with it


12 evaluation l.jpg

12. Evaluation

Evaluation should be

  • realistic

  • credible

  • specific

  • meets client and employers expectations


  • Login