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.
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12 Steps to a Successful PR Campaign
(Your book lists 8!)
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.
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.
Examine the external environment with a PEST Analysis
Clearly define the objectives (goals/outcomes/results) of your PR campaign or task -- what do you hope to accomplish
Who is crucial and relevant to your campaign?
Every PR campaign needs a clear, concise and readily understood set of messages that forms the main thrust of communication.
Key messages must not cross over or conflict!
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.
Ketchum’s Strategic Planning Model for Public Relations:
PR professionals have lots of tools -- use ones that are appropriate and effective:
A well-planned calendar helps staff and message stay on target.
A realistic budget is essential in helping assure success:
Operating costs: distribution, administrative, travel, production, seminars
Human costs: overheads, expenses, salaries
Assess risk and plan to deal with it
Evaluation should be