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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

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=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


  • 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


      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


      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


    - Race

    - Culture

    - Geography

    - Sex


    - 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





    Special event

    Media (specific conduits)

    Philadelphia Inquirer

    Philadelphia Business Journal



    Select Channels and Media

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


    Key internal

    and external

    publics targeted

    in your


    Key Messages






    Acted upon




    Special event


    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




    Expensive mass media advertising?

    Special talent?



    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

    Nancy bacher long pr institute


    Jacob C. Farbman, M.A, APR

    (609) 392-3434, ext. 105