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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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planning

Planning

12 Steps to a Successful PR Campaign

(Your book lists 8!)

planning2
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
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
2. Define Situation

SWOT Analysis

  • Strengths
  • Weaknesses
  • Opportunities
  • Threats
define situation
Define Situation

Examine the external environment with a PEST Analysis

  • Politically
  • Economically
  • Socially
  • Technologically
3 objectives
3. Objectives

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

smart objectives
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
Management by Objective

MOB includes:

  • client/employer objectives
  • audience/publics
  • audience objectives
  • media channels
  • media channel objectives
management by objective9
Management by Objective
  • sources and questions
  • communication strategies
  • essence of the message
  • nonverbal support
4 identifying publics audience
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
5. Identifying Stakeholders
  • Employees
  • Identified Publics
  • Suppliers
  • Senior Executives
  • Investors
  • Others
6 key message
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
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
7. Strategy

Ketchum’s Strategic Planning Model for Public Relations:

Facts:

  • Category facts
  • Product/service issues
  • Competitive facts
  • Customer facts
7 strategy15
7. Strategy

Goals:

  • Business objectives
  • Role of public relations
  • Sources of new business
8 tactics
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
8. Tactics
  • Video News releases
  • Press Conferences
  • Op/Ed Pieces
  • Podcasts
  • Stunts
  • Websites
  • Consultations
  • Blogs
9 time frame
9. Time Frame

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

10 budget
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
11. Crisis Management Plan

Assess risk and plan to deal with it

12 evaluation
12. Evaluation

Evaluation should be

  • realistic
  • credible
  • specific
  • meets client and employers expectations
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