Lesson 1a: Defining the Profession - ACU Blogs

Lesson 1a: Defining the Profession - ACU Blogs

Introduction to Public Relations Part Two Public RelationsThe Process Chapter 6 Strategic Planning for Public Relations Effectiveness 02/25/20 Slide 1 of 41 2007 The McGraw-Hill Companies, Inc. All rights rese Introduction to Public Relations Planning for Public Relations Effectiveness The value of planning No longer are we simply in the business of putting press releases out; were in the business of solving business problems through communications.

Larry Werner, EVP Ketchum Public Relations Slide 2 of 41 Introduction to Public Relations Planning for Public Relations Effectiveness Ivy Lee: PR is a management function Slide 3 of 41 Introduction to Public Relations Planning for Public Relations Effectiveness PR pros are problem solvers for their organizations

Slide 4 of 41 Introduction to Public Relations Planning for Public Relations Effectiveness PR pros are strategic thinkers Slide 5 of 41 Introduction to Public Relations Planning for Public Relations Effectiveness Strategic Planning Slide 6 of 41

Majority of public relations practitioners deal with day-to-day tactics. However, those who develop the objectives and strategies are the ones giving meaning and direction to the effort. Introduction to Public Relations Planning for Public Relations Effectiveness Success in Planning

The caliber and thoroughness of the analysis and thinking that precede the execution of techniques will determine the value of the public relations operation. Understanding how to develop a public relations plan is one of the main criteria that separates entry-level positions from management in public relations. Slide 7 of 41 Introduction to Public Relations Planning for Public Relations Effectiveness PR planning experience at ACU

JMC 492, Ad/PR Campaigns class Ad/PR student-run agency PR agency internships COBA marketing classes Slide 8 of 41 Introduction to Public Relations Planning for Public Relations Effectiveness Characteristics of a Good Planner Breadth of Scope-capable of seeing whole picture

Common sense--good judgment capable of evaluating suggestions Diversity of experience and education Slide 9 of 41 Creativity--ideas and recommendations and in expressing them to persuade others.

Objectivity--ability to step outside the organization to view from a distance Introduction to Public Relations Planning for Public Relations Effectiveness Elements of a Good PR Plan (note that research runs throughout the planning process) Write the situation analysis

Define objectives/goals Define target audiences Create strategies Slide 10 of 41 Define tactics

Form budget Create calendar/timeline Perform evaluation Introduction to Public Relations Planning for Public Relations Effectiveness Situation analysis Results of research (primary and secondary)

Summary of the internal situation (what brought about the need for this plan; history of the organization; previous promotional plans and results) Summary of the external situation (competitive environment and threats) Slide 11 of 41 Introduction to Public Relations Planning for Public Relations Effectiveness Objectives

Objectives should reflect the desired end, not the means of getting there Objectives may be informational or motivational PR objectives must support and reinforce the organizations objectives Slide 12 of 41 Introduction to Public Relations Planning for Public Relations Effectiveness Whats wrong with this objective?

Our plans objective is to improve the publics perception of Company XYZ. Slide 13 of 41 Introduction to Public Relations Planning for Public Relations Effectiveness Objectives Do they really address the situation? Are they realistic and achievable? Can success be measured in meaningful terms?

Slide 14 of 41 Introduction to Public Relations Planning for Public Relations Effectiveness Objectives Bad: To generate media publicity for introduction of new Product X. Better: To create consumer awareness of the new Product X.

Best: To create awareness of the new Product X among 75 percent of our target audience of young adult men. Slide 15 of 41 Introduction to Public Relations Planning for Public Relations Effectiveness Criteria for Selecting Objectives Related to overall goals of organization and marketing plan

Improvement oriented Clearly defined Specific Measurable Attainable A theme can give life to a goal Slide 16 of 41 Introduction to Public Relations Planning for Public Relations Effectiveness Audiences Case study: Firestone Tires recall Audiences: * Existing Firestone customers * Prospective customers * Government regulatory bodies * Car manufacturers

* Firestone store managers * All Firestone employees Slide 17 of 41 Introduction to Public Relations Planning for Public Relations Effectiveness Strategy Broad statements stating how an objective can be achieved Should support the plans key messages or themes

Often confused with tactics Slide 18 of 41 Introduction to Public Relations Planning for Public Relations Effectiveness Strategies Activate Objectives Strategies define the objectives more precisely They are an

intermediate step between objectives and tactics Tactics are grouped together under strategies Slide 19 of 41 Objective Strategy Tactics Tactics Introduction to Public Relations Planning for Public Relations Effectiveness Strategies Define Tactics Tactics

are specific activities should have direct action should relate to the strategies should never substitute words for ideas, honesty Slide 20 of 41 Introduction to Public Relations

Planning for Public Relations Effectiveness Tactics Nuts and bolts of the plan Very specific Tactics use communications tools to achieve the plans objectives Slide 21 of 41 Introduction to Public Relations

Planning for Public Relations Effectiveness Your Research Should Help You Identify and categorize stakeholder groups. Develop ways to influence and be influenced by such groups. Analyze and assess their attitudes, opinions and behaviors. How to apply research Slide 22 of 41

Introduction to Public Relations Planning for Public Relations Effectiveness Establish Evaluation Techniques Gather benchmark data Determine formative evaluation techniques Determine summative

evaluation techniques Evaluate each objective Evaluation will be examined in detail in Chapter 8. Slide 23 of 41 Introduction to Public Relations Planning for Public Relations Effectiveness Assign Personnel/Get Help Assign department or agency to projects

Hire additional help where necessary. For example: research agency, graphic artists, video company, outside agency Slide 24 of 41 Introduction to Public Relations Planning for Public Relations Effectiveness Campaign Summary Chart Problem Statement: Narrowing the Task: Scope:

Purpose Statement: Audience Analysis Recommended Plans Slide Slide 2525 ofof4141 Time Frame Projected Costs Evaluation Design

Introduction to Public Relations Planning for Public Relations Effectiveness Case study: Sunkist Take A Stand Campaign Slide 26 of 41 Introduction to Public Relations Slide 27 of 41 Planning for Public Relations Effectiveness Introduction to Public Relations Planning for Public Relations Effectiveness Case study: Sunkist Take A Stand

Campaign http://www.sunkist.com/takeastand/ http://www.youtube.com Slide 28 of 41 Introduction to Public Relations Planning for Public Relations Effectiveness Other PR campaigns OfficeMax Barbie

(see YouTube videos) Slide 29 of 41 Water Conservation Campaign Example Slide 30 of 41 Introduction to Public Relations Planning for Public Relations Effectiveness Water Campaign Objectives To convince 75% of Southern Californians

that the drought was real. To persuade Southern Californians to reduce water consumption by 15%. Slide 31 of 41 Strategies & Tactics Prepare informational materials on the drought and water conservation.

Brochures in English & Spanish Bumper stickers Bill stuffers Posters Articles for publication Slide 32 of 41 Save Wate r Introduction to Public Relations Planning for Public Relations Effectiveness

Develop an Advertising Campaign Slide 33 of 41 Prepare radio spots with Lorne Green (10, 30 and 60 seconds) Prepare special insert for Sunday newspapers Introduction to Public Relations Planning for Public Relations Effectiveness

Create Public Service Information Prepare spots for radio stations Seek prominent outdoor advertising Develop Video News Releases (VNR) Produce media kit Host major TV station managers & public service directors Slide 34 of 41 Special Events

Create special events to draw attention to the issues, like a public picnic. Invite a disc jockey and arrange a prize for the best conservation ideas. Slide 35 of 41 Introduction to Public Relations Planning for Public Relations Effectiveness Promote a Community Relations Program

Produce mall displays Develop lesson plans on water conservation for elementary school children Develop speakers bureau Create film, Water-California Style Slide 36 of 41 Introduction to Public Relations Planning for Public Relations Effectiveness Develop a Media Campaign

Slide 37 of 41 Send media kit to all media Send VNRs to all TV stations Prepare radio interview with potential questions and answers

Work with radio/TV talk show producers to provide experts for their shows Coordinate a letter-writing campaign Introduction to Public Relations Planning for Public Relations Effectiveness Good and Bad Campaigns The Water Conservation Campaign should alert you to just how common PR campaigns are.

Society is saturated with various campaigns. As a practitioner, your job is not just to initiate campaigns but to develop ones that standout in excellence and effectiveness. Slide 38 of 41 Introduction to Public Relations Planning for Public Relations Effectiveness Coming attractions Assignment: See new assignment on the course blog for Wednesday; also look ahead at Fridays

assignment. Major quiz (three chapters) next Monday. Fridays: No class on Feb. 19 and March 5. Slide 39 of 41

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