Post on 04-Jan-2016
Nancy Bacher Nancy Bacher LongLong
PR InstitutePR Institute
Strategic Public Relations Strategic Public Relations PlanningPlanning
Jacob C. Farbman, M.A., APRJacob C. Farbman, M.A., APRDirector of CommunicationsDirector of Communications
New Jersey Council of County CollegesNew Jersey Council of County CollegesApril 22, 2014April 22, 2014
Public Relations 101Public Relations 101
►PR is the behavioral science that PR is the behavioral science that creates, maintains and evaluates creates, maintains and evaluates TRUSTWORTHY relationships using TRUSTWORTHY relationships using communication to the mutual benefit communication to the mutual benefit of an organization and its key of an organization and its key audiences.audiences.
Factors to consider…Factors to consider…
►MMessage, essage, AAudience, udience, CChannelhannel►IInformation, nformation, AAttitudes, ttitudes, BBehaviorehavior►PR = Deliberately planned PR = Deliberately planned
management functionmanagement function►Effective two-way communicationEffective two-way communication
MAC TriadMAC Triad
MM
+P+T+P+T
AA CC
M=Message A=Audience C=Channel M=Message A=Audience C=Channel P=Purpose T=TimingP=Purpose T=Timing
The Cracked Egg ModelThe Cracked Egg Model
1. Mass Sentiment1. Mass Sentiment
2. Issue or 2. Issue or IncidentIncident
3. Pros/Cons 3. Pros/Cons FormForm
4. Public Debate4. Public Debate5. Time5. Time
6. Social 6. Social ValueValue
7. Social Action7. Social Action
8. Mass Sentiment8. Mass Sentiment
StrategyStrategy
►A plan – a A plan – a ““how,how,”” a means of getting a means of getting from here to therefrom here to there
►A pattern – in actions over timeA pattern – in actions over time►A position – establishing a A position – establishing a ““domaindomain””►A perspective – vision and direction, A perspective – vision and direction,
what what the company will becomethe company will become
Efficiency and Efficiency and EffectivenessEffectiveness
►Organizational Efficiency Organizational Efficiency Inwardly focusedInwardly focused
►What are we doingWhat are we doing►How can we do it betterHow can we do it better
►Organizational EffectivenessOrganizational Effectiveness Outwardly focusedOutwardly focused
►Threats, opportunitiesThreats, opportunities►Shore up relationshipsShore up relationships
Strategic PlanningStrategic Planning
►Answers…Answers…► What do we do?What do we do?► For whom do we do it?For whom do we do it?► How do we excel?How do we excel?
Goals and ObjectivesGoals and Objectives
► GoalsGoals►Directional, visionaryDirectional, visionary
► ObjectivesObjectives►Measurable, time-based, actionable, and Measurable, time-based, actionable, and
include an audienceinclude an audience
Basic PR Planning StepsBasic PR Planning Steps
► Situation AnalysisSituation AnalysisIdentify issuesIdentify issuesFormative researchFormative researchReal state/ideal stateReal state/ideal stateIPFR audiencesIPFR audiencesConstruct messagesConstruct messagesSelect channels and Select channels and mediamediaEvaluate competitionEvaluate competitionIdentify resourcesIdentify resources
► PR PlanPR PlanState goal State goal Fashion Fashion
objectivesobjectivesDesign Design
strategies strategies Select Select tacticstactics
Create timelineCreate timelineEvaluate Evaluate
successsuccess
Identify IssuesIdentify Issues
► Interview client/managementInterview client/management► Interview potential target audiencesInterview potential target audiences►Search available literature and databasesSearch available literature and databases
Examples: Examples:
Only 10 percent of Finding Shelter volunteers Only 10 percent of Finding Shelter volunteers contribute pet cleaning supplies.contribute pet cleaning supplies.
Most audience interviewees associate animal Most audience interviewees associate animal rescue with the ASPCA.rescue with the ASPCA.
Formative ResearchFormative Research
►Question audiencesQuestion audiences
Interviews with Interviews with client/managementclient/management
SurveysSurveys
Focus groupsFocus groups
Intercept studiesIntercept studies
Previous studiesPrevious studies
Real State/Ideal StateReal State/Ideal State
►Compares clientCompares client’’s perceived s perceived communication problems with actual communication problems with actual communication problemscommunication problems
►States where we areStates where we are►Projects where we want to beProjects where we want to be
Apply Psychology and Apply Psychology and SociologySociology
Demographics:Demographics:
- Race- Race
- Culture- Culture
- Geography- Geography
- Sex- Sex
Psychographics:Psychographics:
- Lifestyle choices- Lifestyle choices
- Music- Music
- Movies- Movies
- TV habits- TV habits
- Tech preferences- Tech preferences
- Gender- Gender
Construct MessagesConstruct Messages
►Must be Must be receivedreceived by intended by intended audienceaudience
►Must get audienceMust get audience’’s s attentionattention►Must be Must be understoodunderstood►Must be Must be believedbelieved►Must be Must be rememberedremembered►Ultimately, must be Ultimately, must be acted uponacted upon
Important DistinctionsImportant Distinctions
►Attitudes vs. OpinionsAttitudes vs. Opinions► Image vs. IdentityImage vs. Identity►Credibility and BelievabilityCredibility and Believability
Source CredibilitySource Credibility
►Tell the TRUTHTell the TRUTH►ExpertiseExpertise►ObjectivityObjectivity►LikeabilityLikeability►SimilaritySimilarity►PowerPower
Select Channels and Select Channels and Media Media
► Channels:Channels:
PrintPrint
ElectronicElectronic
Face-to-faceFace-to-face
Special eventSpecial event
► Media (specific Media (specific conduits)conduits)
Philadelphia Philadelphia InquirerInquirer
Philadelphia Philadelphia Business JournalBusiness Journal
Posters Posters
PostcardsPostcards
M-A-C Selection ChartM-A-C Selection Chart
AudiencesAudiences
Key internal Key internal
and external and external
publics publics targeted targeted
in your in your
campaigncampaign
Key Key MessagesMessages
ReceivedReceived
AttentionAttention
UnderstoodUnderstood
BelievedBelieved
RemembereRememberedd
Acted uponActed upon
ChannelsChannels
PrintPrint
Face-to-Face-to-faceface
Special Special eventevent
ElectronicElectronic
Evaluate CompetitionEvaluate Competition
► Identify main competitionIdentify main competition►Learn what competitors are doingLearn what competitors are doing► Identify messages competitors are Identify messages competitors are
using to attract your audienceusing to attract your audience’’s s attention attention
Other FactorsOther Factors
►Markets (Customers)Markets (Customers)►CompetitionCompetition►TechnologyTechnology►Supplier MarketsSupplier Markets►Labor MarketsLabor Markets►EconomyEconomy►Regulatory EnvironmentRegulatory Environment
Identify ResourcesIdentify Resources
► Time?Time?► Costs?Costs?► Agents?Agents?
► Expensive mass Expensive mass media advertising?media advertising?
► Special talent?Special talent?► Fund-raising?Fund-raising?► Staff?Staff?► Printers, suppliers, Printers, suppliers,
vendors?vendors?► Media relations?Media relations?
Leading Change by Leading Change by John KotterJohn Kotter
1.1. Create a Sense of UrgencyCreate a Sense of Urgency
2.2. Form a Guiding CoalitionForm a Guiding Coalition
3.3. Develop the Vision and StrategyDevelop the Vision and Strategy
4.4. Communicate the Change VisionCommunicate the Change Vision
5.5. Empower Broad-Based ActionEmpower Broad-Based Action
6.6. Generate Short-term WinsGenerate Short-term Wins
7.7. Consolidate Gains and Produce more Consolidate Gains and Produce more ChangeChange
8.8. Anchor the Change in the CultureAnchor the Change in the Culture