Building Modern PR Campaigns

8/14/2019 Building Modern PR Campaigns

1/31

Ot`faìm lhadri S_ jblsb`miz. qdffìm a`m`qbf zqhr`dz ì

qgd bmd hn zhj`bf qdjgihfhmp

_hodrq S`jkbra mtdzq fdjqtd

?330 Ih~dlod 23qg


2/31


3/31

Lhadi a`m`qbf stof`j dfbq`hiz

_dlhqd d,dfbq`hizg`sz

A`m`qbf ldqghaz

Ih bqqdiq`hi zsbi;

a`zqbjq`hi `z b jhizqbiqSdhsfd jhiqìthtzfp hifìd

Zjbiq q`ld nh zqh`dz

Qdjgihfhmp lbzz`~dfpshsbmbqdz s`jqtdz& ~àdhzbia dsgdldb

@lbmdz bd Kìm


4/31

Adnì`q`hiz hn b zqhp

B ibrrbq`~d& d`qgdr qrtd hr n`jq`q`htz& ì srhzd hr~drzd& adz`mida qh ìqdrdzq& bltzd& hr ìzqrtjq qgdgdbrdr hr rdbadr; qbfd)

B n`jq`q`htz qbfd& zghrqdr bia fdzz dfbohrbqd qgbi bih~df

Qgd sfhq h ztjjdzz`hi hn ìjàdiqz hn b ih~df&shdl& ablb& dqj

B ibbq`hi hn qgd d~diqz ì qgd f`nd hn b sdzhi hqgd dw`zqdijd hn b qgìm

B rdshrq hr bjjhtiq hn b lbqqd; zqbqdldiq hbffdmbq`hi

B f`d h nbo`jbq`hi Zhtjd5 a`jq`hibpjhl


5/31

S_ adnì`q`hi hnzqhp

Qgd zqhrp `z qgd lhzq `lshrqbiq qgìmz b jhlsbipiddaz qh qdff `qz qbrmdq bta`dijdz)))

zh qgbq

Qghzd sdhsfd }`ff ah bia qgìk

)))}gbq }d }biq qgdl qh ah hr qgìk

kih} hn qgd jhlsbip

nddf nb~htbofd qh}baz `qz obia

djhlldia `qz shatjqz qh hqgdz

ì~dzq ì qgd zqhjk

lbkd shz`q`~d jhlldiqz hifìd

}biq qh }hk qgdd


6/31

Qdi kdp jhijdsqz

2 Ih obìd5 qgd lìa `z qgd kdp `zztd }gdi `q jhldz qh S_

? Qgd tijhizj`htz lìa `z lhd sh}dntf qgbi qgd jhizj`htz lìa

: Qgd dlhq`hiz hn qgd tijhizj`htz lìa adqdlìd S_ ztjjdzz& ihqqgd bq`hibf fhm`j hn qgd jhizj`htz lìa

1 Ldqbsghz jhllti`jbqda qghtmg zqhpqdffìm qbs ìqh qgdtijhizj`htz lìa }gdd sdhsfd lbkd adj`z`hiz

4 S_ shz idda qh adz`mi bia jhiatjq jblsb`miz bjjhaìmfp

> Tinhqtibqdfp& qgd zqhpqdffìm uhid hn id}z ehtibf`zl `z zgìkìmbz qgd qba`q`hibf sìq lda`b otzìdzz sftlldqz

= Zh d~dp jhlsbip jbi qdff `qz h}i zqh`dz& f`kd b lda`b jhlsbip

7 A`m`qbf `z ih} jgbimìm ibbq`~dz; id} zqh`dz bd bjqtbffp odìm jh,jdbqda ~`b jhi~dzbq`hiz }`qg sdhsfd hifìd

0 Tiadzqbiaìm qgd szpjghfhmp hn sdztbz`hi }`qgì idq}hkdajhiqdwqz `z b kdp zk`ff nh lhadi jhllti`jbqhz

23 S_ sdhsfd hn qgd ntqtd ltzq qgìk f`kd zqhp }`qdz bia lda`b

jhiqdiq shmblldz


7/31

S_ `z bff ì qgd lìa

]d brd ohri ìqh qg`z

}hrfa tibrlda)))htr

lìa `z htr hifp }dbshi)

,, Bpi _bia


8/31

bia qgd tijhizj`htz lìa tfdz

Ht addsdzq qghtmgqz qgd hidz qgbq bjjhtiq nh htodgb~`ht ì qgd lbkdqsfbjd bd tijhizj`htz

Bjjhaìm qh lhzq dzq`lbqdz& bohtq 04 sdjdiq hn qghtmgq&dlhq`hi& bia fdbiìm hjjtz ì qgd tijhizj`htz lìa

qgbq `z& }`qghtq ht b}bdidzz

[Ubfqlbi\Ztsshq nh qgd nbjq qgbq qgd dlhq`hiz hn qgd tijhizj`htzlìa a`~d gtlbi odgb~`ht jhldz nhl idthzj`dijd'tzìm ba~bijda id} nL_@ obì zjbiz)& szpjghfhmp& bia `zodìm }àdfp bahsqda ì ba~dq`zìmotq ihq ltjg ì S_

Qgd dzzdiq`bf a`nnddijd odq}ddi dlhq`hi bia dbzhi `zqgbq dlhq`hi fdbaz qh bjq`hi }g`fd dbzhi fdbaz qhjhijftz`hiz ,, Ahibfa Jbfid


9/31

Zqh`dz qbs ìqh qgd tijhizj`htz lìa

@q `z tijhizj`htz qghtmgqz&nddfìmz& bia adz`dz qgbq a`~dstjgbzìm adj`z`hiz }d lbkddbjg bia d~dp abp hn ht f`~dz

Sdhsfd qdia qh rdldlodrsrhatjqz }gdi qgdp brd }h~diìqh qgd ibrrbq`~d hn lda`bjhiqdiq)

Qgdp qdia ihq qh dldlodobiaz qgbq ahiq sfbp biìqdmbf hfd ì qgd zqhpodjbtzd sdhsfd jbi zdd qgdlbz odìm etzq baz


10/31

S_ shz kih} bohtq zqhpqdffìm

S_ sdhsfd zsdia qgd` jbddz qpìm qh jhi~ìjddwdjtq`~dz qgbq qgdp zghtfa ì~dzq lhd ì dbriìmda`qhr`bf lda`b jh~drbmd hn qgd`r orbiaz ì id}zzqhr`dz bqgd qgbi otpìm sbà jh~dbmd qghtmg

ba~dq`zìmOdjbtzd sdhsfd jbi dba`fp àdiq`np baz }gdi qgdp zddqgdl bia }d qdia qh qgìk qgbq baz brd ztsshzda qhod srdzdiq atrìm q`ldz bia sfbjdz }d dwsdjq qgdlqh od qgdp bqqbjg fdzz jdaò`f qp qh qgd` jfb`lz

Otq `n qgdp zdd b srhatjq ndbqtrda ì b id}z ibrrbq`~d&sdhsfd brd fdzz f`kdfp qh od ztzs`j`htz bia lhd f`kdfpqh qtzq obia ldzzbmìm qgbq `ziq ~`zòfp stjgbzda


11/31

Qgd id}z `z b zqhp shatjq

Qgd id}z `z b srhatjq }g`jg lda`b jhlsbi`dzzdff& bia sdhsfd gb~d bqqbjgda b ~bftd qh `q }`qgsbà ztozj`sq`hiz b qbimòfd ldbztd

Id}z shatjq gbz oddi shatjda op b ehtibf`zlìatzqp qgbq `z ztsshzda qh od5

lhq`~bqda op qgd stzt`q hn qtqg

dzhtjdntf ì qgd tzd hn dzdbjg

ìnhlda op nbjqz

mh~dida op zqbiabaz bia da`qda }`qg obfbijd


12/31

Adjfìd hn id}z zqhp rtbf`qp

Qgd djhihl`j obz`z hn qgd qrba`q`hibf id}z lda`botzìdzz `z jrtlofìm& bia zh qgd rtbf`qp hn da`qh`bfshatjq `z adjfììm nbzq

Bz b dztfq hn fh}d rtbf`qp& sdhsfd qtzq lda`b zqh`dz

fdzz qgbi qgdp aà odnhd5qgdrd brd nd}dr mhha rdshrqdrz brhtia& bia ihq bz lbipdwbjqìm da`qhrz)

obqqfdz bohtq da`qh`bf dqg`jz ~dztzetzq mhìm }`qg }gbq bjhlsbip gbiaz pht nh jhiqdiq bd fdzz ndrtdiq

lhidp `z qgd hifp qgìm qgbq zddlz qh lbqqd


13/31

_datjq`hi hn id}z zqhp rtbiq`qp

Lda`b jhlsbi`dz gb~d q`da qh lbkd qgd id}z

lhd diqdqbììm bia hsì`hibqda '`zd hn

zsdjqbjfd bia zdizbq`hi)& bia qgd dztfq hn qg`z

adobzìm hn ehtibf`zl `z b ntqgd datjq`hi hn

id}z jdaò`f`qp

Qgddnhd& qgdrd brd nd}dr dpdobffz rdbaìm b

zgrìkìm itlodr hn qrtzqda id}z lda`b zqhr`dz)Bz sìq htqfdqz jfhzd& qgd rtbiq`qp hn id}z zqhp

zqh`dz nbffz lhd


14/31

Qgd zgìkìm zqhpqdffìm uhid

HK& zh `n b obiaz i~hf~dldiq i b zqhrp`z zq`ffqgd odzq }bp nh b shatjq qh mdq ihq`jda

qgdi }gbq ah S_ sdhsfd ah `n qgdd bd nd}d

qtzqda id}z zhtjdz shatjìm b datjdaitlod hn zqh`dz qgbq }`ff od jdaòfd dihtmg qhgb~d jhlldj`bf `lsbjq d~di `n }d dbrijh~drbmd ztjjdzzntffp8

]gdrd jbi S_ jhllti`jbqd ibrrbq`~dz `n qgdzqhrpqdffìm uhid z zgrìkìm8


15/31

Dloda zqh`dz ì diqdqbìldiq lda`b

G`zqh`jbffp qgdd gb~d oddi dnnhqz qh}baz lbkìmba~drq`zìm zddl lhrd f`kd lda`b zqhr`dz Qgdba~dqh`bf `z bi hfa q`jk nh qg`z stshzd& otqd~dphid djhmiùdz ztjg b ofbqbiq bsshbjg 'qgtz `qz

fh} `lsbjq)Ih} }d zdd lbip lhrd lh~`dz bia Q^ zgh}z }gdrdqgd sfhqz brd dwsf`j`qfp zjr`sqda qh zdff srhatjqztrrdsq`q`htzfp @i hqgd }haz& qh zdff ti}`qqìmsdhsfd shatjqz dlodaada }`qgì zqhp fìdz

Z`lsfd shatjq sfbjdldiq gbz oddi mhìm hi nhadjbadz& otq qg`z zj`sqìm qdia qbkdz jhlldj`bfsdidqbq`hi hn qgd stof`j lda`b lìa qh b id} fd~df


16/31

@z qg`z b mhha qgìm8

Bohtq zqh`dz ì qgd id}z lda`b qgbq jhiqbì bS_,dbida shatjq ldiq`hi& zhld sdhsfd l`mgqbzk5 @z qg`z rdbffp qgd id}z8

Ih}babpz& dmbaìm zqh`dz ì qgd diqdqbìldiqlda`b qgbq jhiqbì zj`sqz }`qqdi qh zdffshatjqz& lbpod lhd sdhsfd }`ff od bzkìm5@z qg`z rdbffp diqdrqbìldiq8

Sdhsfd zddl ìjdbzìmfp lbkdqìm zb~~p bial`mgq zdd qghtmg ztjg ìzà`htz qdjgi`rtdLbpod lhd }`ff }biq qgd` lbkdqìm ìqdbjq`hizqb`mgq,ts& ghidzqfp qbizsbdiq8


17/31

D~dp jhlsbip b lda`b jhlsbip

_`jgba Dadflbi gbz djdiqfpdlsgbzùda ì lbip zsddjgdz qgbqd~dp jhlsbip jbi od b lda`bjhlsbip

@N b adjfììm lda`b otzìdzz jbi ihfhimd mdidbqd bi blsfd ztssfp hnjhlsdffìm zqhp jhiqdiq

@N& h}ìm qh `qz dzhtjd jhizqbìqz&lda`b `z odjhlìm bi btqhlbqda biatijr`q`jbf O?J jhi~dphr hn srd,

sbjkbmda lbrkdqìm ìnhrlbq`hisbzzda qh qgdl op S_ sdhsfd

QGDI }gp jbiq jhrshrbq`hiz n`ff qgd~hà qgdlzdf~dz bia jhllti`jbqdzqhr`dz a`rdjqfp qh qgd stof`j)))


18/31

Shndzz`hibf zqhpzdffìm

Jhrshrbq`hiz gb~d qgdlhidp bia qgd qbfdiq qhjrdbqd qgd zqhrpqdffìmjhiqdiq& bàda op b

lbzz`~d& bjjdfdbqìmobì abì nhl

ehtibf`zl

Ehtibf`zqz kih} b qgìmh q}h bohtq zqh`dz

S_ bmdij`dz zdff qgd`lbzqd ibbq`~djhshbqd zqhpqdffìmqhhfz

Dfdldiqz hn b Jhlsbip Zqhrp

]gbq bjq`hiz brd iddada nhr b jhlsbip qh bjg`d~d`qz mhbfz8

SBPHNN

]gbq `z b jhlsbip ahìm qh jgbrq qh adf`~dr hi `qz zqrbqdmp8

NTQT_D S_HL@ZD

]gbq `z bq zqbkd nhr qgd jhlsbip& `qz dlsfhpddz bia`qz iatzqrp8

ZQBKDZ

]gbq brd qgd hozqbjfdz qgbq zqbia ì qgd }bp hn ztjjdzz8

JHLSF@JBQ@HI . ZQ_TMMFD

Gh} ahdz b jhlsbip-z sbzq sfbp ìqh }gdrd `q `z qhabp8

OBJKZQH_P

Zhtjd5 Dadflbi


19/31

Lbkìm sdhsfd sbq hn qgd sfhq

Otq }b`q b lìtqd5 sdhsfd l`mgq sdjd`~d qgbq b jhlsbip `ztzìm ztjg qdjgi`rtdz bz ba~dq`zìm bia zh qgdp }hiqqtzq q& `mgq8

@ijdbzìmfp& `q zddlz sdhsfd qgìk lbrkdqìm jbi od

jrdaòfd n qgdp brd i~hf~da& ihq etzq dbaìm zhldhiddfzdz zqhp& otq nddfìm f`kd qgdp bd sbq hn qgd sfhqqgdlzdf~dz

Hfa,zqpfd ba~dq`zìm bzztldz b sbzz`~d sdzhi etzq z`qqìmqgdd jhiztlìm ìnhlbq`hi @ia`~àtbfz jhtfa nhffh} jtdz

bia ah }gbq qgdp }dd qhfa& otq qgdp }dd bqhlùda biandfq ìz`mi`n`jbiq bfhid

Ih}babpz& sdhsfd qtzq qba`q`hibf izq`qtq`hibf zhtjdz hnqhs,ah}i ~dq`jbf inhlbq`hi ltjg fdzz


20/31

S_ 2325 lbkìm nhfkz nddf `lshqbiq

@izqdba& sdhsfd bd jdbqìm qgd` h}i ghùhiqbf sdd,qh,sdd qtzqda jhllti`jbq`hiz jhllti`q`dz& }g`jgjbi ih} ì~hf~d5

n`diaz

nbl`fpjh}hkdz

S_ shz jbi dimbmd ztjg sdhsfd ì jhi~dzbq`hiz& bzkìmqgdl nh àdbz h hsì`hiz qghtmg jh}azhtjìm

Qgbq }bp& sdhsfd nddf sdrzhibffp `lshrqbiq bzjh,jrdbqhrz hn b orbiaz dwsdr`dijd

Nhfkz }`ff sbp lhd bqqdiq`hi qh zqh`dz qgdp qgìk qgdpgba b hfd ì }`qìm


21/31

@ odf`d~d qgd` zqhp odjbtzd qgdp f`zqdi qh lìd

@ qgìk lp zqhp }`ff gdfs ìnhl qgd` zqhpgqqs5((}}}phtqtodjhl(}bqjg8~


22/31

Sdztbz`hi 23

Mhìm objk qh Abfd Jbidm`d ì20:>& }d kih} qgbq lbkìm sdhsfdnddf `lshrqbiq `z qgd srdjtrzhr qhsdrztbz`hi

Hijd S_,a`~di ìqdbjq`hiz lbkdsdhsfd nddf `lshqbiq 'zhldhid `zf`zqdiìm qh ld)& qgdi zqhr`dz brdzhfa bz jhi~drzbq`hiz

Ltjg hn qg`z `z jbfjtfbqda `fftz`hi&}`qg qgd hoedjq`~d hn mdqqìm sdhsfdqh jhll`q qgdlzdf~dz ì }r`qìm qhb obia hifìd '`d stof`jfp& ì nhiqhn hqgdz)

Lbkd qgd hqgdr sdrzhi nddf

`lshrqbiq bia ah `q zìjdrdfp)


23/31

Sdztbz`hi ?3

Bjjhaìm qh _hodq J`bfaì`z dzdbjg&}d kih} qgbq }gdi sdhsfd jhll`qqgdlzdf~dz i stof`j qh zhldqgìm&qgdp gb~d jrdbqda b id} `lbmdqdlsfbqd hn qgdlzdf~dz

dm

bz qgd kìa hn jtqqìm,damd sdzhi}gh tzdz qg`z jhhf shatjq}g`jgqgdp }`ff ba~hjbqd qh hqgdz }`qgìqgd` sdzhibf idq}hkz hn qtzq Qhebi Ghzd,f`kd bz b jdaòfd sdd

Sdhsfd }`ff ah bia zbp }gbqd~dr `zidjdzzbrp qh jhinhrl }`qg qgd`r id}

stof`j lbmd 'ìjftaìm bsìm b obiazS_,ad~`zda zqhp)& bia qh d~àdijdjhlsfdqd jhiz`zqdijp }`qg }gbqqgdp~d zbà ì jhi~dzbq`hiz hifìd

Qg`z `z }gbq J`bfaì` jbffz qgd sìj`sfdhn jhiz`zqdijp


24/31

Qgd sh}d hn ldqbsgh

Fhqz hn }hk `z ih} odìm ahid ì qgd bdbhnjhi~dzbq`hi jhllti`jbq`hi biaa`m`qbf zqhpqdffìm

]gdd qgd q}h lddq bffh}z sdztbz`hilbkdqdz qh qbs ìqh qgd lbzz`~d S_

sh}d hn ldqbsghJhi~drzbq`hi jhllti`jbq`hi dibofdz qgddbzp bssf`jbq`hi hn ldqbsghrz tzda ìd~drpabp fbimtbmd nhr qgd ad~dfhsldiqhn lbrkdqìm ibrrbq`~d dm }has`jqtdz qh jhi~ìjd jhiztldz bohtq b

shatjq obia }`qg zqhpnbldz

qgbqbfdbap dw`zq ì qgd` tijhizj`htz lìaz

Ldqbsghz nhjd tz qh nhl ldiqbfs`jqtdz qgbq bd f`kd mftd qh ht ldlhpbia lbìfìd a`djqfp qh tiadzqbiaìm[L`jgbdf Ndbodd\


25/31

Jhijdqd }haz nh bozqbjq jhijdsqz

Bnndjq`hi `z }brlqg 'Ehgi `z b }bl sdzhi)@lshrqbiq `z o`m 'Qgbqz b gtmd eho pht gb~d)

A`nn`jtfq`dz brd otradiz ']gbq b gdb~p }hkfhba)

Bjq`hiz brd lhq`hiz 'Gdz b lh~d bia zgbkd)

Strshzdz brd adzqìbq`hiz 'F`mgq bq qgd dia hn qgd qtiidf

)

F`nd `z b ehtridp 'Lbjgìm qh qgd odbq hn b a`nnddiq atlld)

]gbq }d~d a`zjh~dda ì qgd fbzq :3 pdbz `z zts`zd& zts`zd sdhsfd

qgìk }`qg qgd` obìz Bia qgd` obìz bd sbq hn qgd` oha`dz

,, Mdhmd Fbkhnn& Odkdfdp fìmt`zq`jz shndzzh

Qgd bozqbjq }bp }d qgìk `z dbffp mhtiada ì qgd jhijdqd& oha`fp }hfa

ltjg lhd qgbi }d qghtmgq ,, Ehgi Obmg& Pbfd szpjghfhmp shndzzh


26/31

Ldqbsgh df`j`qbq`hi

_dzdbjg `z kdp& bzkìm sdhsfd odnhd zqbqìm

b S_ jblsb`mi qgìmz f`kd5

]gdi pht qgìk bohtq [jhlsbip\& }gbq `z qgd n`rzq

qgìm qgbq jhldz qh lìa8

]gbq ah pht nddf }gdi pht zdd qg`z [srhatjq\

`lbmd8

Jbi pht zgbrd zhld hn phtr sbzq dwsdr`dijd ìadbfìm }`qg [brdb }gdrd srhatjq hnndrz zhld

odidn`q\8


27/31

Fd~dbmìm zdbjg ìz`mgqz

S_ sdhsfd jbi lìd Mhhmfd zdbjg dztfqz nh kdp }haz& bia ìedjqjhlsdffìm ldqbsghz ìqh hifìd jhiqdiq op jhloììm ZdbjgDimìd Hsq`lùbq`hi 'ZDH) qbjq`jz }`qg jhi~diq`hibf S_ bsshbjgdz

Nh dwblsfd& tzìm Mhhmfd @iz`mgqz& qgd ibqtrbf fbimtbmd }hrazsdhsfd brd tzìm qh zdbrjg jbi od a`zjh~drda& qgd rdztfqz hn }g`jg

jbi od tzda qh qb`fhr b ibrrbq`~dz ldzzbmìm dfdldiqzKdp}haz jbi od jbnqda bz ldqbsghz& }g`jg jbi od ìqdmbqdaìqh lda`b dfbq`hiz ldzzbmìm& id}z dfdbzdz& zsddjg jhiqdiq&dfd~bqh s`qjg& dqj

Zdbjg bia zhj`bf idq}hkìm bd jhi~dmìm& zh `n b jhlsbip

dzqbof`zgdz }gbq Dadflbi gbz jbffdadlobzz`dz

}`qgì qgd qtzqdazsgdd hn zhj`bf idq}hkz& qgdi `q jbi ot`fa id} dfbq`hizg`s

jhllti`q`dz }gdd zqh`dz diehp b g`mgd zbf`dijd odjbtzd `q `zodìm qhfa }`qgì ldlodzqtzqda uhid hn zhj`bf lda`bldlodz

_dba Dadflbiz dwjdffdiq }g`qd sbsd


28/31

Adz`mi hn b jhlsbipz S_ zqhp

Zf`ad `lbmd nrhl b ?33= Dadflbi lbrkdq`im srdzdiqbq`hi nhr `qz lbzqdr ibrrbq`~d qhhf)


29/31

Qgd lhabf`qp hn zqhpqdffìm

Ubfqlbi jhiqdiaz qgbq }g`fd lbkdqdz

jhizj`htzfp qgìk ì qdlz hn qdwq& dbf sdhsfd

tijhizj`htzfp qgìk ì qdlz hn `lbmdz

Bz dpdobffz l`mbqd qh qgd @iqdidq& d~di

}ha s`jqtd qdwq }`ff ihq od dihtmg bz

ltfq`lda`b ~àdhz bia s`jqtdz bia zhtiaz

}`ff idda qh od shmbllda op S_ sdhsfd

nh sdztbz`hi


30/31

]`ff bqqdiq`hi zsbiz ztzqbì zqh`dz8

Jhiqìthtz sbq`bf bqqdiq`hi'ltfq`qbzkìm) gbz oddiadotikda& bia }d ih} kih}qgbq sdhsfd jbi bsàfp z}`qjgodq}ddi ldiqbf jgbiidfz }`qgqgd dwdjtq`~d lìa

adjàìm}gbq }d sbp bqqdiq`hi qh

Qgd ìqdidq `z qgdd nhzibjkìm& mbuìm bia qbzqìm&ihq nh qgd ntffndbzq qgbq `ziht`zgìm ibbq`~d Qgd

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,, Odi Lbjìqpd


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