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Or how to run a successful campaign. Tench & Yeomans Chapter 10 & Chapter 12 PR as Planned...
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Transcript of Or how to run a successful campaign. Tench & Yeomans Chapter 10 & Chapter 12 PR as Planned...
Or how to run a successful campaign
Tench & YeomansChapter 10 & Chapter 12
PR as Planned Communication,p.182-207
Audiences, Stakeholders, Publics, p.234-249
Why it’s important to plan• Successful PR programmes don’t just happen • They are the result of good research, careful
planning and implementation• Sometimes, PR practitioners need to react,
but that’s usually as a result of a crisis only.• If you take time to plan, you make sure that
the campaign is aimed at the right people, uses the right channels of communication and stays within timescales and budget!
The Four-Step Process Is a Basic Foundation For The Practice Of Public Relations
ResearchResearch
PlanningPlanning
ActionAction
EvaluationEvaluation
Planning PR process
What’s happening now?Situation Analysis
StrategyWhat should we do and say, and why?
How did we do? Assessment
ImplementationHow and when do we do and say it?
1. Defining public relations problems
Planning & Programming
3. Taking action &communicating
4. Evaluating the programme
Cutlip et al. (2000) Planning model
Planning process• What is the problem? (Researching the issue,
using tools such as a SWOT analysis, situation analysis
• What does the plan seek to achieve? (What are the aim / the objectives?
• Who should be talked to? (Which publics do you want to develop a relationship with)
• What should be said? (Content of the message)
How should the message be communicated? (What channels should be used for dissemination?)
How is success to be judged?(how will the work be evaluated against the
objectives?)
Analysis / Research
Aim and Objectives
Publics
Content for messages
Strategy
Tactics
Timescales
Budget
Evaluation
PR Planning model
Analysis / ResearchSWOT analysis (Strength/Weaknesses -
internal factors and Opportunities / Threats - external)
Strength•Well established entertainment venue•Good traffic links/central•Established reputation as a company
Weaknesses•Lack of employees•Expensive
Opportunities•Student population is growing •Tourism to Scotland is growing•Opportunity for cooperation with retail e.g. a big outskirts shopping centre•Potential to become Scotland’s leading entertainment venue chain
Threats•Opposition from anti-clubbing pressure groups•Opposition from local community•Economic downturn
Example: Tiger Tiger wants to open another venue in Glasgow
Research continued• Analysing the environment (open /closed
organisations ) • Any issues arising from that?• For that you might need to carry out your
own dedicated research • This could be desk research (Internet/
media/library)• Or it could be surveys / focus groups /
interviews
Analysing publics• Identify publics (thinking about active / latent
/ inactive publics etc)• Research their opinions (formal / informal)• Personal contacts• Key informants (e.g politicians, journalists,
experts)• Focus groups / surveys• Monitoring of mail/complaints/online sources• Monitoring of media
Publics Active (those involved in an issue)Latent (those with potential to have an
interest)Inactive (those uninvolved and uninterested)
Depends on how well known an issue is and also how it affects the individual / group
Example: Campaign to reduce dangerous driving among young drivers aged 17-25
Setting objectivesTo set realistic objectives it is necessary to
know the size & nature of the communications task
All objectives should be SMARTSpecific, measureable, achievable, resourced
and timebound
Examples for objectivesEmployees: ensure every employee is aware
of our new corporate plan by 10 November
Community: Use sponsorship of 20 local junior football teams to promote more positive opinion about company (change of 5% this year)
MessagesWhat should be said?Traditionally PR practitioners have focused
on messages. (Can be explained through journalistic background of PR, where ‘getting the story out’ is seen as important)
Particularly important in public information campaigns
E.g. road safety campaigns have memorable slogans such as ‘Don’t drink & drive’ or the ‘Think’ campaign
Strategy This is the 5th basic question: How should the
message be communicated?Falls into two categories – strategy and
tacticsTemptation to jump straight into tactics, to
come up with a raft ideas without thinking about a rationale
However, strategy is important as it gives the overall direction two your work!
Strategy…is the ‘overall concept, approach or general
plan’(Cutlip et al. 2000)
…it can be the co-ordinating theme or factor, the guiding principle, purpose or ‘the big idea’
It should have one of those guiding principles!
Example: New environmentally friendly cosmetics product rangeObjective: Publicise new product range
amongst 16-30 year old females, increase awareness by 20%
Strategy: Education campaign about animal testing using celebrity endorsement Sandy Thom
Tactics: Mount media relations strategy, Press conference, news releases, exclusives, features, competition
Target media: Women’s magazines, fashion supplements in daily press
Example: Excercise Encourage people to exerciseStrategy: Drive home health policy through
memorable messageTactics: Media Campaign, posters,
competitions, bus adverts, schools programme, launch event etc.
TacticsWide range of tactics
Media RelationsExhibitionsCommunity relationsSpecial eventsCustomer relationsLobbyingSponsorship
ResearchFinancial relationsCorporate identityCrisis managementUse of opinion
leaders for endorsement
Corporate Social Responsibility
Timescales and BudgetingDraw up a schedule
with an activity plan for every tactic
Check that resources are available (is there enough staff etc)
Resources required are:
1.Money / Finance2.Human resources3.Equipment
EvaluationImportant to see whether your campaign is
workingTwo types of evaluation – ongoing monitoring
(to see whether you need to adapt) and evaluation at the end (output evaluation)
Methods: media content analysis, clippings, statistics, surveys, interviews, informal methods and more