PR Strategy Intro

8/4/2019 PR Strategy Intro

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PR Strategy: Brilliant Basics



Strategy Defined

• Strategy refers to a plan of action designed to achieve a particular goal. The word is of military origin, deriving from the Greek word strategos, which roughly translates asgeneral .

• In military usage, strategy is distinct from tactics, which are concerned with the conductof an engagement, while strategy is concerned with how different engagements are linked.How a battle is fought is a matter of tactics: the terms and conditions that it is fought on

and whether it should be fought at all is a matter of strategy, which is part of the four levelsof warfare: political goals or grand strategy, strategy, operations, and tactics.

Translate this into the business environment….



What is Strategy?

• Strategic planning is an organization's process of defining its strategy, or direction, and

making decisions on allocating its resources to pursue this strategy, including its capitaland people.

• Various business analysis techniques can be used in strategic planning, including SWOTanalysis (Strengths, Weaknesses, Opportunities, and Threats ), PEST analysis (Political,Economic, Social, and Technological), STEER analysis (Socio-cultural, Technological,Economic, Ecological, and Regulatory factors), and EPISTEL (Environment, Political,

Informatic, Social, Technological, Economic and Legal).• Strategic planning is the formal consideration of an organization's future course. All

strategic planning deals with at least one of three key questions: – "What do we do?" – "For whom do we do it?" – "How do we beat or avoid competition?”



What is it not?

• Not tactical

• Not short term

• Not negative

• Not comprehensive

• Not freely available but on a need to know basis



What are the basics?

• Start grounds up: Assess the situation & landscape by a SWOT, PEST, STEER OR

EPISTEL

• Listen: Research your Stakeholders & Target Audience Attitudes, Needs, Interests & Awareness

•

Business Goals: Understand the business Goals with the Management

• Communication Outcome: What is the desired communication objective? What do wewant our audience to do or not do?

• Message: What is our message?

• Channels : What channels of communication will be the most effective?



Who is the strategist?

• The Corporate Communications Team

• The PR Agency

• The Management



Put this all together

• PR Strategy focuses on delivering measurable results to specified audiences and quantifying the

value that PR brings to the organization

• Public relations adds value to a company by helping it better employ people, provide a return toshareholders, and deliver product/service value to customers.

• For company programmes to be successful they must be founded on business objectives, not "PR"

objectives. They must focus on the company's brand equity, not on individual products. This brandingactivity must extend beyond media relations, charitable giving, legislative relations and other niches.

• Public relations practitioners are most likely to help members of publics construct positive imagesabout the organisation when they counsel the organisation to behave in ways that people outside theorganisation want. In other words, sophisticated public relations practitioners now understand that

they must serve the interests of people affected by organizations if they also are to serve the interestsof the organizations that employ them



The process of public relations

• Scott Cutlip, Allen Center and Glen Broom describe the public relations process in four steps (1994). The

first step is "Defining Public Relations Problems," usually in terms of a "situational analysis," or what

public relations professionals call a SWOT analysis (strengths, weaknesses, opportunities, threats).

According to Cutlip, Center and Broom, this should answer the question, "What's happening now?"

• The next step in the public relations process is "Planning and Programming," where the main focus is

"strategy," Cutlip, Center and Broom argue that this step should answer the question "What should we d

and say, and why?"

• The third step in the public relations process is "Taking action and Communicating," also known as

"Implementation;" this step should answer the question "How and when do we do and say it?"

• The final step in Cutlip, Center and Broom's Four-Step Public Relations Process is "Evaluating The

Program," making a final "assessment," which should answer the question "How did we do," this is whe

public relations professionals make a final analysis of the success of their campaign or communication.



The process of public relations

• Another process model by Sheila C. Crifasi (2000) uses the acronym "ROSIE" to

define a five-step process of "Research, Objectives, Strategies,

Implementation and Evaluation.

• Using another acronym, "ROPES," Dr. Kathleen S. Kelly explains a five-step

process through "Research, Objectives, Program, Evaluation and

Stewardship."

• Wilcox, Ault, Agee and Cameron (2002) define the public relations process

through four steps of “RACE, Research, Action (Program Planning),

Communication and Evaluation."

• Center and Jackson (1995) define the process of public relations through four

steps: "Fact-finding and data gathering; Planning and programming; Action

and communication; Evaluation."

St 1 D fi d it d bj ti f



Step 1: Define and write down your objectives for

your publicity or media plan

• .How will you design your public relations campaign? Will it be designed to: – Establish your expertise among your peers, the press, or your potential

clients or customers? – Build goodwill among your customer, supplier, or your community? – Create and reinforce your brand and professional corporate image? – Inform and create good perceptions regarding your company and services? – Assist you in introducing a new service or product to your market? – Generate sales or leads? – Mitigate the impact of negative publicity and/or corporate crisis?

St 2 D fi l i hi i thi



Step 2: Define your goals in achieving this

objective..

•

It is important that your goals be specific, measurable,actionable results-oriented and time-bound (SMART). Thesegoals must be in-line with your overall business, marketing,and sales objectives

Step 3: Determine who your target



Step 3: Determine who your targetaudience consists of.

• Who is it that you want to reach with this campaign? What do you wantyour key message to be?

Step 4: Develop a schedule for your



Step 4: Develop a schedule for your public relation campaigns.

• Create synergy by coinciding your public relations plan with other marketing and sales efforts.



Step 5: Define your plan of attack

• What communication vehicles will you use to get your message to the public? Examples

may include: – Press releases – Articles – Customer Success Stories – Letters to the Editor – Press Conferences, Interview, or Media Tours – Radio, Television, or Press Interviews – Seminars or Speaking Engagements – Event Sponsorships

• Select three from the list and beginning researching and developing your approach.

Step 6: Put measures in place to track the



Step 6: Put measures in place to track the

results of your PR Campaign

• After each campaign sit down and review the results. Did you achieve the

defined objectives and goals of this campaign? Should you consider modifyingyour original plan? If so, how and why?



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PR Strategy Intro

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