PR planning

What we’ll look at

• The value of planning

• Approaches to planning

• Elements of a program plan

The value of planning

PR as a process: RACE

Several approaches

JIMMY BUFFET

PR and the 4 or 10-point plan

What is PR?

The way in which an organisation presents itself to its public/s (markets, audiences, stakeholders).

The deliberate, planned and sustained effort to establish and maintain a mutual understanding between an organisation and its publics.

Maintaining long-term relationships with clearly-defined publics and plans.

What is PR?

Instinct and feeling

Providing answers before the public asks questions

We don’t persuade - people persuade themselves

“We gift-wrap ideas”

Create high perceived value

Influence behaviour

The key to success

Think and plan

Four steps to good PR

1. Define the problem or need with research

2. Plan and prepare a strategy

3. Take action/communicate/implementation

4. Evaluation

Benefits of PR

Lift morale

Best possible image to the community

Attract members

Attract & retain sponsors

Professional image to government and community leaders

Keep ‘publics’ informed of activities, aims and aspirations

Laying the foundation

Define your organisation

What sets you apart?

How are you unique?

Write it down.

The 10-point plan

i. Background

Analyse (research) the situation

•!! Details about the organisation•!! Perception of its image•!! History•!! Achievements•!! Current aims•!! Issues•!! SWOT analysis

1.RESEARCH

ii. Problem/Opportunity

• What is the situation?• What problems need to be addressed?• What benefits can be gained by PR

action?• What response is needed?• Which “public/s” support/s you?• Which “publics” are a concern?

RESEARCH

!

iii. Goals and objectivesWhat do you want from the campaign?What is your aim?

Objectives have to be SMART:SpecificMeasurableAchievableResults-orientedTime-bound

2.STRATEGY

OBJECTIVES

Informational Motivitational

iv. Target publics (stakeholders)

• Any group that shares the same interests or concerns•! Usually have a stake or interest in your organisation•! May be active, latent or passive•! Can be internal or external•! Do not generalise. Be specific.

EXERCISE: List your stakeholders

STRATEGY

Should I use the term “general public”? Why or why not?

Copyright © Allyn and Bacon 2009

General Public

v. Messages

•!! What is your theme?•!! What is your strongest idea?•!! What’s in it for your “public”?•!! KISS. Stick to one message

STRATEGY

How are strategy & tactics related?

Copyright © Allyn and Bacon 2009

vi. Specifics

•!! How will objectives be met?•!! What specific actions will be used?•!! How will you get there?

3. IMPLEMENTATION

vii. Channels

viii. Timetable

Consider . . .

•!! Impact•!! ‘Timeliness’•!! Longevity•!! Repetition•!! Production issues

Why are timing/scheduling so important?

Copyright © Allyn and Bacon 2009

ix. Budget

. . . or lack of

What’s the largest expense in a campaign?

x. Evaulation

•!! Objectives met?•!! What improvements?•!! What modifications?•!! Must be done mid-stream

4. EVALUATION

Why is the evaluation of a campaign linked to the program’s objectives?

Copyright © Allyn and Bacon 2009

The seven Cs of communication

1. CREDIBILITY

Receiver must have confidence in the sender

2. CONTEXT

Sender must allow participation and feedback.

Receiver must confirm, not contradict.

People must act.

Must have meaning and relevance to receiver

3. CLARITY

Must be in simple terms

Must mean the same to receiver and sender

4. CONTINUITY

Repetition > Penetration

5. CONSISTENCY

Similar messages

6. CHANNELS

Must use channel the receiver uses and respects

7. CAPABILITY OF AUDIENCE

Must pitch message to receiver’s ability to understand

Use the LCD method