Transcript Planning Programs and Campaigns

Planning Programs and
Campaigns
Chapter 18
Mastered PR “Tactical” Aspects
and Techniques
Right?
News releases
Feature placements
Publicity photos
Video news releases
Satellite media tours
Media relations
Newsletters
Speeches
Key concepts of campaign
management and public
relations programming
should now be addressed
This involves the coordination
of multiple tactics as part
of an overall program to
achieve organizational
objectives
Written Plan is Imperative
A written plan is a “blueprint”
It explains the situation, analyzes what
can be done about it, outlines strategies
and tactics, and tells how the results will
be evaluated
This planning skill can help you become
more than a public relations writer
You will become a public relations
manager
First Step to Plan Development
Consult with the client or your
management
This will get these people involved
And is likely to give you the basic
information you need to start making
the plan
Such meetings will help to identify
the problems and opportunities
confronting the organization
Research
Key sources for information
You cannot know too much about the subject you need to promote
Organization-examine marketing research, talk to sales reps, get an overall pix
of the organizations successes/failures
References-what’s been written about the organization? Use library and online
databases to see what/how written about in news media
Questions- review experiences of others in similar situations
Analysis of communications-review consumer complaints, telephone
hotline issues, field reports from organization representatives
Brainstorming- get colleagues to help kick around ideas and suggestions
Focus group interviews- interview a group of people who are representative
of the audience you want to reach
Surveys- if the organization doesn’t have relevant data on hand you may
want to do formal surveys to ascertain attitudes/perceptions of target
audience
Media databases-to plan your tactics, you need to know which
channels of communication will be most efficient. Media directories
provide profiles of various media outlets and their audiences
Demographics-study statistical breakdowns of audience characteristics
and lifestyles, consumer buying habits and information sources
Analyzing the Information
After gathering and analyzing all the
information, you can go to
management and/or the client and
say:
– These are the facts that I have
– This is the situation as I see it
– These are the objectives I think we
should select and pursue
– This is the strategy I suggest
Planning the Plan– 8 Key Elements
Situation
Objectives
Audience
Strategy
Tactics
Timing
Budget
Evaluation
See details of these
Components of a
Public Relations Plan
(p.487)
Sunkist PR Plan (p.490)
Two types Objectives:
– Informational-trying to
increase awareness of
an issue, event, or
product
– Motivational- more
ambitious, trying to
change attitudes,
opinions and modify
behavior
How PR Helps Fulfill Marketing
Objectives
Can develop new prospects for news markets,
such as inquiries from people who saw or heard a
product release in the news media
Can provide third-party endorsements- via
newspapers, magazines, radio, TV- through news
releases about a company’s product or services,
community involvement, inventions, and new
plans
Can generate sales leads, usually through articles
in the trade press about new products and
services
It can pave the way for sales calls
PR and Marketing Objectives
(More)
Can stretch the organization’s advertising
and promotional dollars through timely
and supportive releases about it and its
products
Can provide inexpensive sales literature
for the company, because articles about it
and its products can be reprinted as
informative pieces for prospective clients
Can establish the organization as an
authoritative source of information on a
given subject
Submitting a Plan for Approval
The written proposal to management or a client for approval
Title page-
date, program
name, client/organ., and team
members
Executive summaryoverview of the plan
Table of contents-name
and page number of each
section
Statement of
principles-the planner’s
approach to the situation such
as how it is integrated with
marketing and overall goals of
the organization
Capabilities of the
team or PR firm
submitting the plan
The eight sections of
the program plan from
situation to evaluation
Conclusion- summary of
why this is the best plan
and asking for approval
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