Program Planning Chapter 18 PR 313 Brett Atwood

Developing a Plan Once you’ve determined your client, you’ll need to quickly establish a PR plan If you’ve chosen a “real” client, you should attempt to get their input! Talk to your client to establish their needs “ Needs assessment”

Once you’ve determined your client, you’ll need to quickly establish a PR plan

If you’ve chosen a “real” client, you should attempt to get their input!

Talk to your client to establish their needs

“ Needs assessment”

Needs Assessment Survey the organization Talk to members of the organization AT ALL LEVELS High level executives “In the trenches” employees Tap into existing market research or background materials Learn the history of PR campaigns at the company

Survey the organization

Talk to members of the organization AT ALL LEVELS

High level executives

“In the trenches” employees

Tap into existing market research or background materials

Learn the history of PR campaigns at the company

Gathering Information Focus groups A focus group can help you get feedback from the customer base Part of two-way communication It is better to uncover potential problems BEFORE the PR campaign begins Surveys Used to gather attitudes and perceptions of target audiences.

Focus groups

A focus group can help you get feedback from the customer base

Part of two-way communication

It is better to uncover potential problems BEFORE the PR campaign begins

Surveys

Used to gather attitudes and perceptions of target audiences.

Classic PR Blunder 1985 - “New Coke” Coca-Cola’s ill-fated response to the growing threat by Pepsi Ad campaign boasted about the “new taste” Research and focus groups might have avoided this blunder

1985 - “New Coke”

Coca-Cola’s ill-fated response to the growing threat by Pepsi

Ad campaign boasted about the “new taste”

Research and focus groups might have avoided this blunder

Media targets Who will you target in the media? What information do you need to know about those you target? Media directories can help Bacon’s Media Map

Who will you target in the media?

What information do you need to know about those you target?

Media directories can help

Bacon’s

Media Map

Elements of a Plan There are eight elements to developing your plan: Situation Objectives Audience Strategy Tactics Timing Budget Evaluation

There are eight elements to developing your plan:

Situation

Objectives

Audience

Strategy

Tactics

Timing

Budget

Evaluation

1. Situation Summary of your research on why the PR campaign/program is needed It is CRITICAL that this be adequately researched Everything else will be irrelevant if this step is not adequately prepared

Summary of your research on why the PR campaign/program is needed

It is CRITICAL that this be adequately researched

Everything else will be irrelevant if this step is not adequately prepared

Example In our “New Coke” example, Coca-Cola misidentified the situation They erroneously assumed that their consumers preferred the sweeter taste of Pepsi The new product and messaging “missed the mark” due to bad assessment

In our “New Coke” example, Coca-Cola misidentified the situation

They erroneously assumed that their consumers preferred the sweeter taste of Pepsi

The new product and messaging “missed the mark” due to bad assessment

1. Situation Determine the expectations of the client “Sanity check” the expectations with reality Contextualize your assessment within both the short-term and long-term goals of your client

Determine the expectations of the client

“Sanity check” the expectations with reality

Contextualize your assessment within both the short-term and long-term goals of your client

Example: MySpace.com Situation: A subset of the MySpace.com user base is upset that Fox/NewsCorp has acquired the social networking site (via Fox Interactive Media) As a result, the financial and tech media have reported that this disgruntlement may pose a risk to the future growth of the site

Situation:

A subset of the MySpace.com user base is upset that Fox/NewsCorp has acquired the social networking site (via Fox Interactive Media)

As a result, the financial and tech media have reported that this disgruntlement may pose a risk to the future growth of the site

Example: MySpace.com Situation: While growth continues to explode at MySpace.com, there is concern that the site’s “cool factor” may be at risk with its core user base In particular, early research has shown concern that the site will “sell out” or change from its current configuration

Situation:

While growth continues to explode at MySpace.com, there is concern that the site’s “cool factor” may be at risk with its core user base

In particular, early research has shown concern that the site will “sell out” or change from its current configuration

2. Objectives Once you have defined the situation/problem, it is time to create the objectives Objectives should: Help to solve the problem and/or address the defined situation Be achievable Be measurable

Once you have defined the situation/problem, it is time to create the objectives

Objectives should:

Help to solve the problem and/or address the defined situation

Be achievable

Be measurable

2. Objectives Informational Objectives Designed to inform and increase awareness Motivational Objectives Aims to change attitudes and modify behavior

Informational Objectives

Designed to inform and increase awareness

Motivational Objectives

Aims to change attitudes and modify behavior

Example: MySpace.com Objectives: To maintain and nurture the perception among users that MySpace.com is independent in spirit and operation To minimize intrusions on the creative and editorial expressions of the community

Objectives:

To maintain and nurture the perception among users that MySpace.com is independent in spirit and operation

To minimize intrusions on the creative and editorial expressions of the community

MySpace.com Example The stated objectives are informational Can you think of examples of “motivational objectives” that might also be developed?

The stated objectives are informational

Can you think of examples of “motivational objectives” that might also be developed?

3. Audience Identify the group of people to whom you are directing your communication There may be several groups Which are most important to your client?

Identify the group of people to whom you are directing your communication

There may be several groups

Which are most important to your client?

Example: MySpace.com Audience Internet users Ages 12-34 A large amount of use is among high school students 81% of the online social networking audience Second place: Facebook.com with 7%

Audience

Internet users

Ages 12-34

A large amount of use is among high school students

81% of the online social networking audience

Second place: Facebook.com with 7%

4. Strategies How will you achieve the objective(s)? This is your plan of action How will the audience see this in relation to its own self interest? Include key copy points These are the central themes that should be repeated and reinforced through all messaging

How will you achieve the objective(s)?

This is your plan of action

How will the audience see this in relation to its own self interest?

Include key copy points

These are the central themes that should be repeated and reinforced through all messaging

Example: MySpace.com Strategy MySpace.com encourages and enables a wide range of creativity, diversity and independence among its user base

Strategy

MySpace.com encourages and enables a wide range of creativity, diversity and independence among its user base

5. Tactics The “execution” of the plan How will you realize and achieve your strategy? Describes the specific communication activities used to achieve the stated objectives

The “execution” of the plan

How will you realize and achieve your strategy?

Describes the specific communication activities used to achieve the stated objectives

5. Tactics Can take the form of: Media placements (Articles, news features) Pamphlets/newsletters Endorsements by tastemakers Advertising campaigns “Viral” marketing

Can take the form of:

Media placements (Articles, news features)

Pamphlets/newsletters

Endorsements by tastemakers

Advertising campaigns

“Viral” marketing

Example: MySpace.com Tactics: Recruit “indie” or credible known artists to use and discuss the site Conduct a “counter-culture” campaign that highlights independent, diverse and creative spaces created on the site What are other tactics that might work?

Tactics:

Recruit “indie” or credible known artists to use and discuss the site

Conduct a “counter-culture” campaign that highlights independent, diverse and creative spaces created on the site

What are other tactics that might work?

“Viral” PR One of the most effective “new” PR strategies uses “viral” techniques that spread among “infected” audience members

One of the most effective “new” PR strategies uses “viral” techniques that spread among “infected” audience members

Example: Burger King Fast-food chain Burger King has fallen on hard times Menu items have not remained competitive The chain has fallen from second to third in the U.S. (behind McDonald’s and Wendy’s) Customers perceived it as “unhip” and “dated”

Fast-food chain Burger King has fallen on hard times

Menu items have not remained competitive

The chain has fallen from second to third in the U.S. (behind McDonald’s and Wendy’s)

Customers perceived it as “unhip” and “dated”

Enter the “Subservient Chicken”! To help its image, Burger King conducted a viral marketing campaign on the Internet It quietly introduced the Web site www.subservientchicken.com It downplayed its direct relationship to the site so that the audience would not perceive to be a “hard sell”

To help its image, Burger King conducted a viral marketing campaign on the Internet

It quietly introduced the Web site www.subservientchicken.com

It downplayed its direct relationship to the site so that the audience would not perceive to be a “hard sell”

6. Calendar Establish a timetable to start and complete your project The calendar should have achievable “milestones” that mark defined accomplishments for each step of the task This documents actual anticipated achievements, rather than mere discussion of them

Establish a timetable to start and complete your project

The calendar should have achievable “milestones” that mark defined accomplishments for each step of the task

This documents actual anticipated achievements, rather than mere discussion of them

6. Calendar Examine synergy opportunities for your campaign Example: MySpace.com aligning a media campaign with 4 th of July holiday to assert “independent spirit” Schedule activities/actions intelligently Plan ahead Some media placements have an early deadline months before the public will be exposed

Examine synergy opportunities for your campaign

Example: MySpace.com aligning a media campaign with 4 th of July holiday to assert “independent spirit”

Schedule activities/actions intelligently

Plan ahead

Some media placements have an early deadline months before the public will be exposed

7. Budget How much money will your plan cost? How much money do you have? Allow 10% for unexpected contingencies

How much money will your plan cost?

How much money do you have?

Allow 10% for unexpected contingencies

8. Evaluation Did you achieve your objectives? Find and report tangible evidence of success or shortcomings in the campaign It is common to do a pre-test/post-test analysis of consumer awareness and/or sales before and after the campaign

Did you achieve your objectives?

Find and report tangible evidence of success or shortcomings in the campaign

It is common to do a pre-test/post-test analysis of consumer awareness and/or sales before and after the campaign

Homework Read chapters 1 and 18 by Monday Read chapter 2 and 16 by Wednesday Determine and confirm your portfolio client by Wednesday Begin to gather research/background info for your needs assessment (this will be due in two weeks)

Read chapters 1 and 18 by Monday

Read chapter 2 and 16 by Wednesday

Determine and confirm your portfolio client by Wednesday

Begin to gather research/background info for your needs assessment (this will be due in two weeks)