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Govenment
 

Govenment

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Govenment Govenment Presentation Transcript

  • The Public RelationsFour-Step Process Summer 2011
  • Strategic Planning Planned communications with a purpose It is based on research – not just on a “hunch.” It is results-oriented, which can be evaluated for effectiveness
  • What is a Campaign? A campaign is a series of coordinated brand messages delivered to a specific target audience through a variety of promotional media and activities during a fixed period of time.
  • Public Relations 4-Step ProcessThe Strategic Communicationfor Planning a Campaign Research– Gathering Information Objectives– Establishing goals & objectives Programming/Planning/Promotions– Choosing Communication tools Evaluation – evaluating the effectiveness of the campaign R.O.P.E plan
  • RESEARCH What do you need to know?
  • Types of Research Secondary(Library) – gather existing information from data sources, reports, reports, Internet sources. (ex: Census Data) Primary–conduct research first-hand for the client/organization. secondary- research that has already been done. primary- doing research yourself. survey etc.
  • Various Research Techniques Secondary  Primary Archival Information  Focus Groups Market Research Data  Personal Interviews  Call-In Telephone Lines  Content Analysis  Communication Audits  Feedback Research  Internet Surveys  Man-on-the-street  Scientific Surveys using random sampling
  • -understand the3 Steps in the Research Process: company -understand what the companys situation is -what do we need to target for our campaign
  • -understand the 3 Steps in the Research Process: company -understand what the companys situation is -what do we need to target for our campaign Analyze the Organization (client research)
  • -understand the 3 Steps in the Research Process: company -understand what the companys situation is -what do we need to target for our campaign Analyze the Organization (client research) Analyze the Situation (opportunity/problem research)
  • -understand the 3 Steps in the Research Process: company -understand what the companys situation is -what do we need to target for our campaign Analyze the Organization (client research) Analyze the Situation (opportunity/problem research) Analyze the Various Publics/Audiences (audience research)
  • Step One (Research):Analyze the Organization
  • Step One (Research):Analyze the Organization The Internal Environment The External Environment The Public’s Perception of the Organization
  • performance- reviews niche- what makes itThe Internal Environment special impediments- little things that you can be struggling with
  • performance- reviews niche- what makes it The Internal Environment special impediments- little things that you can be Structure – mission/purpose, budget, struggling with history
  • performance- reviews niche- what makes it The Internal Environment special impediments- little things that you can be Structure – mission/purpose, budget, struggling with history Performance – quality of its goods and services
  • performance- reviews niche- what makes it The Internal Environment special impediments- little things that you can be Structure – mission/purpose, budget, struggling with history Performance – quality of its goods and services Niche – its specialty, the function or role that makes the organization different from similar organizations
  • performance- reviews niche- what makes it The Internal Environment special impediments- little things that you can be Structure – mission/purpose, budget, struggling with history Performance – quality of its goods and services Niche – its specialty, the function or role that makes the organization different from similar organizations Brand Image– A mental image that reflects the way a brand is perceived, including all the identification elements
  • performance- reviews niche- what makes it The Internal Environment special impediments- little things that you can be Structure – mission/purpose, budget, struggling with history Performance – quality of its goods and services Niche – its specialty, the function or role that makes the organization different from similar organizations Brand Image– A mental image that reflects the way a brand is perceived, including all the identification elements Impediments– obstacles that may limit the effectiveness of the public relations campaign.
  • The External Environment
  • The External Environment Competitors – organizations with similar products/services
  • The External Environment Competitors – organizations with similar products/services Opponents– people who are fighting your organization-against your organization
  • The External Environment Competitors – organizations with similar products/services Opponents– people who are fighting your organization-against your organization External Impediments– social, political, or governmental factors that might interfere
  • Public’s Perception
  • Public’s Perception  Organization’s Visibility– the extent to which the organization is known
  • Public’s Perception  Organization’s Visibility– the extent to which the organization is known  Organizations Reputation– the general sense of what the public opinion is of the organization.
  • Image Index
  • SWOT Analysis
  • SWOT Analysis Strengths Weaknesses Opportunities Threats
  • Step Two:Analyze the Situation Situation – a set of circumstances facing the organization/client  Opportunity or Problem?  Proactive or Reactive?
  • Questions to Analyze Situation What is the situation facing this organization/client? What is the background of this situation? What is the significance or importance of this situation?
  • Step Three (Research):Analyze the Various Publics
  • Step Three (Research):Analyze the Various Publics Audience Research  Who are the target publics?  Examples: Media, employees, members, community, government officials, consumers, shareholders, allies of the organization, opinion leaders, regulators, opponents to the organization, competitors  Break down into categories  Primary/Secondary/Intervening  Latent/Aware/Active
  • Audience …
  • Audience … Analysis– Who is the audience?
  • Audience … Analysis– Who is the audience? Understand – What is the audience’s knowledge of your product/ service (if any)?
  • Audience … Analysis– Who is the audience? Understand – What is the audience’s knowledge of your product/ service (if any)? Demographics – What is their ages, gender, educational background?
  • Audience … Analysis– Who is the audience? Understand – What is the audience’s knowledge of your product/ service (if any)? Demographics – What is their ages, gender, educational background? Interest– why should they be interested in your product/service?
  • Audience … Analysis– Who is the audience? Understand – What is the audience’s knowledge of your product/ service (if any)? Demographics – What is their ages, gender, educational background? Interest– why should they be interested in your product/service? Environment– Where will they get their information (media)?
  • Audience … Analysis– Who is the audience? Understand – What is the audience’s knowledge of your product/ service (if any)? Demographics – What is their ages, gender, educational background? Interest– why should they be interested in your product/service? Environment– Where will they get their information (media)? Needs – What are their needs and wants associated with what you have to offer?
  • Audience … Analysis– Who is the audience? Understand – What is the audience’s knowledge of your product/ service (if any)? Demographics – What is their ages, gender, educational background? Interest– why should they be interested in your product/service? Environment– Where will they get their information (media)? Needs – What are their needs and wants associated with what you have to offer? Customization – What specific need/interest should your campaign address relating to the specific audience
  • Audience … Analysis– Who is the audience? Understand – What is the audience’s knowledge of your product/ service (if any)? Demographics – What is their ages, gender, educational background? Interest– why should they be interested in your product/service? Environment– Where will they get their information (media)? Needs – What are their needs and wants associated with what you have to offer? Customization – What specific need/interest should your campaign address relating to the specific audience Expectations– What does the audience expect to learn or experience?
  • OBJECTIVES What do you want to accomplish?
  • Overall Campaign Goal
  • Overall Campaign Goal From the research, clearly state the issue facing the organization/client and the overall goal to address it .
  • Overall Campaign Goal From the research, clearly state the issue facing the organization/client and the overall goal to address it .
  • Overall Campaign Goal From the research, clearly state the issue facing the organization/client and the overall goal to address it . EXAMPLE:  Create a successful campaign to tie Lee Jeans’ passion for breast cancer with its business challenge to expand the acceptance of denim in the workplace.
  • Positioning Positioning is the process of distinguishing the organization with a unique meaning in the minds of its publics.  Lee Jeans positioned itself as a company which cares through corporate philanthropy.
  • Strategy
  • Strategy A strategy provides a rationale for the actions and program components that are being planned for the campaign.
  • Strategy A strategy provides a rationale for the actions and program components that are being planned for the campaign.  Lee Jeans wants to be associated with a reputable and well-known nonprofit organization to enhance its corporate brand identity.
  • Objectives An objective is a statement emerging from the organization’s overall goals.  What does the organization want to accomplish? Every objective should consist of 5 elements:  S – Specific  M - Measurable (percentages)  A – Attainable/Achievable  R – Results-oriented  T – Time Bound (timely)
  • Basically … Objectives are either  Informational– designed to expose the audience to information and to increase awareness of a topic/issue.  Aims to publicize, educate, communicate  Motivational– designed to change attitudes and influence behavior.  Aims to modify the way people feel and ultimately change or reinforce behavior
  • Objectives -- Examples
  • Objectives -- Examples To increase awareness of the tragedy of breast cancer by partnering with the Susan G. Komen Breast Cancer Foundation.
  • Objectives -- Examples To increase awareness of the tragedy of breast cancer by partnering with the Susan G. Komen Breast Cancer Foundation. To raise money for breast cancer research during a one-day event in October.
  • Objectives -- Examples To increase awareness of the tragedy of breast cancer by partnering with the Susan G. Komen Breast Cancer Foundation. To raise money for breast cancer research during a one-day event in October. To increase the brand recognition and perception of Lee Jeans with the target publics.
  • Objectives -- Examples To increase awareness of the tragedy of breast cancer by partnering with the Susan G. Komen Breast Cancer Foundation. To raise money for breast cancer research during a one-day event in October. To increase the brand recognition and perception of Lee Jeans with the target publics. To increase sales of Lee Jeans for women.
  • Objectives -- Examples To increase awareness of the tragedy of breast cancer by partnering with the Susan G. Komen Breast Cancer Foundation. To raise money for breast cancer research during a one-day event in October. To increase the brand recognition and perception of Lee Jeans with the target publics. To increase sales of Lee Jeans for women. Informational or Motivational?
  • Planning/Programming/Promotions How will you accomplish what you want to do?
  • Tactics For each objective, various tactics need to be created. Tactics – the visible elements (the specific activities/communication tools) that put the strategies into operation and help achieve the stated objectives.
  • Planning The planning and executing of the plan using specific tactics (the visible elements of the plan)  A message or theme  Controlled & Uncontrolled forms of information  Special Events  Effective Communications
  • Message/Theme Tagline– a branding slogan used to create a memorable phrase and to reinforce the target audience’s memory of the product or service. Popular Tagline according to Guru.com  Got milk? -- California Milk Processor Board  Dont leave home without it. -- American Express  Just do it. -- Nike  Youre in good hands with Allstate. -- Allstate Insurance
  • Controlled vs. Uncontrolled House publications  News/Publicity  Brochures, handbooks,  Media outlets – both letters, posters, flyers, mass and specialized annual reports, billing/pay  Media kits inserts, audiovisual buying an ad, if your anything... its  News releases information controlled  Feature stories Advertising media kit- uncontrolled  Captioned photos once you give it to the  Print/Broadcast media bc they can mess  News conferences it up.. writing wrong  Direct Mail  Public Service  Specialty items: pens, Announcements “PSAs” buttons, memo pads  Letters to the Editor Social Media? Where does it belong?
  • Special Events
  • Special Events Fairs, festivals exhibits Grand Openings Awards Ceremonies Charitable Events (walks, runs, golf tournaments …) Black Tie Dinners
  • Special Events Fairs, festivals  Celebration of exhibits national holidays Grand Openings  Community concerts Awards Ceremonies  Ground Breakings Charitable Events  Picnics, cookouts (walks, runs, golf  Guest lectures tournaments …)  Commencements Black Tie Dinners
  • Effective CommunicationPrinciples
  • Effective CommunicationPrinciples Source – credible, trustworthy, experience, attractive, has perceived similarities with the target audience.
  • Effective CommunicationPrinciples Source – credible, trustworthy, experience, attractive, has perceived similarities with the target audience. Message (Tagline-Salient Information)– powerful, motivational information that strikes a responsive chord (overall theme)
  • Effective CommunicationPrinciples Source – credible, trustworthy, experience, attractive, has perceived similarities with the target audience. Message (Tagline-Salient Information)– powerful, motivational information that strikes a responsive chord (overall theme) Verbal/Nonverbal cues– effective language that is clear and understood. Use of appropriate symbols, appropriate mood and atmosphere, know demographics of audience
  • Effective CommunicationPrinciples
  • Effective CommunicationPrinciples two way communication– allow audience to give feedback (open forums, suggestion boxes, speeches with Q&A, return response cards, surveys)
  • Effective CommunicationPrinciples two way communication– allow audience to give feedback (open forums, suggestion boxes, speeches with Q&A, return response cards, surveys) opinion leasers/decision makers– influential leaders to your target audience (government leaders, community leaders, pastors, entertainers).
  • Effective CommunicationPrinciples
  • Effective CommunicationPrinciples Group Influence – people belong to a variety of groups which have great influence on their decision making
  • Effective CommunicationPrinciples Group Influence – people belong to a variety of groups which have great influence on their decision making Selective Exposure– This principle holds that people will accept and seek out communication supporting their beliefs. Persuasive messages need to reinforce existing attitudes
  • Effective CommunicationPrinciples Group Influence – people belong to a variety of groups which have great influence on their decision making Selective Exposure– This principle holds that people will accept and seek out communication supporting their beliefs. Persuasive messages need to reinforce existing attitudes Audience Participation– Whenever possible, seek opportunities where the target audience can participate in the program (Special Events, Contests)
  • EVALUATION How will you know if you accomplished what you wanted?
  • Evaluation An ongoing process of monitoring and finally giving an assessment of the stated objectives.  Measurement of Message Exposure  Measurement of Audience Awareness  Measurement of Audience Action
  • Media Exposure Media Placement– compilation of press clippings, radio and TV mentions, Web mentions (clipping services) Media Impressions– calculate the number of people exposed to the message – the potential audience reach Internet Hits– cyberspace version of Media Impressions Advertising Equivalency– convert stories in the news columns or on air into equivalent advertising costs.
  • Audience Awareness Pre and Post Surveys  Message retention– surveys to check audience’s knowledge of the message  Day-After recall survey– surveys to measure audience’s memory of the message  Baseline or Benchmark Study– measuring an audience’s attitudes and opinions before, during and after a PR campaign
  • Audience Action  Acting on the Message – Ultimately accomplishing the objectives of the company by modifying behavior  Increased sales or fund raising dollars  Changing behavior (smoking/drinking/texting)  Audience Attendance/Participation
  • In Closing …
  • In Closing … Each step should build onto the next
  • In Closing … Each step should build onto the next  Research – finding what you need to know
  • In Closing … Each step should build onto the next  Research – finding what you need to know  Objectives – deciding what you can do
  • In Closing … Each step should build onto the next  Research – finding what you need to know  Objectives – deciding what you can do  Programming/Planning/Promotions – creating tactics to accomplish what you want
  • In Closing … Each step should build onto the next  Research – finding what you need to know  Objectives – deciding what you can do  Programming/Planning/Promotions – creating tactics to accomplish what you want  Evaluation – measuring your success