Public Relations Planning


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Public Relations Planning

  1. 1. Public Relations Planning
  2. 2. Public Relations <ul><li>Often misunderstood as “publicity” </li></ul><ul><li>Management of image and reputation </li></ul><ul><li>Use of information to influence opinion </li></ul><ul><li>Create or maintain goodwill </li></ul><ul><li>Reputation as a competitive asset </li></ul><ul><ul><li>External and internal audiences </li></ul></ul><ul><ul><ul><li>customers, news media, investment community, public, government, stakeholders, and employees </li></ul></ul></ul>
  3. 3. Definitions <ul><li>Public relations helps an organization and its publics adapt to each other </li></ul><ul><li>Public relations is an effort to win the cooperation of groups of people </li></ul>
  4. 4. Different from Advertising <ul><li>Media - usually not purchased </li></ul><ul><ul><li>Try to persuade gatekeepers to cover story </li></ul></ul><ul><ul><li>Publicity (unpaid); Institutional advertising (paid) </li></ul></ul><ul><li>Control - message content and audience </li></ul><ul><ul><li>Less than with ads, difficult to measure </li></ul></ul><ul><li>Credibility - audiences tend to believe </li></ul><ul><ul><li>More so than ads, seen as complete and objective </li></ul></ul>
  5. 5. The emergence of PR <ul><li>Growth of large institutions </li></ul><ul><li>Mass democracy </li></ul><ul><li>Conflict and confrontation </li></ul><ul><li>Heightened public awareness </li></ul><ul><li>Increased public sophistication </li></ul>
  6. 6. Publics <ul><li>Internal and external publics </li></ul><ul><ul><li>Based on organizational boundaries </li></ul></ul><ul><li>Primary, secondary and marginal </li></ul><ul><ul><li>Based on influence </li></ul></ul><ul><li>Traditional and future </li></ul><ul><ul><li>Based on time </li></ul></ul><ul><li>Proponents, opponents and uncommitted </li></ul><ul><ul><li>Based on relationship </li></ul></ul>
  7. 7. Key Publics
  8. 8. Focus of PR <ul><li>Primary focus is to influence attitudes </li></ul><ul><li>Differs from advertising where attitude change is intended to change behavior </li></ul><ul><li>Must monitor and track the attitudes of many different publics, no sales data </li></ul>
  9. 9. Types of PR Planning <ul><li>Issue Management </li></ul><ul><li>Image and Reputation Management </li></ul><ul><li>Relationship Management </li></ul><ul><li>Crisis Management </li></ul><ul><li>Marketing Public Relations </li></ul>
  10. 10. Public Opinion and Issues Management <ul><li>Monitor public opinion about issues that are central to the organizations interests </li></ul><ul><ul><li>What publics are important? </li></ul></ul><ul><ul><li>What do these publics think? </li></ul></ul><ul><li>Develop programs to to communicate to and with the public about these issues </li></ul>
  11. 11. Corporate Image and Reputation Management <ul><li>Takes a long time to build; one slip can create a negative public impression </li></ul><ul><li>Corporate image is fragile; requires a reputation management program </li></ul><ul><li>It is the sum total of a company’s identity efforts and stakeholder images </li></ul><ul><ul><li>It is earned, not created </li></ul></ul>
  12. 12. Identity to Reputation
  13. 13. Relationship Management <ul><li>Managing relationship with stakeholders </li></ul><ul><ul><li>Government relations - regulators, legislators, and activists - lobbying </li></ul></ul><ul><ul><li>Media relations - media contacts who cover stories on your category - publicity </li></ul></ul><ul><ul><li>Employee relations - human resources and employee unions - internal market </li></ul></ul><ul><ul><li>Financial relations - financial markets, financial press, analysts, investors - annual reports </li></ul></ul>
  14. 14. Government Relations <ul><li>Executive and legislature </li></ul><ul><ul><li>Federal Government </li></ul></ul><ul><ul><li>State Government </li></ul></ul><ul><ul><li>Local Government </li></ul></ul><ul><li>Lobbying </li></ul><ul><ul><li>Legislative </li></ul></ul><ul><ul><li>Grass-roots </li></ul></ul><ul><li>Political Action Committees </li></ul>
  15. 15. Employee Relations <ul><li>Online Communication </li></ul><ul><li>Print Newsletters </li></ul><ul><li>Management Publications </li></ul><ul><li>Employee Annual Reports </li></ul><ul><li>Bulletin Boards </li></ul><ul><li>Internal Video </li></ul><ul><li>Supervisory communication </li></ul>
  16. 16. Financial Relations <ul><li>Shareholders </li></ul><ul><ul><li>Annual reports </li></ul></ul><ul><ul><li>Company mailing </li></ul></ul><ul><li>Analysts </li></ul><ul><ul><li>Annual reports </li></ul></ul><ul><ul><li>Company visits </li></ul></ul><ul><ul><li>Presentations </li></ul></ul><ul><li>Legislatures </li></ul><ul><ul><li>Lobbying </li></ul></ul><ul><li>Financial Markets </li></ul><ul><ul><li>Business press </li></ul></ul><ul><ul><li>Financial News channels </li></ul></ul>
  17. 17. Crisis Management <ul><li>Surprise </li></ul><ul><li>Insufficient information </li></ul><ul><li>Escalating events </li></ul><ul><li>Loss of control </li></ul><ul><li>Increased outside scrutiny </li></ul><ul><li>Siege mentality </li></ul><ul><li>Panic </li></ul>
  18. 18. Planning in a crisis <ul><li>First, define the risk for each potentially affected audience </li></ul><ul><li>Second, for each risk defined describe the actions that mitigate the risk </li></ul><ul><li>Third, identify the cause of the risk </li></ul><ul><li>Fourth, demonstrate responsible management action </li></ul>
  19. 19. Communicating in a crisis <ul><li>Speak first and often </li></ul><ul><li>Don’t speculate </li></ul><ul><li>Go off the record at your own peril </li></ul><ul><li>Stay with the facts </li></ul><ul><li>Be open, concerned, not defensive </li></ul><ul><li>Make your point and repeat it </li></ul><ul><li>Don’t go to war with the media </li></ul><ul><li>Establish yourself as an authoritative source </li></ul><ul><li>Stay calm, be truthful and cooperative </li></ul><ul><li>Never lie </li></ul>
  20. 20. Marketing through PR <ul><li>Product publicity </li></ul><ul><li>Product placement </li></ul><ul><li>Third-party endorsement </li></ul><ul><li>Use of spokespersons </li></ul><ul><li>Trade show participation </li></ul><ul><li>Cause related marketing </li></ul><ul><li>PR advertising </li></ul>
  21. 21. Marketing Public Relations <ul><li>More overlap with advertising </li></ul><ul><li>More consumer and sales focused </li></ul><ul><li>Increase brand credibility w/ consumers </li></ul><ul><ul><li>Can involve a combination of advertising, direct mail, merchandizing materials, as well as innovations in public relations </li></ul></ul><ul><ul><ul><li>Product publicity + product placement </li></ul></ul></ul><ul><ul><ul><li>Endorsements + Spokespeople </li></ul></ul></ul>
  22. 22. Cause and Mission Marketing <ul><li>Cause marketing - adopting a cause and sponsoring its fundraising </li></ul><ul><ul><li>Target’s ‘Take Charge of Education” </li></ul></ul><ul><li>Mission marketing - linking a company’s philosophy and values to a cause </li></ul><ul><ul><li>Body Shop - Animals, Environment, Rights </li></ul></ul>
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