Chapter 33Creating PublicCreating PublicRelations CampaignsRelations CampaignsC H A P T E R
Objectives• Describe the nature of public relationscampaigns and distinguish them from publicrelations programs• Understand research methods that may beused by campaign planners• Detail the steps involved in campaign planning(continued)
Objectives(continued)• List key considerations in campaigns• Address methods of assessing theeffectiveness of campaigns• Discuss the use of public relations firms to planand execute campaigns• Comprehend case studies of public relationscampaigns from diverse areas of the sportindustry
Public Relations CampaignCharacteristics• Specific purpose rather than general• Periodic focus rather than ongoing• Directed toward a specific issue rather than theoverall relationship with a stakeholder group
Programs CampaignsPurpose Create desirablerelationshipsSpecific goals to achieveFocus public issue- concentratedDuration ongoing short term, or terminal, havetimelines & deadlinesExample? Find an example that you canpost to the discussion board.Find an example that you can postto the discussion board.Example MLB uses Twitter to communicatewith fans.https://twitter.com/MLB_PRCities compete to host Olympics -campaign to gain support fromresidents, lawmakers, IOC
Public Relations Campaign ProcessResearchPlanningExecutionEvaluationFirst, what istheproblem/issue needingattention?watch Jeff Berding’s lecture to learn how Paul Brown Stadium came about!
Research• The compass that guides the campaignplanning process• Types of research– Primary and secondary– Formal and informal– Quantitative and qualitativeWhat are the problems? How important are they? Are some strategies feasible?How are our strategies working?
Common Research Methods• Interviews– Purposive conversations– May be conducted in a variety of ways• Focus groups– Moderated discussion involving a group of people– Multiple key considerations(continued)
Common Research Methods (continued)• Surveys– Commonly conducted in three forms– Multiple key considerations
Qualitative vs. QuantitativeQualitative QuantitativeSample Question Tell me how you feel aboutthe possibility of the Olympicsbeing held in Cincinnati?On a scale from 1-10, howmuch would you like to havethe Olympics take place inCincinnatiType of Data “soft” data, conversational,open ended, opinions“hard” data, numerical orstatisticalPro Gain important insights to anissue or problem. Allows moredepth on a topicEasy to analyze, easy tocompare results and displaystatistics, faster and lessexpensive to collectCon Difficult to interpret. Very timeconsuming. Could bemisunderstood, lessgeneralizableLess informative, deepinsights are missed
Planning• The road map that guides planners toward aparticular destination(continued)
Planning(continued)• Campaign planning issues– Goals and objectives– Identification of publics– Strategies and tactics• Messages• Channels• Budget
Goals and Objectives• Goals– More general– Broader– Idealistic• Objectives– Narrower– More precise– MeasurableGain support from Cincinnati Residents tobuild a new stadium•Increase public support for the newstadium by 5% in the next 3 months•Increase inner-city awareness of thestadium initiative by 10% in the next 6months•Increase support for a tax levy by 15% tohelp finance the stadium within one year
Desired Outcomes• Exposure• Retention• Cognition• Attitude• BehaviorWhich of these are most andleast difficult to achieve?
Strategic Considerations(continued)• Channels– Direct contact: direct delivery of organizationalmessage• Public appearances• Social media– Indirect contact: mediated delivery of organizationalmessage• News releases and interviews(continued)
Strategic Considerations(continued)• Budget– Process differs from that of programs– Two types of costs• Human resource costs• Hard costs necessary to run a campaign
Execution• Plan implementation• Schedule• Message distribution
Evaluation• Should be linked to goals and objectives• Can evaluate– Execution process (e.g., number of releases)– Media coverage (e.g., impressions)– Impact (e.g., consumer behavior)
Consider Japan’s Olympic Campaign...(watch the Youtube videos first)• What types of research do you think the cityengaged in when preparing for the campaign?• What types of PR activities did they plan or doyou expect they will plan as part of theirinitiative?• How should they evaluate if their campaign isworking?