Planning and Management online PR David Phillips

Planning and management model 1 Four-Step Public Relations Process (Cutlip et al. 2000: 341)

Planning and Management Model 2 The PR Process (Leinemann & Baikaltseva, 2004: 7)

Planning and Management online PR Research ( Primary, Secondary) Situation analysis Objectives (Each objective must be SMART - Specific, Measurable, Achievable, Realistic, Time bounded) Identifying public s (Latent publics, Aware, Active) Identifying stakeholders Key messages Strategy ( Strategy is the foundation on which a tactical programme is built. It is the process that will move you where the current situation is now to where you want it to be). Tactics The PR profession has a number of tactics (or tools) in its armoury e.g.media relations, lobbying, events, interviews, blogger relations, presentations, consultations, newsletters, competitions, podcasts, events, websites, conferences, photography, video news releases, etc etc. Timescale Budget Crisis issues and management plan Risk assessment Evaluation (Ongoing/ End of programme analysis)

Research Client (history, products/services, markets, channels to market, people, vendors, competitors, industry sector) Perceptions (Research, Institutions, Press, Usenet, Blogs, email etc) Platforms and channels for communication (past/available)

Situation Analysis Corporate aims, objectives, 'mission' Client sector, competitor constraints Time/budget/communication constraints Campaign aims

Corporate aims, objectives, 'mission'

Client sector, competitor constraints

Time/budget/communication constraints

Campaign aims

Objectives Specific Measurable Achievable Realistic Time bounded

Specific

Measurable

Achievable

Realistic

Time bounded

Identify Publics Define the objectives as issues Publics sub divided by Communication Platform publics Communication Channel publics Are they stakeholders? What are public's issues

Define the objectives as issues

Publics sub divided by

Communication Platform publics

Communication Channel publics

Are they stakeholders?

What are public's issues

Messages Messages that are evident from analysis of publics Objective messages Areas of empathy

Messages that are evident from analysis of publics

Objective messages

Areas of empathy

Strategy Messages for publics Platforms publics use Channels that publics use Available competencies for use of Channels Acceptability of channels to client

Messages for publics

Platforms publics use

Channels that publics use

Available competencies for use of Channels

Acceptability of channels to client

Tactics Messages Platforms Channels Tools and technologies Timescales for development and implementation Integration

Messages

Platforms

Channels

Tools and technologies

Timescales for development and implementation

Integration

Timescales Project management Who what when where Goalposts and pinch points Outputs, Outtakes, outcomes, effects Reality check with objectives

Budget Operating costs, Human/time costs Overheads, expenses, salaries, Equipment, technologies,

Issues Crisis Management Generic Specific Responsibilities Implementation plans (plan as campaign)

Generic

Specific

Responsibilities

Implementation plans (plan as campaign)

Risk Assessment A method of determining what risks are present in for the organisation and its sector. Define a process that you can use to determine risks – corporate, environment, reputation Evaluation of effects of Transparency Porosity , Agency risk on-line and offline Access and communications (internal/external) monitoring, evaluation and response procedures and tools available to identify and manage NOTE: one of the biggest problems companies face is being available – can publics make contact - can your server cope with high traffic – can you reply/respond in a timely way – is there a fast track approval procedure

Evaluation Need for constant monitoring, assesement and evaluation (note – this is a cost) Compare to objectives Plan for campaign adjustment Programme evaluation Lessons learned Report

Need for constant monitoring, assesement and evaluation (note – this is a cost)

Compare to objectives

Plan for campaign adjustment

Programme evaluation

Lessons learned

Report