Planning and Management of online PR


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Planning and Management of online PR

  1. 1. Planning and Management online PR David Phillips
  2. 2. Planning and management model 1 Four-Step Public Relations Process (Cutlip et al. 2000: 341)
  3. 3. Planning and Management Model 2 The PR Process (Leinemann & Baikaltseva, 2004: 7)
  4. 4. 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 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)
  5. 5. 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)
  6. 6. Situation Analysis <ul><li>Corporate aims, objectives, 'mission' </li></ul><ul><li>Client sector, competitor constraints </li></ul><ul><li>Time/budget/communication constraints </li></ul><ul><li>Campaign aims </li></ul>
  7. 7. Objectives <ul><li>Specific </li></ul><ul><li>Measurable </li></ul><ul><li>Achievable </li></ul><ul><li>Realistic </li></ul><ul><li>Time bounded </li></ul>
  8. 8. Identify Publics <ul><li>Define the objectives as issues </li></ul><ul><li>Publics sub divided by </li></ul><ul><ul><li>Communication Platform publics </li></ul></ul><ul><ul><li>Communication Channel publics </li></ul></ul><ul><li>Are they stakeholders? </li></ul><ul><li>What are public's issues </li></ul>
  9. 9. Messages <ul><li>Messages that are evident from analysis of publics </li></ul><ul><li>Objective messages </li></ul><ul><li>Areas of empathy </li></ul>
  10. 10. Strategy <ul><li>Messages for publics </li></ul><ul><li>Platforms publics use </li></ul><ul><li>Channels that publics use </li></ul><ul><li>Available competencies for use of Channels </li></ul><ul><li>Acceptability of channels to client </li></ul>
  11. 11. Tactics <ul><li>Messages </li></ul><ul><li>Platforms </li></ul><ul><li>Channels </li></ul><ul><li>Tools and technologies </li></ul><ul><li>Timescales for development and implementation </li></ul><ul><li>Integration </li></ul>
  12. 12. Timescales Project management Who what when where Goalposts and pinch points Outputs, Outtakes, outcomes, effects Reality check with objectives
  13. 13. Budget Operating costs, Human/time costs Overheads, expenses, salaries, Equipment, technologies,
  14. 14. Issues Crisis Management <ul><li>Generic </li></ul><ul><li>Specific </li></ul><ul><li>Responsibilities </li></ul><ul><li>Implementation plans (plan as campaign) </li></ul>
  15. 15. 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
  16. 16. Evaluation <ul><li>Need for constant monitoring, assesement and evaluation (note – this is a cost) </li></ul><ul><li>Compare to objectives </li></ul><ul><li>Plan for campaign adjustment </li></ul><ul><li>Programme evaluation </li></ul><ul><li>Lessons learned </li></ul><ul><li>Report </li></ul>