Week7 pr plan

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Week7 pr plan

  1. 1. Contemporary Public Relations Week 7 Where we are and where we are headed…
  2. 2. What We’ve Done… • PR Boot Camp – What is Public Relations – Overview of the Industry – History – Dominant Theories – Ethics – Models of Practice – PR Research • Guest Speaker – Eric Barnett, Social Media Outreach • Field Trip – Cleveland Museum of Art, Customer Engagement
  3. 3. What You’ve Done… • Pay it Forward Program – Selected Clients – Divided into teams – Appointed a Client Communication Contact – Started Client Research – Handed in First Client Memo – Contacted Client Re: Initial Meeting
  4. 4. What’s Next? • HootSuite University Program • Due Tuesday, October 29
  5. 5. Readings • Finish readings assigned in text next week • Watch Springboard for additional readings
  6. 6. Pay it Forward – Client Reports • Primary form of communication with your client – What have you done on the client’s behalf? – Show the results of your work – Communicate next steps – Meeting notes and important take-aways
  7. 7. Client Media Audit (i.e. – Next Weeks Memo) • External (Include both traditional media and social media) – What outlets cover your organization? – Who are those outlets’ primary audiences? – Is the coverage positive/negative/neutral? – What aspects of the organization are covered? – Who are key spokespersons? – Does the organization have a clear message/brand?
  8. 8. Client Media Audit (i.e. – Next Weeks Memo) • Internal (Include both traditional media and social media) – What marketing/promotional material does the organization currently produce? • Is it clear & effective? – What is the website like? • Is it easy to navigate? • What kind of content is included? • Is it up-to-date? – Social Media • What networks is the org. involved with • What kind of chatter (positive/negative/neutral) • Does the organization engage with audiences?
  9. 9. Client Media Audit (i.e. – Next Weeks Memo) • Branding – Is brand and message consistent across all media? – Are spokesperson roles clearly defined? – Does the organization appear to be clear key messages? – Do any particular events or aspects of service appear to dominate media presence? Upload to Springboard by Class on Tuesday, October 15
  10. 10. Final Project • Group Public Relations Plan • Client Deliverable (one for each member of team) • Individual Praxis Paper (5-7 pages) • Pay it Forward Presentation
  11. 11. Collaboration Tools • • • • • • • • Google Drive Google+ Springboard Groups Wiggio (http://wiggio.com/) Evernote (https://evernote.com/) Dropbox (https://www.dropbox.com/) Free Conference Calling Meeting Scheduler (http://doodle.com/)
  12. 12. Strategic Planning: Developing a PR Plan
  13. 13. Checklist: What to include • • • • • • • • • • • Problem Statement Situation analysis Description of a minimum of two target audiences One goal statement One objective for each target audience Strategies (one strategy for one audience must be media relations) Tactics for each strategy Evaluation measures for each objective Timeline Budget Deliverable
  14. 14. Problem Statement • Identify the nature of your client’s situation or challenge • Directs the planning efforts to follow • About half a page
  15. 15. Situation Analysis • An analysis of the situation as you understand it • 1-2 pages
  16. 16. Target Audiences • About half a page each • Be specific! – Bad: People in the Akron area – Good: Women age 25-35 with children under 5 years old who live in the Akron area and work flexible schedules or stay at home.
  17. 17. Target Audiences: ?s To Consider Demographics & Psychographics Average age? Geographically located? Socioeconomic status? Products/services commonly used? Cultural/ethnic/religious traits? Education? Lifestyle traits?
  18. 18. Goal Statement • Clearly state the purpose of this plan • One sentence • Examples: – For Akron General Hospital to be recognized by key target audiences as the premier provider of health services in Northeast Ohio – For the Akron Human Society to be able to adequately provide shelter and support for needy animals in the Akron-Canton area.
  19. 19. Goal Statement • 6 Characteristics of a Goal Statement
1. Rooted in organization's mission & vision of success
2. General & non-specific
3. Nonmeasured
4. Challenging
5. Attainable
6. Acceptable to management/client
  20. 20. Goal Statement • Reputation Management: enhancing image • Relationship Management: fostering connections • Task Management: accomplishing something
  21. 21. Goal Statement • Reputation Management Goal
- Reinforce the school's image with potential donors
- Increase the company's reputation within the industry
Relationship Management Goal
- Promote better appreciation of the firm among potential clients
- Enhance the relationship between the company and its customers
Task Management Goal
- Increase public support
- Attract a sellout crowd
  22. 22. Objectives • 1. Rooted in goals
2. Focused on a public
3. Results-oriented
4. Explicit
5. Precise and measurable
6. Time-definite
7. Singular
8. Challenging
9. Attainable
10. Acceptable to management/client
  23. 23. Objectives: Three Types • Awareness (Cognitive)
- Attention
Comprehension
- Retention • Acceptance (Affective)
- Interest
Positive/Negative Attitude (based on compliance, identification, internalization) • Action (Conative)
- Opinion and Behavior
  24. 24. Objectives • Must be measurable and include a timeframe • Examples: – To increase positive perceptions of Akron General Hospital among prenatal patients by 25% in the next 6 months. – Earn $100,000 in donations by December 2013. – Increase awareness of Akron Human Society’s “Pitbulls make great pets” program among Akron veterans by 30% over the next year.
  25. 25. Writing the Objective • 1. Objective for _____ (public) • 2. To have an effect on ( ) awareness, ( ) acceptance, ( ) action • 3. Specifically to ( ) create, ( ) increase, ( ) maintain, ( ) decrease • 4. Specific desired result w/ awareness: ( ) attention, ( ) comprehension w/ acceptance: ( ) interest, ( ) positive/negative attitude
 opinion, ( ) behavior • 5. About ___________ (focus) • 6. Performance level: ____________ • 7. Time period: _____________ w/ action: ( )
  26. 26. Strategies • About a half page each • Examples: – Media relations strategies (Must be one of the strategies in your campaign) – Event strategy – Employee relations strategy – Social media strategy – Cause-related communication strategy – Community leader outreach strategy – Government relations strategy (lobbying)
  27. 27. Strategies Describe in concept, how each objective will be accomplished. Include messages and themes. Be creative. More than one strategy okay.
  28. 28. Strategy Example... Media relations strategy... Social media strategy... Community event strategy... Employee relations strategy… Opinion leader outreach strategy
  29. 29. Tactics • Length varies – usually several pages • Detailed steps toward how you will achieve your strategy – Someone else should be able to take your plan and implement it.
  30. 30. Tactics/Activities How will you achieve your strategies? Detailed steps Not a to-do list or laundry list
  31. 31. More on Activities Support! Tactics support Strategies, which support Objectives, which support the Goal
  32. 32. Objective Strategy 1 tactic tactic tactic Strategy 2 tactic tactic tactic tactic tactic tactic tactic
  33. 33. Evaluation • One page • Answers the question “How will you determine if you achieved your objectives?”
  34. 34. Timeline • Could be several pages • Examples – http://www.scribd.com/doc/37366392/TemplatePublic-Relations-Plan-Timeline – http://www.prhelper.com/templates/eventtimeline-1.php – http://en.wikibooks.org/wiki/Technology_Plannin g/Timeline
  35. 35. Budget
  36. 36. Deliverables • Press release (traditional, photo, radio or social media version) • Brochure (recommend using a template via WORD or Pages for basic layouts) • Web site copy • Blog entry/entries • FAQ • Fact Sheet • Backgrounder • Speech or remarks • Public Service Announcement • Bio of key executives (or others) • Newsletter article • Media advisory for event • Donor/Solicitation letter • Others upon approval (note: graphic-heavy deliverables, such as posters or invitations need to be “client ready” no drafts or mock-ups)

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