Public Relations Management Session 3 Developing Pr Plan And Strategy

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Public Relations Management - Session 3 - Developing PR Plan and Strategy

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  • KASA – Knowledge, Attitude, Skills, Aspirations
  • E.G – CokeLatent – youthAware –ParentsActive – Doctors, Special interest groups
  • The primary reason for a budget lets you know what you can or can’t do, but it also allows you to allocate money to the specific areas of the campaign:
  • Public Relations Management Session 3 Developing Pr Plan And Strategy

    1. 1. Public Relations Management<br />Semester IV<br />Session 3<br />
    2. 2. Developing PR Campaign<br />
    3. 3. Your time to shine<br />Develop a PR Plan<br />Exercise #1 - Draw up a PR plan for “yourself”<br />Moksh Juneja<br />3<br />
    4. 4. Public Relations Campaign<br />4<br />Research<br />Evaluation<br />Situational Analysis<br />Crisis Communication<br />SMART Objectives<br />YOU / Brand / Corporate / Spokesperson<br />Budget<br />Identifying Publics<br />Timeline<br />Identifying Stakeholders<br />Tactics<br />Key Messages<br />Strategy<br />
    5. 5. Public Relations Campaign<br />5<br />Research<br />Evaluation<br />Situational Analysis<br />Crisis Communication<br />SMART Objectives<br />YOU / Brand / Corporate / Spokesperson<br />Budget<br />Identifying Publics<br />Timeline<br />Identifying Stakeholders<br />Tactics<br />Key Messages<br />Strategy<br />
    6. 6. Research<br />Need to find out opinions about<br />Brand<br />Corporate<br />Spokesperson <br />Result should answer<br />The questions Why?<br />The motivation<br />6<br />Moksh Juneja<br />
    7. 7. Public Relations Campaign<br />7<br />Research<br />Evaluation<br />Situational Analysis<br />Crisis Communication<br />SMART Objectives<br />YOU / Brand / Corporate / Spokesperson<br />Budget<br />Identifying Publics<br />Timeline<br />Identifying Stakeholders<br />Tactics<br />Key Messages<br />Strategy<br />
    8. 8. Situational Analysis<br />SWOT Analysis<br />PESTLE Analysis<br />Competitive Analysis<br />Moksh Juneja<br />8<br />
    9. 9. SWOT Analysis<br />Moksh Juneja<br />9<br />
    10. 10. PESTLE Analysis<br />Moksh Juneja<br />10<br />
    11. 11. Competitive Analysis<br />11<br />Moksh Juneja<br />Source: “Competitive Strategy” Michael Porter<br />
    12. 12. Public Relations Campaign<br />12<br />Research<br />Evaluation<br />Situational Analysis<br />Crisis Communication<br />SMART Objectives<br />YOU / Brand / Corporate / Spokesperson<br />Budget<br />Identifying Publics<br />Timeline<br />Identifying Stakeholders<br />Tactics<br />Key Messages<br />Strategy<br />
    13. 13. Developing smart objectives<br />13<br />Moksh Juneja<br />
    14. 14. Public Relations Campaign<br />14<br />Research<br />Evaluation<br />Situational Analysis<br />Crisis Communication<br />SMART Objectives<br />YOU / Brand / Corporate / Spokesperson<br />Budget<br />Identifying Publics<br />Timeline<br />Identifying Stakeholders<br />Tactics<br />Key Messages<br />Strategy<br />
    15. 15. Identifying Publics<br />Latent publics: Groups that face a problem but fail to recognise it<br />Aware publics: Groups that recognise a problem exists<br />Active publics: Groups that are doing something about the problem<br />15<br />Moksh Juneja<br />
    16. 16. The publics<br />Moksh Juneja<br />IDENTIFY KEY STAKEHOLDERS<br />16<br />
    17. 17. Public Relations Campaign<br />17<br />Research<br />Evaluation<br />Situational Analysis<br />Crisis Communication<br />SMART Objectives<br />YOU / Brand / Corporate / Spokesperson<br />Budget<br />Identifying Publics<br />Timeline<br />Identifying Stakeholders<br />Tactics<br />Key Messages<br />Strategy<br />
    18. 18. Target audience - Demographics<br />
    19. 19. Target audience – Psychographics<br />
    20. 20. Public Relations Campaign<br />20<br />Research<br />Evaluation<br />Situational Analysis<br />Crisis Communication<br />SMART Objectives<br />YOU / Brand / Corporate / Spokesperson<br />Budget<br />Identifying Publics<br />Timeline<br />Identifying Stakeholders<br />Tactics<br />Key Messages<br />Strategy<br />
    21. 21. Key Messages<br />Developing customized message to communicate to the identified public to have a positive action<br />Moksh Juneja<br />21<br />TA1<br />M 1<br />Positive Action<br />TA 2<br />M 2<br />
    22. 22. Public Relations Campaign<br />22<br />Research<br />Evaluation<br />Situational Analysis<br />Crisis Communication<br />SMART Objectives<br />YOU / Brand / Corporate / Spokesperson<br />Budget<br />Identifying Publics<br />Timeline<br />Identifying Stakeholders<br />Tactics<br />Key Messages<br />Strategy<br />
    23. 23. Public Relations strategy<br />Moksh Juneja<br />Creating Experience Opportunity<br />Reputation Management<br />Perception Change<br />Reinforce Relationships<br />Create Advocates<br />Establish Credibility<br />23<br />
    24. 24. Public Relations Campaign<br />24<br />Research<br />Evaluation<br />Situational Analysis<br />Crisis Communication<br />SMART Objectives<br />YOU / Brand / Corporate / Spokesperson<br />Budget<br />Identifying Publics<br />Timeline<br />Identifying Stakeholders<br />Tactics<br />Key Messages<br />Strategy<br />
    25. 25. Tactics<br />Tools to be used in line with the strategy to achieve the campaign objectives<br />Media relations<br />Conferences<br />Photography<br />Video news releases<br />Lobbying<br />Interviews<br />Speeches<br />Newsletters<br />Blogger relations<br />Podcasts<br />Leveraging brand positioning through events, etc.<br />25<br />Moksh Juneja<br />
    26. 26. Public Relations Campaign<br />26<br />Research<br />Evaluation<br />Situational Analysis<br />Crisis Communication<br />SMART Objectives<br />YOU / Brand / Corporate / Spokesperson<br />Budget<br />Identifying Publics<br />Timeline<br />Identifying Stakeholders<br />Tactics<br />Key Messages<br />Strategy<br />
    27. 27. Timeline<br />27<br />Moksh Juneja<br />
    28. 28. Public Relations Campaign<br />28<br />Research<br />Evaluation<br />Situational Analysis<br />Crisis Communication<br />SMART Objectives<br />YOU / Brand / Corporate / Spokesperson<br />Budget<br />Identifying Publics<br />Timeline<br />Identifying Stakeholders<br />Tactics<br />Key Messages<br />Strategy<br />
    29. 29. Budget<br />Allocating the budget is an essential part of a campaign so all costs should be taken into consideration<br />Operating costs<br />Distribution, administration, travel, production, seminars<br />Human<br />Overheads, expenses, salaries <br />Equipment<br />Telephones, furniture, computers<br />29<br />Moksh Juneja<br />
    30. 30. Public Relations Campaign<br />30<br />Research<br />Evaluation<br />Situational Analysis<br />Crisis Communication<br />SMART Objectives<br />YOU / Brand / Corporate / Spokesperson<br />Budget<br />Identifying Publics<br />Timeline<br />Identifying Stakeholders<br />Tactics<br />Key Messages<br />Strategy<br />
    31. 31. Plan B<br />Moksh Juneja<br />A coordinated effort to handle the effects of unfavorable publicity or of an unfavorable event or any deviation from your plan.<br />31<br />
    32. 32. Public Relations Campaign<br />32<br />Research<br />Evaluation<br />Situational Analysis<br />Crisis Communication<br />SMART Objectives<br />YOU / Brand / Corporate / Spokesperson<br />Budget<br />Identifying Publics<br />Timeline<br />Identifying Stakeholders<br />Tactics<br />Key Messages<br />Strategy<br />
    33. 33. evaluation<br />Output (tactical result)<br />Circulation<br />Impressions<br />Target Media Reach<br />Target Audience Reach<br />Delivery of Message Points<br />Qualitative Analysis<br />Competitive Analysis<br />33<br />Moksh Juneja<br />
    34. 34. evaluation<br />Outgrowth (immediate reaction)<br />Focus Groups<br />Day-after recall<br />Mail intercepts<br />Call ins<br />Contest entries<br />Event Participation<br />34<br />Moksh Juneja<br />
    35. 35. evaluation<br />Outcome (long-term change)<br />Before and after polls<br />Comprehensive multifaceted communications audit<br />Advanced data analysis<br />Psychographic analysis<br />Factor and cluster analysis<br />Perceptual Mapping<br />35<br />Moksh Juneja<br />
    36. 36. Thank you<br />Contact<br />Moksh Juneja <br />Social Media Catalyst<br />Avignyata Inc.<br />Mobile: +91 9322121170<br />Email: mokshjuneja@gmail.com<br />Moksh Juneja<br />36<br />

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