• Save
Public Relations Management   Session 3   Developing Pr Plan And Strategy
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share

Public Relations Management Session 3 Developing Pr Plan And Strategy

  • 19,641 views
Uploaded on

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

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

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
19,641
On Slideshare
19,612
From Embeds
29
Number of Embeds
5

Actions

Shares
Downloads
0
Comments
0
Likes
28

Embeds 29

http://www.slideshare.net 24
http://www.techgig.com 2
http://health.medicbd.com 1
https://si0.twimg.com 1
http://www.slideee.com 1

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • 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:

Transcript

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