5w Pr Planning

„ 5 W” in P ractice Planning of the Public Relations Dr. Tam á s Bar á t Fibraco Ltd, Hungary

„ 5 W” in P ractice - Planning of the PR

T he definition s of the P ublic R elations

The technology of the PR

- starts with research, ends with research, and the process in between

(planning, counseling, evaluation)

W hat, W here, W ho(m), Ho w , Ho w much?

Strategical plans

– Philosophy - Mission Statements – Aims, Goals

– Conception – Ideology

Tactical plans

- The slices of the pr-cake

- Campaigns – Action, Executive plan (to do),

- Timing, and Costs

Planning methods

- previous year base d planning

- Zero base planning system

Case study

Summary

„ 5 W” in practice - Planning of the PR A classical definition: "If a young man meets a girl and tells her, what an admirable fellow he is, that's advertising . If instead he tells her how nice she's looking, it's publicity. But if the girl picks him, because she heard from others, that he's a fine man, then it is public relations."

„ 5 W” in practice - Planning of the PR Public relations is the conscious organisation of communication. PR is a management function. The task of PR is: To achieve mutual understanding and to establish a beneficial relationship, between the organisation and its publics and environment, through two-way communication. CERP

„ 5 W” in practice - Planning of the PR Reputation management The scale of the reputation : Negative 0 point Positive Bad reputation Optimal Situation totally rejected, partly rejected, unaccepted, known, well-known, acknowledged, appreciated, honoured Known, well-known, (Not obscurity) Recognized Accepted Appreciated Honored Reputable

„ 5 W” in practice - Planning of the PR Information Understanding Trust Support Reputation management

„ 5 W” in practice - Planning of the PR PR task is to realise the following principals: Speak with your environment, about * What are you doing, * What you did, * What will you do? Tell your environment your aims and targets. Involve them into the decision making process, and your activity through providing the information.

„ 5 W” in practice - Planning of the PR Planning of the Public Relations

The technology of the PR „ 5 W” in practice - Planning of the PR 1. Research, E valuation 5. Approval of the plans 6. R ealization, Implementation, service 2. Strategy, p hilosophy, mission statement 3. Tactical planning 4. Counseling

„ 5 W” in practice - Planning of the PR The basic information for the PR-plan: The aims and goals of the organisation philosophy and the mission statement messages „ products” (services, activity and functions) markets target groups plans for the future pr-tools The organizat ion’s Public Relations plan

„ 5 W” in practice - Planning of the PR W hat, W here, W ho(m), Ho w , Ho w much?

„ 5 W” in practice - Planning of the PR WHAT? What is my aim? What is my message? WHERE? In what relations? WHO? Who is my target group(s)? HOW? What tools do I use? HOW MUCH? How much is the investment - of time, money and work – necessary to forward the message to the targeted group with least effort and highest effectiveness? Questions:

„ 5 W” in practice - Planning of the PR Public Relations Strategical plans

„ 5 W” in practice - Planning of the PR

Aims and Goals

Philosophy - Mission Statements

Conception – Ideology

Policy

Principles of the communication

The content of the strategical plan The organizat ion’s The corporate

„ 5 W” in practice - Planning of the PR Mission Statement Majority of companies need brief mission statement. Company’s goals and objectives Destination is determining the way of the communication of the company’s goals – where do you want your business to be. Business philosophy What is important to you in business? To whom will you market your products? Your target market? (State it briefly). Describe your industry. What changes do you foresee in your industry, short term and long term? How will your company be poised to take advantage of them? Practical tips for the plan

„ 5 W” in practice - Planning of the PR Public Relations Tactical plans

„ 5 W” in practice - Planning of the PR * Campaigns, * Action, * Executive, Application, Operational Plan (to do), * Timing, * Costs - Budget T he types of the t actical plans

Formulating the Messages

Stipulating the i nternal and external target groups

Determining the c ommunication’s tasks

Putting in order the production of the tools

Putting in order the application of the tools

The main points of the tactical plan

„ 5 W” in practice - Planning of the PR The slices of the “PR cake” The tools of the PR

„ 5 W” in practice - Planning of the PR Public Relations Campaign - Action plans

Tools (the sequence of production )

Deadlines,

Person(s) r esponsible for production

Costs of the tools - Budgeting

The content of the pr-campaign plan Application , Execution plan, ( To Do)

„ 5 W” in practice - Planning of the PR Aims and Goals, Situation Overview, Profile of Target Audience(s) Overview of the Marketplace – Environment Competitive Analysis Tasks, o bjectives , messages Tools Timeline Budget The most important parts of the campaign plan:

„ 5 W” in practice - Planning of the PR Application, Execution Plan, Timing JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Website Starting Press Conference Cont. press releases TV/Radio talking Road show Second Press Conference Cont. Press releases Closing event

„ 5 W” in practice - Planning of the PR Public Relations Planning methods

Previous year base d planning system

Zero base planning system

Planning methods

Previous year base d planning

Approach: BUDGET

Generally no new conception

Generally no new plan

G enerally same previous year budget ( no increasing, or decreasing )

Planning methods

Zero base planning system

Approach: TASK, AIMS

Every year: new conception

Revised task for new plan

Newly define d aims and goals

Checking the tools, newly determined sequence of the tools

Creation of the decision package

Decision on the base of the possible efficiency

„ 5 W” in practice - Planning of the PR Planning Strategy: Aims, Goals, Conception Tactics: How? When? How much? The process of planning Analyses of the information Research Collecting of information What ? Where ? W ho (m)?

The briefing

Assuming of the pr task

The claims and the content of the Briefing:

To submit the main and field information necessary to fulfill the task

The aims and goals

The philosophy and mission of the task-issuing organization

Clear and sharp formulations of the task

The message

The target group

The preferred and forbidden tools

Planned investment amount (the order of magnitude of the budget)

Required time of task

The process of planning P reparation of the PR- plan

„ 5 W” in practice - Planning of the PR INTERNAL Employees, associates, workers, Determin ing Owners of the organization The process of planning P reparation of the PR- plan EXTERNAL: Business partners eg. Buyers, sellers, investors, shareholders, Decision-makers, Governmental officers, Member of the law-makers bodies, Trade-, art-, healthcare-, etc., Non-profit organizations Occasional interest groups, Local communities, Population or a stipulated group of it etc. The possible target groups : The main target groups of PR

„ 5 W” in practice - Planning of the PR Public Relations Events Planning

„ 5 W” in practice - Planning of the PR PR Evenets planning Checklist * * Some demo questions only Lectures ready Lectures to press Invited persons phone call Invitation to mail Mailing list Invitation to press Invitation text ready Accounting Moderator, Master of Ceremony Reception, protocol , seating Hostess service D ecoration Field, local work Catering order Place, techniques ordering Technical equipment needs Lecturers , Title of the lectures Aim Time Place Events name

„ 5 W” in practice - Planning of the PR Public Relations Case Studies

„ 5 W” in practice - Planning of the PR Foreign Trading Co. 5 m HUF too much – 11 m HUF enough Case stud ies 1. * 86 * 10 * * 9 * 8 * * 7 * * * 6 * * 5 * * * 4 * * * * 3 * * * * * 2 * * * * * * * * 1 product group 8. product group 7. product group 6. product group 5. product group 4. product group 3. product group 2. product group 1. Country

„ 5 W” in practice - Planning of the PR Foreign Trading Co. 5 m HUF too much – 11 m HUF enough Case stud ies 1. Planning and implementing the organization's efforts to influence or change public policy. Setting objectives, planning, budgeting, recruiting and training staff, Developing and managing the resources needed.

„ 5 W” in practice - Planning of the PR Pharmaceutical Company Case stud ies 2.

Corporate Communication Plan

Strategy (Aims, Goals, Corporate P hilosophy, Mission S tatement, The target of the corporate communications)

Tactics ( Environment, Messages, target groups, t he tasks of the communications.)

Execution plan (PR-Tools, t he sequence of the pr oduction of the tools )

Application plan (Campaign, Action, Timing)

Budget (Costs by tools, cost by internal and external communications)

„ 5 W” in practice - Planning of the PR Insurance Company Case stud ies 3.

Public Relations Campaign Plan

Chapters:

Market situation and environment overview

Competitive and Corporate SWOT Analysis

Corporate Aims and Goals

Target Group(s)

Tasks

Messages

Tools

Timeline

Budget

„ 5 W” in practice - Planning of the PR Insurance Company Case stud ies 3. Product, Price, Place, Promotion, The way of thinking: Consumer Value, Cost, Convenience, Communication

„ 5 W” in practice - Planning of the PR Insurance Company The business environment Customers Economy, Politics, Society

EU Enlargement and Accession

€ Euro coming

The Society more sensitive

More critical

in pricing and

s ervicing,

Greater expectation

Free economy Increasing race More competitors Case stud ies 3. The basis of the plan

The targets of the pr-plan:

To develop the Corporate image and the company service reputation

Internal aims: Corporate citizenship Should be rank to be employee of the Company The employees would be high-minded and proud for the company. (Good Company feeling) To develop the front person mentality. External aims: The Company brand name and image would be equal in the mind of the partners with the quality and reliability. The company name would signify the healthy life, the quietness and the peace.

The targets of the pr-plan:

To develop the Corporate image and the company service reputation

Internal communications main actions: Employees competition, Company Day(s), Company Internal Education, Company Disco, Intranet, Internal information Posters, leaflets etc. External aims: Press relations activity, Partners meetings, Film, video presentations Rabbit Golf Competitions for the main partners Tennis sponsorship Art sponsorship (Opera, Fine arts) etc.

Need to understand

The attitudes

The values

The aims and goals

Summary

The public relations practitioner tasks:

acts as a counselor to management,

serve as a mediator,

serve as a translator

„ 5 W” in practice - Planning of the PR Anticipating, Analyzing, Interpreting, Researching, Conducting, Evaluating on a continuing basis, by programs of action and communication. This can be achieved by a well informed, mutual public understanding. This management function is necessary to achieve the success of the organization's aims. M anagement function of the public relations:

„ 5 W” in practice - Planning of the PR Public relations helps our complex, pluralistic society to reach decisions and function more effectively by contributing to mutual understanding among groups and institutions. It serves to bring private and public policies into harmony.

„ 5 W” in practice - Planning of the PR Public Relations needs the democracy The democracy needs the Public Relations