PR 313 - Program Planning

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A public relations lecture that focuses on strategic plan development.

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PR 313 - Program Planning

  1. 1. Program Planning Chapter 18 PR 313 Brett Atwood
  2. 2. Developing a Plan <ul><li>Once you’ve determined your client, you’ll need to quickly establish a PR plan </li></ul><ul><li>If you’ve chosen a “real” client, you should attempt to get their input! </li></ul><ul><ul><li>Talk to your client to establish their needs </li></ul></ul><ul><ul><ul><li>“ Needs assessment” </li></ul></ul></ul>
  3. 3. Needs Assessment <ul><li>Survey the organization </li></ul><ul><ul><li>Talk to members of the organization AT ALL LEVELS </li></ul></ul><ul><ul><ul><li>High level executives </li></ul></ul></ul><ul><ul><ul><li>“In the trenches” employees </li></ul></ul></ul><ul><ul><li>Tap into existing market research or background materials </li></ul></ul><ul><ul><li>Learn the history of PR campaigns at the company </li></ul></ul>
  4. 4. Gathering Information <ul><li>Focus groups </li></ul><ul><ul><li>A focus group can help you get feedback from the customer base </li></ul></ul><ul><ul><li>Part of two-way communication </li></ul></ul><ul><ul><li>It is better to uncover potential problems BEFORE the PR campaign begins </li></ul></ul><ul><li>Surveys </li></ul><ul><ul><li>Used to gather attitudes and perceptions of target audiences. </li></ul></ul>
  5. 5. Classic PR Blunder <ul><li>1985 - “New Coke” </li></ul><ul><li>Coca-Cola’s ill-fated response to the growing threat by Pepsi </li></ul><ul><li>Ad campaign boasted about the “new taste” </li></ul><ul><li>Research and focus groups might have avoided this blunder </li></ul>
  6. 6. Media targets <ul><li>Who will you target in the media? </li></ul><ul><li>What information do you need to know about those you target? </li></ul><ul><li>Media directories can help </li></ul><ul><ul><li>Bacon’s </li></ul></ul><ul><ul><li>Media Map </li></ul></ul>
  7. 7. Elements of a Plan <ul><li>There are eight elements to developing your plan: </li></ul><ul><ul><li>Situation </li></ul></ul><ul><ul><li>Objectives </li></ul></ul><ul><ul><li>Audience </li></ul></ul><ul><ul><li>Strategy </li></ul></ul><ul><ul><li>Tactics </li></ul></ul><ul><ul><li>Timing </li></ul></ul><ul><ul><li>Budget </li></ul></ul><ul><ul><li>Evaluation </li></ul></ul>
  8. 8. 1. Situation <ul><li>Summary of your research on why the PR campaign/program is needed </li></ul><ul><li>It is CRITICAL that this be adequately researched </li></ul><ul><ul><li>Everything else will be irrelevant if this step is not adequately prepared </li></ul></ul>
  9. 9. Example <ul><li>In our “New Coke” example, Coca-Cola misidentified the situation </li></ul><ul><li>They erroneously assumed that their consumers preferred the sweeter taste of Pepsi </li></ul><ul><li>The new product and messaging “missed the mark” due to bad assessment </li></ul>
  10. 10. 1. Situation <ul><li>Determine the expectations of the client </li></ul><ul><li>“Sanity check” the expectations with reality </li></ul><ul><li>Contextualize your assessment within both the short-term and long-term goals of your client </li></ul>
  11. 11. Example: MySpace.com <ul><li>Situation: </li></ul><ul><ul><li>A subset of the MySpace.com user base is upset that Fox/NewsCorp has acquired the social networking site (via Fox Interactive Media) </li></ul></ul><ul><ul><li>As a result, the financial and tech media have reported that this disgruntlement may pose a risk to the future growth of the site </li></ul></ul>
  12. 12. Example: MySpace.com <ul><li>Situation: </li></ul><ul><ul><li>While growth continues to explode at MySpace.com, there is concern that the site’s “cool factor” may be at risk with its core user base </li></ul></ul><ul><ul><li>In particular, early research has shown concern that the site will “sell out” or change from its current configuration </li></ul></ul>
  13. 13. 2. Objectives <ul><li>Once you have defined the situation/problem, it is time to create the objectives </li></ul><ul><li>Objectives should: </li></ul><ul><ul><li>Help to solve the problem and/or address the defined situation </li></ul></ul><ul><ul><li>Be achievable </li></ul></ul><ul><ul><li>Be measurable </li></ul></ul>
  14. 14. 2. Objectives <ul><li>Informational Objectives </li></ul><ul><ul><li>Designed to inform and increase awareness </li></ul></ul><ul><li>Motivational Objectives </li></ul><ul><ul><li>Aims to change attitudes and modify behavior </li></ul></ul>
  15. 15. Example: MySpace.com <ul><li>Objectives: </li></ul><ul><ul><li>To maintain and nurture the perception among users that MySpace.com is independent in spirit and operation </li></ul></ul><ul><ul><li>To minimize intrusions on the creative and editorial expressions of the community </li></ul></ul>
  16. 16. MySpace.com Example <ul><li>The stated objectives are informational </li></ul><ul><li>Can you think of examples of “motivational objectives” that might also be developed? </li></ul>
  17. 17. 3. Audience <ul><li>Identify the group of people to whom you are directing your communication </li></ul><ul><li>There may be several groups </li></ul><ul><ul><li>Which are most important to your client? </li></ul></ul>
  18. 18. Example: MySpace.com <ul><li>Audience </li></ul><ul><ul><li>Internet users </li></ul></ul><ul><ul><li>Ages 12-34 </li></ul></ul><ul><ul><ul><li>A large amount of use is among high school students </li></ul></ul></ul><ul><ul><li>81% of the online social networking audience </li></ul></ul><ul><ul><ul><li>Second place: Facebook.com with 7% </li></ul></ul></ul>
  19. 19. 4. Strategies <ul><li>How will you achieve the objective(s)? </li></ul><ul><li>This is your plan of action </li></ul><ul><li>How will the audience see this in relation to its own self interest? </li></ul><ul><li>Include key copy points </li></ul><ul><ul><li>These are the central themes that should be repeated and reinforced through all messaging </li></ul></ul>
  20. 20. Example: MySpace.com <ul><li>Strategy </li></ul><ul><ul><li>MySpace.com encourages and enables a wide range of creativity, diversity and independence among its user base </li></ul></ul>
  21. 21. 5. Tactics <ul><li>The “execution” of the plan </li></ul><ul><li>How will you realize and achieve your strategy? </li></ul><ul><li>Describes the specific communication activities used to achieve the stated objectives </li></ul>
  22. 22. 5. Tactics <ul><li>Can take the form of: </li></ul><ul><ul><li>Media placements (Articles, news features) </li></ul></ul><ul><ul><li>Pamphlets/newsletters </li></ul></ul><ul><ul><li>Endorsements by tastemakers </li></ul></ul><ul><ul><li>Advertising campaigns </li></ul></ul><ul><ul><li>“Viral” marketing </li></ul></ul>
  23. 23. Example: MySpace.com <ul><li>Tactics: </li></ul><ul><ul><li>Recruit “indie” or credible known artists to use and discuss the site </li></ul></ul><ul><ul><li>Conduct a “counter-culture” campaign that highlights independent, diverse and creative spaces created on the site </li></ul></ul><ul><ul><li>What are other tactics that might work? </li></ul></ul>
  24. 24. “Viral” PR <ul><li>One of the most effective “new” PR strategies uses “viral” techniques that spread among “infected” audience members </li></ul>
  25. 25. Example: Burger King <ul><li>Fast-food chain Burger King has fallen on hard times </li></ul><ul><li>Menu items have not remained competitive </li></ul><ul><li>The chain has fallen from second to third in the U.S. (behind McDonald’s and Wendy’s) </li></ul><ul><li>Customers perceived it as “unhip” and “dated” </li></ul>
  26. 26. Enter the “Subservient Chicken”! <ul><li>To help its image, Burger King conducted a viral marketing campaign on the Internet </li></ul><ul><li>It quietly introduced the Web site www.subservientchicken.com </li></ul><ul><li>It downplayed its direct relationship to the site so that the audience would not perceive to be a “hard sell” </li></ul>
  27. 27. 6. Calendar <ul><li>Establish a timetable to start and complete your project </li></ul><ul><li>The calendar should have achievable “milestones” that mark defined accomplishments for each step of the task </li></ul><ul><ul><li>This documents actual anticipated achievements, rather than mere discussion of them </li></ul></ul>
  28. 28. 6. Calendar <ul><li>Examine synergy opportunities for your campaign </li></ul><ul><ul><li>Example: MySpace.com aligning a media campaign with 4 th of July holiday to assert “independent spirit” </li></ul></ul><ul><li>Schedule activities/actions intelligently </li></ul><ul><li>Plan ahead </li></ul><ul><ul><li>Some media placements have an early deadline months before the public will be exposed </li></ul></ul>
  29. 29. 7. Budget <ul><li>How much money will your plan cost? </li></ul><ul><li>How much money do you have? </li></ul><ul><li>Allow 10% for unexpected contingencies </li></ul>
  30. 30. 8. Evaluation <ul><li>Did you achieve your objectives? </li></ul><ul><li>Find and report tangible evidence of success or shortcomings in the campaign </li></ul><ul><li>It is common to do a pre-test/post-test analysis of consumer awareness and/or sales before and after the campaign </li></ul>
  31. 31. Homework <ul><li>Read chapters 1 and 18 by Monday </li></ul><ul><li>Read chapter 2 and 16 by Wednesday </li></ul><ul><li>Determine and confirm your portfolio client by Wednesday </li></ul><ul><ul><li>Begin to gather research/background info for your needs assessment (this will be due in two weeks) </li></ul></ul>

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