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Chapter 3 Presentation - SPB 309
- 1. Chapter 3 3 Creating PublicCreatingPublic Relations CampaignsRelations Campaigns C H A P T E R
- 2. Objectives • Describe thenature of public relations campaigns and distinguish them from public relations programs • Understand research methods that may be used by campaign planners • Detail the steps involved in campaign planning (continued)
- 3. Objectives (continued) • List keyconsiderations in campaigns • Address methods of assessing the effectiveness of campaigns • Discuss the use of public relations firms to plan and execute campaigns • Comprehend case studies of public relations campaigns from diverse areas of the sport industry
- 4. Public Relations Campaign Characteristics •Specific purpose rather than general • Periodic focus rather than ongoing • Directed toward a specific issue rather than the overall relationship with a stakeholder group
- 5. Programs Campaigns Purpose Createdesirable relationships Specific goals to achieve Focus public issue- concentrated Duration ongoing short term, or terminal, have timelines & deadlines Example? Find an example that you can post to the discussion board. Find an example that you can post to the discussion board. Example MLB uses Twitter to communicate with fans. https://twitter.com/MLB_PR Cities compete to host Olympics - campaign to gain support from residents, lawmakers, IOC
- 6. Public Relations CampaignProcess Research Planning Execution Evaluation First, what is the problem/issu e needing attention? watch Jeff Berding’s lecture to learn how Paul Brown Stadium came about!
- 7. Research • The compassthat guides the campaign planning process • Types of research – Primary and secondary – Formal and informal – Quantitative and qualitative What are the problems? How important are they? Are some strategies feasible? How are our strategies working?
- 8. Common Research Methods •Interviews – Purposive conversations – May be conducted in a variety of ways • Focus groups – Moderated discussion involving a group of people – Multiple key considerations (continued)
- 9. Common Research Methods(continued) • Surveys – Commonly conducted in three forms – Multiple key considerations
- 10. Qualitative vs. Quantitative QualitativeQuantitative Sample Question Tell me how you feel about the possibility of the Olympics being held in Cincinnati? On a scale from 1-10, how much would you like to have the Olympics take place in Cincinnati Type of Data “soft” data, conversational, open ended, opinions “hard” data, numerical or statistical Pro Gain important insights to an issue or problem. Allows more depth on a topic Easy to analyze, easy to compare results and display statistics, faster and less expensive to collect Con Difficult to interpret. Very time consuming. Could be misunderstood, less generalizable Less informative, deep insights are missed
- 11. Planning • The roadmap that guides planners toward a particular destination (continued)
- 12. Planning (continued) • Campaign planningissues – Goals and objectives – Identification of publics – Strategies and tactics • Messages • Channels • Budget
- 13. Goals and Objectives •Goals – More general – Broader – Idealistic • Objectives – Narrower – More precise – Measurable Gain support from Cincinnati Residents to build a new stadium •Increase public support for the new stadium by 5% in the next 3 months •Increase inner-city awareness of the stadium initiative by 10% in the next 6 months •Increase support for a tax levy by 15% to help finance the stadium within one year
- 14. Desired Outcomes • Exposure •Retention • Cognition • Attitude • Behavior Which of these are most and least difficult to achieve?
- 15. Strategic Considerations (continued) • Channels –Direct contact: direct delivery of organizational message • Public appearances • Social media – Indirect contact: mediated delivery of organizational message • News releases and interviews (continued)
- 16. Strategic Considerations (continued) • Budget –Process differs from that of programs – Two types of costs • Human resource costs • Hard costs necessary to run a campaign
- 17. Execution • Plan implementation •Schedule • Message distribution
- 18. Evaluation • Should belinked to goals and objectives • Can evaluate – Execution process (e.g., number of releases) – Media coverage (e.g., impressions) – Impact (e.g., consumer behavior)
- 19. Consider Japan’s OlympicCampaign... (watch the Youtube videos first) • What types of research do you think the city engaged in when preparing for the campaign? • What types of PR activities did they plan or do you expect they will plan as part of their initiative? • How should they evaluate if their campaign is working?
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