The document outlines a 9 step strategic planning process for public relations:
1. Formative research including analyzing the situation, organization, and public.
2. Developing the strategy by establishing goals and objectives, and formulating action and response strategies.
3. Selecting tactics such as campaigns, events, and media approaches to implement the strategic plan.
Thesis Corporate Excellence
This research builds on the premise that “appropriate measurement is fundamental for estimating the benefits” and investigates the hypothesis that it is necessary to measure public relations effectiveness in order to justify these activities.
Although the research and practice in the area of Public Relations have been in place since 1987, the accumulated academic and professional experience has not translated into techniques that could rationalize or improve the implementation of Public Relations activities. This lacuna is at the centre of the research conducted by Joan Cuenca, who based on already available models suggests his own hypothetical model of the global audience of Public Relations in order to measure the activity generated by Public Relations. The research attempts to come up with an answer to the following question: in what form is it possible to justify Public Relations activities?
The Business of IT - Managing Performance by Implementing StrategyPaul Wohlleben
The above article was published in the February 2005 edition of FEDTECH Magazine. It provides my thoughts on how CIO's should measure performance, deliver results, and ensure accountability once strategy has been set. The article is one in the series I write entitled "The Business of IT."
This document introduces PRINTTM, a social media measurement system that assesses and tracks the competitive social brand performance of companies. It measures five key areas of social media success and provides scorecards, insights reports, and a tracker to analyze performance over time. The benefits of PRINTTM include comparative, actionable, objective, independent and credible social media metrics. It is used by both brands and agencies to understand strengths, weaknesses, and improve social strategies. Contact information is provided to learn more and request a demo.
Government Communication on the Social Web – GOR 2010 / PforzheimDaniel Heine
The document describes an experimental study that examines the effectiveness of government communication using different online tools, including traditional websites and social web platforms allowing participation and interaction. It establishes independent variables like the level of social web use and a dependent variable of communication effect. The experiment simulates communication about a fake law using different treatment websites. The goal is to see if social web tools are more effective than traditional websites at achieving communication outcomes.
Datamonitor Consulting: Lifecycle Management in the Pharmaceutical and Biotec...Datamonitor Consulting
This document discusses lifecycle management for products from pre-launch through late stage. It provides an overview of opportunities at each stage to maximize value, including establishing processes early and understanding future opportunities and threats for growth. At late stage, it is important to engage tactics for competing with generics, providing a prioritized list of options based on context. The consultants help identify stakeholders, prioritize options through consensus building, and support developing business cases to enable decision making throughout a product's lifecycle.
The document outlines a learning design process with the following key steps:
1. Define outcomes and objectives for raising awareness, building consensus, developing policy, implementing strategies, and fostering networks.
2. Identify appropriate methods like lectures, case studies, discussions, and action planning to meet the objectives.
3. Select relevant tools and delivery modes like print materials, videos, online forums to deliver the content face-to-face or virtually.
Thesis Corporate Excellence
This research builds on the premise that “appropriate measurement is fundamental for estimating the benefits” and investigates the hypothesis that it is necessary to measure public relations effectiveness in order to justify these activities.
Although the research and practice in the area of Public Relations have been in place since 1987, the accumulated academic and professional experience has not translated into techniques that could rationalize or improve the implementation of Public Relations activities. This lacuna is at the centre of the research conducted by Joan Cuenca, who based on already available models suggests his own hypothetical model of the global audience of Public Relations in order to measure the activity generated by Public Relations. The research attempts to come up with an answer to the following question: in what form is it possible to justify Public Relations activities?
The Business of IT - Managing Performance by Implementing StrategyPaul Wohlleben
The above article was published in the February 2005 edition of FEDTECH Magazine. It provides my thoughts on how CIO's should measure performance, deliver results, and ensure accountability once strategy has been set. The article is one in the series I write entitled "The Business of IT."
This document introduces PRINTTM, a social media measurement system that assesses and tracks the competitive social brand performance of companies. It measures five key areas of social media success and provides scorecards, insights reports, and a tracker to analyze performance over time. The benefits of PRINTTM include comparative, actionable, objective, independent and credible social media metrics. It is used by both brands and agencies to understand strengths, weaknesses, and improve social strategies. Contact information is provided to learn more and request a demo.
Government Communication on the Social Web – GOR 2010 / PforzheimDaniel Heine
The document describes an experimental study that examines the effectiveness of government communication using different online tools, including traditional websites and social web platforms allowing participation and interaction. It establishes independent variables like the level of social web use and a dependent variable of communication effect. The experiment simulates communication about a fake law using different treatment websites. The goal is to see if social web tools are more effective than traditional websites at achieving communication outcomes.
Datamonitor Consulting: Lifecycle Management in the Pharmaceutical and Biotec...Datamonitor Consulting
This document discusses lifecycle management for products from pre-launch through late stage. It provides an overview of opportunities at each stage to maximize value, including establishing processes early and understanding future opportunities and threats for growth. At late stage, it is important to engage tactics for competing with generics, providing a prioritized list of options based on context. The consultants help identify stakeholders, prioritize options through consensus building, and support developing business cases to enable decision making throughout a product's lifecycle.
The document outlines a learning design process with the following key steps:
1. Define outcomes and objectives for raising awareness, building consensus, developing policy, implementing strategies, and fostering networks.
2. Identify appropriate methods like lectures, case studies, discussions, and action planning to meet the objectives.
3. Select relevant tools and delivery modes like print materials, videos, online forums to deliver the content face-to-face or virtually.
This document discusses using social media in marketing strategies. It recommends a 5-step THoM approach: 1) Awakening - clarify objectives through internal interviews; 2) Planning - integrate social media into marketing plans to inform and engage customers; 3) Committing - define processes, roles, and resources; 4) Implementing - create action plans and set up social media accounts; 5) Improving - measure success and make recommendations. Relevance, consistency, and impact are key to creating customer value through social media.
The document discusses various concepts and models for program communications and advocacy strategies. It outlines several key questions to consider when developing an advocacy or communications strategy, including defining the objective, identifying target audiences and stakeholders, crafting clear and simple messages, selecting appropriate channels, assessing available resources, developing an action plan, and evaluating impact. The document also provides examples of different communications models such as ACADA, COMBI, and Johns Hopkins and discusses basic concepts for advocacy including strategic actions to influence decision makers and integrating communication as a key tool.
What needs to be done before getting started in social mediaEdelman Japan
The document provides guidance on preparing for social media by establishing the necessary foundations. It recommends:
1. Training employees on social media best practices through a certification program tailored for different audiences.
2. Understanding the target audience by analyzing conversations, behaviors, and demographics to inform engagement strategies.
3. Developing rules of engagement that establish social media policies, decision trees for moderating content, and crisis response processes tailored for each market.
4. Transforming into a social business by defining it as bridging external and internal connections, and implementing supporting people, processes, and platforms across the entire organization to drive deeper engagement and innovation.
The document discusses the need for strategic social business planning to address organizational challenges from social media use. It defines social business planning as transforming an organization by bridging external and internal engagement for shared stakeholder value. The key is creating value through stakeholder collaboration, process improvement, and product innovation both internally for employees and externally for customers. Building a social business requires focusing on people, processes, and platforms to drive cultural transformation across the entire organization from communications to human resources. The path involves internal and external alignment through training, collaboration, and developing social enterprise and brand programs.
This document summarizes a presentation given by Sandra Macleod, CEO of Echo Research, about evaluating public relations effectiveness. The presentation covered setting PR objectives, measuring PR outcomes, and case studies. It began with an outline and introduction to Echo Research, a communications research firm. Macleod discussed the importance of setting clear, measurable PR objectives tied to organizational goals. She also emphasized the value of measuring outcomes like audience perceptions and behaviors, not just outputs. Case studies demonstrated Echo Research's approach to reputation measurement, media analysis, and evaluating specific PR campaigns and partnership activities.
Building A Research Centered Communication Program From The Ground UpMarkRussellPhillips
This document discusses building a research-centered communication program from the ground up. It outlines applying the RPEE (research, plan, execute, evaluate) model to manage communication resources and processes. This includes analyzing communication capabilities, stakeholder mapping, developing teams, metrics for outputs, outcomes and impacts, and integrating all communication activities. The goal is to tie communication outcomes to organizational key performance indicators and ensure consistent messaging across all channels.
The document discusses using social media in marketing strategies. It provides an overview of how both professionals and researchers view social media's potential benefits and risks. It then outlines a five step THoM approach to integrating social media: 1) Clarifying objectives, 2) Planning by integrating social media into marketing plans, 3) Committing resources, 4) Implementing detailed action plans, and 5) Improving through measurement and recommendations. The approach focuses on creating relevance, consistency, and impact through social media to generate customer value.
Social media Asia Pacific - Social Influence System is more than Social media marketing. Communicators know that social influence is changing how they do business and reach customers.
Zombie Social Media:
Social Media Marketing can be successful but often campaigns aren’t optimally executed because they’re:
Treated as one-off campaigns
Not aligned to comms goals and ROI is questionable
Not integrated into ‘regular’ workflows
Decision hierarchy murky
Infrastructure not built to support or amplify campaigns
- Audience media habits aren’t understood
Social media Asia Pacific
The document discusses the changing landscape of marketing and communications due to new technologies and the rise of social media. It notes that managing marketing strategies has become more complex, and companies are looking for greater productivity from their marketing investments. The marketing consultancy Marketing Efficiency offers services to help companies optimize their marketing efforts and get better returns from their marketing spending.
This document provides guidance on strategic communication for implementing access and benefit sharing (ABS) and the Nagoya Protocol. It is intended for those involved in ABS implementation.
The document outlines eight fields of action for ABS implementation and ten steps for strategic communication. It then provides a toolbox of communication tools to support each step, such as films, posters, flyers and a wall calendar. The tools are designed to raise awareness and understanding of ABS for both experts and lay audiences.
The overall purpose is to assist those implementing ABS with guidance and tools to effectively communicate about ABS and engage stakeholders.
The document discusses strategic PR evaluation and a new approach presented by Dr. Nanette Besson. It presents a model for strategic PR evaluation that involves continuously measuring and evaluating the PR process. The key elements of the proposed evaluation project include an evaluation manager, a strategic PR evaluation concept that sets objectives and design, a balanced evaluation system to monitor performance, and a PR evaluation report. If implemented correctly through continuous measurement and analysis to improve performance, the vision is to achieve PR perfection.
MicroFinanza Raing provides social ratings for microfinance institutions (MFIs) to evaluate their social performance management systems and social responsibility. A social rating analyzes an MFI's objectives, processes, products, values and results to assess its capacity to achieve its social mission. MicroFinanza Raing conducts in-depth on-site reviews involving interviews, documentation analysis and client surveys. Social ratings provide transparency and help MFIs improve their social performance and alignment with international standards. MicroFinanza Raing is an independent rating agency with global coverage that has pioneered social ratings in microfinance.
Data Portability Project External Communications RoadmapAlisa Leonard
This document provides a framework for the Communications Action Group's external communications and marketing activities. It includes a roadmap of proposed initiatives to increase awareness, action, and advocacy of the DataPortability Project. The initiatives include developing video content, conducting industry roundtables, increasing blogger outreach, utilizing social media spaces, attending conferences, and issuing press releases. Progress will be measured using a scorecard tracking metrics in the categories of awareness, action, and advocacy.
Peter Gentsch How to implement a Social Media Strategysmics2011
The document outlines how to implement a social media strategy in 4 parts: 1) setting objectives and strategy, 2) executing engagement and interaction through tools like social media monitoring and influencer marketing, 3) organizing governance, and 4) using IT and intelligence to integrate social media into CRM processes and issue management. It provides examples of how Deutsche Post uses social media outposts, a social media management tool, and influencer webinars in its social media strategy.
The document discusses challenges in social media marketing analytics and metrics. It presents a four step process for social performance management: 1) Align social goals to business objectives, 2) Establish key performance metrics and targets, 3) Track and measure performance, and 4) Analyze data to optimize strategies. The workshop sections provide examples of connecting business objectives to social goals and metrics. Overall the document advocates for standardizing measurement across channels to efficiently track performance and optimize social investments.
Public Relations, Publicity and Corporate Advertising explained through examplesManeesh Garg
Based on chapter 17 - "Public relations, publicity and corporate advertising" of book "Advertising and Promotion" published by Tata Mc Graw Hill.
To get a copy of this presentation, share your views about the document with your email id in Comments section... I keep on updating my presentations and documents. To ensure that you don't miss any update or new uploads don't forget to press the "FOLLOW" and "LIKE" button. You can also mail me at manigarg21@gmail.com
This document discusses strategy and planning in public relations. It defines strategy as determining the long-term direction and scope of an organization, while planning provides analysis to facilitate strategy formation and implementation plans. Public relations strategy is located within the hierarchy of corporate and business strategy. The key elements of public relations planning include situation analysis, defining objectives and strategy, identifying stakeholders and target audiences, developing a tactical program and message strategy, budgeting, and monitoring and evaluation. Effective evaluation focuses on measuring impact rather than just communication outputs.
The document provides an overview of an organizing for social media webinar. It introduces the speakers and discusses establishing cross-functional steering committees to guide social media strategy. It also covers new social media job roles, integrating marketing across silos, and balancing corporate control with grassroots engagement on social platforms. Questions from the audience are solicited at the end.
Social Media Governance - Beyond the RisksWalter Adamson
Objectives: To allow Internal Auditors to:
communicate effectively with those managing the use of social media when they are conducting an audit; to understand the inherent release of control of information posted in social media; to understand the tools and systems which might be in use to distribute and monitor social media activity; to understand what governance and control means regarding social media when its utility is heavily linked to not being ‘in control’.
Social Media Governance - how it works in organisationsiGo2 Pty Ltd
Presentation to Internal Auditors to: communicate effectively with those managing the use of social media when they are conducting an audit; to understand the inherent release of control of information posted in social media; to understand the tools and systems which might be in use to distribute and monitor social media activity; to understand what governance and control means regarding social media when its utility is heavily linked to not being ‘in control".
This document discusses different ways to organize product catalogs. It provides 11 different organizational principles: by catalog hot spots, by product demand, by applications, by function, by type of product, by system hierarchy, by price, by scarcity, by size, by model number, and by alphabetical order. Each principle is briefly described, including its advantages and disadvantages. The document suggests choosing an organizational principle based on a company's product line, catalog size, and customer buying habits.
This document discusses how companies can interact with and reach customers at different stages, from pre-purchase to post-purchase. It provides a diagram mapping out touchpoints like ads, social media, websites, in-store experiences, product use, and feedback that can influence a customer's awareness, consideration, purchase decision, and experience. The document suggests companies reflect on how they currently reach customers and how their product measures up at each stage.
This document discusses using social media in marketing strategies. It recommends a 5-step THoM approach: 1) Awakening - clarify objectives through internal interviews; 2) Planning - integrate social media into marketing plans to inform and engage customers; 3) Committing - define processes, roles, and resources; 4) Implementing - create action plans and set up social media accounts; 5) Improving - measure success and make recommendations. Relevance, consistency, and impact are key to creating customer value through social media.
The document discusses various concepts and models for program communications and advocacy strategies. It outlines several key questions to consider when developing an advocacy or communications strategy, including defining the objective, identifying target audiences and stakeholders, crafting clear and simple messages, selecting appropriate channels, assessing available resources, developing an action plan, and evaluating impact. The document also provides examples of different communications models such as ACADA, COMBI, and Johns Hopkins and discusses basic concepts for advocacy including strategic actions to influence decision makers and integrating communication as a key tool.
What needs to be done before getting started in social mediaEdelman Japan
The document provides guidance on preparing for social media by establishing the necessary foundations. It recommends:
1. Training employees on social media best practices through a certification program tailored for different audiences.
2. Understanding the target audience by analyzing conversations, behaviors, and demographics to inform engagement strategies.
3. Developing rules of engagement that establish social media policies, decision trees for moderating content, and crisis response processes tailored for each market.
4. Transforming into a social business by defining it as bridging external and internal connections, and implementing supporting people, processes, and platforms across the entire organization to drive deeper engagement and innovation.
The document discusses the need for strategic social business planning to address organizational challenges from social media use. It defines social business planning as transforming an organization by bridging external and internal engagement for shared stakeholder value. The key is creating value through stakeholder collaboration, process improvement, and product innovation both internally for employees and externally for customers. Building a social business requires focusing on people, processes, and platforms to drive cultural transformation across the entire organization from communications to human resources. The path involves internal and external alignment through training, collaboration, and developing social enterprise and brand programs.
This document summarizes a presentation given by Sandra Macleod, CEO of Echo Research, about evaluating public relations effectiveness. The presentation covered setting PR objectives, measuring PR outcomes, and case studies. It began with an outline and introduction to Echo Research, a communications research firm. Macleod discussed the importance of setting clear, measurable PR objectives tied to organizational goals. She also emphasized the value of measuring outcomes like audience perceptions and behaviors, not just outputs. Case studies demonstrated Echo Research's approach to reputation measurement, media analysis, and evaluating specific PR campaigns and partnership activities.
Building A Research Centered Communication Program From The Ground UpMarkRussellPhillips
This document discusses building a research-centered communication program from the ground up. It outlines applying the RPEE (research, plan, execute, evaluate) model to manage communication resources and processes. This includes analyzing communication capabilities, stakeholder mapping, developing teams, metrics for outputs, outcomes and impacts, and integrating all communication activities. The goal is to tie communication outcomes to organizational key performance indicators and ensure consistent messaging across all channels.
The document discusses using social media in marketing strategies. It provides an overview of how both professionals and researchers view social media's potential benefits and risks. It then outlines a five step THoM approach to integrating social media: 1) Clarifying objectives, 2) Planning by integrating social media into marketing plans, 3) Committing resources, 4) Implementing detailed action plans, and 5) Improving through measurement and recommendations. The approach focuses on creating relevance, consistency, and impact through social media to generate customer value.
Social media Asia Pacific - Social Influence System is more than Social media marketing. Communicators know that social influence is changing how they do business and reach customers.
Zombie Social Media:
Social Media Marketing can be successful but often campaigns aren’t optimally executed because they’re:
Treated as one-off campaigns
Not aligned to comms goals and ROI is questionable
Not integrated into ‘regular’ workflows
Decision hierarchy murky
Infrastructure not built to support or amplify campaigns
- Audience media habits aren’t understood
Social media Asia Pacific
The document discusses the changing landscape of marketing and communications due to new technologies and the rise of social media. It notes that managing marketing strategies has become more complex, and companies are looking for greater productivity from their marketing investments. The marketing consultancy Marketing Efficiency offers services to help companies optimize their marketing efforts and get better returns from their marketing spending.
This document provides guidance on strategic communication for implementing access and benefit sharing (ABS) and the Nagoya Protocol. It is intended for those involved in ABS implementation.
The document outlines eight fields of action for ABS implementation and ten steps for strategic communication. It then provides a toolbox of communication tools to support each step, such as films, posters, flyers and a wall calendar. The tools are designed to raise awareness and understanding of ABS for both experts and lay audiences.
The overall purpose is to assist those implementing ABS with guidance and tools to effectively communicate about ABS and engage stakeholders.
The document discusses strategic PR evaluation and a new approach presented by Dr. Nanette Besson. It presents a model for strategic PR evaluation that involves continuously measuring and evaluating the PR process. The key elements of the proposed evaluation project include an evaluation manager, a strategic PR evaluation concept that sets objectives and design, a balanced evaluation system to monitor performance, and a PR evaluation report. If implemented correctly through continuous measurement and analysis to improve performance, the vision is to achieve PR perfection.
MicroFinanza Raing provides social ratings for microfinance institutions (MFIs) to evaluate their social performance management systems and social responsibility. A social rating analyzes an MFI's objectives, processes, products, values and results to assess its capacity to achieve its social mission. MicroFinanza Raing conducts in-depth on-site reviews involving interviews, documentation analysis and client surveys. Social ratings provide transparency and help MFIs improve their social performance and alignment with international standards. MicroFinanza Raing is an independent rating agency with global coverage that has pioneered social ratings in microfinance.
Data Portability Project External Communications RoadmapAlisa Leonard
This document provides a framework for the Communications Action Group's external communications and marketing activities. It includes a roadmap of proposed initiatives to increase awareness, action, and advocacy of the DataPortability Project. The initiatives include developing video content, conducting industry roundtables, increasing blogger outreach, utilizing social media spaces, attending conferences, and issuing press releases. Progress will be measured using a scorecard tracking metrics in the categories of awareness, action, and advocacy.
Peter Gentsch How to implement a Social Media Strategysmics2011
The document outlines how to implement a social media strategy in 4 parts: 1) setting objectives and strategy, 2) executing engagement and interaction through tools like social media monitoring and influencer marketing, 3) organizing governance, and 4) using IT and intelligence to integrate social media into CRM processes and issue management. It provides examples of how Deutsche Post uses social media outposts, a social media management tool, and influencer webinars in its social media strategy.
The document discusses challenges in social media marketing analytics and metrics. It presents a four step process for social performance management: 1) Align social goals to business objectives, 2) Establish key performance metrics and targets, 3) Track and measure performance, and 4) Analyze data to optimize strategies. The workshop sections provide examples of connecting business objectives to social goals and metrics. Overall the document advocates for standardizing measurement across channels to efficiently track performance and optimize social investments.
Public Relations, Publicity and Corporate Advertising explained through examplesManeesh Garg
Based on chapter 17 - "Public relations, publicity and corporate advertising" of book "Advertising and Promotion" published by Tata Mc Graw Hill.
To get a copy of this presentation, share your views about the document with your email id in Comments section... I keep on updating my presentations and documents. To ensure that you don't miss any update or new uploads don't forget to press the "FOLLOW" and "LIKE" button. You can also mail me at manigarg21@gmail.com
This document discusses strategy and planning in public relations. It defines strategy as determining the long-term direction and scope of an organization, while planning provides analysis to facilitate strategy formation and implementation plans. Public relations strategy is located within the hierarchy of corporate and business strategy. The key elements of public relations planning include situation analysis, defining objectives and strategy, identifying stakeholders and target audiences, developing a tactical program and message strategy, budgeting, and monitoring and evaluation. Effective evaluation focuses on measuring impact rather than just communication outputs.
The document provides an overview of an organizing for social media webinar. It introduces the speakers and discusses establishing cross-functional steering committees to guide social media strategy. It also covers new social media job roles, integrating marketing across silos, and balancing corporate control with grassroots engagement on social platforms. Questions from the audience are solicited at the end.
Social Media Governance - Beyond the RisksWalter Adamson
Objectives: To allow Internal Auditors to:
communicate effectively with those managing the use of social media when they are conducting an audit; to understand the inherent release of control of information posted in social media; to understand the tools and systems which might be in use to distribute and monitor social media activity; to understand what governance and control means regarding social media when its utility is heavily linked to not being ‘in control’.
Social Media Governance - how it works in organisationsiGo2 Pty Ltd
Presentation to Internal Auditors to: communicate effectively with those managing the use of social media when they are conducting an audit; to understand the inherent release of control of information posted in social media; to understand the tools and systems which might be in use to distribute and monitor social media activity; to understand what governance and control means regarding social media when its utility is heavily linked to not being ‘in control".
This document discusses different ways to organize product catalogs. It provides 11 different organizational principles: by catalog hot spots, by product demand, by applications, by function, by type of product, by system hierarchy, by price, by scarcity, by size, by model number, and by alphabetical order. Each principle is briefly described, including its advantages and disadvantages. The document suggests choosing an organizational principle based on a company's product line, catalog size, and customer buying habits.
This document discusses how companies can interact with and reach customers at different stages, from pre-purchase to post-purchase. It provides a diagram mapping out touchpoints like ads, social media, websites, in-store experiences, product use, and feedback that can influence a customer's awareness, consideration, purchase decision, and experience. The document suggests companies reflect on how they currently reach customers and how their product measures up at each stage.
This document summarizes key points about spotting and forecasting consumer trends for profit. It discusses the importance, relevance and impact of trends, and the benefits of identifying trends. It also outlines how to begin with trends by preparing in-house or outsourcing trend insights. Additionally, it describes understanding trends through typologies and when they occur, as well as implementing trend marketing through identification, interpretation and taking action.
The document provides statistics and analysis of performances from IPL seasons 1-5. It notes that Chennai Super Kings, Mumbai Indians, and Kolkata Knight Riders had the most consistent success, often reaching the finals. Royal Challengers Bangalore, Delhi Daredevils, and Kings XI Punjab showed inconsistent performances. Rajasthan Royals' championship in season 1 appeared to be a "flash in the pan." Deccan Chargers and Pune Warriors India struggled the most. Chennai Super Kings had the highest brand valuation while Pune Warriors India and Deccan Chargers were at the bottom.
The document provides an analysis of the movie Being There and discusses how it depicts the psychological phenomenon of transference. It summarizes that in the movie, the character of Chance is a simple gardener who is thrust into wealthy social circles after his employer dies. Though unaware, others start attributing profound meanings to his simple comments about gardening and he becomes viewed as a potential presidential candidate. The document then discusses how the film demonstrates how transference can cause irrational relationships when people transfer feelings from childhood onto leaders, especially during times of stress.
The document discusses using social media strategically for business and marketing purposes. It recommends choosing the most relevant social media platforms like blogs, Twitter, Facebook, YouTube and forums to engage customers and stay competitive. The document advises setting goals for social media campaigns and measuring their return on investment through key performance indicators.
The document discusses public relations audits, which are research tools that assess how a company is perceived by key external audiences and compare those perceptions to management's views. A PR audit involves interviewing management to understand their goals and key audiences, then interviewing those audiences to identify any misalignments between internal and external perceptions. It recommends conducting PR audits for new PR managers, when planning PR programs, after leadership or structural changes, and periodically to measure progress and priorities. The goal is to provide objective information to management on public attitudes to inform decision-making and PR strategies.
The document outlines 9 themes that tend to generate the most discussion and engagement:
1. Aspirations and beliefs - People want to discuss their hopes and values.
2. David vs. Goliath - Underdog stories are compelling and tap into emotions.
3. Avalanche about to roll - Discussing emerging trends allows people to feel informed.
4. Anxieties - Fear and uncertainty grab attention, though should be backed by facts.
5. Challenging assumptions - Questioning conventions provokes new ways of thinking.
6. Personal stories - Relatable narratives help people connect with personalities.
7. How-to advice - Pragmatic solutions appeal, as long as
This document discusses the results and lessons from the 2010 FIFA World Cup. It notes that traditional powers like France and Italy were eliminated early, while teams not expected to advance like the Netherlands made it far. Spain ultimately won their first ever World Cup title with a series of 1-0 victories, showing that winning rather than style is most important. The overall message is that the soccer world is changing and one must adapt to continue having success.
2. PHASE 1 PHASE 2 PHASE 3 PHASE 4
FORMATIVE STRATEGY EVALUATIVE
TACTICS
RESEARCH RESEARCH
STEP 1 STEP 7
STEP 9
Analyzing the Using the
Evaluating the
Situation Communication
Strategic Plan
Tactic
STEP 2 STEP 8
Analyzing the Implementing the
Situation Strategic Plan
STEP 3
Analyzing the Public
STEP 4
Establishing Goals
& Objectives
STEP 5
Formulating Action
& Response
Strategies
STEP 6
Using Effective
Communications
MANAGEMENT COMMUNICATION – PUBLIC RELATIONS
3. INTRODUCTION
Advertising as a
Nine Steps of
Strategic Integrated tool of Effective
Strategic Public
Communication Communication Integrated Creativity
Relations
Communication
Formative
Research
Strategy
Tactics
Evaluative
Research
MANAGEMENT COMMUNICATION – PUBLIC RELATIONS
4. PHASE ONE : FORMATIVE RESEARCH
Step 1 : Analyzing the Step 2: Analyzing the Step 3 : Analyzing the
Situation Organization Public
PERFORMANCE Public, Market, Audiences
ENVIRONMENT
WHAT IS
Public Relation Situation
INTERNAL
PUBLIC
NICHE Characteristics of Public
STRUCTURE IDENTIFYING Key Publics
PUBLIC Intercessory Public and
INTERNAL IMPEDIMENT
Issue Management Opinion Leaders
SELECTING
KEY PUBLIC
VISIBILITY
PERCEPTION
PUBLIC
Stages of Development
Risk Management ANALYZING
KEY PUBLIC
Key Characteristics
REPUTATION
STEREOTYPES
Crisis Management SUPPORTERS
ENVIRONMENT
EXTERNAL
COMPETITORS RETHINGKING
YOUR PUBLIC
OPPONENTS
Public Relation & Ethics EXTERNALL IMPEDIMENT BENEFIT
STATEMENT
MANAGEMENT COMMUNICATION – PUBLIC RELATIONS
5. Phase Two STRATEGY
Step 4 : Establishing Goals Step 5 Formulating Action Step 6 Using Effective
and Objectives and Response Strategies Communication
Communicati Information
Persuasion
Goals PROACTIVE Action
on Process
Dialogue
PR
STRATEGIES Communication Rhetorical
Positioning Tradition
Credibility communication
Standard for Pre-emptive Action Control
Objectives
Objectives Identifying Organization
Hierarchy of Offensive Response Spokespeople
Objectives Ethos
Logos
Convincing
Proposition
Writing Public Defensive Response Verbal Evidence
Communication
Appealing to
Relation Visual Supporting Evidence
Reactive PR Reason
Objectives Diversionary Response
Avoiding Errors of Logic
Strategies Misuse of Statistic
Pathos :
Vocal Commiseration Appealing to Positive Emotional appeals
Sentiment
Negative Emotional Appeals
Rectifying Behaviour
Verbal & Non-
Verbal
Strategic Inaction Communication
MANAGEMENT COMMUNICATION – PUBLIC RELATIONS
6. Phase Three TACTICS
Step 7 : Establishing Goals and Step 8 : Formulating Action and Response
Objectives Strategies
Strategic
Communicati
on Categories Campaign Plan Tactic : Open House
Strategy of
Interpersonal
Personal Involvement
Communication Information Exchange Frequency of Tactics
Technique Special Events
The Schedule
General Publications Timeline of Tasks
Organizational Direct Mail
Media Tactics Print Media
Audio Visual Media Budget Item Categories
Approaches to Budgeting
Serving Media Information Needs The Budget
Strategy of Managing the Budget
Direct /Indirect News Material
News Media Full cost Budget
Opinion Material
Tactic Interactive News Opportunities
Advertising Strategy of Print Ad Media How Much
and Electronic Media Advertising Success is
Promotional Out of Home Advertising Necessary
Media Tactic Promotional Items
Packaging the Thinking Creatively
Communication
Tactic Putting the Program together
MANAGEMENT COMMUNICATION – PUBLIC RELATIONS
7. Phase Four EVALUATIVE RESEARCH
Step 9 Evaluating the Strategic Plan
Evaluating the Research Design: what to Evaluate
Strategic Plan Design Questions
Evaluation Criteria
Timing : when
Implementation
to Evaluate Progress
Final Evaluation
Research
Design
Evaluation of communication Outputs
Methodology
Evaluation of Awareness Objectiv
: How to
Evaluation of Acceptance Objectives
Evaluate Evaluation of Action Objectives
Judgmental
Assessment
Data Analysis & Structure of the Evaluation Report
Evaluation of
Report The Ultimate Evaluation : Value Added Public Relations
MANAGEMENT COMMUNICATION – PUBLIC RELATIONS
8. A GYAANNIKETAN PRESENTATION
Online platform for upgrading your skill sets, and remain
relevant in your jobs, and progress in a highly competitive
global environment.
Consolidate your domain-specific and managerial credentials
that will enhance your performance at work and accelerate
your movement up the growth curve.
Hone your skill sets; enhance your education, experience and
expertise, thus accentuate your performance at work; and
track the trends, developments and technological changes
defining your specialized fields / markets.
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