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PR Campaign - The Plan
This document provides an overview of planning a PR campaign using a 4-step model: research, objectives, planning, and evaluation. It discusses conducting research to understand problems, publics, and opportunities. The planning step involves setting integrated objectives. The communication campaign implements strategies directly to publics. Evaluation measures effectiveness and allows redirecting the campaign. It also describes types of PR plans like ad-hoc, standing, and contingency plans. The document provides guidance on consensus building and brainstorming for planning, and models of PR communication.
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PR Campaign - The Plan
- 1. Planning The PRCampaign Fikom, Moestopo, 2019. A Yudhie Setiawan, M.Si
- 2. 4 – StepModel of PR Campaign Research – Planning – Communication - Evaluation R O P E – Research – Objectives – Planning – Evaluation R A C E – Research – Action Plan – Communication – Evaluation
- 3. 1. Research : Informationgathering : • The problem • Extent of problem • Variables at work • Publics • Challenges • Opportunities Exploration phase for problem-solving process • Formal • Informal • Primary data • Secondary data
- 4. 2. Planning :Strategy phase for problem solving process using information gathered. Objectives: Integrated Develop effective and efficient strategies
- 5. 3. Communication Campaign: Implementation phase. 2 way communications Direct messages to specific publics with specific objectives. • Listening and sending messages. • Feedback, redirect campaign. 4. Evaluation : Measurement of program effectiveness and efficiency to meet goals of organization.
- 6. Types of PRPlanning Adhoc plans : Temporary, for one purpose only, incidental à Planning for a talk show. Standing plans : On going, long term plans • Planning to maintain positive communications with community. • Weekly news letter • Avoid standing too long à become divorced from original goal. Contingency plans : For “what if” scenarios • Crisis communication plan.
- 7. How to beginPlanning Consensus Building (membangun konsensus) : • Among management • Between management and employee agree to plan. Brainstorming (Berkumpul) Brainstorming grid Public Goal Message Media Which publics ? Why ? For what goal With what message ? Through which media ?
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- 9. PROGRAM KERJA KAMPANYEPR PUBLIC RELATIONS Work Programmer INTERNAL PUBLIC CORPORATE CULTURE PRODUCTIVITY EXTERNAL PUBLIC CORPORATE IMAGE PRODUCT IMAGE OBJECTIVES • Good Image • Good Will • Mutual Understanding • Mutual Confidence • Mutual Appreciation • Tolerance I II III
- 10. Model – PressAgent Source Organization Receiver Public Persuasive Propagandis One way communication
- 11. Model – PublicInformation Source Organization Receiver Public Objective Truthful One way communication (actual reporting)
- 12. Model – Twoway Asymmetrical Source Organization Receiver Public Communication with Persuasive aim Feedback from or Feedforward about public
- 13. Model – Twoway Symmetrical Source Organization Receiver Public Balanced Flow (Interactive) Communication
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