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Strategic Planning for PR    MANAGEMENT COMMUNICATION – PUBLIC RELATIONS
PHASE 1          PHASE 2              PHASE 3          PHASE 4FORMATIVE       STRATEGY                              EVALUA...
INTRODUCTION                                Advertising as a                                                    Nine Steps...
PHASE ONE : FORMATIVE RESEARCH Step 1 : Analyzing the               Step 2: Analyzing the           Step 3 : Analyzing the...
Phase Two STRATEGYStep 4 : Establishing Goals         Step 5 Formulating Action                     Step 6 Using Effective...
Phase Three TACTICS       Step 7 : Establishing Goals and                          Step 8 : Formulating Action and Respons...
Phase Four EVALUATIVE RESEARCH                    Step 9 Evaluating the Strategic PlanEvaluating the       Research Design...
A GYAANNIKETAN PRESENTATION       Online platform for upgrading your skill sets, and remain      relevant in your jobs, an...
OUR EDGEOur focus is on your Up-Skilling / Re-Skilling thus help you Enhance Your Education (Learn), Experience (Do) and  ...
Thank You  visit www.gyaanniketan.com      The Knowledge AbodeEnhance your Education, Experience, Expertise    For further...
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Mc strategic pr

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Mc strategic pr

  1. 1. Strategic Planning for PR MANAGEMENT COMMUNICATION – PUBLIC RELATIONS
  2. 2. PHASE 1 PHASE 2 PHASE 3 PHASE 4FORMATIVE STRATEGY EVALUATIVE TACTICSRESEARCH 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. 3. INTRODUCTION Advertising as a Nine Steps of Strategic Integrated tool of Effective Strategic PublicCommunication Communication Integrated Creativity Relations Communication Formative Research Strategy Tactics Evaluative Research MANAGEMENT COMMUNICATION – PUBLIC RELATIONS
  4. 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 ISPublic 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 OPPONENTSPublic Relation & Ethics EXTERNALL IMPEDIMENT BENEFIT STATEMENT MANAGEMENT COMMUNICATION – PUBLIC RELATIONS
  5. 5. Phase Two STRATEGYStep 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 RhetoricalPositioning Tradition Credibility communication Standard for Pre-emptive Action Control ObjectivesObjectives Identifying Organization Hierarchy of Offensive Response Spokespeople Objectives Ethos Logos Convincing PropositionWriting 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. 6. Phase Three TACTICS Step 7 : Establishing Goals and Step 8 : Formulating Action and Response Objectives Strategies StrategicCommunication Categories Campaign Plan Tactic : Open House Strategy of Interpersonal Personal InvolvementCommunication Information Exchange Frequency of Tactics Technique Special Events The Schedule General Publications Timeline of TasksOrganizational Direct MailMedia Tactics Print Media Audio Visual Media Budget Item Categories Approaches to Budgeting Serving Media Information Needs The BudgetStrategy of Managing the Budget Direct /Indirect News MaterialNews Media Full cost Budget Opinion Material Tactic Interactive News OpportunitiesAdvertising Strategy of Print Ad Media How Much and Electronic Media Advertising Success isPromotional Out of Home Advertising NecessaryMedia Tactic Promotional Items Packaging the Thinking CreativelyCommunication Tactic Putting the Program together MANAGEMENT COMMUNICATION – PUBLIC RELATIONS
  7. 7. Phase Four EVALUATIVE RESEARCH Step 9 Evaluating the Strategic PlanEvaluating the Research Design: what to EvaluateStrategic Plan Design Questions Evaluation CriteriaTiming : when Implementation to Evaluate Progress Final Evaluation Research Design Evaluation of communication OutputsMethodology Evaluation of Awareness Objectiv : How to Evaluation of Acceptance Objectives Evaluate Evaluation of Action Objectives Judgmental AssessmentData Analysis & Structure of the Evaluation Report Evaluation of Report The Ultimate Evaluation : Value Added Public Relations MANAGEMENT COMMUNICATION – PUBLIC RELATIONS
  8. 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. MANAGEMENT COMMUNICATION – PUBLIC RELATIONS
  9. 9. OUR EDGEOur focus is on your Up-Skilling / Re-Skilling thus help you Enhance Your Education (Learn), Experience (Do) and Expertise (Act).You can tailor a course to your field and we will craft it for you. Just email us your NEED! Combine relevant theories with the practice of conducting business in today’s global economy. MANAGEMENT COMMUNICATION – PUBLIC RELATIONS
  10. 10. Thank You visit www.gyaanniketan.com The Knowledge AbodeEnhance your Education, Experience, Expertise For further enquiries / doubts / clarifications 1gyaanniketan@gmail.com MANAGEMENT COMMUNICATION – PUBLIC RELATIONS

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