1. „ 5 W” in P ractice Planning of the Public Relations Dr. Tam á s Bar á t Fibraco Ltd, Hungary

3. „ 5 W” in practice - Planning of the PR A classical definition: "If a young man meets a girl and tells her, what an admirable fellow he is, that's advertising . If instead he tells her how nice she's looking, it's publicity. But if the girl picks him, because she heard from others, that he's a fine man, then it is public relations."

4. „ 5 W” in practice - Planning of the PR Public relations is the conscious organisation of communication. PR is a management function. The task of PR is: To achieve mutual understanding and to establish a beneficial relationship, between the organisation and its publics and environment, through two-way communication. CERP

5. „ 5 W” in practice - Planning of the PR Reputation management The scale of the reputation : Negative 0 point Positive Bad reputation Optimal Situation totally rejected, partly rejected, unaccepted, known, well-known, acknowledged, appreciated, honoured Known, well-known, (Not obscurity) Recognized Accepted Appreciated Honored Reputable

6. „ 5 W” in practice - Planning of the PR Information Understanding Trust Support Reputation management

7. „ 5 W” in practice - Planning of the PR PR task is to realise the following principals: Speak with your environment, about * What are you doing, * What you did, * What will you do? Tell your environment your aims and targets. Involve them into the decision making process, and your activity through providing the information.

8. „ 5 W” in practice - Planning of the PR Planning of the Public Relations

9. The technology of the PR „ 5 W” in practice - Planning of the PR 1. Research, E valuation 5. Approval of the plans 6. R ealization, Implementation, service 2. Strategy, p hilosophy, mission statement 3. Tactical planning 4. Counseling

10. „ 5 W” in practice - Planning of the PR The basic information for the PR-plan: The aims and goals of the organisation philosophy and the mission statement messages „ products” (services, activity and functions) markets target groups plans for the future pr-tools The organizat ion’s Public Relations plan

11. „ 5 W” in practice - Planning of the PR W hat, W here, W ho(m), Ho w , Ho w much?

12. „ 5 W” in practice - Planning of the PR WHAT? What is my aim? What is my message? WHERE? In what relations? WHO? Who is my target group(s)? HOW? What tools do I use? HOW MUCH? How much is the investment - of time, money and work – necessary to forward the message to the targeted group with least effort and highest effectiveness? Questions:

13. „ 5 W” in practice - Planning of the PR Public Relations Strategical plans

15. „ 5 W” in practice - Planning of the PR Mission Statement Majority of companies need brief mission statement. Company’s goals and objectives Destination is determining the way of the communication of the company’s goals – where do you want your business to be. Business philosophy What is important to you in business? To whom will you market your products? Your target market? (State it briefly). Describe your industry. What changes do you foresee in your industry, short term and long term? How will your company be poised to take advantage of them? Practical tips for the plan

16. „ 5 W” in practice - Planning of the PR Public Relations Tactical plans

17. „ 5 W” in practice - Planning of the PR * Campaigns, * Action, * Executive, Application, Operational Plan (to do), * Timing, * Costs - Budget T he types of the t actical plans

19. „ 5 W” in practice - Planning of the PR The slices of the “PR cake” The tools of the PR

20. „ 5 W” in practice - Planning of the PR Public Relations Campaign - Action plans

22. „ 5 W” in practice - Planning of the PR Aims and Goals, Situation Overview, Profile of Target Audience(s) Overview of the Marketplace – Environment Competitive Analysis Tasks, o bjectives , messages Tools Timeline Budget The most important parts of the campaign plan:

23. „ 5 W” in practice - Planning of the PR Application, Execution Plan, Timing JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Website Starting Press Conference Cont. press releases TV/Radio talking Road show Second Press Conference Cont. Press releases Closing event

24. „ 5 W” in practice - Planning of the PR Public Relations Planning methods

27. „ 5 W” in practice - Planning of the PR Planning Strategy: Aims, Goals, Conception Tactics: How? When? How much? The process of planning Analyses of the information Research Collecting of information What ? Where ? W ho (m)?

29. „ 5 W” in practice - Planning of the PR INTERNAL Employees, associates, workers, Determin ing Owners of the organization The process of planning P reparation of the PR- plan EXTERNAL: Business partners eg. Buyers, sellers, investors, shareholders, Decision-makers, Governmental officers, Member of the law-makers bodies, Trade-, art-, healthcare-, etc., Non-profit organizations Occasional interest groups, Local communities, Population or a stipulated group of it etc. The possible target groups : The main target groups of PR

30. „ 5 W” in practice - Planning of the PR Public Relations Events Planning

31. „ 5 W” in practice - Planning of the PR PR Evenets planning Checklist * * Some demo questions only Lectures ready Lectures to press Invited persons phone call Invitation to mail Mailing list Invitation to press Invitation text ready Accounting Moderator, Master of Ceremony Reception, protocol , seating Hostess service D ecoration Field, local work Catering order Place, techniques ordering Technical equipment needs Lecturers , Title of the lectures Aim Time Place Events name

32. „ 5 W” in practice - Planning of the PR Public Relations Case Studies

33. „ 5 W” in practice - Planning of the PR Foreign Trading Co. 5 m HUF too much – 11 m HUF enough Case stud ies 1. * 86 * 10 * * 9 * 8 * * 7 * * * 6 * * 5 * * * 4 * * * * 3 * * * * * 2 * * * * * * * * 1 product group 8. product group 7. product group 6. product group 5. product group 4. product group 3. product group 2. product group 1. Country

34. „ 5 W” in practice - Planning of the PR Foreign Trading Co. 5 m HUF too much – 11 m HUF enough Case stud ies 1. Planning and implementing the organization's efforts to influence or change public policy. Setting objectives, planning, budgeting, recruiting and training staff, Developing and managing the resources needed.

37. „ 5 W” in practice - Planning of the PR Insurance Company Case stud ies 3. Product, Price, Place, Promotion, The way of thinking: Consumer Value, Cost, Convenience, Communication

43. „ 5 W” in practice - Planning of the PR Anticipating, Analyzing, Interpreting, Researching, Conducting, Evaluating on a continuing basis, by programs of action and communication. This can be achieved by a well informed, mutual public understanding. This management function is necessary to achieve the success of the organization's aims. M anagement function of the public relations:

44. „ 5 W” in practice - Planning of the PR Public relations helps our complex, pluralistic society to reach decisions and function more effectively by contributing to mutual understanding among groups and institutions. It serves to bring private and public policies into harmony.

45. „ 5 W” in practice - Planning of the PR Public Relations needs the democracy The democracy needs the Public Relations