5w Pr Planning

„„5 W”5 W” in in PPractice ractice Planning of the Planning of the Public RelationsPublic Relations

Dr. Tamás Barát

Fibraco Ltd, Hungary

„„5 W” in 5 W” in PPractice - Planning of the PRractice - Planning of the PR

The definitions of the Public Relations The technology of the PR

- starts with research, ends with research, and the process in between (planning, counseling, evaluation)

What, Where, Who(m), How, How much? Strategical plans

– Philosophy - Mission Statements – Aims, Goals– Conception – Ideology

Tactical plans - The slices of the pr-cake - Campaigns – Action, Executive plan (to do), - Timing, and Costs

Planning methods- previous year based planning- Zero base planning system

Case study Summary

„„5 W” in practice - Planning of 5 W” in practice - Planning of thethe PR 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."


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


Reputation managementReputation management

The scale of the reputationThe scale of the reputation::

Negative 0 point Positive Positive Bad reputation Optimal Situation

totally rejected, partly rejected, unaccepted, known, well-known, acknowledged, appreciated, honoured

Known, well-known, (Not obscurity)

RecognizedAccepted

AppreciatedHonored

Reputable


Information

Understanding

Trust

Support

Reputation managementReputation management


PR task is to realise the following PR task is to realise the following principals:principals:

PR task is to realise the following PR task is to realise the following principals:principals:

Speak with your environment, Speak with your environment, about * What are about * What are you doing, you doing, * What you did, * What you did, * What * What will you do?will you do?

Tell your environment your Tell your environment your aims and targets.aims and targets.

Involve them into the decision Involve them into the decision making process, and your making process, and your activity through providing activity through providing the information.the information.


Planning of the Planning of the Public RelationsPublic Relations

The technology of the PR

1.Research, Evaluation

5. Approval

of the plans

6. Realization,

Implementation, service

2.Strategy, philosophy,

mission statement

3. Tactical planning

4. Counseling



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

Th

e or

gan

izat

ion

’s

Public Relations

plan


What,

Where,

Who(m),

How,

How much?


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:


Public RelationsPublic Relations

Strategical plansStrategical plans


Aims and Goals Philosophy - Mission

Statements Conception – Ideology Policy Principles of the

communication

The content of the strategical plan

Th

e or

gan

izat

ion

’sT

he

corp

orat

e


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 philosophyWhat 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



Tactical plansTactical plans


The types of the tactical plans

* Campaigns,

* Action,

* Executive, Application, Operational Plan (to do),

* Timing,

* Costs - Budget


1. Formulating the Messages

2. Stipulating the internal and external target groups

3. Determining the communication’s tasks

4. Putting in order the production of the tools

5. Putting in order the application of the tools

The main points of the tactical plan


PublicationsAudiovisual

Media

Others

Personal Communication

Events

The slices of the “PR cake” The slices of the “PR cake” The tools of the PRThe tools of the PR



Campaign - Campaign - Action plansAction plans


1. Tools (the sequence of production)

1. Deadlines, 2. Person(s) responsible for production

2. Costs of the tools - Budgeting

The content of the pr-campaign planApplication, Execution plan, ( To Do)


Aims and Goals,

Situation Overview, Profile of Target Audience(s)

Overview of the Marketplace – Environment Competitive Analysis

Tasks, objectives, messages

Tools

Timeline Budget

The most important parts of the campaign plan:


Application, Execution Plan, TimingApplication, 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



Planning methodsPlanning methods


Previous year based planning system Zero base planning system

Planning methods


Previous year based planning

Approach: BUDGET Generally no new

conception Generally no new plan Generally same previous

year budget (no increasing, or decreasing)

Planning methods

Zero base planning system

Approach: TASK, AIMS

Every year: new conception Revised task for new plan Newly defined aims and goals Checking the tools, newly

determined sequence of the tools

Creation of the decision package

Decision on the base of the possible efficiency


The process of planning

Planning

Strategy: Aims, Goals, Conception Tactics: How? When? How much?

Analyses of the information

Research

Collecting of information

What? Where? Who(m)?


The briefingAssuming of the pr task

The claims and the content of the Briefing:1. To submit the main and field information necessary to fulfill the

task1. The aims and goals2. The philosophy and mission of the task-issuing organization

2. Clear and sharp formulations of the task1. The message2. The target group3. The preferred and forbidden tools4. Planned investment amount (the order of magnitude of the budget)5. Required time of task

The process of planning The process of planning Preparation of the PR-plan


INTERNAL

Employees, associates,

workers,Determining Ownersof the organization

The process of planning The process of planning Preparation 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 organizationsOccasional interest groups,

Local communities,Population or a stipulated group of it

etc.

The possible target groups:The main target groups of PR



Events PlanningEvents Planning


PR Evenets planningPR Evenets planning

Checklist *

* Some demo questions only

Invitation Invitation text readytext ready

Invitation Invitation to pressto press

MailingMailing list list

Invitation Invitation to mailto mail

Invited Invited persons persons phone callphone call

Lectures to Lectures to presspress

Lectures Lectures ready ready

Catering Catering orderorder

Field, Field,

local worklocal work

DDecorationecoration

Hostess Hostess serviceservice

Reception, Reception, protocolprotocol,,

seatingseating

Moderator, Moderator, Master of Master of CeremonyCeremony

AccountingAccounting

Events Events namename

PlacePlace

TimeTime

AimAim

LecturersLecturers,,

Title of the Title of the lectureslectures

Technical Technical equipment equipment needsneeds

Place, Place, techniquestechniques

orderingordering



Case StudiesCase Studies


Foreign Trading Co.

5 m HUF too much – 11 m HUF enough

Case studies 1.

Countryproduct group 1.

product group 2.

product group 3.

product group 4.

product group 5.

product group 6.

product group 7.

product group 8.

1 * * * * * * * *

2 * * * * *

3 * * * *

4 * * *

5 * *

6 * * *

7 * *

8 *

9 * *

10 *

86 *


Foreign Trading Co.

5 m HUF too much – 11 m HUF enough

Case studies 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.


Pharmaceutical Company

Case studies 2.

Corporate Communication PlanCorporate Communication Plan

a.a. Strategy Strategy (Aims, Goals, Corporate (Aims, Goals, Corporate PPhilosophy, Mission hilosophy, Mission SStatement, The target of the tatement, The target of the corporate communications)corporate communications)

b.b. Tactics Tactics ( Environment, Messages, target groups, the tasks of the communications.)

c. Execution plan (PR-Tools, (PR-Tools, the sequence of the production of the tools))

d. Application plan (Campaign, Action, Timing) (Campaign, Action, Timing)

e.e. BudgetBudget (Costs by tools, cost by internal and external communications)


Insurance Company

Case studies 3.

Public Relations Campaign PlanChapters:

1. Market situation and environment overview2. Competitive and Corporate SWOT Analysis3. Corporate Aims and Goals 4. Target Group(s)5. Tasks6. Messages 7. Tools8. Timeline9. Budget


Insurance Company

Case studies 3.

Product, Price, Place, Promotion,

The way of thinking:

Consumer Value, Cost, Convenience, Communication


The business environment Customers Economy, Politics, Society

• EU Enlargement and Accession• € Euro coming• The Society more sensitive

• More criticalin pricing andservicing,

• Greater expectation

Free economyIncreasing race More competitors

Insurance CompanyCase studies 3.

The basis of the plan


Insurance Company

Case studies 3.

The targets of the pr-plan:To develop the Corporate image and the company service

reputation

Internal aims:Corporate citizenship

Should be rank to be employee of the Company

The employees would be high-minded and proud

for the company. (Good Company feeling)

To develop the front person mentality.

External aims:The Company brand name and

image would be equal in the mind of the partners with the quality and reliability.

The company name would signify the healthy life, the quietness and

the peace.


Insurance Company

Case studies 3.

The targets of the pr-plan:To develop the Corporate image and the company service

reputation

Internal communications main actions:

Employees competition,Company Day(s),

Company Internal Education,Company Disco,

Intranet, Internal information Posters,

leaflets etc.

External aims:

Press relations activity,Partners meetings,

Film, video presentationsRabbit Golf Competitions for the

main partnersTennis sponsorship

Art sponsorship (Opera, Fine arts)etc.


Need to understand The attitudes

The values The aims and goals

Summary


The public relations practitioner tasks:

acts as a counselor to management, serve as a mediator, serve as a translator


Anticipating, Analyzing,

Interpreting, Researching, Researching, Conducting, Conducting, EvaluatingEvaluating

on a continuing basis, on a continuing basis, by programs of action and communication. by programs of action and communication.

This can be achieved by a well informed, mutual public understanding.This can be achieved by a well informed, mutual public understanding.This management function is necessary to achieve the success of the This management function is necessary to achieve the success of the

organization's aims. organization's aims.

Management function of the public relations:


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.


Public Relations needs the

democracy

The democracy needs the Public Relations