Program Planning

Chapter 18

PR 313

Brett Atwood

Developing a Plan

Once you’ve determined your client, you’ll need to quickly establish a PR plan

If you’ve chosen a “real” client, you should attempt to get their input! Talk to your client to establish their needs

“Needs assessment”

Needs Assessment

Survey the organization Talk to members of the organization AT ALL

LEVELS High level executives “In the trenches” employees

Tap into existing market research or background materials

Learn the history of PR campaigns at the company

Gathering Information

Focus groups A focus group can help you get feedback from the

customer base Part of two-way communication It is better to uncover potential problems BEFORE

the PR campaign begins Surveys

Used to gather attitudes and perceptions of target audiences.

Classic PR Blunder

1985 - “New Coke” Coca-Cola’s ill-fated

response to the growing threat by Pepsi

Ad campaign boasted about the “new taste”

Research and focus groups might have avoided this blunder

Media targets

Who will you target in the media? What information do you need to know about

those you target? Media directories can help

Bacon’s Media Map

Elements of a Plan

There are eight elements to developing your plan: Situation Objectives Audience Strategy Tactics Timing Budget Evaluation

1. Situation

Summary of your research on why the PR campaign/program is needed

It is CRITICAL that this be adequately researched Everything else will be irrelevant if this step is not

adequately prepared

Example

In our “New Coke” example, Coca-Cola misidentified the situation

They erroneously assumed that their consumers preferred the sweeter taste of Pepsi

The new product and messaging “missed the mark” due to bad assessment

1. Situation

Determine the expectations of the client “Sanity check” the expectations with reality Contextualize your assessment within both

the short-term and long-term goals of your client

Example: MySpace.com Situation:

A subset of the MySpace.com user base is upset that Fox/NewsCorp has acquired the social networking site (via Fox Interactive Media)

As a result, the financial and tech media have reported that this disgruntlement may pose a risk to the future growth of the site

Example: MySpace.com

Situation: While growth continues to explode at

MySpace.com, there is concern that the site’s “cool factor” may be at risk with its core user base

In particular, early research has shown concern that the site will “sell out” or change from its current configuration

2. Objectives

Once you have defined the situation/problem, it is time to create the objectives

Objectives should: Help to solve the problem and/or address the

defined situation Be achievable Be measurable

2. Objectives

Informational Objectives Designed to inform and increase awareness

Motivational Objectives Aims to change attitudes and modify behavior

Example: MySpace.com

Objectives: To maintain and nurture the perception among

users that MySpace.com is independent in spirit and operation

To minimize intrusions on the creative and editorial expressions of the community

MySpace.com Example

The stated objectives are informational Can you think of examples of “motivational

objectives” that might also be developed?

3. Audience

Identify the group of people to whom you are directing your communication

There may be several groups Which are most important to your client?

Example: MySpace.com

Audience Internet users Ages 12-34

A large amount of use is among high school students 81% of the online social networking audience

Second place: Facebook.com with 7%

4. Strategies

How will you achieve the objective(s)? This is your plan of action How will the audience see this in relation to

its own self interest? Include key copy points

These are the central themes that should be repeated and reinforced through all messaging

Example: MySpace.com

Strategy MySpace.com encourages and enables a

wide range of creativity, diversity and independence among its user base

5. Tactics

The “execution” of the plan How will you realize and achieve your

strategy? Describes the specific communication

activities used to achieve the stated objectives

5. Tactics

Can take the form of: Media placements (Articles, news features) Pamphlets/newsletters Endorsements by tastemakers Advertising campaigns “Viral” marketing

Example: MySpace.com

Tactics: Recruit “indie” or credible known artists to use

and discuss the site Conduct a “counter-culture” campaign that

highlights independent, diverse and creative spaces created on the site

What are other tactics that might work?

“Viral” PR

One of the most effective “new” PR strategies uses “viral” techniques that spread among “infected” audience members

Example: Burger King

Fast-food chain Burger King has fallen on hard times

Menu items have not remained competitive

The chain has fallen from second to third in the U.S. (behind McDonald’s and Wendy’s)

Customers perceived it as “unhip” and “dated”

Enter the “Subservient Chicken”!

To help its image, Burger King conducted a viral marketing campaign on the Internet

It quietly introduced the Web site www.subservientchicken.com

It downplayed its direct relationship to the site so that the audience would not perceive to be a “hard sell”

6. Calendar

Establish a timetable to start and complete your project

The calendar should have achievable “milestones” that mark defined accomplishments for each step of the task This documents actual anticipated achievements,

rather than mere discussion of them

6. Calendar

Examine synergy opportunities for your campaign Example: MySpace.com aligning a media

campaign with 4th of July holiday to assert “independent spirit”

Schedule activities/actions intelligently Plan ahead

Some media placements have an early deadline months before the public will be exposed

7. Budget

How much money will your plan cost? How much money do you have? Allow 10% for unexpected contingencies

8. Evaluation

Did you achieve your objectives? Find and report tangible evidence of success

or shortcomings in the campaign It is common to do a pre-test/post-test

analysis of consumer awareness and/or sales before and after the campaign

Homework

Read chapters 1 and 18 by Monday Read chapter 2 and 16 by Wednesday Determine and confirm your portfolio client by

Wednesday Begin to gather research/background info for your needs

assessment (this will be due in two weeks)