APR PR PRogramming Presentation

7/31/2019 APR PR PRogramming Presentation

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Developed by PRSADeveloped by PRSA--Detroit ChapterDetroit Chapter

Accreditation Committee, 2006Accreditation Committee, 2006

Public RelationsPublic RelationsProgrammingProgramming

Pat AdantiPat Adanti--Joy, APRJoy, APR

March 4, 2006March 4, 2006


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Material covered in researchMaterial covered in researchand programming sessionsand programming sessions

represent 30% ofrepresent 30% of

APR Exam contentAPR Exam content


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Programming session outlineProgramming session outline

Programming componentsProgramming components

FourFour--step programming processstep programming process

Programming presentation tipsProgramming presentation tips


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Readiness Review questionnaireReadiness Review questionnaire

and portfolio presentation MUSTand portfolio presentation MUST

highlight the SAME program.highlight the SAME program.


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Featured program:Featured program:

Must have been implementedMust have been implemented

Doesnt have to be recentDoesnt have to be recent Should have been primarily executed byShould have been primarily executed by

candidatecandidate

Should include all programmingShould include all programming

componentscomponents

Can include some gaps, but not too manyCan include some gaps, but not too many

and should be filled with should havesand should be filled with should haves


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Readiness Review ScoringReadiness Review Scoring

3 panelists evaluate both questionnaire3 panelists evaluate both questionnaire

and portfolio presentationand portfolio presentation 48 possible points on evaluation scale48 possible points on evaluation scale

Candidate requires minimum of 32 pointsCandidate requires minimum of 32 pointsfrom each panelist with no zero scoresfrom each panelist with no zero scores

Panelists will advance or not advancePanelists will advance or not advancecandidate to sit for multiple choice examcandidate to sit for multiple choice exam

PRSA National will forward resultsPRSA National will forward results


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When developing aWhen developing apublic relations program:public relations program:Always start with companysAlways start with companys

mission statement. All elementsmission statement. All elements

of PR plan should be consistentof PR plan should be consistentwith companys stated mission.with companys stated mission.


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Programming componentsProgramming components

Purpose/problem/mission statementPurpose/problem/mission statement

Goal(s)Goal(s) PublicsPublics

ObjectivesObjectives StrategiesStrategies

Tactics/toolsTactics/toolsTHEYRE EASY TO CONFUSE!THEYRE EASY TO CONFUSE!


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ProgrammingProgramming

componentscomponentsThink of a pyramid with ONEThink of a pyramid with ONE

purpose/problem/missionpurpose/problem/mission at theat thetop and most general in naturetop and most general in nature

working on down to manyworking on down to manytactics/tools, which are very specific.tactics/tools, which are very specific.


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Only oneOnly one

Briefly describes organizations situation orBriefly describes organizations situation orexistenceexistence

Emerges from situation analysisEmerges from situation analysis thetheresearch conducted once a problem, need,research conducted once a problem, need,

opportunity is identifiedopportunity is identified


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Written in present tenseWritten in present tense

Based on objective research andBased on objective research anddocumentationdocumentation

Wording doesnt imply solution or blameWording doesnt imply solution or blame Communication is included as solutionCommunication is included as solution

To bring affordable transportation to theTo bring affordable transportation to the

common personcommon person


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Goal(s)Goal(s)

Only one or a small handfulOnly one or a small handful

Relates to one aspect of problem/missionRelates to one aspect of problem/missionA bit more specific than problemA bit more specific than problem

statementstatement Summarizes desired outcome of programSummarizes desired outcome of program

To increase use of mass transit.To increase use of mass transit.


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Differences of opinion existDifferences of opinion existregarding whether goals shouldregarding whether goals should

be measurable.be measurable.

In the UAB concept,In the UAB concept,

measurement is built intomeasurement is built intoobjectives, not goals.objectives, not goals.


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PublicsPublics

Also known as target audiences,Also known as target audiences,

constituents, stakeholders, etc.constituents, stakeholders, etc. Create list even though publics mentionedCreate list even though publics mentioned

in objectivesin objectives

Select publics according to those groupsSelect publics according to those groupsinvolved in/affected by the situation forinvolved in/affected by the situation for

which the program is being developedwhich the program is being developed For exam, sufficient to prioritize asFor exam, sufficient to prioritize as

primary and secondaryprimary and secondary


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Ways of identifying publicsWays of identifying publics

InternalInternal

ExternalExternal FunctionalFunctional

SegmentationSegmentation GeographicGeographic

PsychographicsPsychographics

For exam, focus on a manageableFor exam, focus on a manageable

number of publicsnumber of publics


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ObjectivesObjectives

Milestones that drive closer to goalMilestones that drive closer to goal

Relate directly to one or more publicsRelate directly to one or more publics Define the who, what, when of a planDefine the who, what, when of a plan

What behavior, attitude or opinion want fromWhat behavior, attitude or opinion want frompublic(s)public(s)

How much hope to achieveHow much hope to achieve

When hope to achieve itWhen hope to achieve it For exam, highlight a manageableFor exam, highlight a manageable

number of objectivesnumber of objectives


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Wording objectivesWording objectives Name public or target audienceName public or target audience

State desired actionState desired action

Indicate level of attainment (includingIndicate level of attainment (includingpercentages or numbers)percentages or numbers)

Include time frameInclude time frame

To increase public transportationTo increase public transportationridershipridershipin Metroin Metro

Detroit (action) by 8% (level) among workersDetroit (action) by 8% (level) among workersearning less than $25,000 per year (public)earning less than $25,000 per year (public)

within the first six months (time frame) of thewithin the first six months (time frame) of the

communication program.communication program.


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Objective cautionsObjective cautions

Focus on outcome/impact objectivesFocus on outcome/impact objectives

(those that measure behavior, etc.) rather(those that measure behavior, etc.) ratherthan output/process objectives (thosethan output/process objectives (those

relating to numbers of releases, contacts,relating to numbers of releases, contacts,

etc.)etc.)

Make sure objectives are attainableMake sure objectives are attainable itsits

unrealistic to aim for 100%unrealistic to aim for 100%


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StrategiesStrategies

There can be several for each objectiveThere can be several for each objective

A plan of action offering the mostA plan of action offering the mostpromising means of reaching publics and,promising means of reaching publics and,

ultimately, the program goalultimately, the program goal Do not include specific tactics/tools toDo not include specific tactics/tools to

achieve objectivesachieve objectives

For exam, highlight manageable numberFor exam, highlight manageable number

of strategiesof strategies


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Address the how of the planAddress the how of the plan

Identify the best means of reachingIdentify the best means of reachingpublic(s) and achieving the desired endpublic(s) and achieving the desired end

resultresult

To demonstrate that ridingTo demonstrate that riding

public transportation to workpublic transportation to work

is a reliable mode of travel.is a reliable mode of travel.


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Tactics/toolsTactics/tools Subdivisions of strategiesSubdivisions of strategies more specific howmore specific how

itemsitems

Specific activities conducted or items created toSpecific activities conducted or items created to

address/achieve strategiesaddress/achieve strategies Involve the use of specific personnel, time, costInvolve the use of specific personnel, time, cost

and other organizational resourcesand other organizational resources

For exam, highlight manageable number ofFor exam, highlight manageable number oftactics/toolstactics/tools

Design, produce and distribute radio, televisionDesign, produce and distribute radio, televisionand print public service announcements.and print public service announcements.

Conduct a why Id rather be riding essay contest.Conduct a why Id rather be riding essay contest.


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FourFour--Step Programming ProcessStep Programming Process

Define the public relations problemDefine the public relations problem

Programming and planningProgramming and planning Taking action and communicatingTaking action and communicating

Evaluating the programEvaluating the program


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Define the Public Relations ProgramDefine the Public Relations Program

Begins with situation analysis (research)Begins with situation analysis (research)

Conduct research to learn whats happeningConduct research to learn whats happening Establish benchmark for measuring resultsEstablish benchmark for measuring results

and evaluating programs successand evaluating programs success

Formulate problem/mission statementFormulate problem/mission statement

Develop concise statement thats one or a fewDevelop concise statement thats one or a few

sentencessentences Continue situation analysis (research) toContinue situation analysis (research) to

further refine problem statementfurther refine problem statement


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Programming and PlanningProgramming and Planning

Strategic planningStrategic planningwhat should we saywhat should we say

and do, and why?and do, and why? Step in which highlight program goal(s),Step in which highlight program goal(s),

target publics, objectivestarget publics, objectives

Any preAny pre--testing of publics and objectivestesting of publics and objectivesconducted in this stepconducted in this step

Acknowledge how PR goal(s), objectivesAcknowledge how PR goal(s), objectivesintertwine with other business units inintertwine with other business units inorganizationorganization


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Taking action and communicatingTaking action and communicating

Actual program implementationActual program implementation

Answers how and when do we do andAnswers how and when do we do andsay it?say it?

Includes action and communication/mediaIncludes action and communication/mediastrategiesstrategiesAction strategies: organizational changesAction strategies: organizational changes

Communication/media strategies: details ofCommunication/media strategies: details ofmessages and channels or media used to disseminatemessages and channels or media used to disseminate

informationinformation and why theyre bestand why theyre best


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Taking action and communicatingTaking action and communicating

Includes tactics/toolsIncludes tactics/tools

Special events, collateral materials, speakersSpecial events, collateral materials, speakersbureaus, etc.bureaus, etc.

Outlines implementation plansOutlines implementation plans

TimelinesTimelines

Staffing and assignmentsStaffing and assignments

BudgetsBudgets


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Be sure to clearly label/identifyBe sure to clearly label/identify

strategies and tactics/tools andstrategies and tactics/tools andwhich objectives they support.which objectives they support.


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Evaluating the programEvaluating the program

Includes periodic and final assessmentsIncludes periodic and final assessments

Addresses how did we do?Addresses how did we do? Revisit research conducted at programs start toRevisit research conducted at programs start to

measure successmeasure success

Includes preparing/presenting managementIncludes preparing/presenting managementreportsreports

Management communication should be scheduledManagement communication should be scheduled

throughout programthroughout program

Includes suggestions for adjusting program for futureIncludes suggestions for adjusting program for future

TenTen step plan co e s the samestep plan covers the same


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TenTen--step plan covers the samestep plan covers the same

areas as fourareas as four--step planstep plan Goal(s)Goal(s)

PublicsPublics

ObjectivesObjectives


Tactics/toolsTactics/tools ActivitiesActivities

EvaluationEvaluation

MaterialsMaterials BudgetBudget

TimetableTimetable


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On RR Questionnaire, provide informationOn RR Questionnaire, provide information

in section its askedin section its asked dont refer panelistdont refer panelistto another section to find an answer.to another section to find an answer.

Its okay to cover advertising, marketingIts okay to cover advertising, marketing

and other disciplines in RR, but do soand other disciplines in RR, but do sosparinglysparingly this is a PR exercise.this is a PR exercise.

RR Questionnaire should be free fromRR Questionnaire should be free fromgrammatical, spelling, typographical etc.grammatical, spelling, typographical etc.errors.errors.


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Readiness Review QuestionnaireReadiness Review Questionnaire

Include your name and page number at theInclude your name and page number at thetop of each page.top of each page.

Be sure to one and oneBe sure to one and one--half or doublehalf or double--spacespace

your text and clearly number all answers toyour text and clearly number all answers tocorrespond with questions.correspond with questions.


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Public RelationsPublic RelationsProgrammingProgramming

Pat AdantiPat Adanti--Joy, APRJoy, APR

March 4, 2006March 4, 2006

Documents

APR PR PRogramming Presentation