Planning

12 Steps to a Successful PR Campaign

(Your book lists 8!)

Planning

Meticulous planning is essential in executing a successful public relations campaign or task.

Strategic planning helps you (or your organization) discover where you need to go, what route to take and what methods of “transportation” work best.

1. Research

Research is at the core of any PR activity.

Research allows you to be aware of everything externally and internally that can impact your campaign.

2. Define Situation

SWOT Analysis

• Strengths

• Weaknesses

• Opportunities

• Threats

Define Situation

Examine the external environment with a PEST Analysis

• Politically

• Economically

• Socially

• Technologically

3. Objectives

Clearly define the objectives (goals/outcomes/results) of your PR campaign or task -- what do you hope to accomplish

SMART Objectives

• Specific: clearly defined and comprehensible• Measurable: can each objective be measured in

the evaluation• Achievable: considering other factors (budget,

timeframe, environment), are results within reach• Realistic: considering resources, are the results

realistic• Time: when should the objectives be reached

Management by Objective

MOB includes:

• client/employer objectives

• audience/publics

• audience objectives

• media channels

• media channel objectives

Management by Objective

• sources and questions

• communication strategies

• essence of the message

• nonverbal support

4. Identifying Publics/Audience

Who is crucial and relevant to your campaign?

• latent publics: groups that face a problem/challenge and fail to recognize it

• aware publics: groups that recognize a problem exists

• active publics: groups that are doing something about the problem/challenge

5. Identifying Stakeholders

• Employees

• Identified Publics

• Suppliers

• Senior Executives

• Investors

• Others

6. Key Message

Every PR campaign needs a clear, concise and readily understood set of messages that forms the main thrust of communication.

• essential part of the attitude forming process• Demonstrate the effectiveness of the

communication

Key messages must not cross over or conflict!

7. Strategy

Strategy and tactics are not the same thing!

Strategy is the theory on which tactics are built.

Strategy is the overlying mechanism of a campaign from which the tactics are deployed to meet the objectives.

7. Strategy

Ketchum’s Strategic Planning Model for Public Relations:

Facts:• Category facts• Product/service issues• Competitive facts• Customer facts

7. Strategy

Goals:

• Business objectives

• Role of public relations

• Sources of new business

8. Tactics

PR professionals have lots of tools -- use ones that are appropriate and effective:

• Media Relations• Lobbying• Events• Interviews• Presentations• Promotions/Contests• Newsletters/Publications

8. Tactics

• Video News releases• Press Conferences• Op/Ed Pieces• Podcasts• Stunts• Websites• Consultations• Blogs

9. Time Frame

A well-planned calendar helps staff and message stay on target.

10. Budget

A realistic budget is essential in helping assure success:

Operating costs: distribution, administrative, travel, production, seminars

Human costs: overheads, expenses, salaries

Equipment:

11. Crisis Management Plan

Assess risk and plan to deal with it

12. Evaluation

Evaluation should be

• realistic

• credible

• specific

• meets client and employers expectations