Pr Strategy Practice Fall 2009 Pejcinova

8/9/2019 Pr Strategy Practice Fall 2009 Pejcinova

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Public RelationsStrategy and PracticePublic RelationsStrategy and Practice

Presentation

Ana Pejcinova, PhDFaculty of Communication and MediaNew York University SkopjeFall Semester 2009


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Introduction

o Course Overview ▫ Why a PR campaign?▫ Your Final Project: PR Strategy and

Implementation Plan▫ Presentation of Final Project▫ Course Reader and additional materials


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Brief History of PR

o Public announcementso Propagandao Spokespersonso Media personso Publicity agentso Spin doctorso Flackso Reputation management


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Characteristicso Deliberateo Planned – goal orientedo Performance – basedo Of public interest, as well as of company interesto Two-way communicationo Management function – feedback

PR professionals mediate and interpret relevantmessages between a company, its clients and thepublic. Their job is not mere information, butcreation of meaningful and targeted perception.


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Propaganda Tools Used as PR

o Plain folks – flirting with the average citizeno Testimonials – experts, celebrities, opinion

leaderso Bandwagon – ‘everyone else does it’o Card stacking – selective data piled upo Transfer – associating the new with the

existent authority o Glittering generalities – positive abstractionso Manipulated ‘civic’ attacks and mobbingo Black propaganda


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PR & Marketingo PR is called the “fifth ‘P’” in marketing strategies,

which are Product, Price, Place and Promotiono Wilcox asserts there are eight ways PR supports

marketing:

▫ Develops new prospects▫ Third party endorsements▫ Generates sales leads▫ Paves the way for sales calls▫ Stretches dollars▫ Provides inexpensive literature▫ Establishes credibility

▫ Helps sell minor products


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Business: Integrated MarketingCommunications Model


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PR as Profession

o A department or a position in a company, NGO orgovernmental body;o PR company providing PR services to third parties;o Informal or incorporated PR function.

Three traditional situations prompt a PR program:o To overcome a problem or negative situation;o To conduct a specific one-time project to launch anew product or service; oro To reinforce an ongoing effort to preserve

organizational reputation and public support.


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A PR person can be in charge of….

o

Advisory o Researcho Media relationso Publicity o Employee / Member

relationso Community relationso Public affairso Government affairs

• Issues / crisis management• Financial relations• Industry relations• Development /

Fundraising• Special events• Marketing

communications


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CLASS ACTIVITY:

Select your topic for the Final Exam:

A real or imaginary organization andan appropriate campaign


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PR as a Component of an Organization

ManagementManagement

Productionand/or Services

Productionand/or Services

Communication,PR, Design,

M&E

Communication,PR, Design,

M&E

Finance, Admin,Contracts,Logistics

Finance, Admin,Contracts,Logistics

TechnicalDepartment

TechnicalDepartment

Operationsand SupportOperations

and Support


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The Campaign CycleResearch

& Analysis

Planning

Production

Implementation

Evaluationand

feedback


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PESTLE Analysis

External, ‘big picture’ factors determining theenvironment in which you operate:o P olitical factorso Economic factorso Social (socio-cultural) factorso Technological factorso Legal factorso Environmental factors


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PEST/LE Analysis – Political Factors

o ecological/environmental issueso current legislation home marketo future legislationo European/international legislationo regulatory bodies and processeso government policieso government term and changeo trading policieso

funding, grants and initiativeso home market lobbying/pressure groupso international pressure groupso wars and conflict


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PESTLE Analysis – Economic Factors

o home economy situationo home economy trendso regional and global economy and trendso general taxation issueso taxation specific to product/serviceso seasonality/weather issueso market and trade cycleso specific industry factorso

market routes and distribution trendso customer/end-user driverso interest and exchange rateso international trade/monetary issues


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PESTLE Analysis – Social Factors

o lifestyle trendso demographicso consumer attitudes and opinionso media viewso law changes affecting social factorso brand, company, technology imageo consumer buying patternso fashion and role modelso major events and influenceso buying access and trendso ethnic/religious factorso advertising and publicity o

ethical issues


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PESTLE Analysis – TechnologicalFactors

o competing technology developmento research fundingo associated/dependent technologieso replacement technology/solutionso maturity of technology o manufacturing maturity and capacity o information and communicationso consumer buying mechanisms/technology o technology legislationo innovation potentialo technology access, licensing, patentso global communications


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PESTLE Analysis – Legal Factors▫ Invasion of Privacy ▫ Defamation: A written falsehood is libel. A spoken

falsehood is slander.▫ Copyright Law and Digital Rights Management▫ Trademark Law

▫ Regulations by Government Agencies▫ Corporate Speech and Employee Speech▫ Liability for Sponsored Events: Extra liability insurance;

Security and traffic control; Paramedics and anambulance on site; Restroom facilities; Signage; Crowdcontrol; Government permits; Protection of celebrities orgovernment officials; Contractual agreements with

vendors selling food or souvenirs.


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CLASS ACTIVITY:

Perform a mock-PESTLE analysis

Which factors are in your favor and which areagainst it?

Note: For your Final Exam, you’ll need to select themost influential factors and explain briefly how

they determine your work.


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SWOT Analysis

o Use PESTLE to start witho Order by Importance and Urgency at the top

Strengths Weaknesses

Opportunities Threats


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SWOT Analysis - Strengths

Advantages of proposition?Capabilities?Competitive advantages?USP's (unique sellingpoints)?Resources, Assets, People?Experience, knowledge,data?Financial reserves, likelyreturns?Marketing - reach,distribution, awareness?

Innovative aspects?Location andgeographical?Price, value, quality?

Accreditations,qualifications,certifications?Processes, systems, IT,communications?Cultural, attitudinal,

behavioral?Management cover,succession?


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SWOT Analysis - Weaknesses

Disadvantages ofproposition?Gaps in capabilities?Lack of competitivestrength?Reputation, presence andreach?Financials?Own known

vulnerabilities?Timescales, deadlines andpressures?Cash flow, cash drain?

Continuity, supply chainrobustness?Effects on core activities,distraction?Reliability of data, planpredictability?Morale, commitment,leadership?

Accreditations, etc?Processes and systems,etc?Management cover,succession?


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SWOT Analysis - Opportunities

Market developments?Competitors'

vulnerabilities?Industry or lifestyletrends?Technology developmentand innovation?Global influences?New markets, vertical,horizontal?Niche target markets?Geographical, export,import?

New USP's?Tactics - surprise, majorcontracts, etc?Business and productdevelopment?Information and research?Partnerships, agencies,distribution?

Volumes, production,economies?Seasonal, weather, fashioninfluences?


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SWOT Analysis - Threats

Political effects?Legislative effects?Environmental effects?IT developments?Competitor intentions -

various?Market demand?New technologies,services, ideas?

Vital contracts andpartners?

Sustaining internalcapabilities?Obstacles faced?Insurmountable

weaknesses?Loss of key staff?Sustainable financial

backing?Economy - home, abroad?Seasonality, weathereffects?


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CLASS ACTIVITY:

Perform a mock-SWOT analysis

How will you turn weaknesses into strengths?

How will you utilize opportunities?

How will you intercept, pre-empt or preventthreats?


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The Players

o

The client(s)o Stakeholderso Partner(s)

o Beneficiarieso Customerso Competitiono Third parties


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CLASS ACTIVITY:

Define the Players

Map their relations and communication flows


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Audiences, Profiling, Behavior

o There is no such thing as a general audience for aPR professional. There are many.

o Audience is defined by:▫ their need: a segment of the population that can

benefit the best from your product/service; and/or▫ your need: a segment of the population from which

your company can benefit the best.o Primary, secondary and tertiary audienceso Demographic profiling : age, gender, race,

ethnicity, religion, location, property, income,employment, habits, preferences, needs…

o Current and desired behavior


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CLASS ACTIVITY:

Using PESTLE, SWOT and Players Map, define your primary and secondary target audiences.

Make a mock-demographic profile of 3 of yourtarget audiences.

Make one-sentence description of their currentand desired behavior.


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SMART/ER Not so SMART

• S pecific• M easurable• A ctionable

• R ealistic• Timed• Environmental• R elevant

• Abstract or vague• Undefined or indefinite• Passive, observational

• Unachievable• Unplanned• Polluting• Ephemeral

Goal: change of current to desired behavior.Objective: measurable outcome on the road to

achieving the overall goal.

Goals and Objectives


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CLASS ACTIVITY:

Using PESTLE, SWOT and Players

Map, and your primary and secondarytarget audiences, set your SMARTgoal(s) and objective(s).


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Messaging and Messages

o Messaging Frame: The Message that makes yourtarget audience change their current behavior todesired behavior.

o Messages lie within the Messaging Frame andmotivate, inspire or lead the target audience tochange their behavior from current to desired.Messages can be negative, e.g. fear-based.

o The goal of communication is to inform, persuade,motivate, or to achieve mutual understanding, andestablish, maintain or improve a relationship.


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Message Goals

Ideally, the audience should:o Receive the message;o Pay attention to the message;

o Understand the message;o Believe in the message;o Remember the message;

o Act on the message; ando Spread the message.


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Communication Process


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Creating Messages

o

Unique Perceived Benefit (UPB) and UniqueSelling Proposition (USP)o “Do X to obtain UPB/USP”o

Consider your demographic profiles: messagesare aimed at your audiences’ interests andneeds to which you offer a unique response.

o Message = Need/interest + UPB/USPo A message can become a brand. A brand can

become a message.


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The 4 Cs of Communication

o

Marketing tool for evaluating impact ofeffective communication:▫ Comprehension : does the audience

interpret the message the way you intend?▫ Connection : does the audience feel that

your message is relevant to them?▫ Credibility : does the audience believe in

what you are saying?▫ Contagiousness : Is the manner you present

your message viral and catchy?


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CLASS ACTIVITY:

Create a one-sentence messaging frame.

Create 3-5 messages within the messaging frame.

Test it with the group for the 4Cs ofcommunication: is it comprehensive, do others feel

connection, is it credible, is it contagious?


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PR Toolso What communication vehicles will you use to

get your message to the public?▫ Press Releases, Press Conferences, Letters to the

Editor, and Media Tours▫ Banners and Posters▫ Articles. Newsletters, and Publications▫ Customer/Beneficiary Success Stories▫ Radio, Television, or Press Interviews

▫ Seminars or Speaking Engagements▫ Events and Event Sponsorships;▫ Third party endorsement, opinion leaders/catalysts;

▫ Website, blogs, social networks, etc.


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CLASS ACTIVITY:

Select PR tools for your campaign

– choose only the most influential ones – you’re on a tight budget.


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Gantt Chartso Planning mechanism: what needs to be done in

which order?o Tracking mechanism: what has been done, what

we are doing, and what we need to prepare for.o Calendar of tasks, responsibilities and deadlines.o May include who and with whom (personnel or

outsourcing), how much (budget), measurement,and dependencies

o The Gantt Chart covers the entire period of yourengagement including the analysis, planning,product development, implementation, follow up,

evaluation and feedback phase.


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Management & Planning Terminology

o

Baseline data vs. targetso Indicators and Key Performance Indicators(KPI)

o

Logical Framework o Benchmarks – measurable / tangible progressachievements

o Milestones – key achievements / eventso PERT – Program Evaluation Review Techniqueo Monitoring & Evaluation (M&E)


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CLASS ACTIVITY:

Draft a basic Gantt Chart (tasks andtimeline) for the design and implementation

phase of the PR tools

Optional homework: add any of thefollowing: benchmarks, in-house production

or outsourcing, provisional budget anddependencies


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Implementation Plan

o

The Gantt Chart and its textual explanationmake the Implementation Plan

o Consider your SWOT analysis when planningupon a timeline

o Consider dependencies: A needs to happen toenable B to take place.


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Production

o Design, audio, video, textual, networking

o Conventional and digital media

o In-house production and outsourcing

o

The target audience determines thecontent and the medium of the message.


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Writingo The 5Ws and H of writing: each text should

contain :▫ Who, and With Whom,▫ What,▫ Where,

▫ When,▫ Why,▫ How.

o Sound bites: a minimum of sound to a maximumof sense

o Buzzwords ,euphemisms, and sexing (hyping) upstories

o Cliché, jargon, stereotype and archetype


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Writing Tipso Model successful textso Use templates for standard formats (speech, press release)o Connect your topic to the interest of the reader – your title

and lead paragraph should express that connectiono Start with a puzzle , end with a solutiono Do not criticize, blame, or assume others’ motiveso Do not use highly technical terms – translate them into

common vocabulary o K eep It Short and Simple: avoid long sentences, break

down paragraphs and spell-check o Data adds to credibility, but always interpret its meaning

and influence.o Use visuals to illustrate and draw attention


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Basic Writing

o One-sentence, three-sentence and one pagedescription (organizational brief): a summaryof what your organization is about, how it goesabout its business, and what impact itperforms. May contain:

▫ Mission – the Big Picture▫ Goals/objectives▫ Activity(-ies)▫ Strengths and Opportunities; USP/UPB▫ Activity impact on the PESTLE environment.


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Week II: Course Revision▫ The Campaign Cycle: Research & Analysis,

Planning, Production, Implementation,Evaluation & Feedback

▫ Strategy: PEST/LE, SWOT, segmenting

audiences, demographic profiles and current &desired behavior (needs and benefits), SMARTgoals & objectives

▫ Implementation Plan: Gantt Chart, messagingframe, theme and public messages, PR tools(traditional and digital)

▫ Basic Writing: 5Ws and H


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Relations Are Key ▫ PEST informs SWOT and may influence segmentation of

audiences and implementation (Gantt Chart)

▫ SWOT informs messaging and may inform segmentationof audience and Gantt Chart▫ Segmented audiences define messaging frame, and Goals

& Objectives▫ Demographic profiles, and current and desired behavior,

plus needs and benefits, define messaging frame, theme,and public messages, and PR tools (communicationchannels)

▫ The Gantt chart lays out the delivery of public messagesto targeted audiences by use of PR tools. It includes broken down tasks and calendar that lead to design of

specific PR materials and events in a real timeframe.


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Writing a Speecho Greetings: high ranking guests first.o Present the speaker (name, title, organization).o Talking points: focused on specific audience and event.o Check your data: public speech can become public failure.o Announce goal of the event and expected impact.o

Real life examples of common knowledge.o Personal anecdotes and humor.o Use short and simple words. Use conversational,

charming, and convincing style.o Underline words for voice emphasis and pauses.o Clearly conclude the speech –introduce other speakers

(name, title, organization, role in the event)o Include thanks for the audience and handover.


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Making a Speecho Rehearse text, voice, volume and pronunciation.o Double check speech, PowerPoint presentation,

handouts and give-away’s.o Find out what you can about the audience and VIPs.o Dress appropriately and comfortably.o Remember: it’s not about you.o Build trust: look at the audience in the eyes, one by

one, nod and smile. Exercise body postures.o Be relaxed, honest, human and genuine.o

Assume that the audience is friendly, interested in youand wishes you a success.o You don’t have to impress anyone.o Improvise on your speaking points, don’t reado Incorporate what’s happening into the speech.


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Ignoring the Real Audienceo Fearing the audience – no connectiono Perfect or human; allowing for mistakeso Wrong attitude: arrogance instead of peerso Lack of preparation, information and evidenceo Too much focus on the technical aspecto Showcasing the speakero Poor verbal and non-verbal presentation skillso Length of speecho Lack of interactivity: ignoring questions, hot

topics, and discussiono Losing control in discussion and topic


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CLASS ACTIVITY:

Speech exercises

Overcoming stage fright with imaginary mentors


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Getting Interviewedo Similar preparations as for a speecho Don’t look at the camera, focus on the journalist,

but keep your body open to the camerao Insert your org. brief, strengths, USP/UPBo Be honest if challenged - reframe tough issueso Leading : Q A Q A vs. Q A A A Q A A A o Bridging : “What we are really talking about

here….” or “The real issue is…”o Flagging : “but what we must remember is”o Repeating your key message


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Media Managemento Mapping the media:

▫ Who’s Who▫ Features: type, size, frequency of news

o Printed, radio, TV, digital mediao Writing for the media: Reader’s Tips (p. 147)o Making your information newsworthy o Help the journalists help you:

▫ Pitching stories to the media

▫ Press releases and press conferences▫ Media tours and facility visits▫ Exclusive interviews▫ Events


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Press ReleaseFOR IMMEDIATE RELEASE:Contact Box: (Contact Person, Company Name,

Telephone, Fax, Email, Web site)HeadlineCity, State, Date — Opening Paragraph (5Ws and H):

Body text – key information to your event, products orservices. Include benefits, USP/UPB, quotes from staffmembers, industry experts or satisfied customers.

Recap: restate the aboveFor additional information, contact: (all Contact

information)Company History (try to do this in one short paragraph)


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Press Kito Organizational brief – one pageo Backgroundero Brochure and advertising materials (postcard,

poster, flyer, newsletter, ad)o Fact Sheeto Biographies of key executiveso Past press coverageo Photos and imageso A press release on the current issueo CD/DVD with press kit and other PI

Radio Production - Audio News


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Radio Production Audio NewsReleases (ANRs)

▫ Written for the ear.▫ Strong, short sentences, 10 words average, easily

understood.▫ Standard one-minute ANR is about 160 words in

English.▫ Conversational style.▫ PSA: public service announcement, unpaid, of

public interest – GOs and NGOs.▫ Interviews and guests.▫ Podcasts.


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TV/Video Production

▫ Written for the eye.▫ Costly and complex.▫ PSAs for TV broadcasting.▫ Drama, informative, educational style.▫ Appearance matters – spokespersons.▫ Placement matters: news, serials, movies, shows▫ Webcasts and YouTube


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Digital PR o Website: architecture, content and graphic designo One-way and two-way; interactive content

▫ Polls , Q&A, RSS feed▫ Search engine and Search Engine Optimization (SEO)▫ Updating speed▫ Email subscriptions and free downloads▫ Online presentations, podcasts, webcasts, and vlogs

(interviews, tours)▫ Accessibility ▫ Navigation▫ Clickability (3-clicks)▫ Broken links▫ Download time and response time▫ Web usage statistics

o Blogs, forums, social and professional networks


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Writing for the Neto On your website:

▫ 3 seconds attention: scan or read▫ Start with the conclusion or puzzle▫ Light graphics▫ Short text▫ Hyperlinks and references▫ One idea per paragraph▫ Think environment: website and net.


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Visual Elementso A picture is worth….o Dead nature and living human beingso ‘Moving’ peopleo Activity with symbolic, shared meaningo Use the familiar to introduce the novelty of

your messageo Colors carry meaningo Photo session with models or permission from

the person(s) on the photo


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Event Managemento Start 2-3 months in advanceo Define and plan the event: theme, speaker(s),audience, schedule, budgeto Select speakerso Select venue, decor and cateringo Print, communication and digital media: before,during and after evento Publicizing the evento Registration and RCVPo Logistics for speakers, media and materialso Manage day of evento Post-event activities for speakers and mediao Measure success


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PowerPoint Presentationso Make a branded templateo Ideally: 6x6 words x lineso Bullet points, not paragraphso Reminder for speech and handoutso Visual elementso Data and information overloado Number of slides and readability


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CLASS ACTIVITY:

Add e-tools to Gantt chart


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Positive Languageo Positive vs. toxic languageo Don’t use negatives: Nixon, “I’m not a crook”

headlineo “Don’t think of a green elephant.”o Loaded vs. neutral language and political

correctness


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Persuasive communicationo Persuasive modes:

▫ Ethical - values

▫ Emotional▫ Reasonable – logic and hard data

o The five representative systems:▫ Visual – I see what you mean. Eye-movement.▫ Audio (verbal) – It sounds right to me. Head.▫ Kinesthetic (bodily sensations) – It feels weird.

Look down.▫ Olfactory (smell) – There’s something fishy.. .

Nostrils.

▫ Gustatory (taste) – It’s dis taste ful. Licking lips.


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Managing Meaningo Which is the best representation?

▫ 600 people out of a thousand will die▫ 400 people out of a thousand will be saved▫ 400 people will be saved, and 600 will die.▫ We don’t know, it’s in God’s hands.

o Framing and reframing: selectivecontextualization showing the same object in adifferent light.

o Visual and verbal frames


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Framingo Frames are mental shortcuts to making sense.

They define how we feel, and then think, aboutan issue, not what we think

o Frames are powerful and unconsciouso Change the frame to change the meaningo Move between the levels of understanding:

▫ Values (beyond individual existence)▫ Issues (like global warming, environment)▫ Specific issues (tax, unemployment) Appeal to higher levels and test on lower levels


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Reframing

▫ Translate global issues to 3 rd level: e.g. AK47for two cows, one cow, or a chicken.

▫ Translate personal problems to 1 st level: joblessness and recession.

▫ Don’t start with the negative: e.g. ‘our nuclearplant won’t kill you.’

▫ Metaphors simplify complex novelties: e.g.the Cold War as a football match.

▫ Visuals of 1 st , 2nd and 3 rd level.

CLASS ACTIVITY:


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Choose topic and exercise reframing:

Student A says something negative abouthimself/herself, and student B reframes it.

Student A names a difficult national option, andstudent B reframes it.

Choose a metaphor to describe what you’re tryingto do in your organization, or an issue you’re

facing.


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Non-verbal communicationo The body speaks the truth and others

instinctively react to the body speech - whatone does, and not to what one says.

o Demo: consistency and inconsistency: e.g.coughing, nodding, body movement

o Recognizing cues in audience / interlocutoro Never take cues for factso Build trust and convince using your body


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Non-verbal communicationo Eye movements for the left and right hand.o Elements:

▫ Voice: tone, volume, pitch, fluency,▫ Posture, gestures, facial expressions, sweat,

gulping, head tilting, feet movement, tapping,

knee position, hands and arms▫ Distance, body movement, tension, rest▫ Breathing: depth, rate, and regularity; sighs

▫ Eye gaze: focus, gleam, openness, blinking▫ Color of face and clothesBody metaphors : e.g. pressing the throat - I’ll be

hanged; covering the mouth – I can’t say it.


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Building Rapporto Rapport: ‘like two lovers…’o People like people like themselveso Useful in interviews, negotiations and facilitationo Verbal and non-verbal matchingo Mismatching: how to avoid it and when it is usefulo Mirroringo Match – Pace - Lead

CLASS ACTIVITY:


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Exercise :

Present your organization to your colleagues withconsistency – voice, posture, movement, distance,

tension, breathing, gestures.Feedback and rehearsal.

Exercise in pairs: Mirroring


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Conflict Management Life Cycle


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Crisis Reactionso Attack the accuser – it’s not us, it’s X to blameo Denial – it never happenedo Excuse – it wasn’t in our power to prevent ito Good intentions – went awry o Justification – we did it for a good reasono Ingratiation – you are oh so greato Reduce offensiveness - it’s not that bado Corrective action – we’ll do A to

remedy/compensate Bo Full apology – we are sorry.


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Crisis Managemento Be prepared: SWOTo Determine damage, establish positiono Hold a press conference asapo Make positive statements / reframeo

The problem is of utmost importanceo Present action plano Be honest and take responsibility o Don’t immediately blame or admit faulto Never say ‘no comment’o Keep the media and the public updatedo Consider a campaign for reputation restoration

CLASS ACTIVITY:


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”In the Hot Seat”Press Conference Scenario:

A: A person in your organization has run over a child inthe neighborhood and killed it.

B: Your company has let 1,500 employees go.C: The Gay Pride parade has turned violent. Organized

group attacked the demonstrators.

D: Your NGO is accused of heavy political bias, a quasi-impartial political entity, extension of the opposition

political party.


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Monitoring, Evaluation andM t


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Measurement

o Measuring results against establishedobjectives; systematic assessment of programand results; accountability and learning.

o Evaluation targets:▫ Production▫ Message dissemination / audience exposure▫ Message effectiveness

▫ Audience awareness▫ Audience attitudes▫ Audience action

E l ti


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EvaluationCriteria to measure effectiveness :o Awareness – levels of awareness of the

organization or the programmeo Understanding – survey and evidence to

gauge the extent to which the organization orthe program is understood and applied

o Conviction – attitudes, beliefs and valueso Action – evidence of positive action or

behavior.

M t


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Measuremento Qualitative and quantitative indicatorso

Impact and outputo Direct and indirect indicatorso Rapid appraisal methods

▫ Quick impact survey ▫ Interview with representatives▫ Sampling▫ Opinion leaders▫ Quick polls; online polls

o Outsourcing polls and surveyso Using third party research

Th d


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The end…..

o Course revisiono Questionso Final Project discussion


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Public RelationsStrategy and PracticePublic RelationsStrategy and PracticeFall Semester 2009

Email: [email protected]

www.anapejcinova.org Ana Pejcinova, PhD

www.anapejcinova.blog.com.mk

Tel.: + 389 75 975 968

Documents

Pr Strategy Practice Fall 2009 Pejcinova