Public Relations Campaigns

An Integrated Approach

Regina M. Luttrell

Syracuse University, New York

Luke W. Capizzo

University of Maryland, College Park

(USAGE Los Angeles | London | New Delhi

Singapore | Washington DC | Melbourne

Detailed Contents

FOREWORD xvii

PREFACE xx

WHY INTEGRATED CAMPAIGNS? WHY NOW? xx

ORGANIZATION OF THE BOOK xxi

ACKNOWLEDGMENTS xxvi

ABOUT THE AUTHORS xxvii

INTRODUCTION: Campaigns in the Professional Public Relations Context 1

PUBLIC RELATIONS THEORIES AND PRINCIPLES 2 Excellence Theory 2 Systems Theory 3 Diffusion Theory 4 Framing Theory 5 Agenda Setting & Agenda Building Theories 6 Situational Crisis Communication Theory 7 Two-step Flow Model 7

MODELS OF PUBLIC RELATIONS PRACTICE 9 Press Agentry 9 Public information 9 Two-way Asymmetrical 9 Two-way Symmetrical 10

PUBLIC RELATIONS PLANNING MODELS 10 R-A-C-E, R-O-P-E, or R-O-S-l-E 10 ROSTIR: Research, Objectives, Strategies, Tactics, Implementation & Reporting 11 Communication Goals 11

PULLING IT ALL TOGETHER 12

THINK CRITICALLY 13

KEY TERMS 13

CONCEPT CASE: EQUALITY TODAY 13

CHAPTER i Introduction to Integrated Campaigns 14

A NEED FOR NEW PUBLIC RELATIONS PLANNING MODELS 15 Emerging Models 15

THE SIX STEPS OF ROSTIR 16

THE VALUE OF PUBLIC RELATIONS PLANNING MODELS 16

CONCLUSION 20

THINK CRITICALLY

KEY TERMS

CONCEPT CASE: INTRODUCING EQUALITY TODAY

CASE STUDY: "SEIZE THE HOLIDAYS" WITH KRUSTEAZ: A VIRTUAL BAKING EVENT

Research/Diagnosis Objectives Strategies Tactics

Earned

Shared

Owned

Implementation Reporting/Evaluating Theories Models

Strategic Communicat ion Campaign Fundamentals WHY WE PLAN

ELEMENTS OF A STRATEGIC PLAN Research. Diagnosis, and Goal Setting Objectives Strategies Tactics Implementation Reporting/Evaluation Budget

PUTTING IT ALL TOGETHER

CONCLUSION

THINK CRITICALLY

KEY TERMS

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CONCEPT CASE: MISSION-DRIVEN PLANNING FOR EQUALITY TODAY 35

CASE STUDY: OSCAR MAYER'S WAKEY, WAKEY, EGGS AND BAKEY! 36

Research/Diagnosis 36 Objectives 37 Strategies 37

Target Audience 37

Tactics 37 Owned 37

Shared 38

Earned 38

Implementation 38 Reporting/Evaluation 38 Theories 39

CHAPTER 3 Understanding PESO 40 WHAT IS PESO? 40

Paid Media 42 Earned Media 43 Shared Media 43 Owned Media 43

WHEN SHOULD EACH OF THE PESO CHANNELS BE USED? 43

Campaigns in Action 44 Paid Media 44 Earned Media 45 Shared Media 46 Owned Media 47

CONTINUOUS INTEGRATION 49

CONCLUSION 50

THINK CRITICALLY 50

KEY TERMS 51

CONCEPT CASE: EQUALITY TODAY'S CHANNEL, PARTNER, AND MEASUREMENT BRAINSTORMING 51

CASE STUDY: THE PROUD WHOPPER-BE YOUR WAY CAMPAIGN 51

PESO Model 51 Owned 51 Shared 52 Earned 52 Paid 52

Theories 53

CHAPTER 4 Research, Part 1: Diagnosis and Developmental Research 54 DEVELOPMENTAL RESEARCH: DIAGNOSING THE PROBLEM AND/OR OPPORTUNITY 55

RESEARCHING AND MEASURING THE PROBLEM/OPPORTUNITY 58

RESEARCH TERMINOLOGY AND TECHNIQUES 60 Data 60 Qualitative and Quantitative Research 60 Secondary and Primary Research 61 Validity 61

CONDUCTING RESEARCH 62 Secondary Research 62

Case Studies 63 Government Data 63 Scholarly Research 63 Think Tank/Nonprofit Reports 63 Trade Association Research 64

Primary Research 64 Polling and Surveys: Opinion and Awareness 64 Content Analysis 66 Competitor Analysis 68 Experimental Research 69 Interviews 69 Focus Groups 70

CONCLUSION 72

THINK CRITICALLY 72

KEY TERMS 72

CONCEPT CASE: RESEARCH FOR ISSUE PRIORITIZATION AT EQUALITY TODAY 72

CASE STUDY: HALLMARK ITTY BITTYS STEAL THE SPOTLIGHT 73

Research/Diagnosis 73 Primary Research: Getting to Know the Consumer 73

Objectives 74 Strategy 74 Implementation 74 Tactics 74

Paid 75 Earned 75 Shared 75

Reporting/Evaluation 75 Theories 76

CHAPTER 5 Research, Part 2: Goals 77 UNDERSTANDING YOUR ORGANIZATION AND ITS GOALS 79

THE GOAL-SETTING PROCESS 80 Seeking the Impact Role for Communication 80 Defining the Scope 82 Selecting Audiences for Outreach 82 Defining the Desired Change 84 Prioritizing Budgets and Resources 84

WRITING GOALS 85 Types of Goals 85 Context: Mission versus Situation 85 Visionary Goals, Concrete Objectives 86

GOAL-SETTING CHALLENGES 87 Working with Organizational Decision Makers 87 Prompting More Research 88

CONCLUSION 88

THINK CRITICALLY 89

KEY TERMS 89

CONCEPT CASE: EQUALITY TODAY SETS COMMUNICATION GOALS 89

C H A P T E R 6

CASE STUDY: # W E I G H T H I S - R E D E F I N I N G SELF-WORTH FROM LEAN CUISINE

Research/Diagnosis

Object ives

St ra tegy

Tactics

Paid

Earned

Shared

Owned

Imp lementa t ion

Repor t ing /Eva lua t ion

Theories and Models

Objectives WHAT MAKES HIGH-VALUE OBJECTIVES?

MANAGEMENT BY OBJECTIVES

Types of Object ives

Wr i t i ng S.M.A.R.T. Object ives

Specific

Measurable

Attainable

Relevant

Time-Bound

Addi t iona l Object ive Frameworks

CONNECTING OBJECTIVES TO KEY INTERNAL AUDIENCES

Do Your Object ives Make Organizat ional Decision

Makers Excited?

Proving Relevance: Wil l Comp le t ing Your Object ives

Drive Posit ive Change?

Are You Connec t ing Short - and Long-Term Object ives?

CONCLUSION

THINK CRITICALLY

KEY TERMS

CONCEPT CASE: SETTING OBJECTIVES FOR EQUALITY TODAY

CASE STUDY: COOKIE CARE DELIVERS SWEET RESULTS FOR DOUBLETREE BY HILTON

Research/Diagnosis

Obiect ives

Strategy

Tactics

Paid

Shared

Owned

Repor t ing /Eva lua t ion

Theories

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CHAPTER 7 Strategies CHOOSING YOUR CHANNELS: THE PESO MODEL

The Model

Paid

Earned

Shared

Owned

H O W THE MODEL OVERLAPS

How to Bui ld an In tegrated Campa ign St ra tegy

around PESO

THE RIGHT APPROACH FOR YOUR AUDIENCE(S)

Demograph ics

Geography

Psychographics

Act iv i ty / In teres t

Inf luence

Channel Consumpt ion

LEVERAGING YOUR ORGANIZATION'S STRENGTHS A N D RESOURCES

Subject Matter Expert ise

Imagery/Visuals

Dynamic Presenters/Personal i t ies

Data

Organizat ional Vision or Narrat ive

History/ Inst i tu t ional Au tho r i t y

THE COMPETITIVE LANDSCAPE

Unders tand Compet i to rs and External Chal lenges

Avo id Wha t Everyone Else Is A l ready Doing

CONCLUSION

THINK CRITICALLY

KEY TERMS

CONCEPT CASE: CHANNEL SELECTION FOR EQUALITY TODAY

CASE STUDY: MASTERCARD BITES INTO APPLE PAY

Research/Diagnosis

Object ive

Strategy

Tactics

Earned & Paid

Owned

Shared & Owned

Paid, Earned, Shared & Owned

Imp lementa t ion

Repor t ing /Eva lua t ion

Cut through the Chatter

Lead the Conversation on Contact/ess Security

Drive MasterCard Sign-ups on Apple Pay

Theories

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CHAPTER 8 Tactics 131 TACTICAL APPROACHES 133

Paid Media 133

Timing 133

Budget 134

Messaging 134

Content Creation 134

Advertising 134

Advertorial Content 136

Earned Media 136

Timing 137

Budget 137

Messaging 137

Content Creation 139

Media Relations 139

Shared Media 140

Timing • 140

Budget 140

Messaging 140

Content Creation 141

O w n e d Media 141

Timing 142

Budget 142

Messaging 142

Content Creation 142

Website Content Management 142

Marketing 143

Publications 143

CONCLUSION 145

THINK CRITICALLY 145

KEY TERMS 145

CONCEPT CASE: TACTICAL CHOICES

FOR EQUALITY TODAY 146

CASE STUDY: CINNAMILK BY GENERAL MILLS 146

Campa ign Focus: Promot iona l 146

Research/Diagnosis 146

Ob jec t ive 147

Strategy 147

Tactics 147

Paid & Owned 147

Earned 147

Shared 148

Imp lementa t ion 148

Repor t ing /Eva lua t ion 148

Theories 148

Model 148

CHAPTER 9 Implementation 149 KEY SKILLS FOR IMPLEMENTING PR CAMPAIGNS 150

Project Management Basics 150 Budgeting 150 Dividing Tasks among a Team 152 Creating Timelines and Deadlines 152 Setting Clear Expectations and Ensuring Clear Communication 153 Working with Non-PR People 154 Working with the Media 155 Self-awareness and Self-evaluation 157 Persistence and Perseverance 158

PREPARING FOR CHANGE 161

CONCLUSION 162

THINK CRITICALLY 162

KEY TERMS 162

CONCEPT CASE: EQUALITY TODAY MEETS UNEXPECTED OBSTACLES 162

CASE STUDY: MISSING TYPE-U.K.'S NATIONAL HEALTH SERVICE 163

Research and Diagnosis 163 Objectives 163 Strategy 164 Tactics 164

Earned 164 Shared 165 Owned 165

Implementation 165 Reporting/Evaluation 165 Theories 165 Model 165

CHAPTER io Reporting and Evaluation 166 EVALUATING YOUR CAMPAIGN 167

Media Evaluation 169 Digital Evaluation Metrics and Approaches 170 Turning Evaluation into Improvement 172

REPORTING ON YOUR CAMPAIGN 172 Objective-driven Reporting 173 Prioritization: What Information Is Most Important for the Reader? 175 Format: How Should Your Information Be Best Presented to Your Audience? 175

PESO: SPECIAL REPORTING CONSIDERATIONS 176 Paid Media 176 Earned Media 176

Shared Media Owned Media Integrated Reporting

CONCLUSION

THINK CRITICALLY

KEY TERMS

CONCEPT CASE: REPORTING RESULTS-EQUALITY TODAY'S ANNUAL MEETING

CASE STUDY: CANS GET YOU COOKING Research/Diagnosis

Developmental Research and Insights Objectives Strategies Tactics

Paid Earned Shared Owned

Implementation Reporting/Evaluation Theories

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CHAPTER 11 Formulating an Integrated Campaign—Case Studies 184 PRODUCT MARKETING 184

Brewing Inspiration to Engage Coffee Fans 185 Research/Diagnosis 185 Objectives 186 Strategies 186 Tactics 186

Shared 186 Paid + Shared 187 Owned 187 Paid + Owned + Shared 188 Earned + Shared 188 Owned + Shared 188

Implementation 189 Reporting/Evaluation 189

Earned 189 Shared 190

Theories 190 Model 191

ACTIVISM 191 One for All: Mississippians' Fight for a New Flag 191 Research/Diagnosis 191 Objectives 192 Strategy 192 Tactics 193

Earned + Owned

Shared

Owned

Imp lementa t ion

Repor t ing

Theories

Model

ENGAGEMENT Appreciating Mom; World's Toughest Job—American Greetings

Research/Diagnosis

Object ives

Strategies

Tactics

Shared + Owned

Imp lementa t ion

Repor t ing /Eva lua t ion

Earned

Shared

Owned

Theories

Model

CRISIS COMMUNICATION Harambe's Last Day at the Cincinnati Zoo and Botanical Garden

Research/Diagnosis

Object ives

Strategies

Tactics

Owned

Earned

Shared

Imp lementa t ion

Repor t ing /Eva lua t ion

Theories

Model

GLOBAL A N D MULTICULTURAL

UNICEF: Toys in Mourning

Research/Diagnosis

Obiect ives

Strategies

Tactics

Earned + Shared + Owned

Imp lementa t ion

Repor t ing /Eva lua t ion

Theories

Model Teens 4 Pink: Sisters Network and Eisai Inc. with Shared Voice Public Relations

Research/Diagnosis

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Object ives

Strategy

Tactics

Earned

Shared

Owned

Imp iementa t ion

Repor t ing /Eva lua t ion

Theories

Model

INTERNAL COMMUNICATION A N D EMPLOYEE RELATIONS

Respond ing to "Ferguson" : F rom Tragedy to Posit ive Change

Research/Diagnosis

Object ives

Strategies

Tactics and Imp lementa t ion

Earned + Shared

Owned

Repor t ing

Theories

Model

HP Global Wellness Chal lenge

Research/Diagnosis

Object ives

Strategies

Tactics

Owned & Shared

Imp lementa t ion

Challenges during Implementation

Repor t ing /Eva lua t ion

Theories

Model

A P P E N D I X

G L O S S A R Y

R E F E R E N C E S

209

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2 0 9

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275

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2 5 4

INDEX 267