Creating Needs & Developing PR StrategySession 10

Strategy is...

A BStrategy

Strategy

Consists of a combination of planned & emergent

processesInvolves a general direction

and not simply plans or tactics

Is about the organization and its environment

Tactics

A BStrategy

Tactics Tactics

Tactics

Developing PR Strategy

FOUR PHASES

NINE STEPS

Four Phases

Formative Research

Strategy

Tactics

Evaluative Research

Nine Steps

Phase 1 Formative Research

Step 1: Analyzing the Situation

Step 2: Analyzing the Organization

Step 3 Analyzing the Publics

What is the situation facing the organization?

What is the background of the situation?

What is the significance or importance of the situation?

Internal Environment

Public Perception

External Environment

Identifying Publics

Who are the major publics for your organization?

Who are the key publics for this situation?

Who are the major opinion leaders for these publics?

Analyzing Publics

What is the nature and type of each key public?

What are the major wants, interests, needs and expectations of each public?

What benefits can you offer this public?

Step 4: Establishing Goals &

Objectives

Step 5: Formulating Action & Response Strategies

Step 6: Designing Effective

Communication

Phase 2 Strategy

CLEAR, SPECIFIC, MEASURABLE

What are the goals?

What position do you seek?

What are the specific objectives (awareness, acceptance and action)?

What proactive strategies might you develop?

What reactive strategies might you develop?

How consistent are these strategies with past practices of your organization?

Message Source

Message Appeal

Verbal and Nonverbal Communications

Nine Steps

Step 7: Selecting Communication Tactics

Step 8: Implementing the Strategic Plan

Phase 3 Tactics

Interpersonal Communication and Involvement

Organizational Media Tactics

News Media Tactics

Advertising and Promotional Media Tacticsa

What specific initiatives, sections or groupings of tactics make this plan workable?

What public, goal and objective does each tactic serve?

What is the budget and schedule for each tactic?

Nine Steps

Step 9: Evaluating the Strategic Plan

How will you measure awareness objectives?

How will you measure acceptance objectives?

How will you measure action objective?

Phase 3 Evaluative Research

The Four Steps Strategy

Objectives

Audiences

Channels

Skills

Four Steps Strategy

Objectives

Audiences

ChannelsSkills

What is the desired communication outcome? What do we want the audience to do or not do?

Who is our target audience? What are our target audience needs, concerns, and interests?

What is our message? What communication channel is most effective? Who is the most believable spokesperson?