COMMUNICATION & PUBLIC RELATIONS

PhD. LAVINIA DOVLEAC

STRATEGIC PR PLANNING
STEP 1: UNDERSTANDING STRATEGY The strategy must support:

The organizations corporate strategy The linking with the companys marketing strategy
It is helpful to involve the responsible for corporate and marketing strategy when planning PR strategy. WHY? They can help explain the organizations wider strategy while PR responsible can explain how PR can be used to support corporate goals.

SUPPORTING MARKETING OBJECTIVES WITH PR

MARKETING OBJECTIVE
To build stronger and more lasting relationships with clients.

SUPPORTIVE PR ACTIVITY
Organize a corporate hospitality event. Produce a quarterly customer newsletter.

To increase the publics Secure positive media awareness of the organization. coverage. Organize an open day. To promote a new line of products more widely. Secure editorial in trade and consumer press. Organize in-store tastings or trial sessions.

STRATEGIC PR PLANNING
STEP 2: SETTING OBJECTIVES These might focus on:

Improving the organizations reputation Raising the organizations profile Building stronger relationships with key groups
OBJECTIVES FEATURES Clear, specific, unambiguous, quantifiable, incorporate a time frame

In order to be relevant, they should be revised periodically.

In order to be effective, they should be achievable.

Clear objectives help the organization to reach the target, to chart progress, to measure results, to assess effectiveness.

STRATEGIC PR PLANNING
STEP 3: IDENTIFYING TARGET AUDIENCES (PUBLICS)

Audiences might include: Customers Use PR persuasively Staff to help shape the way Media others see your Public organization. Investors/shareholders Market analysts Other stakeholders The local community Local, regional/state or national/federal government

STRATEGIC PR PLANNING
STEP 4: DEFINING KEY MESSAGES You have to create PERSONALIZED messages for each principal audience.

HOMEWORK Set a key message that you want to deliver about your organization: Example: the organization is innovative the organization is caring the organization is launching a new product/service etc. Try to set the messages for each audience (public) based on their concerns.

STRATEGIC PR PLANNING
STEP 5: DOCUMENTING THE PLAN A PR STRATEGY IS A WRITTEN DOCUMENT NOT A SET OF IDEAS IN YOUR HEAD!!!

This document contains:

Details of the key public Principal messages per audience Objectives and the ideas for achieving them Measures used to evaluate success Set a date for an interim evaluation Activity timetable

Review your PR strategy every six months.

STRATEGIC PR PLANNING
STEP 6: ASSESSING EFFECTIVENESS

THE AIM OF MEASURING IS TO ASSESS WHETHER OR NOT OBJECTIVES HAVE BEEN ACHIEVED.

What do you do to know if the message reached the audience and achieved the desired outcome??? Use research methods (focus group, questionnaires etc.)

You may need to conduct research before a PR campaign, as well as afterward.

WHY? To obtain an accurate measure of shifts in behavior or attitude.

STRATEGIC PR PLANNING
MEASURING THE EFFECTIVENESS OF A PR CAMPAIGN

INDICATOR
REACH KNOWLEDGE

HOW TO MEASURE EFFECTIVENESS

How well did the message reach the target audience? What is the proof? How well informed and educated is the audience about the company and its products? How do we know? Has the audience grasped the message? How can we tell? Has favor increased with the target audience? How do we know? Has the audiences view been altered in a positive way? Is there any evidence of this? Have peoples opinions changed in the way that was intended? How do we know? Has target audience behavior altered in the intended way? How do we know?

UNDERSTANDING PREFERENCE ATTITUDES OPINIONS

BEHAVIOR

When Tate first opened its doors to the public in 1897 it had just one site, displaying a small collection of British artworks.

Today Tate has four major sites and the national collection of British art from 1500 to the present day and international modern and contemporary art, which includes nearly 70,000 artworks.

Since it opened in May 2000, more than 40 million people have visited Tate Modern.
It is one of the UKs top three tourist attractions and generates an estimated 100 million in economic benefits to London annually.

REFERENCES
Moi Ali: EFFECTIVE PUBLIC RELATIONS - DK Publishing, 2001

Paul Baines, John Egan, Frank Jefkins:

PUBLIC RELATIONS - Routledge 2004