Master of Arts in Communication : Corporate Communication Studies
Course : Strategic PR Plan (141002SPRP06)
elearning.lspr.edu Session Topic : PR Planning & Strategy Course: Strategic PR Plan By Sriati Rusmin M.Si LSPR eLearning Program Powered by HarukaEdu.com - 141002SPRP06- Hal 3 Part 1 PR Planning Part 2 Situational analysis Content Part1 : PR Planning Powered by HarukaEdu.com - 141002SPRP06- Hal 5 What is the problem? > Research the issue does the PR plan seek to achieve? > Set objectives should be said? > Define the messages Who Should we talk to? > Identify the audience PR Planning : Basic questions What & Who Powered by HarukaEdu.com - 141002SPRP06- Hal 6 How Should it be communicated? > decide what channels and PR techniques to use Do we know if its worked? > plan evaluation PR Planning : Basic questions - How Powered by HarukaEdu.com - 141002SPRP06- Hal 7 What do they have in common? PR Planning : Models Powered by HarukaEdu.com - 141002SPRP06- Hal 8 PR Planning : Four stage process 2 - Planning & Programming 1 - Defining PR problems 3 - Taking action & Communicating 4 - Evaluating the program SITUATION ANALYSIS Whats happening now? STRATEGY : What should we do, say, and why? EVALUATION How did we do it? IMPLEMENTATI ON: How & When do we do & say? Powered by HarukaEdu.com - 141002SPRP06- Hal 9 PR Planning : Strategic Planning Pyramid Actions Overall Approach How we know we have arrived? What direction we need to move? Why we exist? Should be specific Based on: Austin and Pinkleton (2001) Tactics Strategy Objectives Goals Mission : : : : : Powered by HarukaEdu.com - 141002SPRP06- Hal 10 PR Planning : Another Model Source: Gregory, A. (2000). Planning and Managing Public Relations Campaigns Part2 : Situational analysis Powered by HarukaEdu.com - 141002SPRP06- Hal 12 ...Conduct situational analysis Where, are we now? do we want to be? What, are the issues? Before formulating your objectives and strategy Powered by HarukaEdu.com - 141002SPRP06- Hal 13 Or EPISTLE : also includes Information, Legal, green Environment PEST : Analysis of broad issues which organization has little control over Powered by HarukaEdu.com - 141002SPRP06- Hal 14 SWOT model : An analysis of organization from inside STRENGTHS Leadership Reputation WEAKNESSE S Complacent Traditional OPPORTUNI TIES Emerging market THREATS Competitors INTERNAL EXTERNAL Powered by HarukaEdu.com - 141002SPRP06- Hal 15 You might conduct: Focus groups Field reports from sales force Audit stakeholders Media audit Monitor online environment Ask committees, hold open panels Researching the publics attitudes Powered by HarukaEdu.com - 141002SPRP06- Hal 16 Objectives represent the specific knowledge, opinion, and behaviour outcomes to be achieved Objectives should: Give focus & direction for developing strategies and tactics Provide guidance and motivation to those implementing the plan Example of a poorly worded objective: To prepare a new brochure about recycling Setting objectives Powered by HarukaEdu.com - 141002SPRP06- Hal 17 Begin with To, followed by a verb describing the direction to the intended outcome Specify the outcome to be achieved : peoples understanding, feelings, and behaviors Outline the magnitude of change or level to be maintained in measurable terms Set a target date for when the outcome will be achieved Writing measurable objectives Powered by HarukaEdu.com - 141002SPRP06- Hal 18 SMART : Specific-Measurable-Achievable-Relevant- Time-based goals Examples: Increase awareness from 35% to 50% within eight weeks of the campaign launch among 25-45 year old ABC1 women Position the service as the friendliest on the market within a 12-month period among 70% of heavy chocolate users Maintain brand xx as the preferred brand of photocopiers among at least 50% of current UK buyers within 12 months of launch SMART : Objectives & Examples Powered by HarukaEdu.com - 141002SPRP06- Hal 19 Groups Are not homogenous. Can not always reach all! Publics Be specific when identifying publics. Can be: Internal and/or external; Latent, aware, active Media targets : can only be identified after youve identified target audience! Identifying publics Powered by HarukaEdu.com - 141002SPRP06- Hal 20 Public / Stakeholder COMPANY COMMERCIAL Customers Competitors OVERSEAS Customers Governments Business partners GOVERNMENT Local governments PUBLIC Opinion formers Media Community FINANCIAL Media City Banks INTERNAL Employees Unions Powered by HarukaEdu.com - 141002SPRP06- Hal 21 Prioritizing publics Keep Satisfied Key Players Minimal Effort Keep Informed High Low Low High Level of Interest Powered by HarukaEdu.com - 141002SPRP06- Hal 22 Prioritizing internal publics Unclear about strategy but willing to help. Around 50% of employees do not know what the strategy is. Clear and willing. These people are hot shots warm to company aspirations and fired up to achieve them. Unclear and unwilling. Not sure about where company is going, but drag their feet anyway. Clear but disagree. Resist because they disagree. High Low Low High Clear about Direction Focus should be made on people who are unclear about strategy but who are willing to help elearning.lspr.edu Associate Partners : Powered by HarukaEdu.com Course : Strategic PR Plan (141002SPRP06)