Public Relations Management Session 3 Developing Pr Plan And Strategy
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This document outlines the steps for developing a public relations campaign, including conducting research, performing a situational analysis, defining objectives and key messages, identifying stakeholders and target audiences, developing a strategy and timeline, allocating a budget, selecting appropriate tactics, and creating an evaluation plan. The campaign development process described involves 16 specific steps organized across multiple slides covering essential elements like SWOT analysis, messaging, and output, outgrowth, and outcome metrics for evaluation.
Public Relations Management Session 3 Developing Pr Plan And Strategy
- 1. Public Relations ManagementSemester IVSession 3
- 3. Your time to shineDevelop a PR PlanExercise #1 - Draw up a PR plan for “yourself”Moksh Juneja3
- 4. Public Relations Campaign4ResearchEvaluationSituational AnalysisCrisis CommunicationSMART ObjectivesYOU / Brand / Corporate / SpokespersonBudgetIdentifying PublicsTimelineIdentifying StakeholdersTacticsKey MessagesStrategy
- 5. Public Relations Campaign5ResearchEvaluationSituational AnalysisCrisis CommunicationSMART ObjectivesYOU / Brand / Corporate / SpokespersonBudgetIdentifying PublicsTimelineIdentifying StakeholdersTacticsKey MessagesStrategy
- 6. ResearchNeed to find out opinions aboutBrandCorporateSpokesperson Result should answerThe questions Why?The motivation6Moksh Juneja
- 7. Public Relations Campaign7ResearchEvaluationSituational AnalysisCrisis CommunicationSMART ObjectivesYOU / Brand / Corporate / SpokespersonBudgetIdentifying PublicsTimelineIdentifying StakeholdersTacticsKey MessagesStrategy
- 8. Situational AnalysisSWOT AnalysisPESTLE AnalysisCompetitive AnalysisMoksh Juneja8
- 11. Competitive Analysis11Moksh JunejaSource: “Competitive Strategy” Michael Porter
- 12. Public Relations Campaign12ResearchEvaluationSituational AnalysisCrisis CommunicationSMART ObjectivesYOU / Brand / Corporate / SpokespersonBudgetIdentifying PublicsTimelineIdentifying StakeholdersTacticsKey MessagesStrategy
- 13. Developing smart objectives13Moksh Juneja
- 14. Public Relations Campaign14ResearchEvaluationSituational AnalysisCrisis CommunicationSMART ObjectivesYOU / Brand / Corporate / SpokespersonBudgetIdentifying PublicsTimelineIdentifying StakeholdersTacticsKey MessagesStrategy
- 15. Identifying PublicsLatent publics: Groups that face a problem but fail to recognise itAware publics: Groups that recognise a problem existsActive publics: Groups that are doing something about the problem15Moksh Juneja
- 16. The publicsMoksh JunejaIDENTIFY KEY STAKEHOLDERS16
- 17. Public Relations Campaign17ResearchEvaluationSituational AnalysisCrisis CommunicationSMART ObjectivesYOU / Brand / Corporate / SpokespersonBudgetIdentifying PublicsTimelineIdentifying StakeholdersTacticsKey MessagesStrategy
- 18. Target audience - Demographics
- 19. Target audience – Psychographics
- 20. Public Relations Campaign20ResearchEvaluationSituational AnalysisCrisis CommunicationSMART ObjectivesYOU / Brand / Corporate / SpokespersonBudgetIdentifying PublicsTimelineIdentifying StakeholdersTacticsKey MessagesStrategy
- 21. Key MessagesDeveloping customized message to communicate to the identified public to have a positive actionMoksh Juneja21TA1M 1Positive ActionTA 2M 2
- 22. Public Relations Campaign22ResearchEvaluationSituational AnalysisCrisis CommunicationSMART ObjectivesYOU / Brand / Corporate / SpokespersonBudgetIdentifying PublicsTimelineIdentifying StakeholdersTacticsKey MessagesStrategy
- 23. Public Relations strategyMoksh JunejaCreating Experience OpportunityReputation ManagementPerception ChangeReinforce RelationshipsCreate AdvocatesEstablish Credibility23
- 24. Public Relations Campaign24ResearchEvaluationSituational AnalysisCrisis CommunicationSMART ObjectivesYOU / Brand / Corporate / SpokespersonBudgetIdentifying PublicsTimelineIdentifying StakeholdersTacticsKey MessagesStrategy
- 25. TacticsTools to be used in line with the strategy to achieve the campaign objectivesMedia relationsConferencesPhotographyVideo news releasesLobbyingInterviewsSpeechesNewslettersBlogger relationsPodcastsLeveraging brand positioning through events, etc.25Moksh Juneja
- 26. Public Relations Campaign26ResearchEvaluationSituational AnalysisCrisis CommunicationSMART ObjectivesYOU / Brand / Corporate / SpokespersonBudgetIdentifying PublicsTimelineIdentifying StakeholdersTacticsKey MessagesStrategy
- 28. Public Relations Campaign28ResearchEvaluationSituational AnalysisCrisis CommunicationSMART ObjectivesYOU / Brand / Corporate / SpokespersonBudgetIdentifying PublicsTimelineIdentifying StakeholdersTacticsKey MessagesStrategy
- 29. BudgetAllocating the budget is an essential part of a campaign so all costs should be taken into considerationOperating costsDistribution, administration, travel, production, seminarsHumanOverheads, expenses, salaries EquipmentTelephones, furniture, computers29Moksh Juneja
- 30. Public Relations Campaign30ResearchEvaluationSituational AnalysisCrisis CommunicationSMART ObjectivesYOU / Brand / Corporate / SpokespersonBudgetIdentifying PublicsTimelineIdentifying StakeholdersTacticsKey MessagesStrategy
- 31. Plan BMoksh JunejaA coordinated effort to handle the effects of unfavorable publicity or of an unfavorable event or any deviation from your plan.31
- 32. Public Relations Campaign32ResearchEvaluationSituational AnalysisCrisis CommunicationSMART ObjectivesYOU / Brand / Corporate / SpokespersonBudgetIdentifying PublicsTimelineIdentifying StakeholdersTacticsKey MessagesStrategy
- 33. evaluationOutput (tactical result)CirculationImpressionsTarget Media ReachTarget Audience ReachDelivery of Message PointsQualitative AnalysisCompetitive Analysis33Moksh Juneja
- 34. evaluationOutgrowth (immediate reaction)Focus GroupsDay-after recallMail interceptsCall insContest entriesEvent Participation34Moksh Juneja
- 35. evaluationOutcome (long-term change)Before and after pollsComprehensive multifaceted communications auditAdvanced data analysisPsychographic analysisFactor and cluster analysisPerceptual Mapping35Moksh Juneja
- 36. Thank youContactMoksh Juneja Social Media CatalystAvignyata Inc.Mobile: +91 9322121170Email: [email protected] Juneja36