Planning PR Programmes

1. Planning PR Programmes • Planning permits the development of integrated public relations efforts that support an organization’s goals in a positive rather than a defensive manner. Planning provides the opportunity to involve management from other areas of the organization and to ensure their cooperation and support.

2. Classic PR Blunder • 1985 - “New Coke” • Coca-Cola’s ill-fated response to the growing threat by Pepsi • Ad campaign boasted about the “new taste” • Research and focus groups might have avoided this blunder

3. Elements of a Plan • There are eight elements to developing your plan: • Situation • Objectives • Audience • Strategy • Tactics • Timing • Budget • Evaluation

4. 1. Situation • Summary of your research on why the PR campaign/program is needed • It is CRITICAL that this be adequately researched • Everything else will be irrelevant if this step is not adequately prepared

5. Example • In our “New Coke” example, Coca-Cola misidentified the situation • They erroneously assumed that their consumers preferred the sweeter taste of Pepsi • The new product and messaging “missed the mark” due to bad assessment

6. 1. Situation • Determine the expectations of the client • “Sanity check” the expectations with reality • Contextualize your assessment within both the short-term and long-term goals of your client

7. Example: MySpace.com • Situation: • A subset of the MySpace.com user base is upset that Fox/NewsCorp has acquired the social networking site (via Fox Interactive Media) • As a result, the financial and tech media have reported that this disgruntlement may pose a risk to the future growth of the site

8. Example: MySpace.com • Situation: • While growth continues to explode at MySpace.com, there is concern that the site’s “cool factor” may be at risk with its core user base • In particular, early research has shown concern that the site will “sell out” or change from its current configuration

9. 2. Objectives • Once you have defined the situation/problem, it is time to create the objectives • Objectives should: • Help to solve the problem and/or address the defined situation • Be achievable • Be measurable

10. 2. Objectives • Informational Objectives • Designed to inform and increase awareness • Motivational Objectives • Aims to change attitudes and modify behavior

11. Example: MySpace.com • Objectives: • To maintain and nurture the perception among users that MySpace.com is independent in spirit and operation • To minimize intrusions on the creative and editorial expressions of the community

12. MySpace.com Example • The stated objectives are informational • Can you think of examples of “motivational objectives” that might also be developed?

13. 3. Audience • Identify the group of people to whom you are directing your communication • There may be several groups • Which are most important to your client?

14. Example: MySpace.com • Audience • Internet users • Ages 12-34 • A large amount of use is among high school students • 81% of the online social networking audience • Second place: Facebook.com with 7%

15. 4. Strategies • How will you achieve the objective(s)? • This is your plan of action • How will the audience see this in relation to its own self interest? • Include key copy points • These are the central themes that should be repeated and reinforced through all messaging

16. Example: MySpace.com • Strategy • MySpace.com encourages and enables a wide range of creativity, diversity and independence among its user base

17. 5. Tactics • The “execution” of the plan • How will you realize and achieve your strategy? • Describes the specific communication activities used to achieve the stated objectives

18. 5. Tactics • Can take the form of: • Media placements (Articles, news features) • Pamphlets/newsletters • Endorsements by tastemakers • Advertising campaigns • “Viral” marketing

19. Example: MySpace.com • Tactics: • Recruit “indie” or credible known artists to use and discuss the site • Conduct a “counter-culture” campaign that highlights independent, diverse and creative spaces created on the site • What are other tactics that might work?

20. “Viral” PR • One of the most effective “new” PR strategies uses “viral” techniques that spread among “infected” audience members

21. Example: Burger King • Fast-food chain Burger King has fallen on hard times • Menu items have not remained competitive • The chain has fallen from second to third in the U.S. (behind McDonald’s and Wendy’s) • Customers perceived it as “unhip” and “dated”

22. Enter the “Subservient Chicken”! • To help its image, Burger King conducted a viral marketing campaign on the Internet • It quietly introduced the Web site www.subservientchicken.com • It downplayed its direct relationship to the site so that the audience would not perceive to be a “hard sell”

23. 6. Calendar • Establish a timetable to start and complete your project • The calendar should have achievable “milestones” that mark defined accomplishments for each step of the task • This documents actual anticipated achievements, rather than mere discussion of them

24. 6. Calendar • Examine synergy opportunities for your campaign • Example: MySpace.com aligning a media campaign with 4th of July holiday to assert “independent spirit” • Schedule activities/actions intelligently • Plan ahead • Some media placements have an early deadline months before the public will be exposed

25. 7. Budget • How much money will your plan cost? • How much money do you have? • Allow 10% for unexpected contingencies

26. 8. Evaluation • Did you achieve your objectives? • Find and report tangible evidence of success or shortcomings in the campaign • It is common to do a pre-test/post-test analysis of consumer awareness and/or sales before and after the campaign