Presentation By:
Courtney Earll & Travis Lehman
o A PR Campaign or program is a series of coordinated, unified
activities and messages, driven by a single strategy, delivered to
relevant publics by a variety of means
o The plan should fit into an overall strategic plan.
o A plan’s design is dictated by the organization’s strategic
objective
•
•
•
•
•
•
•
•
•
•
•
•
Review, Revise and Affirm the Mission Statement
Examine the present situation
Analyze the data
Prepare Forecasts
Write Statements of Objectives
Prepare Statement of Goals
Develop Strategies
Define, Prioritize and Analyze Publics
Prepare Message strategies and statements
Develop media strategy/mix
Develop schedule, assign responsibilities and establish budget
Devise monitoring and measurement systems and procedures
One: Review, Revise and Affirm Mission Statement
o An organization’s mission statement establishes the scope,
domain, and fundamental principles of the organization and
provides a guiding philosophy
o To Review your mission statement ask the following questions:
1. Is it current? Does it reflect the organizations as it
exists today?
2. Is it explicit? Is there any room for misinterpreting
what the organization is all about?
3. Is it understandable?
4. Is it brief?
5. Is it memorable?
6. Does it contain the key words that reflect the
organization's focus?
o If the questions can all be answered ‘yes’ then the mission
statement can be affirmed and the process can continue.
Google Images
Two: Examine the Present Situation
o This step is about gathering information
o Ask what your strengths and weaknesses are
(Page 84)
o The overall effectiveness of the PR program
depends heavily upon the quality of the
information on which it is based.
Three: Analyze the Data
o Analyze the information gathered from the
secondary/primary sources
o Duplicate information is discarded.
o It is common at this stage to look at an organization’s
strengths and weaknesses as well as those of the opposition
or competition.
Google Images
Four: Prepare Forecasts
o If the information is well-defined it will lead management to
draw better conclusions about the future.
o Objectives, goals, and strategies adopted for a program
should be based on solid information, that supports the
clearest possible view of the future.
Google Images
o Goals are to denote long-range outcomes
o Objectives are to denote short-term outcomes
o An objective should be:
A long-term outcome desired
An open-ended statement
Based upon the organization’s mission statement
o Each objective should add value to the organization and
should:
Be feasible
Be acceptable to those involved.
o Most PR plans have only a few long-term objectives-often
only one- and numerous short-term goals.
Google Images
o Goals Are:
Short Range
Specific as to time and degree
Fully measurable
Finite extensions of objectives
o A goal should answer the question, “What one result do you want to
accomplish?”
o Each well-written goal contains the following four components:
1. What is being measured? (Awareness? Attendance? Contribution?)
2. A starting point or base against which to measure
3. Quantities or percentages to be achieved
4. A deadline or amount of time for accomplishment
Google Images
Weak: “Enhance our public image”
Stronger: “Improve recall of important facts about our organizationfrom three to five- among key media representatives by June 1of next
year.”
Weak: “ Improve media relations”
Stronger: “Increase by 10 percent- from 60 percent to 70 percentpositive media coverage on 10 key issues by the end of next year.”
“Public image” and “Media Relations” are the terms that are
measurable.
o A strategy is an approach to solving a problem or capturing an
opportunity and should answer the following:
How shall we proceed?
What approach will guide us?
Google Images
o Define your publics or constituencies
o Basic question that needs to be answered here is: “Who can make the decision
(or take the action) that I want made? And what are those people like?
o This is where demographics, psychographics and lifestyles of your publics come
into play.
o Prioritizing Publics:
Identify your main public
It’s helpful to list the groups in order of priority
The most important at the top of your list
Google Images
o Organizational, business and functional strategies collectively influence and
shape message strategy.
o A good message strategy is simple and can be adaptable to any medium.
o Simplicity:
o Example: The Texas Education Agency called upon LaMancha Group to
assist with a statewide program called, “Child Find” the group
developed this message strategy: Child Find is a federally financed
program designed to locate handicapped children who are not in school,
assess their individual needs and provide them with the educational
services they need.
o The statement captures the essence of the program’s strategy.
Google Images
Adaptability
o The Child Find message was adaptable and was used as an “umbrella”
statement with a “tag” for each major public.
An example of this would be:
For a religious organization presentation the statement would be:
Child Find is a federally funded program designed to locate handicapped
children who are not in school, assess their individual needs and provide them
with the educational services they need. We want to all each child to develop
to his or her fullest potential.
Applicability
o Functional message strategies must apply to every message.
Durability
o May be the toughest part of evaluating the usefulness of a potential
message strategy.
o To be durable each message must have the following guidelines:
Be consistent with and supportive of all other messages
Be tailored especially to a particular public
Be written to fit the format of the medium used to deliver it
o Media strategy/ Mix is one of the most important areas of a PR plan.
o It sometimes doesn’t get the attention it deserves.
o There are seven things to pay attention to for media strategies:
o Attending- which public to “attend” to the most
o Persuasiveness- some media are inherently more persuasive
o Credibility- want to be credible; a message on the Internet can be believable
but face-to-face is better.
o Timing- have the right timing
o Effective Reach-relies on the economic efficiency of reaching the target
public
o Strategic use of Media- Stand a better chance of getting the message across
to your target publics if using a multimedia approach.
o Repetition- use to build memory of the message.
Google Images
Tier One: Most important tier is to develop well-scripted presentations for small
groups and one-on-one presentations.
Tier Two: Might include the development of a series of information pieces that
be used as direct-mail items and for other uses like fact sheets.
Tier Three: We can rely on a range of news releases in this tier- print &
broadcast- to local media. As well, you can coordinate PSAs to the local media.
Develop Schedule
o Self-explanatory, however, you should develop a schedule or timeline.
o Use a spreadsheet and on the columns on the top divide the year into weeks.
o Then going down the spread sheet list the activities and various medias that will be
used.
Responsibilities
o For each activity, one person with overall responsibility should be identified.
Budget
o A budget for each activity also should be included.
Google Images
Control:
o An organization’s first line of control is to assign responsibilities
o A budget is another form of control
Coordination:
o Relates to control but is much broader, richer concept
o Each organization has functional areas which are interdependent
o May be the most difficult aspect of any campaign
Tactical Implementation
o When functional strategic plans are finished and approved it’s time to put them
into action.
o This is where PR writers play a major role in writing brochures, fact sheets, etc. but
a key element is make sure what you write is consistent with the campaign.
o Write to the format of medium the message is being delivered to.
Monitoring and Evaluating
o Monitoring a program is essential
o How can we tell whether the program is working?
o The monitoring process results in an assortment of writing
tasks like e-mails, letters and memos
o When the program is completed it is necessary to evaluate
its productivity
o Many e-mails, memos and letters will be written as part of
the campaign’s final evaluation but the most daunting task
will be a lengthy report that summarizes the results of the
campaign.
o Reports must be highly persuasive but try not to mislead
management.
Courtney’s Questions
1. What is the difference between goals and objectives?
Goals are short-term and objectives are long term.
2. What kind of writing will you be doing in the evaluation stage?
E-mails, memos, letters and reports
3. How many things do you need to remember/ look out for when developing a media
strategy?
a. 12
b. 6
c. 8
d. 7
Travis’ Questions
1. What does an organization's mission statement establish?
2. A strategy should answer two questions. What are the two questions?
3.What is the next step after you have prepared the message strategies and
statements?