03.03 growth in pr pr planning - oksana hoshva

transcript

Оксана Гошва, HOSHVA PR Growth in PR-‐5

03.03.12

PR Planning

successful public relaKons campaigns do not just happen

• sound research • meKculous planning

• and careful implementaKon

they are the

result of

Anne Gregory, 2009

list of excuses that are offered for not planning

• We don’t have Kme • Why plan when things are changing so fast?

• We get paid for results, not for planning

• We’re doing OK without a plan

list of excuses that are offered for not planning

Scott Munson Cutlip, 2006

як можна відповісти на ці аргументи?

We don’t have Kme ?

We don’t have Kme Those with a plan

make beher use of their Kme

Why plan when things are

changing so fast? ?

Why plan when things are changing

so fast? Plans are flexible, providing a starKng point from which changes are made

We get paid for results, not for

planning ?

We get paid for results, not for

planning This actually leads to a focus on acKviKes rather than results that count

We’re doing OK without a plan

We’re doing OK without a plan This short-‐term perspecKve

ignores that conKngency planning is an important

aspect of planning as a whole

while accepKng that preparing a

plan is no guarantee of its

success

planning greatly enhances its chances

reasons for planning PR acKvity

•  focuses effort •  improves effecKveness •  encourages the long-‐term view •  assists proacKvity •  reconciles conflict • minimises mishaps •  demonstrates value for money

reasons for

planning PR

acKvity

Anne Gregory, 2009

PR planning models

Cutlip

Gregory Smith

the circular nature of public relaKons

planning four-‐step problem-‐solving process

Cutlip

Gregory

• Step 1: Analyzing the SituaKon • Step2: Analyzing the OrganizaKon • Step3: Analyzing the Publics

Phase One: Forma2ve Research

• Step 4: Establishing Goals and ObjecKves • Step 5: FormulaKng AcKon and Response Strategies • Step 6: Using EffecKve CommunicaKon

Phase Two: Strategy

• Step 7: Choosing CommunicaKon TacKcs • Step8: ImplemenKng the Strategic Plan Phase Three: Tac2cs

• Step 9:EvaluaKng the Strategic Plan Phase Four: Evalua2ve Research

яку модель для планування обрали б ви

Gregory

а якщо ще простіше?

всього 6 запитань

How is success to be judged?

How the message should be communicated?

What should be said?

Who should be talked to?

What does the plan seeks to achieve?

What is the problem?

one of the main weaknesses in public relaKons planning is se{ng

What does the plan seeks to achieve?

як ви гадаєте, чому?

either because they describe processes (‘organize a press

event’) rather than end points

or because they are so vague that they are useless as success (or otherwise) cannot be

established

objecKves se{ng weaknesses

Anne Gregory, 2009

objecKves se{ng

objecKves set at one of three levels

• AhenKon • A{tude • AcKon

objecKves should be SMART

• specific • measurable • achievable •  resourced • Kme bound

objecKves are organizaKonally

relevant and deliverable

• All the PR objecKves are organizaKonal objecKves

• Ensure the objecKves are PR objecKves

• Promise what is achievable

• Work to prioriKes

не бійтеся to quesKon objecKves!

Analysis and Research

What is the problem?

Що дає?

• Розуміння issues and opportuniKes

• Виявляє які дії треба зробити

Що аналізуємо?

• Environment (організацію та контекст)

• Publics

• Informal research

• Formal research

Analysis and Research

Who should be talked to?

stakeholders & publics

меппінг сегментування

by geographic - where they live, work by demographics - age, gender, income by psychographics - attitudes, opinions by group memberships - e.g. clubs, societies

messages and content

What should be said?

кроки у формуванні повідомлень

take exisKng arKculated percepKons that encapsulate the issue of problem

define what realisKc shits can be made in those percepKons

IdenKfy realisKc elements of persuasion (раціональні і емоційні; цифри і факти/історії і приклади)

ensure that the message or content is deliverable and credible through PR acKvity

How the message should be communicated?

strategy

-‐ overall concept,

approach or general plan

-‐ the coordinaKng theme or factor

-‐ the guiding principle or purpose

-‐ the big idea

-‐ the raKonale behind the program

TacKcs

Is the tacKc appropriate?

Is the tacKc deliverable?

Timescale and resources

resource

How is success to be judged?

•  EffecKve evaluaKon starts with effecKve objecKve se{ng. At its simplest, PR evaluaKon is simply checking that the objecKves set have been met.

•  EvaluaKon is a research-‐based discipline. All public relaKons pracKKoners need to have some understanding of research methods.

•  EvaluaKon focuses on the process of public relaKons acKvity. The more effecKve the process, the more likely the impacts sought will be achieved.

•  EvaluaKon also focuses on the impact of public relaKons acKvity. The ulKmate purpose of public relaKons acKvity is the impact on the publics being addressed.

•  EvaluaKon is user-‐dependent. The success of public relaKons acKvity is judged on the criteria important to the client or employer concerned.

EffecKve approach

to evaluaKon

•  Se{ng SMART objecKves •  Building in evaluaKon from the start •  Agreeing measurement criteria with whomever will be judging success

•  EvaluaKng and monitoring as the campaign progresses

•  Taking an objecKve and scienKfic approach •  EvaluaKng processes •  Establishing open and transparent monitoring processes, through for example, monthly review reports.

principles that can help to make

evaluaKon easier

Оксана Гошва +38044 364 14 33 (office)

+38050 384 71 78 (mob)

hoshva@hoshvapr.com.ua

03.03 growth in pr pr planning - oksana hoshva

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