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PR CampaignPR Campaign

Techniques & Tools

andResearch Methodology

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ObjectivesObjectives

y Relate the role of communication to PR

efforts

y List the various media that could be used

for publicity

y Outline the advantage and limitation

y Evaluate the various tools

y Identify other selected media

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Tools & MethodsTools & Methods

y Traditional Media

y Conventional Media

y

New Mediay Community Relations Activities

y Selective Media

y

Promotional Methodsy Special Events

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Traditional MediaTraditional Media

y Street Play

y Puppet Show

y

Exhibition and Fairsy Hoardings, Pamphlet

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Pictorial AdPictorial Ad

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ConventionalConventional MediaMedia

y Press: News Releases, Articles, Features,

Editorial, Letter to the Editor

y Television: Ad, Promotional feature

y Radio: News Bulletin, News Reel

y Films: For internal & external

y Video:

y Organising Press Conference, Press Tours

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Example of Press ReleaseExample of Press Release

Bombay, Nov.16. The Kandla Port Trust

has finalized a contract with Trafalgar

House Construction India Ltd. (former

Cemindia) for constructing the third oil jetty at a cost of Rs. 12 crores. It will be

used for unloading oil from ships up to

45,000 dwt capacity.

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New MediaNew Media

y Online Press Release

y Internet

y

Websitey E-Mail

y Online Newsletter

y

Social Media, Blogy Video & audio for enhanced web

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Community RelationsCommunity Relations

ActivitiesActivitiesy Sponsorshipsy Scholarshipsy Contributionsy

Employee volunteer programsy Donations (time, money, materials, services)y Community participation (board

membership, events, subscriptions, etc.)y

Community relations adsy Community relations newsletter/materialsy Websites and online communities

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Selective MediaSelective Media

y In-house Journal

y Newsletters

y Direct mails

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Promotional MethodsPromotional Methods

y Institutional Advertising

y Material Exhibitions

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Special EventsSpecial Events

y Opening Days

y Celebrating 25th Anniversary

y Foundation Day Celebration

y Special Dept. inaugurating with celebrities

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Barbie·s 50Barbie·s 50thth AnniversaryAnniversary

y Barbie·s 50th anniversary proved to be successful, generating over 30 television

reports spanning news, lifestyle, business and children·s programs in target markets

such as Sweden,Denmark, Norway, the Netherlands,Finland and Belgium.

y Highlights include a 3.5 minute segment on CNN·s World Business Today, a 4 minute

segment on CNBC and a report on BBC World. Coverage extended way beyond

the target markets with Ogilvy PR·s footage also appearing on television and online

in Australia, China, France, Italy, Germany, France and the United Kingdom. In

addition, a social media release featuring b-roll from the event generated over 900

views by journalists in just 30 days.

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During Crisis ManagementDuring Crisis Management

CrisisManagement

Co-ordinatewith officials& media men

Communicate(Internally &Externally)

Mediate(Serve asmediator

between theorg. & the

press)

Evaluate(the various

actions whichled to thesituation)

Pre-mediate(Develop

plans)

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Research MethodologyResearch Methodology

y Motivation Research: investigate the way in

which people react to given circumstances or

conditions (Psychology, environmental & social pattern)

y Opinion Research: test of opinion personally, itbased upon the mathematical basis of sampling

y Panel Research: investigating public opinion by

using the panel

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What is SamplingWhat is Sampling

y The act, process, or technique of selecting

a suitable sample, or a representative part

of a population for the purpose of  

determining parameters or characteristicsof the whole population.

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Types of samplesTypes of samples

Probability sampling

 ² Simple random sample

 ² Systematic random sample

 ² Stratified sample

 ² Cluster sample ² Multistage sampling

Non-probability sampling

 ² Convenience sampling

 ² Purposive sampling ² Modal Instance sampling

 ² Expert sampling

 ² Quota sampling

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Probability vs.Probability vs. nonnon--probabilityprobability

Probabilistic samples

We know the odds or

probability that we have

represented the

population well. We are able to estimate

confidence intervals for

the statistic.

Generally more accurate

and rigorous, but notalways feasible

Non-probability

samples

We may or may not

represent the populationwell

It will often be hard for

us to know how well

we've done so.