1 6 point plan & inhouse v consultancy pr. 2 focus for tonight session 1 :more on 6 point plan...
TRANSCRIPT
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Focus for tonight
Session 1 : More on 6 point planSession 2 : Inhouse Vs
consultancy
Next : Role of Press OfficerMedia relationsSection 2 Gunning (6)And Chapter 12
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Review of Homework
Award winning case studies 2003 - update?
Gunning section 1 - feedback? Codes - 15 key areas? Long
version? Practise Q1?
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6 point plan - need to know! Appreciation of Situation Determining Objectives Defining Publics Selecting PR media &
techniques Budgeting Assessing results
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Appreciation of Situation
EVERYTHING THAT IS KNOWN ABOUT HOW AN ORGANISATION IS PERCEIVED
WHERE ARE WE NOW? IN PR TERMS INCLUDING WHAT IS NOT KNOWN OR
WHAT IS MISUNDERSTOOD! PR PROFESSIONALS CONDUCT A SWOT
ANALYSIS OFTEN PACKAGED AS A PR AUDIT WHY IS IT IMPORTANT TO BE THOROUGH
AND CHALLENGING AT THIS FIRST STAGE?
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How do we find out?
COMMISSION RESEARCH OPINION POLL
IMAGE STUDY
AND/OR DO IT YOURSELF
NAME SOME BIG RESEARCH HOUSES?
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Informal research methods?
DESK RESEARCHCOMPLAINTSFINANCIAL SITUATION - REPORTSMEDIA ATTITUDESEMPLOYEE-MANAGEMENT RELATIONSCOMMUNITY RELATIONS
ON THE NETREAD NEWSGROUPSKNOW CHAT ROOMS
UTILISE DIRECTORIESSUBSCRIBE TO MAILING LISTS
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Open the IPR Toolkit
From the PR Research & Evaluation Toolkit, sponsored by the PRCA, IPR and PR Week..
COMPANY BACKGROUND HISTORY OF THE ORGANISATION, ITS MISSION
AND VALUES
DEFINE THE MARKET, SECTOR OR ENVIRONMENT AND THE ORGANISATIONS POSITION WITHIN IT – CAN YOU SEE BUSINESS OR MARKETING PLANS
WHAT DOES THE ORGANISATION DO?
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Company background
KEY PUBLICS, HOW DO THEY VIEW THE ORGANISATION AND HOW DOES THE ORGANISATION WISH TO BE SEEN
WHO ARE THE KEY PEOPLE IN THE ORGANISATION AND THE SECTOR
WHERE DOES THE ORGANISATION WANT TO BE IN 3/5 YEARS AND WHAT WILL INFLUENCE THOSE AMBITIONS?
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Company background
DESCRIBE THE COMPETITION, INCLUDING STRENGTHS AND WEAKNESSES
WHAT KEY ISSUES IN THE SECTOR OR FACED BY THE ORGANISATION MIGHT AFFECT THE PR PLAN (LIST AND PRIORITISE THEM 1-5)
WHAT INFORMATION EXISTS ALREADY FROM RESEARCH OR STUDIES
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Commercial information
HISTORY OF PRODUCT/SERVICE, MARKET SHARE, STRENGTH OF BRAND ETC.
MARKET OR SECTOR CHARACTERISTICS SWOT ANALYSIS OF PRODUCT/SERVICE OR
ORGANISATION COMPETITORS AND /OR ROLE MODELS AND WHY LEGISLATION OR ISSUES THAT MIGHT AFFECT CAMPAIGN LIST IN ORDER KEY AUDIENCES, INCLUDING
INFLUENCERS (1–5) EXISTING DATA, CASE STUDIES
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PR track record? PREVIOUS PR TASKS HOW SUCCESSFUL AND WHY – ANY EVIDENCE? (CUTTINGS) IS PR MEASURED ALREADY AND HOW DESCRIBE THE EFFECTIVENESS OF
COMPETITORS PR HOW IS PR VIEWED IN THE ORGANISATION? WHO DOES (OR COULD) CHAMPION PR’S
STRATEGIC CONTRIBUTION REVIEW COMMUNICATIONS WITH
PARTICULAR AUDIENCES; ANNUAL REPORTS, EMPLOYEE NEWSLETTERS
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PUBLICS “Publics are those groups of people
internally and externally with whom an organisation communicates” Jefkins
Area examiner says is often mentioned in exam papers but not developed.
WHO ARE THEY? THE COMMUNITY POTENTIAL EMPLOYEES EMPLOYEES SUPPLIERS INVESTORS DISTRIBUTORS CONSUMERS/USERS OPINION LEADERS
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PUBLICS
PROFESSOR JAMES GRUNIG’S FOUR TYPES OF PUBLICS
ALL ISSUE PUBLICS Active all issuesAPATHETIC PUBLICS Inactive all issuesSINGLE ISSUE PUBLICS Active one or limited issuesHOT ISSUE PUBLICS Active after
media exposure/topic is of widespread interest
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DEFINING OBJECTIVES RESEARCH WILL DEFINE PROBLEMS &
OPPORTUNITIES I.E. WHERE ARE WE NOW? OBJECTIVES ARE ABOUT - WHERE ARE WE
GOING CONSULTATION WITH DEPARTMENT HEADS
– Personnel & Production– Company Secretary/Finance– Exports & Sales– Advertising & Marketing– Research and Development– Chief Executive
NEXT STEP: MAKE OBJECTIVES SMART
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DEFINING OBJECTIVES ELEMENTS WHICH SHOULD BE CONTAINED IN
PR OBJECTIVES– TO INCREASE/TO DECREASE/TO MAINTAIN– WHAT PEOPLE ARE AWARE OF, KNOW OF OR
UNDERSTAND/HOW PEOPLE FEEL/WHAT PEOPLE DO
– BY WHATEVER MEASURE IS RELEVANT– BY A PARTICULAR DATE
Example: To increase the number of homeowners from 13% to 20% PLUS who know that kitchen fires destroyed 2,500 homes last year, by end of this calendar year.
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Why budget?
PUT A COST ON THE PR PROGRAMME
SEE WHAT CAN BE DONE FOR A SPECIFIC COST
PROVIDES A CHECKLIST OF WHAT IS TO BE DONE
IMPOSES DISCIPLINE USEFUL FOR EVALUATION
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Assessing results 1. OBSERVATION AND EXPERIENCE 2. FEEDBACK AND ITS ASSESSMENT 3. RESEARCH
ASSESSING MEDIA COVERAGE FOR WHICH YOU WERE RESPONSIBLE
1. SOURCE AND TONE2. POTENTIAL AUDIENCE SIZE (OTS)3. PICTURE USAGE4. SHARE OF VOICE ACHIEVED5. RESPONSE
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In-house PR Department– JEFKINS 6 ADVANTAGES
A FULL TIME SERVICE GOOD COMMUNICATION CONTINUITY VALUE FOR MONEY IMMEDIATE ACCESS TO
INFORMATION AND DECISION MAKERS
PROXIMITY
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In-house PR Department6 DISADVANTAGES JEFKINS LISTS ARE
LACK OF IMPARTIALITYNARROW RANGE OF EXPERIENCELACK OF TRAININGPR ASSIGNED TO INAPPROPRIATE
PERSONNELRESPONSIBILITY FOR PR ASSIGNED
TO TOP MANAGEMENTPRO EMPLOYED FOR WRONG
REASONS
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Consultancy PR - AdvantagesJEFKINS GIVES 6 REASONS
INDEPENDENT UNBIASED ADVICEVARIED EXPERIENCEWIDE RANGE OF MEDIA
KNOWLEDGE/CONTACTSLOCATIONACCESS TO AND KNOWLEDGE OF
SERVICESINTERNATIONAL SERVICES
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Consultancy PR - Disadvantages
•DISADVANTAGES - JEFKINS
PARTIAL SERVICELACK OF INTIMACYDIVIDED LOYALTIESLACK OF SPECIALIST
KNOWLEDGEINEXPERIENCED/JUNIOR STAFF
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Managing the client relationship REGULAR MONTHLY MEETING
WITH CLIENT PROPERLY PLANNED CONTACT REPORT ACCURATELY
AND EFFICIENTLY ISSUED OTHER ELEMENTSCOMPATIBILITYLEARNING HOW EACH OTHER WORKSPUNCTUALITYPROMPT CLEARANCEFLOW OF INFORMATION
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QuestionsHaving worked as an in-house PR
person within a large organisation for a number of years, you have recently changed jobs to work with one of the larger PR consultancies in the city. The director of your consultancy is interested in your views on the similarities and differences between the functions of in-house PR and consultant. Write him a memo. (May 00)
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QuestionsYou have recently retired from PR,
having spent almost equal portions of your professional life working in-house and working consultancy. The PR Institute has asked you to deliver a lecture outlining the key similarities and differences between the practice of PR in-house and consultancy. Write the notes which will form the basis of your speech. (Sept 00)
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QuestionsYour managing director has recently
developed an interest in PR and now wants to appoint someone to handle PR for the company. He has asked you for your advice about whether or not he should retain a consultancy, or recruit someone to an in-house position. Write him a memo outlining the advantages and disadvantages of in-house and consultancy.