public relations campaigns - gbv
TRANSCRIPT
Public Relations Campaigns
An Integrated Approach
Regina M. Luttrell
Syracuse University, New York
Luke W. Capizzo
University of Maryland, College Park
(USAGE Los Angeles | London | New Delhi
Singapore | Washington DC | Melbourne
Detailed Contents
FOREWORD xvii
PREFACE xx
WHY INTEGRATED CAMPAIGNS? WHY NOW? xx
ORGANIZATION OF THE BOOK xxi
ACKNOWLEDGMENTS xxvi
ABOUT THE AUTHORS xxvii
INTRODUCTION: Campaigns in the Professional Public Relations Context 1
PUBLIC RELATIONS THEORIES AND PRINCIPLES 2 Excellence Theory 2 Systems Theory 3 Diffusion Theory 4 Framing Theory 5 Agenda Setting & Agenda Building Theories 6 Situational Crisis Communication Theory 7 Two-step Flow Model 7
MODELS OF PUBLIC RELATIONS PRACTICE 9 Press Agentry 9 Public information 9 Two-way Asymmetrical 9 Two-way Symmetrical 10
PUBLIC RELATIONS PLANNING MODELS 10 R-A-C-E, R-O-P-E, or R-O-S-l-E 10 ROSTIR: Research, Objectives, Strategies, Tactics, Implementation & Reporting 11 Communication Goals 11
PULLING IT ALL TOGETHER 12
THINK CRITICALLY 13
KEY TERMS 13
CONCEPT CASE: EQUALITY TODAY 13
CHAPTER i Introduction to Integrated Campaigns 14
A NEED FOR NEW PUBLIC RELATIONS PLANNING MODELS 15 Emerging Models 15
THE SIX STEPS OF ROSTIR 16
THE VALUE OF PUBLIC RELATIONS PLANNING MODELS 16
CONCLUSION 20
THINK CRITICALLY
KEY TERMS
CONCEPT CASE: INTRODUCING EQUALITY TODAY
CASE STUDY: "SEIZE THE HOLIDAYS" WITH KRUSTEAZ: A VIRTUAL BAKING EVENT
Research/Diagnosis Objectives Strategies Tactics
Earned
Shared
Owned
Implementation Reporting/Evaluating Theories Models
Strategic Communicat ion Campaign Fundamentals WHY WE PLAN
ELEMENTS OF A STRATEGIC PLAN Research. Diagnosis, and Goal Setting Objectives Strategies Tactics Implementation Reporting/Evaluation Budget
PUTTING IT ALL TOGETHER
CONCLUSION
THINK CRITICALLY
KEY TERMS
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CONCEPT CASE: MISSION-DRIVEN PLANNING FOR EQUALITY TODAY 35
CASE STUDY: OSCAR MAYER'S WAKEY, WAKEY, EGGS AND BAKEY! 36
Research/Diagnosis 36 Objectives 37 Strategies 37
Target Audience 37
Tactics 37 Owned 37
Shared 38
Earned 38
Implementation 38 Reporting/Evaluation 38 Theories 39
CHAPTER 3 Understanding PESO 40 WHAT IS PESO? 40
Paid Media 42 Earned Media 43 Shared Media 43 Owned Media 43
WHEN SHOULD EACH OF THE PESO CHANNELS BE USED? 43
Campaigns in Action 44 Paid Media 44 Earned Media 45 Shared Media 46 Owned Media 47
CONTINUOUS INTEGRATION 49
CONCLUSION 50
THINK CRITICALLY 50
KEY TERMS 51
CONCEPT CASE: EQUALITY TODAY'S CHANNEL, PARTNER, AND MEASUREMENT BRAINSTORMING 51
CASE STUDY: THE PROUD WHOPPER-BE YOUR WAY CAMPAIGN 51
PESO Model 51 Owned 51 Shared 52 Earned 52 Paid 52
Theories 53
CHAPTER 4 Research, Part 1: Diagnosis and Developmental Research 54 DEVELOPMENTAL RESEARCH: DIAGNOSING THE PROBLEM AND/OR OPPORTUNITY 55
RESEARCHING AND MEASURING THE PROBLEM/OPPORTUNITY 58
RESEARCH TERMINOLOGY AND TECHNIQUES 60 Data 60 Qualitative and Quantitative Research 60 Secondary and Primary Research 61 Validity 61
CONDUCTING RESEARCH 62 Secondary Research 62
Case Studies 63 Government Data 63 Scholarly Research 63 Think Tank/Nonprofit Reports 63 Trade Association Research 64
Primary Research 64 Polling and Surveys: Opinion and Awareness 64 Content Analysis 66 Competitor Analysis 68 Experimental Research 69 Interviews 69 Focus Groups 70
CONCLUSION 72
THINK CRITICALLY 72
KEY TERMS 72
CONCEPT CASE: RESEARCH FOR ISSUE PRIORITIZATION AT EQUALITY TODAY 72
CASE STUDY: HALLMARK ITTY BITTYS STEAL THE SPOTLIGHT 73
Research/Diagnosis 73 Primary Research: Getting to Know the Consumer 73
Objectives 74 Strategy 74 Implementation 74 Tactics 74
Paid 75 Earned 75 Shared 75
Reporting/Evaluation 75 Theories 76
CHAPTER 5 Research, Part 2: Goals 77 UNDERSTANDING YOUR ORGANIZATION AND ITS GOALS 79
THE GOAL-SETTING PROCESS 80 Seeking the Impact Role for Communication 80 Defining the Scope 82 Selecting Audiences for Outreach 82 Defining the Desired Change 84 Prioritizing Budgets and Resources 84
WRITING GOALS 85 Types of Goals 85 Context: Mission versus Situation 85 Visionary Goals, Concrete Objectives 86
GOAL-SETTING CHALLENGES 87 Working with Organizational Decision Makers 87 Prompting More Research 88
CONCLUSION 88
THINK CRITICALLY 89
KEY TERMS 89
CONCEPT CASE: EQUALITY TODAY SETS COMMUNICATION GOALS 89
C H A P T E R 6
CASE STUDY: # W E I G H T H I S - R E D E F I N I N G SELF-WORTH FROM LEAN CUISINE
Research/Diagnosis
Object ives
St ra tegy
Tactics
Paid
Earned
Shared
Owned
Imp lementa t ion
Repor t ing /Eva lua t ion
Theories and Models
Objectives WHAT MAKES HIGH-VALUE OBJECTIVES?
MANAGEMENT BY OBJECTIVES
Types of Object ives
Wr i t i ng S.M.A.R.T. Object ives
Specific
Measurable
Attainable
Relevant
Time-Bound
Addi t iona l Object ive Frameworks
CONNECTING OBJECTIVES TO KEY INTERNAL AUDIENCES
Do Your Object ives Make Organizat ional Decision
Makers Excited?
Proving Relevance: Wil l Comp le t ing Your Object ives
Drive Posit ive Change?
Are You Connec t ing Short - and Long-Term Object ives?
CONCLUSION
THINK CRITICALLY
KEY TERMS
CONCEPT CASE: SETTING OBJECTIVES FOR EQUALITY TODAY
CASE STUDY: COOKIE CARE DELIVERS SWEET RESULTS FOR DOUBLETREE BY HILTON
Research/Diagnosis
Obiect ives
Strategy
Tactics
Paid
Shared
Owned
Repor t ing /Eva lua t ion
Theories
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CHAPTER 7 Strategies CHOOSING YOUR CHANNELS: THE PESO MODEL
The Model
Paid
Earned
Shared
Owned
H O W THE MODEL OVERLAPS
How to Bui ld an In tegrated Campa ign St ra tegy
around PESO
THE RIGHT APPROACH FOR YOUR AUDIENCE(S)
Demograph ics
Geography
Psychographics
Act iv i ty / In teres t
Inf luence
Channel Consumpt ion
LEVERAGING YOUR ORGANIZATION'S STRENGTHS A N D RESOURCES
Subject Matter Expert ise
Imagery/Visuals
Dynamic Presenters/Personal i t ies
Data
Organizat ional Vision or Narrat ive
History/ Inst i tu t ional Au tho r i t y
THE COMPETITIVE LANDSCAPE
Unders tand Compet i to rs and External Chal lenges
Avo id Wha t Everyone Else Is A l ready Doing
CONCLUSION
THINK CRITICALLY
KEY TERMS
CONCEPT CASE: CHANNEL SELECTION FOR EQUALITY TODAY
CASE STUDY: MASTERCARD BITES INTO APPLE PAY
Research/Diagnosis
Object ive
Strategy
Tactics
Earned & Paid
Owned
Shared & Owned
Paid, Earned, Shared & Owned
Imp lementa t ion
Repor t ing /Eva lua t ion
Cut through the Chatter
Lead the Conversation on Contact/ess Security
Drive MasterCard Sign-ups on Apple Pay
Theories
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CHAPTER 8 Tactics 131 TACTICAL APPROACHES 133
Paid Media 133
Timing 133
Budget 134
Messaging 134
Content Creation 134
Advertising 134
Advertorial Content 136
Earned Media 136
Timing 137
Budget 137
Messaging 137
Content Creation 139
Media Relations 139
Shared Media 140
Timing • 140
Budget 140
Messaging 140
Content Creation 141
O w n e d Media 141
Timing 142
Budget 142
Messaging 142
Content Creation 142
Website Content Management 142
Marketing 143
Publications 143
CONCLUSION 145
THINK CRITICALLY 145
KEY TERMS 145
CONCEPT CASE: TACTICAL CHOICES
FOR EQUALITY TODAY 146
CASE STUDY: CINNAMILK BY GENERAL MILLS 146
Campa ign Focus: Promot iona l 146
Research/Diagnosis 146
Ob jec t ive 147
Strategy 147
Tactics 147
Paid & Owned 147
Earned 147
Shared 148
Imp lementa t ion 148
Repor t ing /Eva lua t ion 148
Theories 148
Model 148
CHAPTER 9 Implementation 149 KEY SKILLS FOR IMPLEMENTING PR CAMPAIGNS 150
Project Management Basics 150 Budgeting 150 Dividing Tasks among a Team 152 Creating Timelines and Deadlines 152 Setting Clear Expectations and Ensuring Clear Communication 153 Working with Non-PR People 154 Working with the Media 155 Self-awareness and Self-evaluation 157 Persistence and Perseverance 158
PREPARING FOR CHANGE 161
CONCLUSION 162
THINK CRITICALLY 162
KEY TERMS 162
CONCEPT CASE: EQUALITY TODAY MEETS UNEXPECTED OBSTACLES 162
CASE STUDY: MISSING TYPE-U.K.'S NATIONAL HEALTH SERVICE 163
Research and Diagnosis 163 Objectives 163 Strategy 164 Tactics 164
Earned 164 Shared 165 Owned 165
Implementation 165 Reporting/Evaluation 165 Theories 165 Model 165
CHAPTER io Reporting and Evaluation 166 EVALUATING YOUR CAMPAIGN 167
Media Evaluation 169 Digital Evaluation Metrics and Approaches 170 Turning Evaluation into Improvement 172
REPORTING ON YOUR CAMPAIGN 172 Objective-driven Reporting 173 Prioritization: What Information Is Most Important for the Reader? 175 Format: How Should Your Information Be Best Presented to Your Audience? 175
PESO: SPECIAL REPORTING CONSIDERATIONS 176 Paid Media 176 Earned Media 176
Shared Media Owned Media Integrated Reporting
CONCLUSION
THINK CRITICALLY
KEY TERMS
CONCEPT CASE: REPORTING RESULTS-EQUALITY TODAY'S ANNUAL MEETING
CASE STUDY: CANS GET YOU COOKING Research/Diagnosis
Developmental Research and Insights Objectives Strategies Tactics
Paid Earned Shared Owned
Implementation Reporting/Evaluation Theories
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CHAPTER 11 Formulating an Integrated Campaign—Case Studies 184 PRODUCT MARKETING 184
Brewing Inspiration to Engage Coffee Fans 185 Research/Diagnosis 185 Objectives 186 Strategies 186 Tactics 186
Shared 186 Paid + Shared 187 Owned 187 Paid + Owned + Shared 188 Earned + Shared 188 Owned + Shared 188
Implementation 189 Reporting/Evaluation 189
Earned 189 Shared 190
Theories 190 Model 191
ACTIVISM 191 One for All: Mississippians' Fight for a New Flag 191 Research/Diagnosis 191 Objectives 192 Strategy 192 Tactics 193
Earned + Owned
Shared
Owned
Imp lementa t ion
Repor t ing
Theories
Model
ENGAGEMENT Appreciating Mom; World's Toughest Job—American Greetings
Research/Diagnosis
Object ives
Strategies
Tactics
Shared + Owned
Imp lementa t ion
Repor t ing /Eva lua t ion
Earned
Shared
Owned
Theories
Model
CRISIS COMMUNICATION Harambe's Last Day at the Cincinnati Zoo and Botanical Garden
Research/Diagnosis
Object ives
Strategies
Tactics
Owned
Earned
Shared
Imp lementa t ion
Repor t ing /Eva lua t ion
Theories
Model
GLOBAL A N D MULTICULTURAL
UNICEF: Toys in Mourning
Research/Diagnosis
Obiect ives
Strategies
Tactics
Earned + Shared + Owned
Imp lementa t ion
Repor t ing /Eva lua t ion
Theories
Model Teens 4 Pink: Sisters Network and Eisai Inc. with Shared Voice Public Relations
Research/Diagnosis
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2 0 0
2 0 0
2 0 0
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2 0 4
2 0 5
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2 0 6
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2 0 8
2 0 8
Object ives
Strategy
Tactics
Earned
Shared
Owned
Imp iementa t ion
Repor t ing /Eva lua t ion
Theories
Model
INTERNAL COMMUNICATION A N D EMPLOYEE RELATIONS
Respond ing to "Ferguson" : F rom Tragedy to Posit ive Change
Research/Diagnosis
Object ives
Strategies
Tactics and Imp lementa t ion
Earned + Shared
Owned
Repor t ing
Theories
Model
HP Global Wellness Chal lenge
Research/Diagnosis
Object ives
Strategies
Tactics
Owned & Shared
Imp lementa t ion
Challenges during Implementation
Repor t ing /Eva lua t ion
Theories
Model
A P P E N D I X
G L O S S A R Y
R E F E R E N C E S
209
2 0 9
2 0 9
209
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210
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275
216
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2 2 2
2 4 6
2 5 4
INDEX 267