session 11 developing pr strategy
TRANSCRIPT
Creating Needs & Developing PR StrategySession 10
Strategy is...
A BStrategy
Strategy
Consists of a combination of planned & emergent
processesInvolves a general direction
and not simply plans or tactics
Is about the organization and its environment
Tactics
A BStrategy
Tactics Tactics
Tactics
Developing PR Strategy
FOUR PHASES
NINE STEPS
Four Phases
Formative Research
Strategy
Tactics
Evaluative Research
Nine Steps
Phase 1 Formative Research
Step 1: Analyzing the Situation
Step 2: Analyzing the Organization
Step 3 Analyzing the Publics
What is the situation facing the organization?
What is the background of the situation?
What is the significance or importance of the situation?
Internal Environment
Public Perception
External Environment
Identifying Publics
Who are the major publics for your organization?
Who are the key publics for this situation?
Who are the major opinion leaders for these publics?
Analyzing Publics
What is the nature and type of each key public?
What are the major wants, interests, needs and expectations of each public?
What benefits can you offer this public?
Step 4: Establishing Goals &
Objectives
Step 5: Formulating Action & Response Strategies
Step 6: Designing Effective
Communication
Phase 2 Strategy
CLEAR, SPECIFIC, MEASURABLE
What are the goals?
What position do you seek?
What are the specific objectives (awareness, acceptance and action)?
What proactive strategies might you develop?
What reactive strategies might you develop?
How consistent are these strategies with past practices of your organization?
Message Source
Message Appeal
Verbal and Nonverbal Communications
Nine Steps
Step 7: Selecting Communication Tactics
Step 8: Implementing the Strategic Plan
Phase 3 Tactics
Interpersonal Communication and Involvement
Organizational Media Tactics
News Media Tactics
Advertising and Promotional Media Tacticsa
What specific initiatives, sections or groupings of tactics make this plan workable?
What public, goal and objective does each tactic serve?
What is the budget and schedule for each tactic?
Nine Steps
Step 9: Evaluating the Strategic Plan
How will you measure awareness objectives?
How will you measure acceptance objectives?
How will you measure action objective?
Phase 3 Evaluative Research
The Four Steps Strategy
Objectives
Audiences
Channels
Skills
Four Steps Strategy
Objectives
Audiences
ChannelsSkills
What is the desired communication outcome? What do we want the audience to do or not do?
Who is our target audience? What are our target audience needs, concerns, and interests?
What is our message? What communication channel is most effective? Who is the most believable spokesperson?