week10 - public relations

Public Relations Syed Choudhury

Syed Choudhury - Public Relations - Week 10 1

Jefkins’ 6 Point PR Planning Model Situation Analysis

Defining Objectives Defining Publics Media Selection The Budget

Implementation & Control

This Week


Communications Audit

Image Analysis (6 Types) Mirror, Current, Wish, Multiple, Optimum, Corporate

7 methods of Situational Analysis Marketing Research, Desk Research, Complaints,

Financial Situation, Media Attitudes, Employee‐Management Relations, Community Relations

Recap – Situational Analysis


They give focus & direction to create programme strategies and tactics

Objectives – where we want to go Strategies – how we are going to get there Tactics –the operational aspects of the strategy

3 types of outcomes Knowledge, Predisposition, Behavioural

Recap ‐ Defining Objectives


Diverse group Marketing Target Audience vs PR Publics 8 Basic Publics:

1. The Community 2. Potential Employees 3. Employees 4. Suppliers 5. Financial Markets 6. Distributors 7. Customers 8. Opinion Leaders or Formers

Recap ‐ Defining Publics


Editorial vs Advertisement vs Advertorials

Print vs Broadcast Media Depth, Portability, Extended Life, Circulation, Attention, etc

Limitations of Media Cumulative & Long Term Mainly Awareness

Seminar, Conferences & Exhibitions are very valuable – large targeted and interested audiences

Recap – Media Selection (so far)


New markets are rapidly emerging, but political, cultural and economic restrictions apply

Radio is one of the best mediums, but consider languages

Many factors affect Western‐Style Mass media

consider literacy, access, complexity of economy, etc

Don’t ignore traditional/folk mediums

Oramedia, Gong Man / Court Messenger, Verbal ‘Postman’ Market Gossip

Recap – Media Selection (so far)





Overview


Not just for estimating and controlling costs

Can be drawn up using two methods: Scientific

using objective formulae

Heuristic subjective, based on trial & error

The Budget


Scientific budgets are drawn up by considering:

Objective and Tactics

Modelling

Payback Period

Profit Optimisation

Budget ‐ Scientific


Heuristic Budgets are based on:

Percentage of Turnover

Competitive Parity

Affordable

Arbitrary

Budget ‐ Heuristic


Main PR costs areas are: Time

Person‐Hours

Materials

Expenses

PR Budgeting


Consultancy Budget All time has to be paid for, even meetings

Example PR Budgets


Budget for a Press Reception PRO’s can slack on this. Think about the programme

Example PR Budgets


PR Department Budget Overheads identified instead of hourly charge

Example PR Budgets


Budgets help to plan tasks

Budgets are not always based on hard numbers

Always consider minute details – costs can easily spiral out of control

For events, costs are largely based on the programme structure, and don’t forget the person‐hour cost of planning

Summary





Overview


Resource Allocation & Task Prioritisation Gantt Charts

Contingency Planning ‘What if’ Scenarios

Assessing Results



Gantt Chart Example


Examples: What if the room becomes unavailable? What if the speakers drop out? What if we overspend in one area? Will we have funds

for others?

Contingency Planning


Work for PR Campaigns do not end when the ‘technicians’ have finished their tasks Must to pre and post programme assessments

In order to determine change/success

Methodologies: By Observation & Experience

By Feedback & It’s Assessment

By Research

Assessing Results


Measured against pre‐set objectives Has complaints dropped? Has share price improved?

Consider external factors too Economic, Political Factors Seasonality Competitors

Assessing By Observation & Experience


Consider

Complaints

Suggestions

Reports & Recommendations

Press Cuttings (clipping services)

Monitored Broadcasts

Independent Research Surveys

Assessing By Feedback


Press Cuttings Hunt & Grunig: the systematic appraisal of a company’s reputation,

products or services, or those of it’s competitors, as measured by the presence in the media

Monitoring

Quality of coverage and medium Value Scale

Assessing Readership OTS (opportunities to see) Rating

Picture Usage Share of Voice Response

Assessing By Feedback


Initial research to determine base percentage Post campaign research to assess change

Quantitative research can be analysed for long‐term ‘longitudinal’ charts

Assessing By Research


“Prevention is better than Cure”

MACRO Model of Public Relations Evaluation (Australian group)

Evaluation through‐out the campaign

The MACRO Model


Evaluation is just as critical as implementation and planning of a programme

Implementation must be planned using Gantt Charts or similar tools

MACRO model helps identify problems sooner

Summary


1. What are the 6 points of Jefkins’ PR Planning Model?

2. What is OraMedia? Where is it most effective?

3. Who are Opinion Leaders and why are they important? Give examples

4. What is the difference between Mirror, Current & Wish Image? How

can you perform an Image Analysis?

5. What is the difference between objectives, strategies and tactics?

6. What is the difference between Editorials & Advertorials?

7. Describe and give examples for each of the three types of outcomes:

Knowledge, Predisposition, Behavioural

Test


Prepare a 10min presentation on the last campaign (Travel Nepal, Travel Sylhet), stating what tasks or what things will need to be considered at each of the 6 Jefkins’ Points: Situation Analysis



TASK


week10 - public relations

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