4. Planning and Management online PR Research ( Primary, Secondary) Situation analysis Objectives (Each objective must be SMART - Specific, Measurable, Achievable, Realistic, Time bounded) Identifying public s (Latent publics, Aware, Active) Identifying stakeholders Key messages Strategy ( Strategy is the foundation on which a tactical programme is built. It is the process that will move you where the current situation is now to where you want it to be). Tactics The PR profession has a number of tactics (or tools) in its armoury e.g.media relations, lobbying, events, interviews, blogger relations, presentations, consultations, newsletters, competitions, podcasts, events, websites, conferences, photography, video news releases, etc etc. Timescale Budget Crisis issues and management plan Risk assessment Evaluation (Ongoing/ End of programme analysis)
5. Research Client (history, products/services, markets, channels to market, people, vendors, competitors, industry sector) Perceptions (Research, Institutions, Press, Usenet, Blogs, email etc) Platforms and channels for communication (past/available)
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12. Timescales Project management Who what when where Goalposts and pinch points Outputs, Outtakes, outcomes, effects Reality check with objectives
15. Risk Assessment A method of determining what risks are present in for the organisation and its sector. Define a process that you can use to determine risks – corporate, environment, reputation Evaluation of effects of Transparency Porosity , Agency risk on-line and offline Access and communications (internal/external) monitoring, evaluation and response procedures and tools available to identify and manage NOTE: one of the biggest problems companies face is being available – can publics make contact - can your server cope with high traffic – can you reply/respond in a timely way – is there a fast track approval procedure
