Public Relations Management - Session 3 - Developing PR Plan and Strategy

1. Public Relations Management Semester IV Session 3

2. Developing PR Campaign

3. Your time to shine Develop a PR Plan Exercise #1 - Draw up a PR plan for “yourself” Moksh Juneja 3

4. Public Relations Campaign 4 Research Evaluation Situational Analysis Crisis Communication SMART Objectives YOU / Brand / Corporate / Spokesperson Budget Identifying Publics Timeline Identifying Stakeholders Tactics Key Messages Strategy

5. Public Relations Campaign 5 Research Evaluation Situational Analysis Crisis Communication SMART Objectives YOU / Brand / Corporate / Spokesperson Budget Identifying Publics Timeline Identifying Stakeholders Tactics Key Messages Strategy

6. Research Need to find out opinions about Brand Corporate Spokesperson Result should answer The questions Why? The motivation 6 Moksh Juneja

7. Public Relations Campaign 7 Research Evaluation Situational Analysis Crisis Communication SMART Objectives YOU / Brand / Corporate / Spokesperson Budget Identifying Publics Timeline Identifying Stakeholders Tactics Key Messages Strategy

8. Situational Analysis SWOT Analysis PESTLE Analysis Competitive Analysis Moksh Juneja 8

9. SWOT Analysis Moksh Juneja 9

10. PESTLE Analysis Moksh Juneja 10

11. Competitive Analysis 11 Moksh Juneja Source: “Competitive Strategy” Michael Porter

12. Public Relations Campaign 12 Research Evaluation Situational Analysis Crisis Communication SMART Objectives YOU / Brand / Corporate / Spokesperson Budget Identifying Publics Timeline Identifying Stakeholders Tactics Key Messages Strategy

13. Developing smart objectives 13 Moksh Juneja

14. Public Relations Campaign 14 Research Evaluation Situational Analysis Crisis Communication SMART Objectives YOU / Brand / Corporate / Spokesperson Budget Identifying Publics Timeline Identifying Stakeholders Tactics Key Messages Strategy

15. Identifying Publics Latent publics: Groups that face a problem but fail to recognise it Aware publics: Groups that recognise a problem exists Active publics: Groups that are doing something about the problem 15 Moksh Juneja

16. The publics Moksh Juneja IDENTIFY KEY STAKEHOLDERS 16

17. Public Relations Campaign 17 Research Evaluation Situational Analysis Crisis Communication SMART Objectives YOU / Brand / Corporate / Spokesperson Budget Identifying Publics Timeline Identifying Stakeholders Tactics Key Messages Strategy

18. Target audience - Demographics

19. Target audience – Psychographics

20. Public Relations Campaign 20 Research Evaluation Situational Analysis Crisis Communication SMART Objectives YOU / Brand / Corporate / Spokesperson Budget Identifying Publics Timeline Identifying Stakeholders Tactics Key Messages Strategy

21. Key Messages Developing customized message to communicate to the identified public to have a positive action Moksh Juneja 21 TA1 M 1 Positive Action TA 2 M 2

22. Public Relations Campaign 22 Research Evaluation Situational Analysis Crisis Communication SMART Objectives YOU / Brand / Corporate / Spokesperson Budget Identifying Publics Timeline Identifying Stakeholders Tactics Key Messages Strategy

23. Public Relations strategy Moksh Juneja Creating Experience Opportunity Reputation Management Perception Change Reinforce Relationships Create Advocates Establish Credibility 23

24. Public Relations Campaign 24 Research Evaluation Situational Analysis Crisis Communication SMART Objectives YOU / Brand / Corporate / Spokesperson Budget Identifying Publics Timeline Identifying Stakeholders Tactics Key Messages Strategy

25. Tactics Tools to be used in line with the strategy to achieve the campaign objectives Media relations Conferences Photography Video news releases Lobbying Interviews Speeches Newsletters Blogger relations Podcasts Leveraging brand positioning through events, etc. 25 Moksh Juneja

26. Public Relations Campaign 26 Research Evaluation Situational Analysis Crisis Communication SMART Objectives YOU / Brand / Corporate / Spokesperson Budget Identifying Publics Timeline Identifying Stakeholders Tactics Key Messages Strategy

27. Timeline 27 Moksh Juneja

28. Public Relations Campaign 28 Research Evaluation Situational Analysis Crisis Communication SMART Objectives YOU / Brand / Corporate / Spokesperson Budget Identifying Publics Timeline Identifying Stakeholders Tactics Key Messages Strategy

29. Budget Allocating the budget is an essential part of a campaign so all costs should be taken into consideration Operating costs Distribution, administration, travel, production, seminars Human Overheads, expenses, salaries Equipment Telephones, furniture, computers 29 Moksh Juneja

30. Public Relations Campaign 30 Research Evaluation Situational Analysis Crisis Communication SMART Objectives YOU / Brand / Corporate / Spokesperson Budget Identifying Publics Timeline Identifying Stakeholders Tactics Key Messages Strategy

31. Plan B Moksh Juneja A coordinated effort to handle the effects of unfavorable publicity or of an unfavorable event or any deviation from your plan. 31

32. Public Relations Campaign 32 Research Evaluation Situational Analysis Crisis Communication SMART Objectives YOU / Brand / Corporate / Spokesperson Budget Identifying Publics Timeline Identifying Stakeholders Tactics Key Messages Strategy

33. evaluation Output (tactical result) Circulation Impressions Target Media Reach Target Audience Reach Delivery of Message Points Qualitative Analysis Competitive Analysis 33 Moksh Juneja

34. evaluation Outgrowth (immediate reaction) Focus Groups Day-after recall Mail intercepts Call ins Contest entries Event Participation 34 Moksh Juneja

35. evaluation Outcome (long-term change) Before and after polls Comprehensive multifaceted communications audit Advanced data analysis Psychographic analysis Factor and cluster analysis Perceptual Mapping 35 Moksh Juneja

36. Thank you Contact Moksh Juneja Social Media Catalyst Avignyata Inc. Mobile: +91 9322121170 Email: mokshjuneja@gmail.com Moksh Juneja 36