Post on 18-Dec-2014
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„„5 W”5 W” in in PPractice ractice Planning of the Planning of the Public RelationsPublic Relations
Dr. Tamás Barát
Fibraco Ltd, Hungary
„„5 W” in 5 W” in PPractice - Planning of the PRractice - Planning of the PR
The definitions of the Public Relations The technology of the PR
- starts with research, ends with research, and the process in between (planning, counseling, evaluation)
What, Where, Who(m), How, How much? Strategical plans
– Philosophy - Mission Statements – Aims, Goals– Conception – Ideology
Tactical plans - The slices of the pr-cake - Campaigns – Action, Executive plan (to do), - Timing, and Costs
Planning methods- previous year based planning- Zero base planning system
Case study Summary
„„5 W” in practice - Planning of 5 W” in practice - Planning of thethe PR PR
A classical definition:
"If a young man meets a girl and tells her,
what an admirable fellow he is, that's advertising.If instead he tells her how nice she's
looking, it's publicity.
But if the girl picks him, because she heard from others, that
he's a fine man, then it is public relations."
„„5 W” in practice - Planning of 5 W” in practice - Planning of thethe PR PR
Public relations is the conscious
organisation of communication.
PR is a management function.
The task of PR is: To achieve mutual understanding and to
establish a beneficial relationship, between the organisation and its publics
and environment, through two-way communication.
CERP
„„5 W” in practice - Planning of 5 W” in practice - Planning of thethe PR PR
Reputation managementReputation management
The scale of the reputationThe scale of the reputation::
Negative 0 point Positive Positive Bad reputation Optimal Situation
totally rejected, partly rejected, unaccepted, known, well-known, acknowledged, appreciated, honoured
Known, well-known, (Not obscurity)
RecognizedAccepted
AppreciatedHonored
Reputable
„„5 W” in practice - Planning of 5 W” in practice - Planning of thethe PR PR
Information
Understanding
Trust
Support
Reputation managementReputation management
„„5 W” in practice - Planning of 5 W” in practice - Planning of thethe PR PR
PR task is to realise the following PR task is to realise the following principals:principals:
PR task is to realise the following PR task is to realise the following principals:principals:
Speak with your environment, Speak with your environment, about * What are about * What are you doing, you doing, * What you did, * What you did, * What * What will you do?will you do?
Tell your environment your Tell your environment your aims and targets.aims and targets.
Involve them into the decision Involve them into the decision making process, and your making process, and your activity through providing activity through providing the information.the information.
„„5 W” in practice - Planning of 5 W” in practice - Planning of thethe PR PR
Planning of the Planning of the Public RelationsPublic Relations
The technology of the PR
1.Research, Evaluation
5. Approval
of the plans
6. Realization,
Implementation, service
2.Strategy, philosophy,
mission statement
3. Tactical planning
4. Counseling
„„5 W” in practice - Planning of 5 W” in practice - Planning of thethe PR PR
„„5 W” in practice - Planning of 5 W” in practice - Planning of thethe PR PR
The basic information for the PR-plan:
The aims and goals of the organisation
philosophy and the mission statement
messages
„products” (services, activity and functions)
markets
target groups
plans for the future
pr-tools
Th
e or
gan
izat
ion
’s
Public Relations
plan
„„5 W” in practice - Planning of 5 W” in practice - Planning of thethe PR PR
What,
Where,
Who(m),
How,
How much?
„„5 W” in practice - Planning of 5 W” in practice - Planning of thethe PR PR
WHAT?What is my aim? What is my message?
WHERE? In what relations?
WHO?Who is my target group(s)?
HOW? What tools do I use?
HOW MUCH? How much is the investment - of time, money and work –
necessary to forward the message to the targeted group with least effort and highest effectiveness?
Questions:
„„5 W” in practice - Planning of 5 W” in practice - Planning of thethe PR PR
Public RelationsPublic Relations
Strategical plansStrategical plans
„„5 W” in practice - Planning of 5 W” in practice - Planning of thethe PR PR
Aims and Goals Philosophy - Mission
Statements Conception – Ideology Policy Principles of the
communication
The content of the strategical plan
Th
e or
gan
izat
ion
’sT
he
corp
orat
e
„„5 W” in practice - Planning of 5 W” in practice - Planning of thethe PR PR
Mission Statement Majority of companies need brief mission statement.
Company’s goals and objectives Destination is determining the way of the communication of the company’s goals
– where do you want your business to be.
Business philosophyWhat is important to you in business?
To whom will you market your products? Your target market? (State it briefly).
Describe your industry. What changes do you foresee in your industry, short term and long term?
How will your company be poised to take advantage of them?
Practical tips for the plan
„„5 W” in practice - Planning of 5 W” in practice - Planning of thethe PR PR
Public RelationsPublic Relations
Tactical plansTactical plans
„„5 W” in practice - Planning of 5 W” in practice - Planning of thethe PR PR
The types of the tactical plans
* Campaigns,
* Action,
* Executive, Application, Operational Plan (to do),
* Timing,
* Costs - Budget
„„5 W” in practice - Planning of 5 W” in practice - Planning of thethe PR PR
1. Formulating the Messages
2. Stipulating the internal and external target groups
3. Determining the communication’s tasks
4. Putting in order the production of the tools
5. Putting in order the application of the tools
The main points of the tactical plan
„„5 W” in practice - Planning of 5 W” in practice - Planning of thethe PR PR
PublicationsAudiovisual
Media
Others
Personal Communication
Events
The slices of the “PR cake” The slices of the “PR cake” The tools of the PRThe tools of the PR
„„5 W” in practice - Planning of 5 W” in practice - Planning of thethe PR PR
Public RelationsPublic Relations
Campaign - Campaign - Action plansAction plans
„„5 W” in practice - Planning of 5 W” in practice - Planning of thethe PR PR
1. Tools (the sequence of production)
1. Deadlines, 2. Person(s) responsible for production
2. Costs of the tools - Budgeting
The content of the pr-campaign planApplication, Execution plan, ( To Do)
„„5 W” in practice - Planning of 5 W” in practice - Planning of thethe PR PR
Aims and Goals,
Situation Overview, Profile of Target Audience(s)
Overview of the Marketplace – Environment Competitive Analysis
Tasks, objectives, messages
Tools
Timeline Budget
The most important parts of the campaign plan:
„„5 W” in practice - Planning of 5 W” in practice - Planning of thethe PR PR
Application, Execution Plan, TimingApplication, Execution Plan, Timing
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
Website
Starting Press Conference
Cont. press releases
TV/Radio talking
Road show
Second Press Conference
Cont. Press releases Closing event
„„5 W” in practice - Planning of 5 W” in practice - Planning of thethe PR PR
Public RelationsPublic Relations
Planning methodsPlanning methods
„„5 W” in practice - Planning of 5 W” in practice - Planning of thethe PR PR
Previous year based planning system Zero base planning system
Planning methods
„„5 W” in practice - Planning of 5 W” in practice - Planning of thethe PR PR
Previous year based planning
Approach: BUDGET Generally no new
conception Generally no new plan Generally same previous
year budget (no increasing, or decreasing)
Planning methods
Zero base planning system
Approach: TASK, AIMS
Every year: new conception Revised task for new plan Newly defined aims and goals Checking the tools, newly
determined sequence of the tools
Creation of the decision package
Decision on the base of the possible efficiency
„„5 W” in practice - Planning of 5 W” in practice - Planning of thethe PR PR
The process of planning
Planning
Strategy: Aims, Goals, Conception Tactics: How? When? How much?
Analyses of the information
Research
Collecting of information
What? Where? Who(m)?
„„5 W” in practice - Planning of 5 W” in practice - Planning of thethe PR PR
The briefingAssuming of the pr task
The claims and the content of the Briefing:1. To submit the main and field information necessary to fulfill the
task1. The aims and goals2. The philosophy and mission of the task-issuing organization
2. Clear and sharp formulations of the task1. The message2. The target group3. The preferred and forbidden tools4. Planned investment amount (the order of magnitude of the budget)5. Required time of task
The process of planning The process of planning Preparation of the PR-plan
„„5 W” in practice - Planning of 5 W” in practice - Planning of thethe PR PR
INTERNAL
Employees, associates,
workers,Determining Ownersof the organization
The process of planning The process of planning Preparation of the PR-plan
EXTERNAL:
Business partners eg. Buyers, sellers, investors, shareholders,
Decision-makers, Governmental officers,
Member of the law-makers bodies,Trade-, art-, healthcare-, etc.,
Non-profit organizationsOccasional interest groups,
Local communities,Population or a stipulated group of it
etc.
The possible target groups:The main target groups of PR
„„5 W” in practice - Planning of 5 W” in practice - Planning of thethe PR PR
Public RelationsPublic Relations
Events PlanningEvents Planning
„„5 W” in practice - Planning of 5 W” in practice - Planning of thethe PR PR
PR Evenets planningPR Evenets planning
Checklist *
* Some demo questions only
Invitation Invitation text readytext ready
Invitation Invitation to pressto press
MailingMailing list list
Invitation Invitation to mailto mail
Invited Invited persons persons phone callphone call
Lectures to Lectures to presspress
Lectures Lectures ready ready
Catering Catering orderorder
Field, Field,
local worklocal work
DDecorationecoration
Hostess Hostess serviceservice
Reception, Reception, protocolprotocol,,
seatingseating
Moderator, Moderator, Master of Master of CeremonyCeremony
AccountingAccounting
Events Events namename
PlacePlace
TimeTime
AimAim
LecturersLecturers,,
Title of the Title of the lectureslectures
Technical Technical equipment equipment needsneeds
Place, Place, techniquestechniques
orderingordering
„„5 W” in practice - Planning of 5 W” in practice - Planning of thethe PR PR
Public RelationsPublic Relations
Case StudiesCase Studies
„„5 W” in practice - Planning of 5 W” in practice - Planning of thethe PR PR
Foreign Trading Co.
5 m HUF too much – 11 m HUF enough
Case studies 1.
Countryproduct group 1.
product group 2.
product group 3.
product group 4.
product group 5.
product group 6.
product group 7.
product group 8.
1 * * * * * * * *
2 * * * * *
3 * * * *
4 * * *
5 * *
6 * * *
7 * *
8 *
9 * *
10 *
86 *
„„5 W” in practice - Planning of 5 W” in practice - Planning of thethe PR PR
Foreign Trading Co.
5 m HUF too much – 11 m HUF enough
Case studies 1.
Planning and implementing the organization's efforts to influence or change public policy.
Setting objectives, planning, budgeting,
recruiting and training staff, Developing and managing the resources
needed.
„„5 W” in practice - Planning of 5 W” in practice - Planning of thethe PR PR
Pharmaceutical Company
Case studies 2.
Corporate Communication PlanCorporate Communication Plan
a.a. Strategy Strategy (Aims, Goals, Corporate (Aims, Goals, Corporate PPhilosophy, Mission hilosophy, Mission SStatement, The target of the tatement, The target of the corporate communications)corporate communications)
b.b. Tactics Tactics ( Environment, Messages, target groups, the tasks of the communications.)
c. Execution plan (PR-Tools, (PR-Tools, the sequence of the production of the tools))
d. Application plan (Campaign, Action, Timing) (Campaign, Action, Timing)
e.e. BudgetBudget (Costs by tools, cost by internal and external communications)
„„5 W” in practice - Planning of 5 W” in practice - Planning of thethe PR PR
Insurance Company
Case studies 3.
Public Relations Campaign PlanChapters:
1. Market situation and environment overview2. Competitive and Corporate SWOT Analysis3. Corporate Aims and Goals 4. Target Group(s)5. Tasks6. Messages 7. Tools8. Timeline9. Budget
„„5 W” in practice - Planning of 5 W” in practice - Planning of thethe PR PR
Insurance Company
Case studies 3.
Product, Price, Place, Promotion,
The way of thinking:
Consumer Value, Cost, Convenience, Communication
„„5 W” in practice - Planning of 5 W” in practice - Planning of thethe PR PR
The business environment Customers Economy, Politics, Society
• EU Enlargement and Accession• € Euro coming• The Society more sensitive
• More criticalin pricing andservicing,
• Greater expectation
Free economyIncreasing race More competitors
Insurance CompanyCase studies 3.
The basis of the plan
„„5 W” in practice - Planning of 5 W” in practice - Planning of thethe PR PR
Insurance Company
Case studies 3.
The targets of the pr-plan:To develop the Corporate image and the company service
reputation
Internal aims:Corporate citizenship
Should be rank to be employee of the Company
The employees would be high-minded and proud
for the company. (Good Company feeling)
To develop the front person mentality.
External aims:The Company brand name and
image would be equal in the mind of the partners with the quality and reliability.
The company name would signify the healthy life, the quietness and
the peace.
„„5 W” in practice - Planning of 5 W” in practice - Planning of thethe PR PR
Insurance Company
Case studies 3.
The targets of the pr-plan:To develop the Corporate image and the company service
reputation
Internal communications main actions:
Employees competition,Company Day(s),
Company Internal Education,Company Disco,
Intranet, Internal information Posters,
leaflets etc.
External aims:
Press relations activity,Partners meetings,
Film, video presentationsRabbit Golf Competitions for the
main partnersTennis sponsorship
Art sponsorship (Opera, Fine arts)etc.
„„5 W” in practice - Planning of 5 W” in practice - Planning of thethe PR PR
Need to understand The attitudes
The values The aims and goals
Summary
„„5 W” in practice - Planning of 5 W” in practice - Planning of thethe PR PR
The public relations practitioner tasks:
acts as a counselor to management, serve as a mediator, serve as a translator
„„5 W” in practice - Planning of 5 W” in practice - Planning of thethe PR PR
Anticipating, Analyzing,
Interpreting, Researching, Researching, Conducting, Conducting, EvaluatingEvaluating
on a continuing basis, on a continuing basis, by programs of action and communication. by programs of action and communication.
This can be achieved by a well informed, mutual public understanding.This can be achieved by a well informed, mutual public understanding.This management function is necessary to achieve the success of the This management function is necessary to achieve the success of the
organization's aims. organization's aims.
Management function of the public relations:
„„5 W” in practice - Planning of 5 W” in practice - Planning of thethe PR PR
Public relations helps our complex, pluralistic society to reach decisions and function more effectively by contributing to mutual understanding among groups
and institutions.
It serves to bring private and public policies into harmony.
„„5 W” in practice - Planning of 5 W” in practice - Planning of thethe PR PR
Public Relations needs the
democracy
The democracy needs the Public Relations