1

6 point plan & inhouse V consultancy

PR

2

Focus for tonight

Session 1 : More on 6 point planSession 2 : Inhouse Vs

consultancy

Next : Role of Press OfficerMedia relationsSection 2 Gunning (6)And Chapter 12

3

Review of Homework

Award winning case studies 2003 - update?

Gunning section 1 - feedback? Codes - 15 key areas? Long

version? Practise Q1?

4

6 point plan - need to know! Appreciation of Situation Determining Objectives Defining Publics Selecting PR media &

techniques Budgeting Assessing results

5

Appreciation of Situation

EVERYTHING THAT IS KNOWN ABOUT HOW AN ORGANISATION IS PERCEIVED

WHERE ARE WE NOW? IN PR TERMS INCLUDING WHAT IS NOT KNOWN OR

WHAT IS MISUNDERSTOOD! PR PROFESSIONALS CONDUCT A SWOT

ANALYSIS OFTEN PACKAGED AS A PR AUDIT WHY IS IT IMPORTANT TO BE THOROUGH

AND CHALLENGING AT THIS FIRST STAGE?

6

How do we find out?

COMMISSION RESEARCH OPINION POLL

IMAGE STUDY

AND/OR DO IT YOURSELF

NAME SOME BIG RESEARCH HOUSES?

7

Informal research methods?

DESK RESEARCHCOMPLAINTSFINANCIAL SITUATION - REPORTSMEDIA ATTITUDESEMPLOYEE-MANAGEMENT RELATIONSCOMMUNITY RELATIONS

ON THE NETREAD NEWSGROUPSKNOW CHAT ROOMS

UTILISE DIRECTORIESSUBSCRIBE TO MAILING LISTS

8

Open the IPR Toolkit

From the PR Research & Evaluation Toolkit, sponsored by the PRCA, IPR and PR Week..

COMPANY BACKGROUND HISTORY OF THE ORGANISATION, ITS MISSION

AND VALUES

DEFINE THE MARKET, SECTOR OR ENVIRONMENT AND THE ORGANISATIONS POSITION WITHIN IT – CAN YOU SEE BUSINESS OR MARKETING PLANS

WHAT DOES THE ORGANISATION DO?

9

Company background

KEY PUBLICS, HOW DO THEY VIEW THE ORGANISATION AND HOW DOES THE ORGANISATION WISH TO BE SEEN

WHO ARE THE KEY PEOPLE IN THE ORGANISATION AND THE SECTOR

WHERE DOES THE ORGANISATION WANT TO BE IN 3/5 YEARS AND WHAT WILL INFLUENCE THOSE AMBITIONS?

10

Company background

DESCRIBE THE COMPETITION, INCLUDING STRENGTHS AND WEAKNESSES

WHAT KEY ISSUES IN THE SECTOR OR FACED BY THE ORGANISATION MIGHT AFFECT THE PR PLAN (LIST AND PRIORITISE THEM 1-5)

WHAT INFORMATION EXISTS ALREADY FROM RESEARCH OR STUDIES

11

Commercial information

HISTORY OF PRODUCT/SERVICE, MARKET SHARE, STRENGTH OF BRAND ETC.

MARKET OR SECTOR CHARACTERISTICS SWOT ANALYSIS OF PRODUCT/SERVICE OR

ORGANISATION COMPETITORS AND /OR ROLE MODELS AND WHY LEGISLATION OR ISSUES THAT MIGHT AFFECT CAMPAIGN LIST IN ORDER KEY AUDIENCES, INCLUDING

INFLUENCERS (1–5) EXISTING DATA, CASE STUDIES

12

PR track record? PREVIOUS PR TASKS HOW SUCCESSFUL AND WHY – ANY EVIDENCE? (CUTTINGS) IS PR MEASURED ALREADY AND HOW DESCRIBE THE EFFECTIVENESS OF

COMPETITORS PR HOW IS PR VIEWED IN THE ORGANISATION? WHO DOES (OR COULD) CHAMPION PR’S

STRATEGIC CONTRIBUTION REVIEW COMMUNICATIONS WITH

PARTICULAR AUDIENCES; ANNUAL REPORTS, EMPLOYEE NEWSLETTERS

13

PUBLICS “Publics are those groups of people

internally and externally with whom an organisation communicates” Jefkins

Area examiner says is often mentioned in exam papers but not developed.

WHO ARE THEY? THE COMMUNITY POTENTIAL EMPLOYEES EMPLOYEES SUPPLIERS INVESTORS DISTRIBUTORS CONSUMERS/USERS OPINION LEADERS

14

PUBLICS

PROFESSOR JAMES GRUNIG’S FOUR TYPES OF PUBLICS

ALL ISSUE PUBLICS Active all issuesAPATHETIC PUBLICS Inactive all issuesSINGLE ISSUE PUBLICS Active one or limited issuesHOT ISSUE PUBLICS Active after

media exposure/topic is of widespread interest

15

DEFINING OBJECTIVES RESEARCH WILL DEFINE PROBLEMS &

OPPORTUNITIES I.E. WHERE ARE WE NOW? OBJECTIVES ARE ABOUT - WHERE ARE WE

GOING CONSULTATION WITH DEPARTMENT HEADS

– Personnel & Production– Company Secretary/Finance– Exports & Sales– Advertising & Marketing– Research and Development– Chief Executive

NEXT STEP: MAKE OBJECTIVES SMART

16

DEFINING OBJECTIVES ELEMENTS WHICH SHOULD BE CONTAINED IN

PR OBJECTIVES– TO INCREASE/TO DECREASE/TO MAINTAIN– WHAT PEOPLE ARE AWARE OF, KNOW OF OR

UNDERSTAND/HOW PEOPLE FEEL/WHAT PEOPLE DO

– BY WHATEVER MEASURE IS RELEVANT– BY A PARTICULAR DATE

Example: To increase the number of homeowners from 13% to 20% PLUS who know that kitchen fires destroyed 2,500 homes last year, by end of this calendar year.

17

Defining PR media & techniques (tools)

18

Why budget?

PUT A COST ON THE PR PROGRAMME

SEE WHAT CAN BE DONE FOR A SPECIFIC COST

PROVIDES A CHECKLIST OF WHAT IS TO BE DONE

IMPOSES DISCIPLINE USEFUL FOR EVALUATION

19

Budgets

LABOUR / TIMEMATERIALS (AND OVERHEADS)EXPENSES

20

Assessing results 1. OBSERVATION AND EXPERIENCE 2. FEEDBACK AND ITS ASSESSMENT 3. RESEARCH

ASSESSING MEDIA COVERAGE FOR WHICH YOU WERE RESPONSIBLE

1. SOURCE AND TONE2. POTENTIAL AUDIENCE SIZE (OTS)3. PICTURE USAGE4. SHARE OF VOICE ACHIEVED5. RESPONSE

21

In-house PR Department– JEFKINS 6 ADVANTAGES

A FULL TIME SERVICE GOOD COMMUNICATION CONTINUITY VALUE FOR MONEY IMMEDIATE ACCESS TO

INFORMATION AND DECISION MAKERS

PROXIMITY

22

In-house PR Department6 DISADVANTAGES JEFKINS LISTS ARE

LACK OF IMPARTIALITYNARROW RANGE OF EXPERIENCELACK OF TRAININGPR ASSIGNED TO INAPPROPRIATE

PERSONNELRESPONSIBILITY FOR PR ASSIGNED

TO TOP MANAGEMENTPRO EMPLOYED FOR WRONG

REASONS

23

Consultancy PR - AdvantagesJEFKINS GIVES 6 REASONS

INDEPENDENT UNBIASED ADVICEVARIED EXPERIENCEWIDE RANGE OF MEDIA

KNOWLEDGE/CONTACTSLOCATIONACCESS TO AND KNOWLEDGE OF

SERVICESINTERNATIONAL SERVICES

24

Consultancy PR - Disadvantages

•DISADVANTAGES - JEFKINS

PARTIAL SERVICELACK OF INTIMACYDIVIDED LOYALTIESLACK OF SPECIALIST

KNOWLEDGEINEXPERIENCED/JUNIOR STAFF

25

Managing the client relationship REGULAR MONTHLY MEETING

WITH CLIENT PROPERLY PLANNED CONTACT REPORT ACCURATELY

AND EFFICIENTLY ISSUED OTHER ELEMENTSCOMPATIBILITYLEARNING HOW EACH OTHER WORKSPUNCTUALITYPROMPT CLEARANCEFLOW OF INFORMATION

26

QuestionsHaving worked as an in-house PR

person within a large organisation for a number of years, you have recently changed jobs to work with one of the larger PR consultancies in the city. The director of your consultancy is interested in your views on the similarities and differences between the functions of in-house PR and consultant. Write him a memo. (May 00)

27

QuestionsYou have recently retired from PR,

having spent almost equal portions of your professional life working in-house and working consultancy. The PR Institute has asked you to deliver a lecture outlining the key similarities and differences between the practice of PR in-house and consultancy. Write the notes which will form the basis of your speech. (Sept 00)

28

QuestionsYour managing director has recently

developed an interest in PR and now wants to appoint someone to handle PR for the company. He has asked you for your advice about whether or not he should retain a consultancy, or recruit someone to an in-house position. Write him a memo outlining the advantages and disadvantages of in-house and consultancy.