Nancy Bacher Nancy Bacher LongLong

PR InstitutePR Institute

Strategic Public Relations Strategic Public Relations PlanningPlanning

Jacob C. Farbman, M.A., APRJacob C. Farbman, M.A., APRDirector of CommunicationsDirector of Communications

New Jersey Council of County CollegesNew Jersey Council of County CollegesApril 22, 2014April 22, 2014

Public Relations 101Public Relations 101

►PR is the behavioral science that PR is the behavioral science that creates, maintains and evaluates creates, maintains and evaluates TRUSTWORTHY relationships using TRUSTWORTHY relationships using communication to the mutual benefit communication to the mutual benefit of an organization and its key of an organization and its key audiences.audiences.

Factors to consider…Factors to consider…

►MMessage, essage, AAudience, udience, CChannelhannel►IInformation, nformation, AAttitudes, ttitudes, BBehaviorehavior►PR = Deliberately planned PR = Deliberately planned

management functionmanagement function►Effective two-way communicationEffective two-way communication

MAC TriadMAC Triad

MM

+P+T+P+T

AA CC

M=Message A=Audience C=Channel M=Message A=Audience C=Channel P=Purpose T=TimingP=Purpose T=Timing

Shannon & Weaver ModelShannon & Weaver Model(Effective (Effective Communication)Communication)

The Cracked Egg ModelThe Cracked Egg Model

1. Mass Sentiment1. Mass Sentiment

2. Issue or 2. Issue or IncidentIncident

3. Pros/Cons 3. Pros/Cons FormForm

4. Public Debate4. Public Debate5. Time5. Time

6. Social 6. Social ValueValue

7. Social Action7. Social Action

8. Mass Sentiment8. Mass Sentiment

StrategyStrategy

►A plan – a A plan – a ““how,how,”” a means of getting a means of getting from here to therefrom here to there

►A pattern – in actions over timeA pattern – in actions over time►A position – establishing a A position – establishing a ““domaindomain””►A perspective – vision and direction, A perspective – vision and direction,

what what the company will becomethe company will become

Efficiency and Efficiency and EffectivenessEffectiveness

►Organizational Efficiency Organizational Efficiency Inwardly focusedInwardly focused

►What are we doingWhat are we doing►How can we do it betterHow can we do it better

►Organizational EffectivenessOrganizational Effectiveness Outwardly focusedOutwardly focused

►Threats, opportunitiesThreats, opportunities►Shore up relationshipsShore up relationships

SOAR Analysis

Strategic PlanningStrategic Planning

►Answers…Answers…► What do we do?What do we do?► For whom do we do it?For whom do we do it?► How do we excel?How do we excel?

Goals and ObjectivesGoals and Objectives

► GoalsGoals►Directional, visionaryDirectional, visionary

► ObjectivesObjectives►Measurable, time-based, actionable, and Measurable, time-based, actionable, and

include an audienceinclude an audience

Basic PR Planning StepsBasic PR Planning Steps

► Situation AnalysisSituation AnalysisIdentify issuesIdentify issuesFormative researchFormative researchReal state/ideal stateReal state/ideal stateIPFR audiencesIPFR audiencesConstruct messagesConstruct messagesSelect channels and Select channels and mediamediaEvaluate competitionEvaluate competitionIdentify resourcesIdentify resources

► PR PlanPR PlanState goal State goal Fashion Fashion

objectivesobjectivesDesign Design

strategies strategies Select Select tacticstactics

Create timelineCreate timelineEvaluate Evaluate

successsuccess

Identify IssuesIdentify Issues

► Interview client/managementInterview client/management► Interview potential target audiencesInterview potential target audiences►Search available literature and databasesSearch available literature and databases

Examples: Examples:

Only 10 percent of Finding Shelter volunteers Only 10 percent of Finding Shelter volunteers contribute pet cleaning supplies.contribute pet cleaning supplies.

Most audience interviewees associate animal Most audience interviewees associate animal rescue with the ASPCA.rescue with the ASPCA.

Formative ResearchFormative Research

►Question audiencesQuestion audiences

Interviews with Interviews with client/managementclient/management

SurveysSurveys

Focus groupsFocus groups

Intercept studiesIntercept studies

Previous studiesPrevious studies

Real State/Ideal StateReal State/Ideal State

►Compares clientCompares client’’s perceived s perceived communication problems with actual communication problems with actual communication problemscommunication problems

►States where we areStates where we are►Projects where we want to beProjects where we want to be

IPFR AudiencesIPFR Audiences

►IIdentifydentify►PProfilerofile►FFragmentragment►RRank ank

Apply Psychology and Apply Psychology and SociologySociology

Demographics:Demographics:

- Race- Race

- Culture- Culture

- Geography- Geography

- Sex- Sex

Psychographics:Psychographics:

- Lifestyle choices- Lifestyle choices

- Music- Music

- Movies- Movies

- TV habits- TV habits

- Tech preferences- Tech preferences

- Gender- Gender

Construct MessagesConstruct Messages

►Must be Must be receivedreceived by intended by intended audienceaudience

►Must get audienceMust get audience’’s s attentionattention►Must be Must be understoodunderstood►Must be Must be believedbelieved►Must be Must be rememberedremembered►Ultimately, must be Ultimately, must be acted uponacted upon

MaslowMaslow’’s Hierarchy of s Hierarchy of NeedsNeeds

Important DistinctionsImportant Distinctions

►Attitudes vs. OpinionsAttitudes vs. Opinions► Image vs. IdentityImage vs. Identity►Credibility and BelievabilityCredibility and Believability

Source CredibilitySource Credibility

►Tell the TRUTHTell the TRUTH►ExpertiseExpertise►ObjectivityObjectivity►LikeabilityLikeability►SimilaritySimilarity►PowerPower

Select Channels and Select Channels and Media Media

► Channels:Channels:

PrintPrint

ElectronicElectronic

Face-to-faceFace-to-face

Special eventSpecial event

► Media (specific Media (specific conduits)conduits)

Philadelphia Philadelphia InquirerInquirer

Philadelphia Philadelphia Business JournalBusiness Journal

Posters Posters

PostcardsPostcards

M-A-C Selection ChartM-A-C Selection Chart

AudiencesAudiences

Key internal Key internal

and external and external

publics publics targeted targeted

in your in your

campaigncampaign

Key Key MessagesMessages

ReceivedReceived

AttentionAttention

UnderstoodUnderstood

BelievedBelieved

RemembereRememberedd

Acted uponActed upon

ChannelsChannels

PrintPrint

Face-to-Face-to-faceface

Special Special eventevent

ElectronicElectronic

Evaluate CompetitionEvaluate Competition

► Identify main competitionIdentify main competition►Learn what competitors are doingLearn what competitors are doing► Identify messages competitors are Identify messages competitors are

using to attract your audienceusing to attract your audience’’s s attention attention

Other FactorsOther Factors

►Markets (Customers)Markets (Customers)►CompetitionCompetition►TechnologyTechnology►Supplier MarketsSupplier Markets►Labor MarketsLabor Markets►EconomyEconomy►Regulatory EnvironmentRegulatory Environment

Identify ResourcesIdentify Resources

► Time?Time?► Costs?Costs?► Agents?Agents?

► Expensive mass Expensive mass media advertising?media advertising?

► Special talent?Special talent?► Fund-raising?Fund-raising?► Staff?Staff?► Printers, suppliers, Printers, suppliers,

vendors?vendors?► Media relations?Media relations?

Leading Change by Leading Change by John KotterJohn Kotter

1.1. Create a Sense of UrgencyCreate a Sense of Urgency

2.2. Form a Guiding CoalitionForm a Guiding Coalition

3.3. Develop the Vision and StrategyDevelop the Vision and Strategy

4.4. Communicate the Change VisionCommunicate the Change Vision

5.5. Empower Broad-Based ActionEmpower Broad-Based Action

6.6. Generate Short-term WinsGenerate Short-term Wins

7.7. Consolidate Gains and Produce more Consolidate Gains and Produce more ChangeChange

8.8. Anchor the Change in the CultureAnchor the Change in the Culture

Q&AQ&AJacob C. Farbman, M.A, APRJacob C. Farbman, M.A, APR

(609) 392-3434, ext. 105(609) 392-3434, ext. 105jfarbman@njccc.org