Public Relations - Syed Choudhury - Creative Jefkins’ 6 Point PR Planning Model ∗...

Public Relations Syed Choudhury

Syed Choudhury - Public Relations - Week 8 1

∗ Jefkins’ 6 Point PR Planning Model ∗ Situation Analysis

∗ Defining Objectives ∗ Defining Publics ∗ Media Selection ∗ The Budget

∗ Implementation & Control

This Week


∗ Communications Audit

∗ Image Analysis (6 Types) ∗ Mirror, Current, Wish, Multiple, Optimum, Corporate

∗ 7 methods of Situational Analysis ∗ Marketing Research, Desk Research, Complaints,

Financial Situation, Media Attitudes, Employee-Management Relations, Community Relations

Recap – Situational Analysis


∗ They give focus & direction to create programme strategies and tactics

∗ Objectives – where we want to go ∗ Strategies – how we are going to get there ∗ Tactics –the operational aspects of the strategy

∗ 3 types of outcomes ∗ Knowledge, Predisposition, Behavioural

Recap - Defining Objectives


∗ Diverse group ∗ Marketing Target Audience vs PR Publics ∗ 8 Basic Publics:

1. The Community 2. Potential Employees 3. Employees 4. Suppliers 5. Financial Markets 6. Distributors 7. Customers 8. Opinion Leaders or Formers

Recap - Defining Publics





Overview


∗ Media Mix

∗ PR vs Advertising ∗ Cost ∗ Reach ∗ Influence

∗ Editorial vs Advertisement vs Advertorials ∗ The Code of Conduct

In Detail – Media Selection


∗ Cumulative & long term

∗ Main aim is awareness

∗ Concentration on bad news (7:1)

Media Limitations


∗ Source information on media

∗ Co-ordinate advance editorial schedules of relevant print and electronic media, radio and television

∗ Maintain continually updated information on key contacts

∗ To research and compile files/databases on specialist freelance contacts in relevant fields

∗ keep abreast of new channels of communication and to evaluate their relevance for public relations practitioners

PRO’s Tasks


∗ Characteristics of the press ∗ Depth of Information ∗ Portability ∗ Extended Life ∗ Circulation vs Readership Figures ∗ Bias ∗ Unreliability of Information ∗ Location & Distribution

Press Media in Detail


∗ Daily Morning Newspapers

∗ Regional/City Daily Morning Newspapers

∗ Local Weekly (bi-weekly) Newspapers

∗ Evening Newspapers

∗ Sunday Newspapers

Types of Publications - Newspapers


∗ Consumer Magazine

∗ Listings Magazine

∗ In-Flight Magazine

∗ Trade, Technical and Professional Magazine

∗ Directories, Year Books, Annuals, Diaries

Types of Publications - Magazines


∗ Differences from press

∗ Instant/Transient Consumption

∗ Simple Stories/Analysis

∗ Memory Distortions

∗ PR/Advertisement Opportunity

∗ Commercial Advertisement

∗ Show/Series Sponsorship

Broadcast Media in Detail


Broadcast Media - Television

∗ Characteristics:

∗ Watched mostly at home

∗ Seated, and relatively captive audience

∗ Visual medium

∗ Interviews, site visits

∗ Time-Consuming

∗ Controversial editing


∗ Voice Only ∗ More likely to be played in the background ∗ Time-specific listeners ∗ Specifically important in developing countries ∗ Listening to overseas radio

Broadcast Media - Radio


∗ Key Elements: ∗ Publics is a peculiarly PR word that describes the important audiences

or stakeholders that an organisation seeks to influence ∗ Summed up by the quotation “marketing deals with markets and

public relations deals with publics” (Grunig 1993). ∗ It is NOT the General Public. ∗ The mission of the organisation’s public relations department is to

build relationships with these publics. ∗ Examples include suppliers, shareholders, employees and anyone else

(individuals or groups) with some particular interest in the organisation or other connection (Baines et al 2004).

∗ It is important to rank the importance of various publics and understand their likely concerns. Publics are at the centre of the PR process.

Explain in public relations terms what is meant by the word ‘publics’? Use examples, where appropriate, to illustrate your

answer.


∗ Key Elements: ∗ Advertorials are a hybrid between an advertisement and a

press/magazine article produced in such a way that consumers may believe it is editorial rather than a commercial message.

∗ Advertorials include advertising for a brand in the form of an article, features mentioning or recommending brands or special features or ‘adgets’ where advertising is sold with accompanying editorial copy (Brierly 2002)

∗ Legally advertising written in journalistic style must be distinguished by the words ‘advertisement’ or ‘advertiser’s Announcement’

∗ Chinese Wall refers to the distance which should be kept between advertisers and journalists.

∗ The Chartered Inst. of Journalists code forbids the writing or altering of editorial copy at the request of an advertiser.

What are advertorials? Why are they seen as bad practice amongst PR practitioners?


∗ Relations with the media have traditionally been the domain of the Press Officer (PO)

or Media Relations Manager (MRM). ∗ Although the former is the more accurate title in an age of diverse media outlets the

former title is still being used. ∗ The responsibilities of the PO/MRM are to initiate media coverage and to supply

information demanded by the media. They are, therefore, both proactive and reactive.

∗ To ensure effectiveness the PO/MRM needs to build relationships with important media reporters.

∗ The essence of a story which will run in particular media is that it is newsworthy to that particular media. What is newsworthy to one media outlet (e.g. the Sun) may not be to another (e.g. the Financial Times) so selectivity and targeting is an important issue.

∗ Organisations that are frequently ‘in the news’ are constantly bombarding PO/MRMs with question and an important aspect of the job is knowing where to get accurate information. In this respect they are the mouthpiece of the company.

∗ They must be able to respond to queries promptly, given the tight deadlines of press

What factors should be considered when working with the media?


Any Other Questions?


1. What factors should be considered when working with the media?

2. Explain in public relations terms what is meant by the word ‘publics’? Use examples, where appropriate, to illustrate your answer.

3. What are advertorials? Why are they seen as bad practice amongst PR practitioners?

4. Public Relations functions are sometimes situated within Marketing Departments and sometimes within other areas of an organisation. Explain why these differences exist and what reasons, if any, affect where the Public Relations function will be located.

Test – Exam Prep





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Public Relations - Syed Choudhury - Creative Jefkins’ 6 Point PR Planning Model ∗...

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