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a series of actions intended to accomplish one or more goals that will enable an organization to move from one set of circumstances to another – a detailed roadmap |
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| detail how an organization will execute the marketing mix: product, price, placement and promotion. Must carefully coordinate decisions about product design, packaging, pricing, distribution, advertising and public relations |
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| part of the promotional component of a marketing campaign; deals specifically with the strategy for creating, testing, and placing advertisements in various media to reach targeted audiences; uses purchased media to promote products and services |
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| has a broader mission than selling products and services; take advantage of a wider range of communications channels to achieve results; often include internal publics (employees & stockholders) as well as external publics (venders, customers, etc.) |
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Term
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Definition
1. Executive Summary
2. Situation Analysis
3. Objectives
4. Audeience
5. Strategy
6. Tactics
7. Calendar
8. Budget
9. Evaluation
10. References |
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Term
| Part 1: Executive Summary |
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Definition
the first page of a PR plan; provides a persuasive overview of the strategy and tactics of the plan
*the problem, program goal, target audience, audience objectives, major strategy, recommended budget, evaluation plans
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| Part 2: Situation Analysis |
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| section of public relations plan that describes the current situation with relevant facts about the organization's history, growth, products, sales, market share, strength, weaknesses, opportunities and threats--defines the PR problem of the client and the reasons why the client seeks the services of f PR professionals |
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| a crisis that has damaged the image and reputation of an individual or institution |
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| client may plan to celebrate a major event (anniversary, new product launch or new facility opening)- to help the client obtain as much publicity and good will from the one-time event as possible |
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| standing programs-an organization needs to maintain relationships with various publics and the media to achieve current and long-term objectives |
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| the desired future outcome of a public relations plan--what will it accomplish? |
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| to create awareness, to expand understanding and generally to inform and educate audiences |
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| seeks to persuade people to do something, engage in some behavior, to take some action (sending a donation or calling an 800 number) |
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| a measurable component and a deadline |
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characteristics of a population
(age, gender, race, ethnicity, language, education, income, profession, etc. ) |
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| psychographic segmentation |
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Definition
psychographic characteristics
(personality, lifestyles, values, attitudes, interests, etc.) |
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group of people according to consumer behaviors
(befits sought from a product or service, usage rate, brand loyalty, user status, etc.) |
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those audiences who are most crucial to reach to achieve objectives
(age, gender, race, ethnicity, etc.) |
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audience that wasn't necessarily primary
(a plan might target 18-25yr olds as primary but designated the age group of 26-34yr olds as secondary audiences)
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the overall arrangement for a PR plan-a broad, nonspecific statement about the approach to take
(clear theme or underlying message of plan) |
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the action steps to take to implement a strategy and accomplish the objcetives of a PR plan
(news releases, fact sheets, special events and other activities) |
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| Succesful PR Tactics should... |
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Definition
1. be recieved (exposure)
2. get attention (attention)
3. be understood (perception)
4. be beleived (credibility)
5. be remembered (retention & recall)
6. be acted upon (action) |
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| Part 7: Calendar (timeline) |
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Definition
| when a tactic should be completed by; advertising and PR plans typically become implemented over a period of 3-12 months |
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| a type of bar chart that illustrates a project shcedule; popular in all sorts of project planning; include start and finish dates for tactics, as well as intermediary activities necessary to complete each tactic |
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| contains not only the total cost of a plan, also the itemized cost of each major expense associated with the plan (copying costs, photography, equipment rentals, postage, transportation, etc.) |
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| explains when and how measurements of the results will take place--report on the outcome of PR plans |
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during a plan's execution as a form of feedback that enables them to make changes in strategy and tactics while tehy can still affect the end result of a plan (test grades)
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| a measure of the final outcome of something (the final grade in a class) |
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| measurement of message production placement, measurement of awareness, understanding and retention of messages, measurement of changes in attitudes, opinions, and behaviors |
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| footnotes, sidebars, citations or any other form of reference |
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| a story written in news style that announces information that a source wishes to make available to the public--typically time-sensitive |
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| widely read and good choice for briefly expressing an opinion or setting the record straight if incorrect information has been published |
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| name given to a guest opinion article appearing on a page opposite a newspaper's editorial page |
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| quick reference tool in an outline or bulleted format-provides facts about an organization such as the length of its operation, the number of employees, its annual revenues and products and services it provides |
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| (tactic)-repackage of materials provided to media at news conferences or other events. usually consists of a folder that contains such materials as news prints from publications, brochures, graphic design materials including logos, corporate annual reports, biographies of key people and publicity photos |
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| an effective tactic for communicating with four target audiences: employees & retirees, stockholders & investors, sales staff & wholesalers and customers & members |
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| media advisories (media alters) |
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| gives notice to news media about an upcoming event. one-page brief outline giving journalists advance warning about an event |
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| published by large corporations and nonprofit institutions--they serve to personalize large organizations and to provide a vehicle for the celebration of individual and organizational accomplishments |
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| provide information that does not go out of date quickly |
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| provides background information and statistics about the industry |
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| publicly owned corporations are required to publish annual reports; provides detailed financial information about the corporation |
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| promotes an organization's image and reputation to strengthen its identity and its role as a good corporate citizen |
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| Public Service Announcement (PSA) |
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| non-commercial advertisements for nonprofit groups that radio and television broadcast for free |
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| most effective interpersonal communication--immediate feedback |
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| many PR professionals write speeches for executives and clients, some large corporations employ speechwriters full-time |
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| should happen infrequently and only to make announcements that will generate media interest |
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| might be brief for use in a newscast or lengthy for a feature-length story |
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| meal or reception for journalists, media leaders and other important guests; an announcement or statement that usually follows some socializing |
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| familiarize reports firsthand with something that may be difficult to understand otherwise |
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| required by SEC for all public corporations-held for stockholders |
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| Video News Releases (VNR) |
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| complete video "package" or story that si ready for broadcast |
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| provides many opportunities for public relations messages to reach audiences |
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| video financial reports from corporations, internal corporate TV newscasts, video training & video sales message |
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| marketers pay television and motion picture producers in front of the camera as part of a program |
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idea of doing public relations and advertising on a very low budget--word of mouth, classified ads, personal letters, fliers, t-shirts, promotional items
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designers create web sites with highly entertaining, odd and even bizarre content
-knowledge of site spreads like a "virus" |
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| state local income and sources, anticipated expenses, income and net profit or loss |
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| Strenghts, Weaknesses, Opportunities, Threats |
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| internal origin/factors of the organization |
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strenghts- things that are good now, maintain them, build on them and use as leverage
weaknesses- things that are bad now, remedy, change or stop them |
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| external origin/factors of the environment in which the organization operates |
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opportunities-things are good for the future, prioritize them, capture them, build on them and optimize
threats- things that are bad for the future, put in plans to manage them or counter them |
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| legal exaggeration-use of superlatives that cannot be proved or disproved |
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| P.R. that reacts to events as they occur--crisis management |
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| collection of facts that are interesting, uncommon or extraordinary |
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P.R. plans that try to anticipate future circumstances rather tahn reacting to events
-proactive P.R. tries to develop strategy and tactics that best manage an organization's image and reputation |
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| the general opinion of an institution or individual formed usually over a period of time |
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| P.R. tries to cultivate a positive reputation for clients on a continuing basis---goal is to restore reputation |
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1. conflict/crisis/disaster
2.victims
3.villain |
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| accepting responsibility in a genuine manner |
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| integrated marketing communication |
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| P.R., Advertising & Sales Promotions support each other |
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| companies hire P.R. firms to do some of their work----objectivity |
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| who produces more credible messages? |
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| Who has more control over reach and frequency? |
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| finding the positive or less negative side of a story |
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| commonly used to create a newsworthy event that will capture the interest of the news media |
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| hired by Andrew Jackson to be the 1st presidential press secretary (1820's) |
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| coined by Teddy Roosevelt; intended as an insult but became a badge of honor----muckraker could only see negative and missed the good/positive around him |
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| Joseph Pulitzer's New York World and William Randolph Hearst's New York Journal battled using sensational and scandal-oriented stories |
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| newspaper journalist who wrote stories about child labor and unfair working conditions (1880's) |
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| wrote of immigrant workers in Chicago meat-packing plants |
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| "hoarded money" and "robbed the country of it's wealth"---great financial villain |
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| "patron saint of promoters"-master of the "staged event"; went beyond puffery to lies--contributed to negative image of P.R. |
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| Ivy Ledbetter Lee (1877-1934) |
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| argued that businesses had to take into consideration what the public thinks of them--"father" of P.R.--advised the Rockefellers, Vanderbilts, etc. |
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| "Declaration of Principles" |
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| created by Ivy Lee--called for honest communication with the public on behalf of a client |
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| 60 men, women and children killed in Ludlow, Colorado---Coal miners tried to join UMWA and were opposed by Colorado Fuel and Iron Co. (owned by Rockefellers) |
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| Product, Price, Placement, Promotion |
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| whether or not a creative product serves it's purpose effectively |
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| relates to producing a lot of ideas |
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| relates to producing ideas that are different from each other |
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| activities that involve working directly with persons responsible for the editorial, public service and sponsored programming products of mass media |
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| activities that involve working directly with persons responsible for the editorial, public service and sponsored programming products of mass media |
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| effective media relations maximize coverage and placement of stories and messages in the mass media without paying for it directly through advertising |
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