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Chapter 2: PR Tools - PR Campaign, Managing Press Relations :arrow_right:…
Chapter 2: PR Tools -
PR Campaign
TACTICS
Events
from small fundraisers to major conferences
EFFECTIVE WAY OF growing up your community, getting your brand out there, developing partnerships (= essential goals of PR)
Partnerships
to grow your audience
Added value to the brand
Case studies in the slides
Letters to the Editor
Example in the slides
Pop Up Shops
Capitalize on cheap retail space
Effective means of earning media coverage
Brochures
Not really old-fashioned
Valuable if you have physical presence: leaving ppl with information
Press Conferences
Getting a message out to a large group of reporters all in one shot
Press Releases
Media relations tools
92% of consumers trust earned media
Publicity creates public awareness. There are multiple ways to generate news stories
PR CAMPAIGNS
Introduction
Goal and Objectives
GOALS
the means to express the end points towards which effort is directed
broad, relatively abstract, difficult to quantify
OBJECTIVES
subsets of goals + should be expressed in concrete, measurable terms
factual, observable
SMART
Research
Important at the start of the PR planning proccess
Tactics and Strategies
TACTICS
All communication venues that are used to reach out your publics
Devising specific communication techniques and selecting the forms of media that suit the message best
STRATEGY
formulated to meet the objectives
deciding on the overall message of a campaign + the best way to communicate the message
Phases
Initial Research Phase
Issue identified, target audience is selected
Strategy Phase
Campaign goals are set + message is decided
Tactics Phase
Media forms are selected
Evaluation Phase
The campaign is evaluated + results are researched
Article "3 Characteristics of a PR Campaign"
Definition
Series of activities planned in advance + related to a specific goal
3 main features
Clear objectives
easier to focus the planning and execution of a campaign
easier to quantify the success
Deliver a Message
Message needs to be clear and concise
Target an Audience
a specific one : the group that repspond as desired to the message
For a company = the group that buys a specific product which takes in count their interests, tastes, spending power
threats
Planned budget
Plan carefully to communicate in a good way : message cannot cause offense
not fall foul any regulatory issues
Successful PR campaigns
Control your public relations message
Manage the positive flow of information about your organisation
Handle any negative comments + give the correct responses at the right time
Managing Press Relations :arrow_right: Media relationships