Pr Flashcards
Learn the basics
PR Strategy
Articulate the objective
Collect knowledge (research) work against you? help you? advantages? threats?
Analyze research
Evaluate Results
Analysis Phase – deciding what to do when planning
Be strategic in costly manner
Never make guarantees of success
Strategic Approach
Developed to achieve specific objective – based on research and analysis – proactive and reactive communications – tailored to target publics – taking advantage of strengths and mitigating weaknesses – measures impact
Identification Principle
What in it for me
pain point
a problem that annoys your public that you are trying to help with.
informational habits
find our where your publics get their information. social media > social media influencer
help choose media, influencers, timing
Management by Objectives (MBO)
approach to communication planning based on identifying what we want to achieve and the best way ti achieve it and measure success.
–identification principle
–planning effective messaging
1 rule for event planning
promotion –what does it take to get people out of their homes? –offer value –easy to do –sharable
RACE FORMULA
Research: stakeholders and their environments that motivate them
Analysis: Research findings and plot communication approach that help stakeholders meet their objectives
Communications: execute plan
Evaluation: Measure to determine how successful it was on all fronts
(RACE formula based on MBO)
Mission Statements
–drive decisions of employees
–dictate values and objectives
– promise of quality
–internal communications
one paragraph, free of jargon
3 components of mission statements
- Purpose
- Business
- Values
Situation Analysis
examines environment in which planned communication is to take place
SWOT
SWOT (S)
strengths (internal)
–take advantage
–appeal to client
–characteristics of product or service
SWOT (W)
Weaknesses (internal)
–compensate for or avoid drawing attention to
–midget weakness
–open and honest when decreasing negative impact
SWOT (O)
Opportunities (external)
– positive external factors
–take advantage
–not tactics
SWOT (T)
Threats – obstacles – mitigate negative impact – competition – whats special of product
Target audiences – Primary
– need to know what they want. (identification principle)
– perspectives
– target specific people
Target audience – Secondary
–second most likely to use product
micro targeting
Geo, Demo, behaviour patterns, socio-economic status, pain points, consumption patterns, psychographics
audience profile
–what do they do on spare time? –Where do they spend time? – where do they get their information? –Personality preferences – Pain points
Desired outcomes
Knowledge, Attitude, Behaviour
achievements in measurable terms:
–Benchmarks
Desired outcomes:
Knowledge
did you get their attention?
Desired Outcomes:
Attitude
Did that knowledge lead them to them wanting something you off?
Desired Outcomes:
Behaviour
enough to make them do what you want them to?