PR2 Flashcards
5 steps to strategic planning
- objective
- key public’s needs and info habits
- take advantage of strengths and opportunities
- mitigate weaknesses and avoid threats
- measure impact
in class we talked about a metaphor for strategic planning. What did we use?
roadtrip
7 keys to a successful campaign
- have a SMART goal
- define success
- target audience
- key messaging/tone
- $$$$$
- environmental context
- what they do best
what does SWOT stand for
strengths, weaknesses, opportunities, threats
give 2 examples of each S W O T section for Lavanda Café
S: large patio, social media, in trendy part of downtown
W: SEO, small venue, newer place
O: patio fest, liquor licence, corporate collab.
T: Parlour, parking, inflation, ppl stay inside.
PR looks for what type of communication with audience
2-way
what are SMART goals
Specific
Measurable
Achievable
Relevant
Timely
problem aware
knows there is a problem but doesn’t know about solution
solution aware
knows there is a problem wants to find solution
product aware
knows about a product for them but not which one
most aware
knows the product and solution for them :)
UGC
user generated content
when peeps make content for a company then they both post it.
what is a persona and why does anyone care about them
it is a fake person that reflects the group of people you are targeting. it feels easier to tailor the messaging to “one person”
what is the RACE model
Research
Analysis
Communication
Evaluation
elements of newsworthiness
Remember: THICC - NPP
Timely
Human Interest
Impact
Currency
Conflict
Novelty
Prominence
Proximity
principles of persuasion
FACI
familiarity: have familiar influencers advocate
action: make things easy af
clarity: use slogans, logos, images
identification: what’s in it for me
publicity campaign basics
- hit all media outlets at once
- media kit
- influencer relations
- public appearance
- be ongoing with messaging
- tone
- social media
- awards
what free elements can help make a publicity campaign successful
organic marketing and earned media
5 principals for internal comms
HONESTY
RESPECT
THANKS & RECOGNITION
TWO-WAY DIALOGUE
CONSISTENCEY
the effects of internal comms
employee satisfaction
retention
productivity
workplace culture
organization
mental health & wellness
low absenteeism
purpose & impact
what do employees want to know?
what effects/is relevant to their job
how they’re doing
goals
what’s changing
how to be engaged
primary vs secondary research
primary, you did it dawg.
secondary, you searched for it dude
primary research techniques
- interviews
- focus groups
- random samplling
secondary research techniques
search the archives
internet sleuth
library and online databases
how to evaluate social media comms
impressions, likes, comments, how they found us
how to evaluate website comms
bounce rate, how they got to us, how long they stay, refferals
how to evaluate events
tickets sold, registrations,
how to evaluate email marketing comms
get an email list silly its so easy! it tells ya right there! how many peeps opened it, clicked, where they click.
some digital evaluation metrics
goog analytics
socials insights
email marketing metrics
customer lifetime value
average spent/customer
customer visit frequency
sponsorships
one night stand, give resources, recognition for sponsorship
collabs
short term, informal, $ not often exchanged.
co-launch something.
partnerships
two-way, mutual beneficial
each party does something for the other
complementary audiences
long or short term
registered charities
registered with CRA
give tax reciepts
board of directors
benefit broader community
operate programming theirselves
EX: dream factory, humane society, wpg foundation
non-profits
no tax reciepts
broader mission (no CRA)
owned by a group, governed by board
profits are reinvested
how to do comms for non-profit/charities
communicate need
communicate impact
engage audience
anatomy of storytelling
hook
conflict
hero story (beneficiary as hero) how helped
resolution (what up now)
call to action
community relations
building/nurturing the relationship with specific publics via investing in their community resources.
why do businesses do community relations
foster a positive image and give back to development of community.
best practices of community relations
align with core values
engage authentically
measure impact.
news conference
a newsworthy event that Js want to cover. follow up is needed to make the story
CRITERIA FOR NEWS CONFRENCE
- of interest of large audience
- media wants to cover it NOW
- requires contact with us to cover it properly
a solid media message includes:
-clips of 8-10 seconds for soundbite
-clear and uncomplicated
-plain language
-what’s in it for the audience
-impact not process
-SHOW don’t tell
bridging
act of segueing into something you can actually speak about.
bridging ABCs
Address question
Bridge
Communicate your message
how to respond to a BOLD question
J: is your CEO a criminal?
bad answer: no our CEO isn’t a criminal.
YAS answer: absolutely not
can you address hypothetical questions?
no why would you. only speak to what you know.
what is it called when you invite the Js to your news conference?
media advisory
What goes in a media kit?
News release
Contact info
Table of contents
Organization info
Related visuals
Speaking notes
issue management
negative event/situation
* doesn’t stop biz as usual/doesn’t threaten long-term negative impact
* still important to quickly detect and manage
* mismanaged issues can develop into crisis.
