Planning and Management of online PR

Slideshow Transcript

1. Slide 1: Planning and Management online PR David Phillips
2. Slide 2: Planning and management model 1 Four-Step Public Relations Process (Cutlip et al. 2000: 341)
3. Slide 3: Planning and Management Model 2 The PR Process (Leinemann & Baikaltseva, 2004: 7)
4. Slide 4: Planning and Management online PR Research ( Primary, Secondary) Situation analysis Objectives (Each objective must be SMART - Specific, Measurable, Achievable, Realistic, Time bounded) Identifying publics (Latent publics, Aware, Active) Identifying stakeholders Key messages Strategy (Strategy is the foundation on which a tactical programme is built. It is the process that will move you where the current situation is now to where you want it to be). Tactics The PR profession has a number of tactics (or tools) in its armoury e.g.media relations, lobbying, events, interviews, blogger relations, presentations, consultations, newsletters, competitions, podcasts, events, websites, conferences, photography, video news releases, etc etc. Timescale Budget Crisis issues and management plan Risk assessment Evaluation (Ongoing/ End of programme analysis)
5. Slide 5: Research Client (history, products/services, markets, channels to market, people, vendors, competitors, industry sector) Perceptions (Research, Institutions, Press, Usenet, Blogs, email etc) Platforms and channels for communication (past/available)
6. Slide 6: Situation Analysis Corporate aims, objectives, 'mission' ● ● Client sector, competitor constraints ● Time/budget/communication constraints ● Campaign aims
7. Slide 7: Objectives Specific ● ● Measurable ● Achievable ● Realistic ● Time bounded
8. Slide 8: Identify Publics Define the objectives as issues ● ● Publics sub divided by ● Communication Platform publics ● Communication Channel publics ● Are they stakeholders? ● What are public's issues
9. Slide 9: Messages Messages that are evident from analysis of publics ● ● Objective messages ● Areas of empathy
10. Slide 10: Strategy Messages for publics ● ● Platforms publics use ● Channels that publics use ● Available competencies for use of Channels ● Acceptability of channels to client
11. Slide 11: Tactics Messages ● ● Platforms ● Channels ● Tools and technologies ● Timescales for development and implementation ● Integration
12. Slide 12: Timescales Project management Who what when where Goalposts and pinch points Outputs, Outtakes, outcomes, effects Reality check with objectives
13. Slide 13: Budget Operating costs, Human/time costs Overheads, expenses, salaries, Equipment, technologies,
14. Slide 14: Issues Crisis Management Generic ● ● Specific ● Responsibilities ● Implementation plans (plan as campaign)
15. Slide 15: Risk Assessment A method of determining what risks are present in for the organisation and its sector. Define a process that you can use to determine risks – corporate, environment, reputation Evaluation of effects of Transparency Porosity, Agency risk on-line and offline Access and communications (internal/external) monitoring, evaluation and response procedures and tools available to identify and manage NOTE: one of the biggest problems companies face is being available – can publics make contact - can your server cope with high traffic – can you reply/respond in a timely way – is there a fast track approval procedure
16. Slide 16: Evaluation Need for constant monitoring, assesement and ● evaluation (note – this is a cost) ● Compare to objectives ● Plan for campaign adjustment ● Programme evaluation ● Lessons learned ● Report