Planned Public Relations

• To have the best opportunity to create and promote a businesses image they should plan their Public Relations approach or campaign

Examples of Planned Public Relations

For each of the short videos write down in your exercise books 1. What might be the business objective of the

organisation in this Public Relations example?2. How do you think this Public Relations

activity helped that objectivehttps://www.youtube.com/watch?v=ZUuR3wcM6UYhttps://www.youtube.com/watch?v=7EYAUazLI9k

Public Relations Campaign

• Public relations campaign – a series of public relations activities undertaken to achieve a specific objective

• It involves 5 Key development stages

5 Main Development Stages of a Planned Public Relations Campaign

Stage 1 – Establish Public Relations objectivesStage 2 – Identify the intended publicsStage 3 – Develop specific public relations

strategies and tacticsStage 4 – Implement the public relations campaignStage 5 – Evaluate the resultsOr “EIDIE”

The 5 Steps of Planned Public Relations

STAGE 1 – Establish your Public Relations Objective

How do we decide what our objectives should be?The SMART objective• S - Specific• M - Measureable• A – Attainable• R - Realistic• T – Time bound

STAGE 2 – Identify the intended Publics

• In our Planned Public Relations campaign the “Target Group” is the publics towards whom the public relations strategies and tactics are directed.

• Example: Tourism Australia – Oprah– People living outside Australia (General Publics)– Australian Public (General Publics)– Local Tourism businesses (Local Community Publics)– Employees of Tourism businesses (Internal Publics)

Stage 3 – Develop specific public relations strategies and tactics

• To do this first select your “media”

• Media – the assorted public relations communication strategies available to convey the image selected to the public

• Displays & exhibitions• Competitions• Guest speakers• Staged events & stunts• Email messages• Media Releases• News conferences• Community involvement

programs• Web – YouTube, FB

Stage 4 – Implement the public relations campaign

• This is where we get into ACTION!!• Need a plan of attack for implementing the PR

campaign.• Should detail

– each organised step– Who is responsible– Calendar of event dates– Media contact details (from stage 3)

• Distribute to – PR Committee, Marketing Manager, staff • RISK of Failure if this is not coordinated well

Stage 5 – Evaluate the Results• Measure success against your original

objectives– Before– During and – After event

• Be aware of any changes in Publics attitude or behaviors

• WHAT DID WE WANT TO ACHIEVE – WHAT DID WE ACHIEVE = SUCCESS/FAILURE

UNPLANNED Public Relations• Public Relations is not only concerned about

projecting our good image. Equally important is protecting us from the BAD image

• Businesses are often presented with CRISIS situations that they need to manage as smoothly as possible.

What is Risk Management?

Organisations often have a RISK Management Plan – to help them deal with Crisis Risk Management plan - is a process of identifying risks a business may face and the best way to deal with them.

Crisis Communications Plan

• Outlines the policies and procedures to follow when handling unfavorable publicity and news personnel when a crisis occurs.

• Aim & Purpose1. Bring the crisis under control – limit the damage2. Deal with the intense media and public scrutiny

Steps in Crisis Management Plan1 – Determine the appropriate Target publics

2 – Communicate essential information to all affected publics

3 – Get the facts

4 – Give Responses as quickly as possible

5 – Be Prepared to answer questions – 5 W’s

Steps in Crisis Management Plan6 – Provide regular updates

7 – Establish a chain of command

8 – Establish a crisis communications team

9 – Monitor the progress of the crisis communications plan

10 – Evaluate the effectiveness of the crisis management plan