Mc strategic pr

MANAGEMENT COMMUNICATION – PUBLIC RELATIONS

Strategic Planning for PR


PHASE 2 PHASE 3 PHASE 4PHASE 1

FORMATIVE RESEARCH

STRATEGY TACTICS EVALUATIVE RESEARCH

STEP 1Analyzing the

Situation

STEP 2Analyzing the

Situation

STEP 3Analyzing the Public

STEP 4Establishing Goals

& Objectives

STEP 5Formulating Action

& Response Strategies

STEP 6Using Effective

Communications

STEP 7Using the

Communication Tactic

STEP 8Implementing the

Strategic Plan

STEP 9Evaluating the Strategic Plan


INTRODUCTION

Strategic Communication

Integrated Communication

Advertising as a tool of

Integrated Communication

Nine Steps of Strategic Public

Relations

Effective Creativity

Formative Research

Strategy

Tactics

Evaluative Research


PHASE ONE : FORMATIVE RESEARCH

Step 1 : Analyzing the Situation

Step 2: Analyzing the Organization

Step 3 : Analyzing the Public

Public Relation Situation

Issue Management

Risk Management

Crisis Management

Public Relation & Ethics

INTE

RNAL

EN

VIRO

NM

ENT

PUBL

IC

PERC

EPTI

ON

EXTE

RNAL

EN

VIRO

NM

ENT

PERFORMANCE

NICHE

STRUCTURE

INTERNAL IMPEDIMENT

VISIBILITY

REPUTATION

SUPPORTERS

COMPETITORS

OPPONENTS

EXTERNALL IMPEDIMENT

WHAT IS PUBLIC

IDENTIFYING PUBLIC

SELECTING KEY PUBLIC

ANALYZING KEY PUBLIC

STEREOTYPES

RETHINGKING YOUR PUBLIC

BENEFIT STATEMENT

Public, Market, Audiences

Characteristics of Public

Key PublicsIntercessory Public and

Opinion Leaders

Stages of Development

Key Characteristics


Phase Two STRATEGY

Step 4 : Establishing Goals and Objectives

Step 5 Formulating Action and Response Strategies

Step 6 Using Effective Communication

GoalsCommunicati

on Process

Rhetorical Tradition

Ethos Convincing

CommunicationLogos

Appealing to Reason

Pathos : Appealing to

Sentiment

Verbal & Non-Verbal

Communication

Positioning

Objectives

Writing Public Relation

Objectives

Standard for Objectives

Hierarchy of Objectives

PROACTIVE PR

STRATEGIES

Reactive PR Strategies

Action

Communication

Pre-emptive Action

Offensive Response

Defensive Response

Diversionary Response

Vocal Commiseration

Rectifying Behaviour

Strategic Inaction

InformationPersuasionDialogue

Credibility communication Control

Identifying Organization Spokespeople

PropositionVerbal Evidence

Visual Supporting EvidenceAvoiding Errors of Logic

Misuse of Statistic

Positive Emotional appeals

Negative Emotional Appeals


Phase Three TACTICS

Step 7 : Establishing Goals and Objectives

Step 8 : Formulating Action and Response Strategies

Strategic Communication Categories

Strategy of Interpersonal

Communication Technique

Organizational Media Tactics

Strategy of News Media

Tactic

Advertising and

Promotional Media Tactic

Packaging the Communication

Tactic

Strategy of Print Ad MediaElectronic Media Advertising

Out of Home AdvertisingPromotional Items

Personal InvolvementInformation Exchange

Special Events

Thinking Creatively

Putting the Program together

Serving Media Information Needs

Opinion MaterialInteractive News Opportunities

Direct /Indirect News Material

General Publications

Print MediaAudio Visual Media

Direct Mail

Campaign Plan

The Schedule

The Budget

How Much Success is Necessary

Tactic : Open House

Frequency of Tactics

Timeline of Tasks

Budget Item Categories

Managing the BudgetFull cost Budget

Approaches to Budgeting


Phase Four EVALUATIVE RESEARCH

Step 9 Evaluating the Strategic Plan

Evaluating the Strategic Plan

Timing : when to Evaluate

Research Design

Methodology: How to Evaluate

Judgmental Assessment

Data Analysis & Evaluation of

Report

Structure of the Evaluation Report

The Ultimate Evaluation : Value Added Public Relations

Evaluation of communication Outputs

Evaluation of Acceptance ObjectivesEvaluation of Action Objectives

Evaluation of Awareness Objectiv

Research Design: what to EvaluateDesign QuestionsEvaluation Criteria

ImplementationProgress

Final Evaluation


A GYAANNIKETAN PRESENTATION


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