STRATEGIC PUBLIC RELATIONS – INFORM, ENGAGE, INSPIRE...STRATEGIC PUBLIC RELATIONS – INFORM,...

STRATEGIC PUBLIC RELATIONS – INFORM, ENGAGE, INSPIRE

Nora K. Carr, APR, Fellow PRSA

Chief of Staff

Guilford County Schools

336 370 8106 @336‐370‐8106 or [email protected]

“Never doubt that a small group of thoughtful, committed citizens can change the world. Indeed, it is the only thing that ever has ”only thing that ever has.

~ Margaret Mead

INFORM, ENGAGE, INSPIRE

712 North Eugene Street | Greensboro, NC 27401 | (336) 370‐8100 Phone | (336) 370‐8299 Fax | www.gcsnc.com | GCSTV 2

STEP

O

h

ONE: RESE

Know Who You Are Talking To ~ And What Matters to Them A

RCH& A

Matters to ThemDemographicsVal es and Ps ho raphi s

ASSESSM

EN

Values and PsychographicsPerceptions Preferred Channels of TPreferred Channels of CommunicationGathering PlacesKey InfluencersCommunity Context(s)


STEP

TA ti Pl i TWO: A

NA

Action PlanningWho needs to know? Wh h t k i thi

ALYSIS

& P

Who has a stake in this issue or concern?What are you trying to P

LANNING

y y gachieve? What’s the objective?What do you want yourWhat do you want your target audiences to know, believe or do?

fWhat information, experience or process is required?


q

STEP

TA ti Pl i TWO: A

NA

Action PlanningWhat’s the message?Whi h di ?

ALYSIS

& P

Which medium?What’s the best timing?How will you measure P

LANNING

How will you measure success?What’s the budget?Who can help?


HOWNEW

IDEA

The Diffusion ProcessAwareness A

SARE

AD

InterestEvaluationT i l

Differences Among Individuals D

OPTED

TrialAdoption

Innovators Early AdoptersEarly MajorityMajorityNon AdoptersNon‐Adopters


STEP

TTHREE: C

O

Use New Tools To Build Relationships O

MMUNICAA

TIONS


PUBLI

M W t t K

ICEN

GAGE

Mo Wants to KnowListening & Learning TourO Li S

EMEN

T

On‐Line SurveyAdvisory CouncilsProject Teams andProject Teams and CommitteesFeedback LoopsSecret ShoppersParent and Community Public Opinion PollsPublic Opinion PollsTeacher Working Conditions Survey


PUBLIIC

ENGAGEEM

ENTSPECTRU

M

STEP

T

l h

THREE: C

O

Develop a Theme

OMMUNICAA

TIONS


STEP

TTHREE: C

O

Use Emotion and Keep It Real

OMMUNICAA

TIONS


STEP

T

T ll St i

THREE: C

O

Tell Stories

OMMUNICAA

TIONS


STEP

TLess Is More THREE: C

O

Less Is More

OMMUNICAA

TIONS


STEP

T

H S F

THREE: C

O

Have Some Fun

OMMUNICAA

TIONS


STEP

Take The Time To Find Out What’s FOUR: E

VA

Take The Time To Find Out What s Working, And What’s Not

ALU

ATIO

N

Process, output measures and quality indicatorsAdvertising equivalency (AVE)P / tPre/post awareness, knowledge, understandingPerceptual, public opinion measuresBehavioral measures


Behavioral measuresDetermine ROI

RETU

RInvestment or Expense? RNONINV

Investment or Expense?$500,000 communications investmentYear one: Recruits 72 new kindergarten students @ $6 955 34 h ESTM

ENT

@ $6,955.34 eachYear two: Generates $500,000 in revenueYear 13 = $6 million


“We cannot always build the future for our youth, y ,but we can build our youth for the future.”

~Franklin D. Roosevelt

QUESTIONS AND ANSWERS

Strategic Public Relations ~ Inform, Engage, Inspire

STRATEGIC PUBLIC RELATIONS – INFORM, ENGAGE, INSPIRE...STRATEGIC PUBLIC RELATIONS – INFORM,...

Documents

Transcript of STRATEGIC PUBLIC RELATIONS – INFORM, ENGAGE, INSPIRE...STRATEGIC PUBLIC RELATIONS – INFORM,...