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Planning, Developing &

Analyzing a PR Campaign

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Public Relation practice is the deliberate, planned and

sustained effort to establish and maintain mutualunderstanding between an organization and its public.

British Institute of PR

Good PR is about control PR people are good at

manipulating the news media because they understand

them PR people cultivate reporters, ostensibly for

friendship or mutual benefit, but more realistically for

manipulation With years of practice, I learned how to

respond with a pithy remark if I wanted to be quoted and how

to baffle them with bullshit if I didnt Be obscure clearly I

became a master at doing just that.

-The author of Deadly Spin, former PR man

Wendell Potter

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` Communication skill and ability to work in a team

` Leadership and management experience

` Ability to work in a high-energy, high-pressure

environment` Patience, attention to detail

` Problem-solving skills

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` How and where to collect the historical and biographical information

needed to plan an effective program

` See how your companys locale affects your publicity planning

` See the importance of creating a company calendar of past, as well

as current events` Learn how to search out the new and interesting in both the front

office and backstage

` Learn how to interview key people, including old-timers and

outsiders, for publicity

`

Understand the types and importance of photographs` Learn how to generate publicity ideas

` Get samples of one-of-a-kind publicity programs

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` Why is a publicity plan necessary

` If everyone is happy about the publicity, why

change?

I. Helps you set priorities

II. Keeps you on track

III.Begin with your goal

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Stage: I- Fact Finding

Stage: II- Planning

Stage: III- I le entati n

Stage: IV- Evaluati n

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Stage-I : Fact Findingy Collect the facts begin with the history of the company

y Research your companys financial history

yAccumulate biographies of all past and presentprincipals

y Geographical location may be significant

y Take a trip Backstage

yWhat is old hat

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Stage-II: PlanningMBO (Management by Objectives)

PERT (Programme Evaluation & Review Technique)

SWOT (Strength, Weakness, Opportunities &Threats to Organization )

y Make a calendar of the companys anniversaries

yTalk with the key people

y Talk people who make the product

y Comb the company files for interesting photographs

y Get photographs of all old package or trademark designs

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KFC Logos (the founder ofKFC, Colonel Harland

Sanders)

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Stage-III: Implementationy Keep your publicityrealistic, like a politicians promise

y Keep your publicity plan simple

y Keep your publicity plan flexibley Your publicity programme should be one of a kind

(Unique)

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Ten Marketing Disasters1.New Coke. [by launching a new formula].

2. Levi's: There is such a thing as brand superiority.

3. Burger King head to head with McDonald's in advertising.

4. Snapple. In the 1990s, with its quirky ads and customer-centred marketing campaigns.

5. Fruit of the Loom: Instead of reaching out to new customers, it depended on the old,to its cost.

6. The Edsel: lack of marketing, the Edsel was unable to leverage itself against all the badpublicity it received.

7. Pets.com: was left with a hefty ad bill and little name-recall."

8. George Bush re-election campaign.

9. Taco Bell: This was an example of a great ad that didn't drive people into stores."

10. Polaroid."Great product, great brand, but all attempts to update it have failed."

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TOP 10 ADVERTISING CAMPAIGNS

y Volkswagen, "Think Small", Doyle Dane Bernbach, 1959

y Coca-Cola, "Thepausethatrefreshes", D'Arcy Co., 1929

y Marlboro, The Marlboro Man, Leo Burnett Co., 1955

y Nike, "Just doit", Wieden & Kennedy, 1988

y McDonald's, "You deserveabreaktoday", Needham,Harper & Steers, 1971

y DeBeers, "A diamond is forever", N.W. Ayer & Son, 1948

y Absolut Vodka, The Absolut Bottle, TBWA, 1981

y Miller Lite beer, "Tastes great, less filling", McCann-Erickson Worldwide, 1974

y Raymonds, The Complete Man, Since-1925

y Xerox, "It'samiracle", Needham, Harper & Steers, 1975

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` Publicity: Column centimeters of write-up received

in the press

` Readers interest/recall: through formal research of

interviews and questionnaire type` Readability: through tests, which check attention

towards and sentences used

` Unconstructive indicators: ranging from replies,

coupons to feedback provided by internal staff,who have contact with the public

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RESEARCH

Evaluation of collected data to analyze

the magnitude of the problem

Planning

Evaluation of adopted strategy forpresenting the message

Execution

Evaluation of the target audiencereached

Evaluation

Terminal Evaluation of all feedbacks toasses the impact of message

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` A magazine called Shelter: reports the news on

latest news on architectural design, home dcor,

and innovative home product (for both home

owner & professionals in the trade)` Publicity programme for Reastaurant

` Paper product company

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` Analysis of the situation

` Setting of objectives

` Identification of the public

` Selection of the media and PR activities` Fixing the budget

` Evaluation of the result of the campaign

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` Open doors to new advertising leads

` Influence the maximum number of home product

advertisers with a minimum expenditure of time

and money` Penetrate communication barriers isolating top-

echelon decision makers

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` Pinpoint Promotion: Exact greater promotional

mileage from the executive travel to reach a cross

section of locally based advertisers

` In-depth Coverage: Full fledge of publicity` Focus on specific trade areas to reach designated

groups of home product and advertisers

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Target Group Conventional Media Non-conventional

Public Press, radio, TV, film, videos Exhibitions, direct mail,

hoardings

Press Press Conferences, press

releases, visit to company

facilities, interview with the

Chairman/MD

Hiring of freelance journalist

and getting them to write for

you

Employees House journals, letters,folders, notice boards,

meeting and speeches etc.

Using their families, letters,welfare activities

Government and opinion

leaders

Mail, press, TV, visit to

company facilities

Personal contact and A/vs

Shareholders Annual report, mailings A/vs, posters, exhibitions, etc.

Community Press, TV sponsorships,donations and upliftmentactivities

A/V media like propagandavans, personal contacts

Customers Advertising, personal contact,

house journals, complaint

mailings, and annual reports

Customer service cells and

department

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` Salaries of the PR staff, preferably broken downinto man-hours

` Overheads, Office expenses and costs

`

Stationery and postage expenses` Transport, car and travel expenses

` Printing, photography and other productioncosts

` The media costs

` Miscellaneous: hiring of equipment, conferencerooms, hospitality etc.

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` Observation: Selecting systematically what is reported e.g.

press coverage

` Interviews: With people on how they feel, what they think, and

what they perceive any why?

` Questionnaires: Administrated in person, or by mail, or phone,or coupons in advertisements and literature

` Experimental tests: Testing different campaign variations or

activities in different market areas, something like test

marketing

` Measuring event behavior or action: Visible difference or shift

after PR event or activity (bench mark studies)

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` Company or Management view: PR is objective

oriented e.g. in crisis situation, image problem,

public issues

` PR professional view: PR help build image,establish a position for the company, and give it a

competitive advantage, especially in marketing

` Press mans View: PR must be honest and

sincere