Download - 2. PR & Corp Comm - II
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PR CampaignPR Campaign
Techniques & Tools
andResearch Methodology
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ObjectivesObjectives
y Relate the role of communication to PR
efforts
y List the various media that could be used
for publicity
y Outline the advantage and limitation
y Evaluate the various tools
y Identify other selected media
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Tools & MethodsTools & Methods
y Traditional Media
y Conventional Media
y
New Mediay Community Relations Activities
y Selective Media
y
Promotional Methodsy Special Events
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Traditional MediaTraditional Media
y Street Play
y Puppet Show
y
Exhibition and Fairsy Hoardings, Pamphlet
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Pictorial AdPictorial Ad
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ConventionalConventional MediaMedia
y Press: News Releases, Articles, Features,
Editorial, Letter to the Editor
y Television: Ad, Promotional feature
y Radio: News Bulletin, News Reel
y Films: For internal & external
y Video:
y Organising Press Conference, Press Tours
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Example of Press ReleaseExample of Press Release
Bombay, Nov.16. The Kandla Port Trust
has finalized a contract with Trafalgar
House Construction India Ltd. (former
Cemindia) for constructing the third oil jetty at a cost of Rs. 12 crores. It will be
used for unloading oil from ships up to
45,000 dwt capacity.
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New MediaNew Media
y Online Press Release
y Internet
y
Websitey E-Mail
y Online Newsletter
y
Social Media, Blogy Video & audio for enhanced web
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Community RelationsCommunity Relations
ActivitiesActivitiesy Sponsorshipsy Scholarshipsy Contributionsy
Employee volunteer programsy Donations (time, money, materials, services)y Community participation (board
membership, events, subscriptions, etc.)y
Community relations adsy Community relations newsletter/materialsy Websites and online communities
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Selective MediaSelective Media
y In-house Journal
y Newsletters
y Direct mails
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Promotional MethodsPromotional Methods
y Institutional Advertising
y Material Exhibitions
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Special EventsSpecial Events
y Opening Days
y Celebrating 25th Anniversary
y Foundation Day Celebration
y Special Dept. inaugurating with celebrities
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Barbie·s 50Barbie·s 50thth AnniversaryAnniversary
y Barbie·s 50th anniversary proved to be successful, generating over 30 television
reports spanning news, lifestyle, business and children·s programs in target markets
such as Sweden,Denmark, Norway, the Netherlands,Finland and Belgium.
y Highlights include a 3.5 minute segment on CNN·s World Business Today, a 4 minute
segment on CNBC and a report on BBC World. Coverage extended way beyond
the target markets with Ogilvy PR·s footage also appearing on television and online
in Australia, China, France, Italy, Germany, France and the United Kingdom. In
addition, a social media release featuring b-roll from the event generated over 900
views by journalists in just 30 days.
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During Crisis ManagementDuring Crisis Management
CrisisManagement
Co-ordinatewith officials& media men
Communicate(Internally &Externally)
Mediate(Serve asmediator
between theorg. & the
press)
Evaluate(the various
actions whichled to thesituation)
Pre-mediate(Develop
plans)
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Research MethodologyResearch Methodology
y Motivation Research: investigate the way in
which people react to given circumstances or
conditions (Psychology, environmental & social pattern)
y Opinion Research: test of opinion personally, itbased upon the mathematical basis of sampling
y Panel Research: investigating public opinion by
using the panel
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What is SamplingWhat is Sampling
y The act, process, or technique of selecting
a suitable sample, or a representative part
of a population for the purpose of
determining parameters or characteristicsof the whole population.
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Types of samplesTypes of samples
Probability sampling
² Simple random sample
² Systematic random sample
² Stratified sample
² Cluster sample ² Multistage sampling
Non-probability sampling
² Convenience sampling
² Purposive sampling ² Modal Instance sampling
² Expert sampling
² Quota sampling
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Probability vs.Probability vs. nonnon--probabilityprobability
Probabilistic samples
We know the odds or
probability that we have
represented the
population well. We are able to estimate
confidence intervals for
the statistic.
Generally more accurate
and rigorous, but notalways feasible
Non-probability
samples
We may or may not
represent the populationwell
It will often be hard for
us to know how well
we've done so.