Public Relations Campaigns

  Public Relations is managing the spread of information between an individual or an organization with it's publics. Today, public relations campaigns are becoming more popular in the modern day societies. In this post I'm going to discuss the 4 step Public Relations process which includes;

• Research
• Planning
• Implementation 
• Evaluation

4 Step Public Relations Process

RESEARCH 

 Research is an essential part of the job, it can be primary or secondary research. To make the   research more efficient there is need to draft and answer the following questions:
 Who do we want to reach?
 What do we want them to do?
 What messages do we want to communicate to each public that will encourage desired behavior, increase knowledge and change attitudes?

Writing a Public Relations Plan (the 10 Steps)

  The 10 steps for writing a public relations plan will give you the framework to assess any public relations situation – even if you are faced with a case study from an industry with which you aren’t familiar.

•  Goals

  Goals are longer term, broad, more global. Goals are a future state of “being.” A goal is commonly described as the desired outcome of a plan of action. EXAMPLE: To become a recognized leader.

•  Target Audiences or Publics

  The groups or sub-groups with whom you need to communicate (both talk and listen.) Who needs to know or understand? Who needs to be involved? Whose advice or support do we need? Who will be affected?

• Objective for those Audiences

  Shorter term. Define what behavior, attitude or opinion you want to achieve from specific audiences, how much to achieve and when. Think in terms of the awareness, attitude or action you desire - the end result.

Objectives must: 

  Address the desired result in terms of opinion change and/or behavioral outcome. Designate the public or publics among whom the behavioral outcome is to occur.

  Specify the expected measurable level of accomplishment or outcome. Identify the time frame in which those accomplishments are to occur.

Types of Objectives

  Outcome Objectives — Change behavior, awareness, opinion, support; require high-level strategic thinking.

  Output Objectives – Measure activities or outputs such as the number of news releases. (This metric has no direct value in measuring the effectiveness of a campaign.)

Example of an Objective: 

  To increase by 8 percent the ridership of public transportation in the Los Angeles metropolitan area by workers earning less than $45,000 per year within the first six months of the communication program.

•  Strategies

  The road map or approach to reach objectives. Do not indicate specific actions. Use verbs such as demonstrate, collaborate, etc. EXAMPLE: Demonstrate that riding public transportation is an attractive, affordable alternative to driving.

• Tactics

  The specific activities conducted to implement strategies of a program. How you will use your resources to carry out your strategy and work toward your objectives. 

Examples: Meetings, publications, news releases, websites, billboards.

• Activities

   Include specific activities required under your tactics to carry out strategies. Informal plans often jump from objectives to activities.Vehicles or channels you will use to communicate are listed here.

• Evaluation

   How will you know if you are reaching your objectives? Measurement? Observation? Opinion? Feedback?

•  Materials

   What do you need to implement/execute your tactics? Folders for press kits, etc.

• Budget

  Four basic methods or control factors relate to public relations budgeting:
1. Overall income
2. Competitive necessity focus
3. Goal or task model
4. Excess profit model

•  Timetable and Task List

   Who does what and when? Work backward from deadline or forward from start date.



 IMPLEMENTATION

  Actual messages sent through what channels. Monitoring tools for execution.

EVALUATION

  Measure effectiveness of the program against objectives. Identify ways to improve and recommendations for the future. Adjust the plan, materials, etc., going forward.

  SUMMARY

  These four step process includes; Research, Planning, Implementation and Evaluation.

Research seeks to examine the situation that current time.
Planning is strategy of what should be done to meet the objectives.
Implementation involves how we can communicate and convey our message through different channels.
Evaluation is about analyzing on how the program was carried out.

  It is also important to note that the process works perfectly well when applied correctly. Feel free to drop your opinions on how any of these steps will help or might  have helped someone you know.