1. The Public Relations
Four-Step Process
Summer 2011

2. Strategic Planning
 Planned communications with a purpose
 It is based on research – not just on a
“hunch.”
 It is results-oriented, which can be
evaluated for effectiveness

3. What is a Campaign?
 A campaign is a series of coordinated
brand messages delivered to a
specific target audience through a
variety of promotional media and
activities during a fixed period of
time.

4. Public Relations 4-Step Process
The Strategic Communication
for Planning a Campaign
 Research– Gathering Information
 Objectives– Establishing goals & objectives
 Programming/Planning/Promotions–
Choosing Communication tools
 Evaluation – evaluating the effectiveness of
the campaign
 R.O.P.E plan

5. RESEARCH
What do you need to know?

6. Types of Research
 Secondary(Library) – gather existing
information from data sources, reports,
reports, Internet sources. (ex: Census
Data)
 Primary–conduct research first-hand
for the client/organization. secondary- research
that has already been
done.
primary- doing research
yourself. survey etc.

7. Various Research Techniques
 Secondary  Primary
 Archival Information  Focus Groups
 Market Research Data  Personal Interviews
 Call-In Telephone Lines
 Content Analysis
 Communication Audits
 Feedback Research
 Internet Surveys
 Man-on-the-street
 Scientific Surveys using
random sampling

8. -understand the
3 Steps in the Research Process:
company
-understand what the
companys situation is
-what do we need to
target for our campaign

9. -understand the
3 Steps in the Research Process:
company
-understand what the
companys situation is
-what do we need to
target for our campaign
 Analyze the Organization
(client research)

10. -understand the
3 Steps in the Research Process:
company
-understand what the
companys situation is
-what do we need to
target for our campaign
 Analyze the Organization
(client research)
 Analyze the Situation
(opportunity/problem research)

11. -understand the
3 Steps in the Research Process:
company
-understand what the
companys situation is
-what do we need to
target for our campaign
 Analyze the Organization
(client research)
 Analyze the Situation
(opportunity/problem research)
 Analyze the Various Publics/Audiences
(audience research)

12. Step One (Research):
Analyze the Organization

13. Step One (Research):
Analyze the Organization
 The Internal Environment
 The External Environment
 The Public’s Perception of the
Organization

14. performance- reviews
niche- what makes it
The Internal Environment
special
impediments- little
things that you can be
struggling with

15. performance- reviews
niche- what makes it
The Internal Environment special
impediments- little
things that you can be
 Structure – mission/purpose, budget, struggling with
history

16. performance- reviews
niche- what makes it
The Internal Environment special
impediments- little
things that you can be
 Structure – mission/purpose, budget, struggling with
history
 Performance – quality of its goods and services

17. performance- reviews
niche- what makes it
The Internal Environment special
impediments- little
things that you can be
 Structure – mission/purpose, budget, struggling with
history
 Performance – quality of its goods and services
 Niche – its specialty, the function or role that makes
the organization different from similar organizations

18. performance- reviews
niche- what makes it
The Internal Environment special
impediments- little
things that you can be
 Structure – mission/purpose, budget, struggling with
history
 Performance – quality of its goods and services
 Niche – its specialty, the function or role that makes
the organization different from similar organizations
 Brand Image– A mental image that reflects the way a
brand is perceived, including all the identification
elements

19. performance- reviews
niche- what makes it
The Internal Environment special
impediments- little
things that you can be
 Structure – mission/purpose, budget, struggling with
history
 Performance – quality of its goods and services
 Niche – its specialty, the function or role that makes
the organization different from similar organizations
 Brand Image– A mental image that reflects the way a
brand is perceived, including all the identification
elements
 Impediments– obstacles that may limit the
effectiveness of the public relations campaign.

20. The External Environment

21. The External Environment
 Competitors – organizations with similar
products/services

22. The External Environment
 Competitors – organizations with similar
products/services
 Opponents– people who are fighting your
organization-against your organization

23. The External Environment
 Competitors – organizations with similar
products/services
 Opponents– people who are fighting your
organization-against your organization
 External Impediments– social, political, or
governmental factors that might interfere

24. Public’s Perception

25. Public’s Perception
 Organization’s Visibility– the extent to
which the organization is known

26. Public’s Perception
 Organization’s Visibility– the extent to
which the organization is known
 Organizations Reputation– the general
sense of what the public opinion is of the
organization.

27. Image Index

28. SWOT Analysis

29. SWOT Analysis
 Strengths
 Weaknesses
 Opportunities
 Threats

30. Step Two:
Analyze the Situation
 Situation – a set of circumstances
facing the organization/client
 Opportunity or Problem?
 Proactive or Reactive?

31. Questions to Analyze Situation
 What is the situation facing this
organization/client?
 What is the background of this
situation?
 What is the significance or importance
of this situation?

32. Step Three (Research):
Analyze the Various Publics

33. Step Three (Research):
Analyze the Various Publics
 Audience Research
 Who are the target publics?
 Examples: Media, employees, members,
community, government officials, consumers,
shareholders, allies of the organization, opinion
leaders, regulators, opponents to the
organization, competitors
 Break down into categories
 Primary/Secondary/Intervening
 Latent/Aware/Active

34. Audience …

35. Audience …
 Analysis– Who is the audience?

36. Audience …
 Analysis– Who is the audience?
 Understand – What is the audience’s knowledge of your product/
service (if any)?

37. Audience …
 Analysis– Who is the audience?
 Understand – What is the audience’s knowledge of your product/
service (if any)?
 Demographics – What is their ages, gender, educational
background?

38. Audience …
 Analysis– Who is the audience?
 Understand – What is the audience’s knowledge of your product/
service (if any)?
 Demographics – What is their ages, gender, educational
background?
 Interest– why should they be interested in your product/service?

39. Audience …
 Analysis– Who is the audience?
 Understand – What is the audience’s knowledge of your product/
service (if any)?
 Demographics – What is their ages, gender, educational
background?
 Interest– why should they be interested in your product/service?
 Environment– Where will they get their information (media)?

40. Audience …
 Analysis– Who is the audience?
 Understand – What is the audience’s knowledge of your product/
service (if any)?
 Demographics – What is their ages, gender, educational
background?
 Interest– why should they be interested in your product/service?
 Environment– Where will they get their information (media)?
 Needs – What are their needs and wants associated with what
you have to offer?

41. Audience …
 Analysis– Who is the audience?
 Understand – What is the audience’s knowledge of your product/
service (if any)?
 Demographics – What is their ages, gender, educational
background?
 Interest– why should they be interested in your product/service?
 Environment– Where will they get their information (media)?
 Needs – What are their needs and wants associated with what
you have to offer?
 Customization – What specific need/interest should your
campaign address relating to the specific audience

42. Audience …
 Analysis– Who is the audience?
 Understand – What is the audience’s knowledge of your product/
service (if any)?
 Demographics – What is their ages, gender, educational
background?
 Interest– why should they be interested in your product/service?
 Environment– Where will they get their information (media)?
 Needs – What are their needs and wants associated with what
you have to offer?
 Customization – What specific need/interest should your
campaign address relating to the specific audience
 Expectations– What does the audience expect to learn or
experience?

43. OBJECTIVES
What do you want to accomplish?

45. Overall Campaign Goal

46. Overall Campaign Goal
 From the research, clearly state the issue
facing the organization/client and the overall
goal to address it .

47. Overall Campaign Goal
 From the research, clearly state the issue
facing the organization/client and the overall
goal to address it .

48. Overall Campaign Goal
 From the research, clearly state the issue
facing the organization/client and the overall
goal to address it .
EXAMPLE:
 Create a successful campaign to tie Lee Jeans’ passion
for breast cancer with its business challenge to expand
the acceptance of denim in the workplace.

49. Positioning
 Positioning is the process of
distinguishing the organization with a
unique meaning in the minds of its
publics.
 Lee Jeans positioned itself as a company
which cares through corporate
philanthropy.

51. Strategy

52. Strategy
 A strategy provides a rationale for the
actions and program components that
are being planned for the campaign.

53. Strategy
 A strategy provides a rationale for the
actions and program components that
are being planned for the campaign.
 Lee Jeans wants to be associated with a
reputable and well-known nonprofit
organization to enhance its corporate brand
identity.

54. Objectives
 An objective is a statement emerging from the
organization’s overall goals.
 What does the organization want to accomplish?
 Every objective should consist of 5 elements:
 S – Specific
 M - Measurable (percentages)
 A – Attainable/Achievable
 R – Results-oriented
 T – Time Bound (timely)

55. Basically …
 Objectives are either
 Informational– designed to expose the
audience to information and to increase
awareness of a topic/issue.
 Aims to publicize, educate, communicate
 Motivational– designed to change
attitudes and influence behavior.
 Aims to modify the way people feel and ultimately change or
reinforce behavior

57. Objectives -- Examples

58. Objectives -- Examples
 To increase awareness of the tragedy of breast
cancer by partnering with the Susan G. Komen Breast
Cancer Foundation.

59. Objectives -- Examples
 To increase awareness of the tragedy of breast
cancer by partnering with the Susan G. Komen Breast
Cancer Foundation.
 To raise money for breast cancer research during a
one-day event in October.

60. Objectives -- Examples
 To increase awareness of the tragedy of breast
cancer by partnering with the Susan G. Komen Breast
Cancer Foundation.
 To raise money for breast cancer research during a
one-day event in October.
 To increase the brand recognition and perception of
Lee Jeans with the target publics.

61. Objectives -- Examples
 To increase awareness of the tragedy of breast
cancer by partnering with the Susan G. Komen Breast
Cancer Foundation.
 To raise money for breast cancer research during a
one-day event in October.
 To increase the brand recognition and perception of
Lee Jeans with the target publics.
 To increase sales of Lee Jeans for women.

62. Objectives -- Examples
 To increase awareness of the tragedy of breast
cancer by partnering with the Susan G. Komen Breast
Cancer Foundation.
 To raise money for breast cancer research during a
one-day event in October.
 To increase the brand recognition and perception of
Lee Jeans with the target publics.
 To increase sales of Lee Jeans for women.
Informational or Motivational?

63. Planning/Programming/Promotions
How will you accomplish what you
want to do?

64. Tactics
 For each objective, various tactics need
to be created.
 Tactics – the visible elements (the
specific activities/communication tools)
that put the strategies into operation
and help achieve the stated objectives.

65. Planning
 The planning and executing of the plan
using specific tactics (the visible
elements of the plan)
 A message or theme
 Controlled & Uncontrolled forms of
information
 Special Events
 Effective Communications

66. Message/Theme
 Tagline– a branding slogan used to create a
memorable phrase and to reinforce the target
audience’s memory of the product or service.
Popular Tagline according to Guru.com
 Got milk? -- California Milk Processor Board
 Don't leave home without it. -- American Express
 Just do it. -- Nike
 You're in good hands with Allstate. -- Allstate Insurance

67. Controlled vs. Uncontrolled
 House publications  News/Publicity
 Brochures, handbooks,  Media outlets – both
letters, posters, flyers, mass and specialized
annual reports, billing/pay  Media kits
inserts, audiovisual buying an ad,
if your
anything... its  News releases
information controlled  Feature stories
 Advertising media kit- uncontrolled  Captioned photos
once you give it to the
 Print/Broadcast media bc they can mess  News conferences
it up.. writing wrong
 Direct Mail  Public Service
 Specialty items: pens, Announcements “PSAs”
buttons, memo pads  Letters to the Editor
Social Media? Where does it belong?

68. Special Events

69. Special Events
 Fairs, festivals
exhibits
 Grand Openings
 Awards Ceremonies
 Charitable Events
(walks, runs, golf
tournaments …)
 Black Tie Dinners

70. Special Events
 Fairs, festivals  Celebration of
exhibits national holidays
 Grand Openings  Community concerts
 Awards Ceremonies  Ground Breakings
 Charitable Events  Picnics, cookouts
(walks, runs, golf  Guest lectures
tournaments …)  Commencements
 Black Tie Dinners

71. Effective Communication
Principles

72. Effective Communication
Principles
 Source – credible, trustworthy, experience,
attractive, has perceived similarities with the
target audience.

73. Effective Communication
Principles
 Source – credible, trustworthy, experience,
attractive, has perceived similarities with the
target audience.
 Message (Tagline-Salient Information)–
powerful, motivational information that strikes
a responsive chord (overall theme)

74. Effective Communication
Principles
 Source – credible, trustworthy, experience,
attractive, has perceived similarities with the
target audience.
 Message (Tagline-Salient Information)–
powerful, motivational information that strikes
a responsive chord (overall theme)
 Verbal/Nonverbal cues– effective
language that is clear and understood. Use of
appropriate symbols, appropriate mood and
atmosphere, know demographics of audience

75. Effective Communication
Principles

76. Effective Communication
Principles
 two way communication– allow audience
to give feedback (open forums, suggestion
boxes, speeches with Q&A, return response
cards, surveys)

77. Effective Communication
Principles
 two way communication– allow audience
to give feedback (open forums, suggestion
boxes, speeches with Q&A, return response
cards, surveys)
 opinion leasers/decision makers–
influential leaders to your target audience
(government leaders, community leaders,
pastors, entertainers).

78. Effective Communication
Principles

79. Effective Communication
Principles
 Group Influence – people belong to a variety of
groups which have great influence on their decision
making

80. Effective Communication
Principles
 Group Influence – people belong to a variety of
groups which have great influence on their decision
making
 Selective Exposure– This principle holds that
people will accept and seek out communication
supporting their beliefs. Persuasive messages need to
reinforce existing attitudes

81. Effective Communication
Principles
 Group Influence – people belong to a variety of
groups which have great influence on their decision
making
 Selective Exposure– This principle holds that
people will accept and seek out communication
supporting their beliefs. Persuasive messages need to
reinforce existing attitudes
 Audience Participation– Whenever possible, seek
opportunities where the target audience can
participate in the program (Special Events, Contests)

82. EVALUATION
How will you know if you
accomplished what you wanted?

83. Evaluation
 An ongoing process of monitoring and
finally giving an assessment of the
stated objectives.
 Measurement of Message Exposure
 Measurement of Audience Awareness
 Measurement of Audience Action

84. Media Exposure
 Media Placement– compilation of press clippings,
radio and TV mentions, Web mentions (clipping
services)
 Media Impressions– calculate the number of
people exposed to the message – the potential
audience reach
 Internet Hits– cyberspace version of Media
Impressions
 Advertising Equivalency– convert stories in the
news columns or on air into equivalent advertising
costs.

85. Audience Awareness
 Pre and Post Surveys
 Message retention– surveys to check audience’s
knowledge of the message
 Day-After recall survey– surveys to measure audience’s
memory of the message
 Baseline or Benchmark Study– measuring an audience’s
attitudes and opinions before, during and after a PR
campaign

86. Audience Action
 Acting on the Message – Ultimately
accomplishing the objectives of the company by
modifying behavior
 Increased sales or fund raising dollars
 Changing behavior (smoking/drinking/texting)
 Audience Attendance/Participation

88. In Closing …

89. In Closing …
 Each step should build onto the next

90. In Closing …
 Each step should build onto the next
 Research – finding what you need to
know

91. In Closing …
 Each step should build onto the next
 Research – finding what you need to
know
 Objectives – deciding what you can do

92. In Closing …
 Each step should build onto the next
 Research – finding what you need to
know
 Objectives – deciding what you can do
 Programming/Planning/Promotions –
creating tactics to accomplish what you
want

93. In Closing …
 Each step should build onto the next
 Research – finding what you need to
know
 Objectives – deciding what you can do
 Programming/Planning/Promotions –
creating tactics to accomplish what you
want
 Evaluation – measuring your success