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Session 11 Developing PR Strategy

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Nena Brodjonegoro

This session covers some basics on developing PR strategy by first creating needs and followed by the strategy.

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Creating Needs & Developing PR Strategy Session 10
Strategy is... A BStrategy
Strategy Consists of a combination of planned & emergent processes Involves a general direction and not simply plans or tactics Is about the organization and its environment
Tactics A BStrategy Tactics Tactics Tactics
Developing PR Strategy FOUR PHASES NINE STEPS
Four Phases Formative Research Strategy Tactics Evaluative Research
Nine Steps Phase 1 Formative Research Step 1: Analyzing the Situation Step 2: Analyzing the Organization Step 3 Analyzing the Publics What is the situation facing the organization? What is the background of the situation? What is the significance or importance of the situation? Internal Environment Public Perception External Environment Identifying Publics Who are the major publics for your organization? Who are the key publics for this situation? Who are the major opinion leaders for these publics? Analyzing Publics What is the nature and type of each key public? What are the major wants, interests, needs and expectations of each public? What benefits can you offer this public?
Step 4: Establishing Goals & Objectives Step 5: Formulating Action & Response Strategies Step 6: Designing Effective Communication Phase 2 Strategy CLEAR, SPECIFIC, MEASURABLE What are the goals? What position do you seek? What are the specific objectives (awareness, acceptance and action)? What proactive strategies might you develop? What reactive strategies might you develop? How consistent are these strategies with past practices of your organization? Message Source Message Appeal Verbal and Nonverbal Communications
Nine Steps Step 7: Selecting Communication Tactics Step 8: Implementing the Strategic Plan Phase 3 Tactics Interpersonal Communication and Involvement Organizational Media Tactics News Media Tactics Advertising and Promotional Media Tacticsa What specific initiatives, sections or groupings of tactics make this plan workable? What public, goal and objective does each tactic serve? What is the budget and schedule for each tactic?
Nine Steps Step 9: Evaluating the Strategic Plan How will you measure awareness objectives? How will you measure acceptance objectives? How will you measure action objective? Phase 3 Evaluative Research
The Four Steps Strategy Objectives Audiences Channels Skills
Four Steps Strategy Objectives Audiences Channels Skills What is the desired communication outcome? What do we want the audience to do or not do? Who is our target audience? What are our target audience needs, concerns, and interests? What is our message? What communication channel is most effective? Who is the most believable spokesperson?

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Session 11 Developing PR Strategy

  • 1. Creating Needs & Developing PR Strategy Session 10
  • 3. Strategy Consists of a combination of planned & emergent processes Involves a general direction and not simply plans or tactics Is about the organization and its environment
  • 5. Developing PR Strategy FOUR PHASES NINE STEPS
  • 7. Nine Steps Phase 1 Formative Research Step 1: Analyzing the Situation Step 2: Analyzing the Organization Step 3 Analyzing the Publics What is the situation facing the organization? What is the background of the situation? What is the significance or importance of the situation? Internal Environment Public Perception External Environment Identifying Publics Who are the major publics for your organization? Who are the key publics for this situation? Who are the major opinion leaders for these publics? Analyzing Publics What is the nature and type of each key public? What are the major wants, interests, needs and expectations of each public? What benefits can you offer this public?
  • 8. Step 4: Establishing Goals & Objectives Step 5: Formulating Action & Response Strategies Step 6: Designing Effective Communication Phase 2 Strategy CLEAR, SPECIFIC, MEASURABLE What are the goals? What position do you seek? What are the specific objectives (awareness, acceptance and action)? What proactive strategies might you develop? What reactive strategies might you develop? How consistent are these strategies with past practices of your organization? Message Source Message Appeal Verbal and Nonverbal Communications
  • 9. Nine Steps Step 7: Selecting Communication Tactics Step 8: Implementing the Strategic Plan Phase 3 Tactics Interpersonal Communication and Involvement Organizational Media Tactics News Media Tactics Advertising and Promotional Media Tacticsa What specific initiatives, sections or groupings of tactics make this plan workable? What public, goal and objective does each tactic serve? What is the budget and schedule for each tactic?
  • 10. Nine Steps Step 9: Evaluating the Strategic Plan How will you measure awareness objectives? How will you measure acceptance objectives? How will you measure action objective? Phase 3 Evaluative Research
  • 11. The Four Steps Strategy Objectives Audiences Channels Skills
  • 12. Four Steps Strategy Objectives Audiences Channels Skills What is the desired communication outcome? What do we want the audience to do or not do? Who is our target audience? What are our target audience needs, concerns, and interests? What is our message? What communication channel is most effective? Who is the most believable spokesperson?