PUBLIC RELATIONS
essentials deeristic
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PUBLIC RELATIONS MANAGEMENT
getting to know Public Relations Management is the practice of managing the spread of information between and individual or an organisation such as business, government agency or a nonprofit organisation and the public. Grunig, James E; Hunt, Todd (1984), Managing Public Relations (6th ed.), Orlando, FL: Harcourt Brace Jovanovich
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PUBLIC RELATIONS MANAGEMENT
the roles & importance Public relations can and should make an important contribution in helping to form an organisation’s idea about what it is, what it should and what public want and expect from it.
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Issue, Risk & Crisis Management
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Communication Management
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Relationship Management
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Reputation Management
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Publicity Management
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Strategic Management
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PUBLIC RELATIONS MANAGEMENT
principles & processes Public relations management can and should make an important contribution in helping to form an organisation’s idea about what it is, what it should and what public want and expect from it.
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Briefing
Brainstorm Research Analysis PR Objectives
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Planning
Target Audiences Strategic Direction PR Message Media Outreach
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Processing
PR Programmes Phasing & Timeline PR Activity Gridline Budget
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Measuring
Quantitative Method Qualitative Method
PUBLIC RELATIONS MANAGEMENT
essentials 01
•• ••
Briefing A4 Script
Brainstorm Research Analysis PR Objectives
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Planning Commpass People Strategy Content Channel
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Processing Tool Kits
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PR Programmes PR Timeframe PR Budget
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Measuring BCMatrix Quantitative Method • PR Output • PR Outcome Qualitative Method
Step 1: Briefing
A4 Script deeristic |
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A4 Script
Step for the public relations success
Step 1: Awareness Develop full strategies & public relations plan to promote awareness raising of organisation among the target audiences.
Step 2: Acceptance Develop strong and solid public relations content and message to create understanding to organisation approaching to target audiences
Step 3: Aspiration Develop an innovative idea of public relations programmes for organisation throughout target timeline approach and attract target audience while strengthening tie among stakeholders
Step 4: Activation deeristic |
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Develop compelling public relations and activation programmes to approach target audiences to reach the etilmate goals.
Step 2: Planning
comm-pass deeristic |
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PUBLIC RELATIONS MANAGEMENT
planning model Making A Plan Effortlessly develop an impact and effective plan to Make your first step with the very best start.
Step 1:
Step 2:
Step 3:
Step 4:
Invent
Interpret
Initiate
Integrating
targeted audiences to.
Content
content that connects..
Channel
the media platform
p
nt en
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y g e
t
ch an
s
a tr
co
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the best customised plan
People
le
Strategy
ne l
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+ COMM-PASS + *An intellectual property created by deeristic agency*
PUBLIC RELATIONS
strategies Inventing Competitiveness Strategies A defined set of three elements strategies formulation for effective public relations implementation. Element 1:
Element 2:
Element 3:
Identify
Incorporate
Incite
target customers & markets and must identify factors that valued by its target customers & markets.
company’s values, business environment, market position to define the vision ad mission statement where the company’s want to be in the future
differentiation where the company fits into the market and enable company’s competitive position
Company
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Command
Competitiveness
PUBLIC RELATIONS
people Interpreting Target Audiences Identify the right target audiences to ensure the right pubic relations’s direction. The list of eight key publics .may help to define the right target audiences
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01 Press & Media
05 Employees
02 Consumers
06 Suppliers
03 Opinion Leader
07 Financial
04 Community
08 Government
PUBLIC RELATIONS
content Initiating Content that Connected The public relations is a-must to connect with target consumers & market while creating news value to be ‘News’ Rule 1:
Rule 2:
Rule 3:
Construct
Convey
Concise
the strong PR content with various fact & information as a proof point and adjust into PR content. Be a trustable and ensure there is no advertising or any over claim wording in PR content
the PR message with a single content to ensure the message is generated under control
the PR message with a spokesperson to credit the sourcing of information and be trustable. The quote may be compressed by the company’s executives or/and opinion leaders
Accuracy
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Consistency
Quote
PUBLIC RELATIONS
channel
Integrating Media Platform Forget old-school PR media platform and unify all the media channel to maximise the public relation outcome and publicity outreach.
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02
owned media controllable media - the media we can control all the message and content
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controllable media - the media we can control all the message, space and timing
Website | eNewsletter | Newsletter | Magazine | Tabloid
|Advertorial | Tie-in
earned media
shared media
uncontrollable media - the media we can’t control and earn free publicity from the press and pr programmes. Corporate PR, PR campaign
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paid media
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uncontrollable media - the media we can’t control and earn free publicity from online and social media Social Media
Step 3: Processing
tool kits deeristic |
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PUBLIC RELATIONS MANAGEMENT
tool kits Mapping PR Activities Outline Laying down the public relations activities by mapping with public relations objectives, timeframe and media channel to outline the implement & action plan
01 Media Editorials
02 Press Functions
03 Special Event
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• • • • •
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Press Release Photo Caption Photo Story Editorial Scoop Tidbits Article
Press Conference Press Briefing Press Interview Press Trip Press Visit
Seminar / Forum Media Roundtables Media Town Halls Media Sponsorship
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Step 4: Measuring
BCMatrix deeristic |
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PUBLIC RELATIONS
BCMatrix Measuring the Success
The model of public relations measurement of success “BCMatrix” is amended based on “The Barcelona Model of Public Relations Measurement”. Tracking the success of public relations works and make record with both qualitative and quantitative method.
QUALITATIVE METHOD
QUANTITATIVE
METHOD
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PR Output
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PR Outcome
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Content Analysis
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number or PR activities listed in •The the plan and campaign total number of publicity •The AVE (Advertising Value •The Equivalency) •The Tier 1 Media
Ensure more than 90% of all news •coverage and publicity reported in positive and neutral tone.
Media Space
Gaining a large space with the •complete content will result in PR performance. No need to gain a thousand of publicity with tiny media space.
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Public sentiment is everything. With public sentimental nothing can fail. without it nothing can success.
#Abraham Lincoln
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