Do Good Better! Do In-House PR!
A Research-Based, Strategically Driven IMC Plan
Dr. Richard Ganahl, Program Author & Designer CSCF, Grant Funding Berwick United Way, Support Bloomsburg University, Support Luzerne County Community College, Site Shannon Hoffman, Student Assistant Copyright 2008 Dr. RJ Ganahl
Table Of Contents * Getting To Know You 1. Think Big: Use PR Model 2. Have Fun: Research Agency 3. Find Out: Public Opinion 4. Be Bold: Find d’ Big Idea 5. Be Heard: Partner w/ Media 6. Take Charge: Create Tactics 7. Be Prepared: Do Crisis PR 8. Carpe Diem: Start Today!
Getting To Know You! AGENCY ACTION HEALTH BERWICK C of COMMERCE BIG BROTHER/BIG SISTER COLUMBIA FAMILY HEALTH DANVILLE CHILD DEVELOPMENT CENTER HABITAT FOR HUMANITY McBRIDE MEMORIAL LIBRARY MENTAL HEALTH ASSOCIATION OFFICE OF AGING RED CROSS THE CHILDREN’S MUSEUM UNITED WAY: BERWICK UNITED WAY: COLUMBIA YMCA: BERWICK YMCA: BLOOMSBURG
CONTACT INFO
Think Big! Use the PR Model Photos Courtesy of USDA
Marketing is the exchange of services to achieve client satisfaction at a profit! Marketing Model for Non Profit Agencies
M
THE 4 C’s
C
C
C
C
* Customer * Cost * Competition * Channel
THE 4 P’s
P
P
* Product * Price
P
P
* Place * Promotion
Four Tools of IMC Promotion ADVERTISING: Paid, message controlled, sour ce identified, media. PUBLIC RELATIONS: Mutuall y beneficial relationships w/all publics. SALES PROMOTION: Direct inducement for immediate response. PERSONAL SALES: Face to face, direct appeal for action.
IMC: Inte grated Mar keting Communication: Use ALL tactics in IMC , syner gistic plan. Mass Media: Advertising * * * * *
Newspaper s Magazines Billboar ds Inter net Directories
* * * * *
TV Radio Specialty Poster s Other
Direct Inducements * * * * *
Coupons Gifts Co-Br anding Incentives Co-Oper ative
* * * * *
Contests Specialty Two-fer s Discount Extended
Public Relations Sender Medium Receiver Model PR AGENCY CLIENT
CONTROLLED UNCONTROLLED MEDIA
INTERNAL
EXTERNAL
PR SMR Model Components CLIENT: Profit, non-profit, public, private, individual, or ganization. PR AGENCY: In-house or independent, full ser vice or boutique. CONTROLLED MEDIA: Client-owned, client managed and suppor ted. UNCONTROLLED MEDIA: Independent media developes own content. INTERNAL PUBLICS: Institutionall y linked to client: owner, wor ker s. EXTERNAL; PUBLICS: Other publics: media, community, gover nment.
Public Relations Process
R
RESEARCH Drives
S
STRATEGY Drives
C
CREATIVE Drives
T
TACTICS
PR Strategies: 8 Types of PR PUBLICITY or MEDIA RELATIONS : Getting infor mation into media. PRESS AGENTRY : Get name attention: celebrities, spor ts, individual. PUBLIC AFFAIRS : Cor por ate citizenship: community and gover nment. LOBBYING : Direct appeals to gover nment at any level. ISSUES / CAUSE MANAGEMENT : Proactive management of issues. DEVELOPMENT : Fund r aising, donor mar keting or donor cultivation. INVESTOR RELATIONSHIP : Relationships driven by public owner ship. CRISIS MANAGEMENT : Proactive or reactive PR driven by all crises.
We Are: Our Agency Profile AGENCY NAME: ____________________________________________________ OUR VISION: In 5 yrs we: _____________________________________________ OUR MISSION: We provide: ___________________________________________ OUR SCOPE: Our service area is: ______________________________________ INTERNAL PUBLICS NATIONAL: Location & Size BOARD: Names, Terms, Demo’s EMPLOYEES: Names, #’s, Titles VOLUNTEERS: Names, Demo’s, Duty CLIENTS: #’s, Demo’s, Trends, Waits REVENUE: Annual, Monthly $’s & %’s REVENUE SOURCES: Totals, %’s
SOURCES OF TOTAL REVENUE SOURCE
EVENT CALENDAR MONTH
EVENT& OBJECTIVE
ANNUAL %
ANNUAL REVENUE MONTH
JAN
JAN
FEB
FEB
MAR
MAR
APR
APR
MAY
MAY
JUNE
JUNE
JULY
JULY
AUG
AUG
SEPT
SEPT
OCT
OCT
NOV
NOV
DEC
DEC
TOTAL
TOTAL
OBJ = FUND, RECRUIT, BRAND, ETC
TOTAL $
$ TOTAL
% TOTAL
% = MONTH $ / YEAR TOTAL
Have Fun! Research Your Agency
Research is systematic listening to help describe, understand and predict. FUN!! Why Is Research Necessary? GROWING FRAGMENTATION: Increasing number of distinct g roups. LEADERSHIP ISOLATION: Increasing gap between leader s and led. TARGETED COMMUNICATION: Talk to those most likel y to respond. REDUCE RISK / INCREASE GAIN : Enjoy more ef ficient campaigns.
Informal Research / Data * * * * * *
News Ar ticles * Contacts Opinion Page * Radio Neighbor s * Famil y Conver sations * TV Real Wor ld Indicator s Libr ar y, Inter net Sour ces QUALITATIVE DATA : Attitudes, Opinions QUANTITATIVE DATA ; Numbers, Demographics
Formal Research / Data * * * * * *
Intensive Inter views Multiple Focus Groups Go Native, Field Obser ve Systematic Sur veying Scientific Experiments Anal yze Media Content SECONDARY DATA : Data That Already Exists PRIMARY DATA : Data That You Collect
The Research Process: How To Conduct Research DEFINE RESEARCH QUESTION: Define question clear l y and simpl y. LITERATURE REVIEW: Read w hat other s have said about question. DEFINE VARIABLE & CHOOSE METHOD: How will you measure w hat? COLLECT DATA: Tr ain resear cher s, define sample and collect data. ANALYZE & PUBLISH FINDINGS: Reflect on, anal yze and repor t data.
Sample Theory says we can know the whole by studying a representative part. Important Terms For Representative Sampling POPULATION: Univer se or all to be studied...the WHOLE ! SAMPLE FRAME: List of all population member s: telephone book. REPRESENTATIVE SAMPLE: Random (equal chance) & lar ge enough. SAMPLE ERROR: Dif ference between Population & Sample Qualities. OPERATIONALIZE: Defining a variable so we can measure it: LOVE !
REALIABILITY: How Repeatable is Study?
VALIDITY: Measuring what we think.
Sample Theory: Study Part To Know Whole N1 N2
Universe: Population
RANDOM SAMPLE: Equal chance of selection.
REPRESENTATIVE SAMPLE: RANDOM & SIZE
NON-PROBABILITY: Convenience Sample.
Sample Size: How Sufficient is Sufficient Size? SAMPLE SIZE SAMPLE ERROR
100
200
300
1,300
+10%
+6%
+5%
+3%
CONFIDENCE LEVEL: 95% or Repeatable 95 out of 100 times
Research Fun: Let’s Listen! 2nd’ry RESEARCH: ARCHIVE REPORT
SUMMARY
PRIMARY RESEARCH AGENDA METHOD
? = OBJECTIVE
INTERVIEW FOCUS GROUP FIELD OBS SURVEY SURVEY CONTENT METHOD OTHER ANNUAL REVENUE GRAPH BY % FOR LAST 3 YEARS 20% 18% 16% 14% 12% 10% 8% 6% 4% 2% JAN FEB MAR APR MAY JUNE JULY AUG SEPT OCT NOV DEC
Find Out! Manage Public Opinion
Public Opinion is a collection of views help by those interested in the subject. Characteristics of Public Opinion COLLECTIVE EXPRESSION: Individuals w/shared common interest. SHORT LIVED: Must be sustained by events or involve self-interest. RIGID: Dif ficult to change once self-interest is involved. REACTION TO EVENTS NOT IDEAS: Does not anticipate events. GOAL DRIVEN: Easier to for m around goals r ather than methods.
PROACTIVE PR: Anticipates Events or Public Opinion
REACTIVE PR: Reaction to Events or Public Opinion
Multi-Step Flow of Formation of PO Public Opinion Media: Set Agenda
Opinion Leaders
Opinion Leaders Are Catalysts to Formation of PO * OPINION LEADERS are ver y interested in par ticular subject. * OPINION LEADERS are more infor med about issues than other s. * OPINION LEADERS are avid consumer s of media & ear l y adopter s. * OPINION LEADERS are strong or ganizer s and can motivate other s. * FORMAL LEADERS are elected / INFORMAL have special qualities.
Public Opinion exists outside individual and can be monitored and measured. Measuring & Monitoring Public Opinion * News Ar ticles * Contacts
* Intensive Inter views
* Opinion Page
* Radio
* Multiple Focus Groups
* Neighbor s
* Famil y
* Go Native, Field Obser ve
* Conver sations * TV * Real Wor ld Indicator s
* Systematic Sur veying * Scientific Experiment * Anal yze Media Content
Life Cycle of Public Opinion PROACTIVE PUBLIC RELATIONS * DEFINITION OF ISSUE: Media or other agent establishes agenda. * INVOLVEMENT OF OPINION LEADERS: OL begin to form opinion. * PUBLIC AWARENESS: Public becomes aware and opinion firms. REACTIVE PUBLIC RELATIONS * GOVERNMENT INVOLVEMENT: Government or official regulation. * RESOLUTION: Issue is resolved and public opinion subsides. * BACKLASH: Reaction to, or backlash from the resolvement.
Valley of Ambivalence Model Very Negative
-
+
Strategic Effort: Relatively Difficult
Very Positive
Strategic Effort: Relatively Easy Neutral
The Buzz: Public Opinion LOCAL OPINION LEADERS NAME
ORGANIZATION
NATIONAL / REGIONAL OPINIONS TOPIC
HOW IT IMPACTS
MONITORING PUBLIC OPINION SOURCE
HOW MONITORED
LOCAL PUBLIC OPINION TOPIC
HOW IT IMPACTS
Be Bold! Discover d’ Big Idea!
PR is persuasion! We change how people think, how people feel & how people act. The PR Process Model: THE ROPE MODEL R: RESEARCH * * * * * * * * * *
O: OBJECTIVE
Client / Org Market Model Opportunity Problems PO Life Cycle Valley of Am Public: In / Ex Public: Info Public: Attitud Public: Action
* * * * * * * * * *
Measurable Impact Objctv Info Object’vs Attit Object’v Action Object Output Objctv Content Distribution Control Media Uncont Media
GRAPHIC IDENTITY: Logo or Visual ID, Colors, Logotype, Borders, Lines
* * * * * * * * * *
P: PROGRAM
E: EVALUATION
Camp Theme Camp Mssage Creative Big Idea Graphic ID Media Use PR Tactics Spcial Events Calendar Flow Chart
* * * * * * * * * * *
Tracking Post Cmpaign Measurable Impact Objctv Info Object’vs Attit Object’v Action Object Output Objctv Contol Media Uncont Media PR Tactics
FLOW CHART: Visual Depiction of Multiple Tactics / Time
Types of PR Tactics WRITTEN
SPOKEN
VISUAL
Prss Rlease Fact Sheet VNR / RNR Brochures Newsletter Magazine Prss Packet
Interviews Meetings Speakers Radio Telephone Audio Clip
Posters Pictures Graphic ID Specialty Photograph
SPECIAL EVENTS Tours Open House Press Conf Picnics Award
* Share Yours! *
EL’CRTRONC Website Email Pod Casts CD Roms Faxes TV / Radio Social Ntwk Blogs
The Big Idea, (Breakthrough Concept) is the visual depiction of the sale promise. Let’s Find the Big Idea or The Creative Process STRATEGIC OBJECTIVE * * * * *
MISSION SCOPE RSEARCH IMERSION STRATEGY
CREATIVE STRATEGY * * * * * *
FACTS MARKET AD TASKS BENEFITS KEYNOTE ACTION
PRSUASION PROCESS * * * * *
A TTNTION I NTEREST D ESIRE C ONVCTIN U RGE TO ACTION
BIG IDEA: Visual Depiction of the Sales Proposition
BIG IDEA BRKTHROU * * * * * * *
LGHTNING E3: CUBED EUREKA EPIPHANY ECSTACY VISUAL HEADLINE
IMPLEMENT DESIGN * * * * *
GRPHIC ID HEADLINE VISUAL COPY BENEFIT VERB * LOGO * SLOGAN
BIG IDEA TONE: Factual, Emotional, or Humorous Approach
POSITION’ed: How Are You Perceived? CSP: The Creative Strategy Platform 1. PRODUCT FACTS: Pertinent Product Facts: the 5 W’s, description 2. MARKET RESEARCH: Publics / Target Audience: Primary, 2-ndary 3. BASIC TASKS: Campaign Tasks: Informational, Image, Action 4. CONSUMER BENEFITS: Top 2 / 3 psychological & physical benefits 5. KEYNOTE: Product slogan, positioning statement, USP, 3-5 words 6. URGE TO ACTION: Benefit Verb that ties benefit and basic task
The Big Idea: d’ Ephiphany NATIONAL ORGANIZATION LOGO
USP: SLOGAN
LOCAL ORGANIZATION LOGO
USP: SLOGAN
CSP: THE CREATIVE STRATEGY PLATFORM AGENCY FACTS MARKET BASIC TASKS USER BENEFITS USP: SLOGAN URGE TO ACT BE A VOLUNTEER!
BE A DONOR!
PHYSCAL-BENE’S PSYCHO-BENE’S
PHYSCAL-BENE’S PSYCHO-BENE’S
E3: The Eureka Moment!
Be Heard! Partner With your Local Media!
Media Relations targets media editors. Media audiences are final audiences. Rules of Thumb: Dealing With the Media * Media Relations wor ks! 70% of news items star t with PR subsidies * Shoot squarel y, accur atel y and timel y disclose the full tr uth. * Be your field’s exper t, give excellent ser vice and help thoroughl y. * Don’t be g for help, complain about problems or ask for stor y kills. * Send onl y per tinent infor mation, keep updated media contact list. * People want to deal with people...be genuine, authentic & real.
* * * *
NEWS ROOM JARGON...KNOW THE LINGO: On / Off Record * Editorial Beat * Sound Bite On Background * On Deadline * Attribution Indirect Quote * Annonymous * Story Kill News Lead * Frame Story * Story Peg WHAT ARE NEWS VALUES? A NEWS STORY IS...
* * * *
timely important interesting eye on power
* * * *
relevant * controversial * fair & balanced * aids poor / weak *
truthful complex interesting a scoop!
* * * *
unique different frailities challenging
KNOW YOUR FRIEND: THE MEDIA PERSONALITY * Tr aditionall y, PR think media is hostile, and media distr usts PR. * Media life is hectic, har ried, deadline-driven and pressure bound. * Media are genuine, subject exper ts & curious, cynical cr usader s. * Have editorial beats, shared news sense and cultivated sour ces.
Your Media Contact List YOUR AGENCY ‘S CONTROLLED MEDIA MEDIA DESCRIPTION STAFF NWSLETTER BROCHURES EMAIL LISTS B-BOARDS WEBSITE
UN - CONTROLLED MEDIA CONTACT LIST MEDIA CONTACT NAME DUTIES & DEADLINES NEWSPAPER
RADIO
TV
UNITED WAY C OF C
Take Charge! Create Your PR Tactics!
A Press Release (V or RNR) is a tactic targeting media in ‘ready-to-use’ format. Appearance of Press Release: A Written Tactic * Press Release must blend client needs with genuine news needs. * The Press Release is written in ‘ready-to-use’ news format. * * * * * *
Use white letter head 8.5 x 11 Use client or agency logo Include ALL company contact Release Date: Time & Date Double Space copy for editing Page end w/ MORE, 30, or END
HEADLINE WRITING: Active Voice (S-V-O), Summarize, Capture
* * * * * *
Readily identify as Press Release Identify sender in upper left Contact Person: phone, email Wide 2 inch margins for editing End page w/ paragraph: no splits Slug top of page 2 w/ story ID
LEAD WRITING: 1st Graph, Summarize, Most Important, Capture
DELIVERING PRESS RELEASES: Personally, Snail-Mail, E-Mail, Fax, CD-ROM, Website, Satellite, Facebook, Content Requirements for Press Release * * * * * * * * * *
INVERTED PYRAMID STYLE: Most important to least important. 5 W’s of NEWS STYLE: Who, What, When Where & Why...How. LEAD PARAGRAPH: Most important fact, 30 words, draw reader in. WRITING STYLE: Concise, active voice (S-V-O), short paragraphs. WRITING DON’Ts: Don’t use cliches...Don’t use technical jargon. WRITING DO’s: Write for media audience, not for client. AVOID USING: 1st person (I, we, our), self-serving quotes & facts. DO INCLUDE: Headline, photos, cutlines, backgrounders, graphics. KNOW EDITORS: Keep lists current, ‘pitch’ ideas, folo w/phone. TRACK RELEASES: Clip stories, track media ‘hits,’ show clients.
A Video Release (VNR) starts with a storyboard...your visual story blueprint. Video Tactics: Broadcast Message Components * * * * * *
Announcer / Talent: Real or Actor Video: Various Shots in Shot Chain Sound Effects (SFX) Color or Black & White Characters, Text & Logos Graphics
SCENE POINT OF VIEW: Actor vs Viewer POV, Shot - Counter - Shot
* * * * * *
Computer Graphics Slides: Stand alone still pics Music: Jingles or background Animation Lighting Studion or Location Shots
WRITING RADIO SCRIPT: Write For Ear (30 wrd/sec), Imagination Medium
VARIOUS VIDEO TECHNIQUES: Double Exposure, Freeze Frame, Still Shot, Back Light Slow-Reverse-Stop Motion, Split Screen, Deep Focus Video Message Components * * * * * * * * * * * * *
Types Of Shots Establishing Shot Master Shot Cinematic Space Long Shots ELS, LS, MLS Medium Shots MCU, MS Close Up Shots CU, XCU, EXU, TCU Arial Shot High / Low Angle Tracking Shot Long Take Shot
Edits or Scene Links * Transitions * Cross Cut: S1-S2 = T * Intercut: S1-S2=T1,2 * Dissolve: Fade I & O * Iris: Darkens To Pnt * Jump Cut: Skip Time * Rapid Cut: Multi Cut * Wipe: Up, Down, Crs * Bomb Blast * Explosion * Fades
Camera Movements * Pan Left * Pan Right * Zoom In * Zoom Out * Fast, Medium, Slow * Go To Arial
Client: Title: Length: Date: Writer:
VISUAL
AUDIO
Be Prepared! Make a Crisis Plan!
Crisis Communication is ALL necessary communication for crisis or emergency. The ROPE Model for Crisis Communication RESEARCH
OBJECTIVES
PROGRAM
EVALUATION
CLIENT: Create worst case list.
Personal Safety Timely Info Protect Assets Positive Image Corp Citizen Corp Credibility Use ALL Media 24hr: One-Voice Full-Disclosure
PR HDQRTRS: PR Dir, Corp Office, Tele-Bank, PR Material
ONGOING: Phone Calls, Press Coverage Face-to-Face
MEDIA CNTR: On-site, Media Facilities, Press Conf, Site Avail
POST CRISIS: Surveys, Focus Groups, Meetings, Interviews
CHALLENGE: Be Proactive. AUDIENCE: Make list of need-to-knows.
NEED TO KNOW LISTS: Rank Internal & External Publics, Create T-Chains
ROUND-THE-CLOCK: One-Voice, Full-Disclosure Avoid Fault Admission
NATURE OF CRISIS OR EMERGENCY Unanticipated, Occurs W/Out Warning, Natural Disasters and Business Crisises Crisis Communication Facilities PR HEADQUARTERS * Corporate HQ: PR Director, Release Names: Kin or w/in 24 hrs. * Tele-Banks, Int/Ext Public Calls * PR Material Preparation, First Release cleared by legal w/in 1 hr. * Public Information Center: Rumor Control, In-coming Calls, Switchboard & Server Capacity
MEDIA INFORMATION CENTER * Crisis Site PR Office: Secure Facilities, Escort Media, Safety * On-site accommodations for media: elect, techno, food, etc. * On-site PR Spokespeople for 24 hr Media access: Co-ord w/ PR HQ * Utilize ALL PR Tactics and Control & Uncontrolled Media
Crisis Communication Plan EVENT
POSSIBLE WORST CASE SCENARIOS DESCRIPTION TIME FRAME
PUBLICS BOARD
EMERGENCY
STAFF
CLIENTS MEDIA
CONTACT LIST: NEED TO KNOW’S CONTACT NAME RESPONSIBILITY
Carpe Diem! Start your PR Agency Today!
Create Your PR Dept Today
Create Your PR Dept Today
Contacts & Resources CONTACT LIST NAME
CONTACT INFO
TYPE OF RESOURCE