2. Specific pr

Lobby is a specific form of PR which establishes and maintains links with government in order to influence to legislation process. In the USA lobby is regulated by law. Lobby may act only in legislature and representative bodies, not on executive and judicial bodies- it is criminal.

*Target audience-

**PR goals-

Legislative or governmental PR is expensive, but very useful both for big enterprises and non-governmental organizations.

Some recommendations for lobby:

• first appeal to a member of local community by sending a written information with problem description, your company’s opinion and proposed resolution of the problem.

• arrange meeting with appropriate governmental politicians.

PR specialist could target specific MPs according to their influencing ability, their special interersts or their local concerns.

Exhibitions ( show)

Seminars

Sponsorship is corporate investment into some activities to promote corporate name.

Forms of sponsorship: - exclusive-

• collective

• participation in management, expertise, or even work of a company.

Sponsorship is based on a company’s budget. Sponsors investments are made into sports, arts, business, education, charity.

Criteria of successful sponsorship: 1) much information about sponsorship in mass media;

2) growth of the company’s popularity; 3) rising of popularity among the staff, especially potential members of the company.

Task.

What kind of sponsorship would you recommend for:

Big bank

Cleaning flats service company

Food company.

Glossary

Survey опрос

Specific PR специфические формы связей с общественностью

Feed-back обратная всязь

Lobby лобби

Sponsorship спонсорство

Task for office hours- Forms of sponsorship

Task for IWS- Lobby in government

Reference

Mandatory

Aги У. Все о PR, Питер, 2008, глава «Специфические PR»

Recommended

Ф. Хенслоу, Практическое руководство по Паблик Рилейшнз, СПб, 2009

10. PR evaluation

1. Analysis and evaluation

Evaluation of PR- campaign is its results measurement, control of PR actions in correspondence to its plan. PR campaign must be evaluated not only at the end of the campaign, but also it should be monitoring throughout the entire process. A successful plan will be reviewed constantly. As PR activity has no any standards it difficult to measure and evaluate it.

There are 3 stages in assessment of PR-actions result:

1) communication product- quantity and quality of press-releases, articles, video and other information products prepared during PR-plan realization; number of contacts with mass media;

2) intermediate effect- feedback/ involvement of public in the organization activity, recognition of the organization by public

3) goals achieving- increase of the organization’s income, sales, increase of market or laws adoption.

Means of PR assessment:

*1) Experiment and monitoring

2) Analysis and feedback

3) Research