Text 29 Preparing for a pr campaign: pr plan

A PR campaign is a program of promotional activities intended to accomplish a specific objective. A campaign may be short and tightly focused or long with a broader focus. Well planned public relations campaign is often far more effective than advertising. The public relations campaign should be integrated with the overall marketing plan, which might include advertising and grassroots or "word-of-mouth," among other practices.  

First of all it is important to determine what is to be accomplished by the public relations campaign and make all public relations actions relevant to meeting the goals and objectives determined.  To understand their target audience and get information about competitors PR specialists should do some research, then create a PR plan.  PR specialists should create awareness and interest by actively providing the materials to the media and maintain public interest.

Communication tactics may include traditional channels, such as media (television, radio, newspapers and magazines) and Web sites, as well as non-media channels, such as grassroots or "word-of-mouth"

Tried and true media tactics include:

• News release  - develop a series of news releases that you can distribute to media prior to and during a PR campaign. If a press release contains a great deal of background statistics, then the release is a great tool for journalists who may need additional information to write a complete story. Never write longer than two pages.  Keep sentences short.  Keep paragraphs short. Include the five W's - Who, What, Where, When and Why .

• Media kit - in addition to a news release, include a fact sheet with event schedules and locations         

• Desk side visits - visit local media to create connection and dialogue

• Local radio and/or local TV media tours - offer to go on air

• Public service announcements - develop 30- or 60-second announcements for on-air personalities to read over the radio      

• News conference - is a media event in which newsmakers invite journalists.

Don't underestimate the importance and potential impact of non-media channels - word-of-mouth, which can be considerably important.

Appoint a knowledgeable spokesperson who can talk with media about the company and the goods/services it offers.  This person should be available for news conferences, phone interviews, on-air interviews, media conference calls, etc.  

There are vital steps one needs to take in devising a PR plan.

* Audit – you need to have a clear idea of what your key audiences think, feel and believe about your organisation.

* Aspiration – this is key. How exactly do you want your organisation to be perceived and known.

* Aims – you need to get into the detail, you need to define your objectives in a way in which they can be measured – they need to be specific, measurable, achievable, realistic and time-bound.

* Audiences – it is essential that you identify the audiences that are important to you. Achieving national press and media coverage may be good for the ego but does it really help you get the messages across to your key audiences? Thus, you should determine what means of communication to use to get in touch with your audience.

* Attention – any campaign needs strong and specific key messages, which support your communication and help you in assessing your campaign’s success.

* Activity and Application – this is where the fun starts. By now you will have a clear idea of what you want to achieve and who you are targeting. The key is now to come up with the creative ideas that will provide you with the opportunity to get your messages across as effectively as possible. That could involve many different activities – from events and competitions to research, celebrity involvement and online forums.

* Assessment – if you have done your job properly with regard to carrying out your audit and setting your objectives then assessment should fall neatly into place.

When it comes to announcing your products and services to the media, perception is everything, which is why preparation is ultimately so important.

Questions:

1. What does a term “PR campaign” mean?

2. What is it necessary to determine before staring a PR campaign?

3. What may communication tactics include?

4. What may tried and true media tactics include?

5. What do the terms “Desk side visits” and “Media kit” mean?

6. What are vital steps in devising a PR plan?

7. What do the steps “Audit” and “Aspiration” mean?

8. What do the steps “Aims” and “Audiences” mean?

9. What does the step “Activity and Application” mean?

10. What does the phrase” perception is everything, preparation is ultimately important” mean?