1. Contemporary Public
Relations
Week 7
Where we are and
where we are headed…

2. What We’ve Done…
• PR Boot Camp
– What is Public Relations
– Overview of the Industry
– History
– Dominant Theories
– Ethics
– Models of Practice
– PR Research
• Guest Speaker
– Eric Barnett, Social
Media Outreach
• Field Trip
– Cleveland Museum
of Art, Customer
Engagement

3. What You’ve Done…
• Pay it Forward Program
– Selected Clients
– Divided into teams
– Appointed a Client Communication Contact
– Started Client Research
– Handed in First Client Memo
– Contacted Client Re: Initial Meeting

4. What’s Next?
• HootSuite University Program
• Due Tuesday, October 29

6. Readings
• Finish readings assigned in text next week
• Watch Springboard for additional readings

7. Pay it Forward – Client Reports
• Primary form of communication with your
client
– What have you done on the client’s behalf?
– Show the results of your work
– Communicate next steps
– Meeting notes and important take-aways

8. Client Media Audit
(i.e. – Next Weeks Memo)
• External (Include both traditional media and
social media)
– What outlets cover your organization?
– Who are those outlets’ primary audiences?
– Is the coverage positive/negative/neutral?
– What aspects of the organization are covered?
– Who are key spokespersons?
– Does the organization have a clear
message/brand?

9. Client Media Audit
(i.e. – Next Weeks Memo)
• Internal (Include both traditional media and
social media)
– What marketing/promotional material does the
organization currently produce?
• Is it clear & effective?
– What is the website like?
• Is it easy to navigate?
• What kind of content is included?
• Is it up-to-date?
– Social Media
• What networks is the org. involved with
• What kind of chatter (positive/negative/neutral)
• Does the organization engage with audiences?

10. Client Media Audit
(i.e. – Next Weeks Memo)
• Branding
– Is brand and message consistent across all media?
– Are spokesperson roles clearly defined?
– Does the organization appear to be clear key
messages?
– Do any particular events or aspects of service appear
to dominate media presence?
Upload to Springboard by Class on Tuesday, October 15

11. Final Project
• Group Public Relations Plan
• Client Deliverable (one for each member of
team)
• Individual Praxis Paper (5-7 pages)
• Pay it Forward Presentation

12. Collaboration Tools
•
•
•
•
•
•
•
•
Google Drive
Google+
Springboard Groups
Wiggio (http://wiggio.com/)
Evernote (https://evernote.com/)
Dropbox (https://www.dropbox.com/)
Free Conference Calling
Meeting Scheduler (http://doodle.com/)

13. Strategic Planning:
Developing a PR Plan

14. Checklist: What to include
•
•
•
•
•
•
•
•
•
•
•
Problem Statement
Situation analysis
Description of a minimum of two target audiences
One goal statement
One objective for each target audience
Strategies (one strategy for one audience must be
media relations)
Tactics for each strategy
Evaluation measures for each objective
Timeline
Budget
Deliverable

15. Problem Statement
• Identify the nature of your
client’s situation or
challenge
• Directs the planning efforts
to follow
• About half a page

16. Situation Analysis
• An analysis of the situation as you understand
it
• 1-2 pages

17. Target Audiences
• About half a page each
• Be specific!
– Bad: People in the Akron area
– Good: Women age 25-35 with children under 5
years old who live in the Akron area and work
flexible schedules or stay at home.

18. Target Audiences: ?s To Consider
Demographics & Psychographics
Average age?
Geographically located?
Socioeconomic status?
Products/services commonly used?
Cultural/ethnic/religious traits?
Education?
Lifestyle traits?

19. Goal Statement
• Clearly state the purpose of this plan
• One sentence
• Examples:
– For Akron General Hospital to be recognized by
key target audiences as the premier provider of
health services in Northeast Ohio
– For the Akron Human Society to be able to
adequately provide shelter and support for needy
animals in the Akron-Canton area.

20. Goal Statement
• 6 Characteristics of a
Goal Statement 1.
Rooted in organization's
mission & vision of
success 2. General &
non-specific 3. Nonmeasured 4.
Challenging 5.
Attainable 6.
Acceptable to
management/client

21. Goal Statement
• Reputation
Management:
enhancing image
• Relationship
Management: fostering
connections
• Task Management:
accomplishing
something

22. Goal Statement
• Reputation Management Goal - Reinforce the school's
image with potential donors - Increase the company's
reputation within the industry Relationship
Management Goal - Promote better appreciation of
the firm among potential clients - Enhance the
relationship between the company and its
customers Task Management Goal - Increase public
support - Attract a sellout crowd

23. Objectives
• 1. Rooted in goals 2. Focused on a public 3.
Results-oriented 4. Explicit 5. Precise and
measurable 6. Time-definite 7. Singular 8.
Challenging 9. Attainable 10. Acceptable to
management/client

24. Objectives: Three Types
• Awareness (Cognitive) - Attention Comprehension - Retention
• Acceptance (Affective) - Interest Positive/Negative Attitude (based on
compliance, identification, internalization)
• Action (Conative) - Opinion and Behavior

25. Objectives
• Must be measurable and include a timeframe
• Examples:
– To increase positive perceptions of Akron General
Hospital among prenatal patients by 25% in the
next 6 months.
– Earn $100,000 in donations by December 2013.
– Increase awareness of Akron Human Society’s
“Pitbulls make great pets” program among Akron
veterans by 30% over the next year.

26. Writing the Objective
•
1. Objective for _____ (public)
•
2. To have an effect on ( ) awareness, ( ) acceptance, ( ) action
•
3. Specifically to ( ) create, ( ) increase, ( ) maintain, ( ) decrease
•
4. Specific desired result
w/ awareness: ( ) attention, ( ) comprehension
w/ acceptance: ( ) interest, ( ) positive/negative attitude
opinion, ( ) behavior
•
5. About ___________ (focus)
•
6. Performance level: ____________
•
7. Time period: _____________
w/ action: ( )

27. Strategies
• About a half page each
• Examples:
– Media relations strategies (Must be one of the
strategies in your campaign)
– Event strategy
– Employee relations strategy
– Social media strategy
– Cause-related communication strategy
– Community leader outreach strategy
– Government relations strategy (lobbying)

28. Strategies
Describe in concept, how
each objective will be
accomplished.
Include messages and
themes.
Be creative.
More than one strategy okay.

29. Strategy Example...
Media relations strategy...
Social media strategy...
Community event strategy...
Employee relations strategy…
Opinion leader outreach
strategy

30. Tactics
• Length varies – usually several pages
• Detailed steps toward how you will achieve
your strategy
– Someone else should be able to take your plan
and implement it.

31. Tactics/Activities
How will you achieve
your strategies?
Detailed steps
Not a to-do list or laundry
list

32. More on Activities
Support! Tactics
support
Strategies, which
support
Objectives, which
support the Goal

33. Objective
Strategy 1
tactic
tactic
tactic
Strategy 2
tactic
tactic
tactic
tactic
tactic
tactic
tactic

34. Evaluation
• One page
• Answers the question “How will you determine if
you achieved your objectives?”

35. Timeline
• Could be several pages
• Examples
– http://www.scribd.com/doc/37366392/TemplatePublic-Relations-Plan-Timeline
– http://www.prhelper.com/templates/eventtimeline-1.php
– http://en.wikibooks.org/wiki/Technology_Plannin
g/Timeline

36. Budget

37. Deliverables
• Press release
(traditional, photo, radio
or social media version)
• Brochure (recommend
using a template via
WORD or Pages for basic
layouts)
• Web site copy
• Blog entry/entries
• FAQ
• Fact Sheet
• Backgrounder
• Speech or remarks
• Public Service
Announcement
• Bio of key executives (or
others)
• Newsletter article
• Media advisory for event
• Donor/Solicitation letter
• Others upon approval
(note: graphic-heavy
deliverables, such as
posters or invitations
need to be “client ready” no drafts or mock-ups)