14. Public Relations Campaign 14 Research Evaluation Situational Analysis Crisis Communication SMART Objectives YOU / Brand / Corporate / Spokesperson Budget Identifying Publics Timeline Identifying Stakeholders Tactics Key Messages Strategy
15. Identifying Publics Latent publics: Groups that face a problem but fail to recognise it Aware publics: Groups that recognise a problem exists Active publics: Groups that are doing something about the problem 15 Moksh Juneja
20. Public Relations Campaign 20 Research Evaluation Situational Analysis Crisis Communication SMART Objectives YOU / Brand / Corporate / Spokesperson Budget Identifying Publics Timeline Identifying Stakeholders Tactics Key Messages Strategy
21. Key Messages Developing customized message to communicate to the identified public to have a positive action Moksh Juneja 21 TA1 M 1 Positive Action TA 2 M 2
22. Public Relations Campaign 22 Research Evaluation Situational Analysis Crisis Communication SMART Objectives YOU / Brand / Corporate / Spokesperson Budget Identifying Publics Timeline Identifying Stakeholders Tactics Key Messages Strategy
24. Public Relations Campaign 24 Research Evaluation Situational Analysis Crisis Communication SMART Objectives YOU / Brand / Corporate / Spokesperson Budget Identifying Publics Timeline Identifying Stakeholders Tactics Key Messages Strategy
25. Tactics Tools to be used in line with the strategy to achieve the campaign objectives Media relations Conferences Photography Video news releases Lobbying Interviews Speeches Newsletters Blogger relations Podcasts Leveraging brand positioning through events, etc. 25 Moksh Juneja
26. Public Relations Campaign 26 Research Evaluation Situational Analysis Crisis Communication SMART Objectives YOU / Brand / Corporate / Spokesperson Budget Identifying Publics Timeline Identifying Stakeholders Tactics Key Messages Strategy
28. Public Relations Campaign 28 Research Evaluation Situational Analysis Crisis Communication SMART Objectives YOU / Brand / Corporate / Spokesperson Budget Identifying Publics Timeline Identifying Stakeholders Tactics Key Messages Strategy
29. Budget Allocating the budget is an essential part of a campaign so all costs should be taken into consideration Operating costs Distribution, administration, travel, production, seminars Human Overheads, expenses, salaries Equipment Telephones, furniture, computers 29 Moksh Juneja
30. Public Relations Campaign 30 Research Evaluation Situational Analysis Crisis Communication SMART Objectives YOU / Brand / Corporate / Spokesperson Budget Identifying Publics Timeline Identifying Stakeholders Tactics Key Messages Strategy
31. Plan B Moksh Juneja A coordinated effort to handle the effects of unfavorable publicity or of an unfavorable event or any deviation from your plan. 31
32. Public Relations Campaign 32 Research Evaluation Situational Analysis Crisis Communication SMART Objectives YOU / Brand / Corporate / Spokesperson Budget Identifying Publics Timeline Identifying Stakeholders Tactics Key Messages Strategy
34. evaluation Outgrowth (immediate reaction) Focus Groups Day-after recall Mail intercepts Call ins Contest entries Event Participation 34 Moksh Juneja
35. evaluation Outcome (long-term change) Before and after polls Comprehensive multifaceted communications audit Advanced data analysis Psychographic analysis Factor and cluster analysis Perceptual Mapping 35 Moksh Juneja
36. Thank you Contact Moksh Juneja Social Media Catalyst Avignyata Inc. Mobile: +91 9322121170 Email: mokshjuneja@gmail.com Moksh Juneja 36
Editor's Notes
KASA – Knowledge, Attitude, Skills, Aspirations
E.G – CokeLatent – youthAware –ParentsActive – Doctors, Special interest groups
The primary reason for a budget lets you know what you can or can’t do, but it also allows you to allocate money to the specific areas of the campaign: