6 point plan & inhouse V consultancy PR

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Focus for tonight

Session 1 : Session 2 : More on 6 point plan Inhouse Vs consultancy Next : Role of Press Officer Media relations Section 2 Gunning (6) And Chapter 12

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Review of Homework

    Award winning case studies 2003 update?

Gunning section 1 - feedback?

Codes - 15 key areas? Long version?

Practise Q1?

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6 point plan - need to know!

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Appreciation of Situation Determining Objectives Defining Publics Selecting PR media & techniques Budgeting Assessing results

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Appreciation of Situation

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EVERYTHING THAT IS KNOWN ABOUT HOW AN ORGANISATION IS PERCEIVED WHERE ARE WE NOW? IN PR TERMS INCLUDING WHAT IS NOT KNOWN OR WHAT IS MISUNDERSTOOD!

PR PROFESSIONALS CONDUCT A SWOT ANALYSIS OFTEN PACKAGED AS A PR AUDIT WHY IS IT IMPORTANT TO BE THOROUGH AND CHALLENGING AT THIS FIRST STAGE?

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How do we find out?

COMMISSION RESEARCH AND/OR OPINION POLL IMAGE STUDY DO IT YOURSELF NAME SOME BIG RESEARCH HOUSES?

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Informal research methods?

DESK RESEARCH COMPLAINTS FINANCIAL SITUATION - REPORTS MEDIA ATTITUDES EMPLOYEE-MANAGEMENT RELATIONS COMMUNITY RELATIONS ON THE NET READ NEWSGROUPS KNOW CHAT ROOMS UTILISE DIRECTORIES SUBSCRIBE TO MAILING LISTS

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Open the IPR Toolkit

From the PR Research & Evaluation Toolkit, sponsored by the PRCA, IPR and PR Week..

COMPANY BACKGROUND

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HISTORY OF THE ORGANISATION, ITS MISSION AND VALUES

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DEFINE THE MARKET, SECTOR OR ENVIRONMENT AND THE ORGANISATIONS POSITION WITHIN IT – CAN YOU SEE BUSINESS OR MARKETING PLANS

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WHAT DOES THE ORGANISATION DO?

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Company background

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KEY PUBLICS, HOW DO THEY VIEW THE ORGANISATION AND HOW DOES THE ORGANISATION WISH TO BE SEEN

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WHO ARE THE KEY PEOPLE IN THE ORGANISATION AND THE SECTOR

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WHERE DOES THE ORGANISATION WANT TO BE IN 3/5 YEARS AND WHAT WILL INFLUENCE THOSE AMBITIONS?

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Company background

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DESCRIBE THE COMPETITION, INCLUDING STRENGTHS AND WEAKNESSES

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WHAT KEY ISSUES IN THE SECTOR OR FACED BY THE ORGANISATION MIGHT AFFECT THE PR PLAN (LIST AND PRIORITISE THEM 1-5)

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WHAT INFORMATION EXISTS ALREADY FROM RESEARCH OR STUDIES

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Commercial information

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HISTORY OF PRODUCT/SERVICE, MARKET SHARE, STRENGTH OF BRAND ETC.

MARKET OR SECTOR CHARACTERISTICS SWOT ANALYSIS OF PRODUCT/SERVICE OR ORGANISATION COMPETITORS AND /OR ROLE MODELS AND WHY LEGISLATION OR ISSUES THAT MIGHT AFFECT CAMPAIGN LIST IN ORDER KEY AUDIENCES, INCLUDING INFLUENCERS (1–5) EXISTING DATA, CASE STUDIES

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PR track record?

PREVIOUS PR TASKS HOW SUCCESSFUL AND WHY – ANY EVIDENCE? (CUTTINGS) IS PR MEASURED ALREADY AND HOW DESCRIBE THE EFFECTIVENESS OF COMPETITORS PR HOW IS PR VIEWED IN THE ORGANISATION?

WHO DOES (OR COULD) CHAMPION PR’S STRATEGIC CONTRIBUTION REVIEW COMMUNICATIONS WITH PARTICULAR AUDIENCES; ANNUAL REPORTS, EMPLOYEE NEWSLETTERS

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PUBLICS

“Publics are those groups of people internally and externally with whom an organisation communicates” Jefkins

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Area examiner says is often mentioned in exam papers but not developed.

WHO ARE THEY?

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THE COMMUNITY

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EMPLOYEES INVESTORS CONSUMERS/USERS POTENTIAL EMPLOYEES SUPPLIERS DISTRIBUTORS OPINION LEADERS

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PUBLICS

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PROFESSOR JAMES GRUNIG’S FOUR TYPES OF PUBLICS ALL ISSUE PUBLICS APATHETIC PUBLICS SINGLE ISSUE PUBLICS HOT ISSUE PUBLICS Active all issues Inactive all issues Active one or limited issues Active after media exposure/topic is of widespread interest

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DEFINING OBJECTIVES

RESEARCH WILL DEFINE PROBLEMS & OPPORTUNITIES I.E. WHERE ARE WE NOW?

OBJECTIVES ARE ABOUT - WHERE ARE WE GOING CONSULTATION WITH DEPARTMENT HEADS

– Personnel & Production – Company Secretary/Finance – Exports & Sales – Advertising & Marketing – Research and Development – Chief Executive

NEXT STEP: MAKE OBJECTIVES SMART

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DEFINING OBJECTIVES

ELEMENTS WHICH SHOULD BE CONTAINED IN PR OBJECTIVES

– TO INCREASE/TO DECREASE/TO MAINTAIN – WHAT PEOPLE ARE AWARE OF, KNOW OF OR

UNDERSTAND/HOW PEOPLE FEEL/WHAT PEOPLE DO

– BY WHATEVER MEASURE IS RELEVANT – BY A PARTICULAR DATE 

Example: To increase the number of

homeowners from 13% to 20% PLUS who know that kitchen fires destroyed 2,500 homes last year, by end of this calendar year.

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Defining PR media & techniques (tools)

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Why budget?

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PUT A COST ON THE PR PROGRAMME SEE WHAT CAN BE DONE FOR A SPECIFIC COST PROVIDES A CHECKLIST OF WHAT IS TO BE DONE IMPOSES DISCIPLINE USEFUL FOR EVALUATION

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Budgets

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LABOUR / TIME MATERIALS (AND OVERHEADS) EXPENSES

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Assessing results

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1.

2.

3.

OBSERVATION AND EXPERIENCE FEEDBACK AND ITS ASSESSMENT RESEARCH 1.

2.

3.

4.

5.

ASSESSING MEDIA COVERAGE FOR WHICH YOU WERE RESPONSIBLE SOURCE AND TONE POTENTIAL AUDIENCE SIZE (OTS) PICTURE USAGE SHARE OF VOICE ACHIEVED RESPONSE

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In-house PR Department

      – JEFKINS 6 ADVANTAGES

A FULL TIME SERVICE GOOD COMMUNICATION CONTINUITY VALUE FOR MONEY IMMEDIATE ACCESS TO INFORMATION AND DECISION MAKERS PROXIMITY

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In-house PR Department

6 DISADVANTAGES JEFKINS LISTS ARE LACK OF IMPARTIALITY NARROW RANGE OF EXPERIENCE LACK OF TRAINING PR ASSIGNED TO INAPPROPRIATE PERSONNEL RESPONSIBILITY FOR PR ASSIGNED TO TOP MANAGEMENT PRO EMPLOYED FOR WRONG REASONS

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Consultancy PR - Advantages

JEFKINS GIVES 6 REASONS INDEPENDENT UNBIASED ADVICE VARIED EXPERIENCE WIDE RANGE OF MEDIA KNOWLEDGE/CONTACTS LOCATION ACCESS TO AND KNOWLEDGE OF SERVICES INTERNATIONAL SERVICES

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Consultancy PR Disadvantages

• DISADVANTAGES - JEFKINS     

PARTIAL SERVICE LACK OF INTIMACY DIVIDED LOYALTIES LACK OF SPECIALIST KNOWLEDGE INEXPERIENCED/JUNIOR STAFF

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Managing the client relationship

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REGULAR MONTHLY MEETING WITH CLIENT PROPERLY PLANNED CONTACT REPORT ACCURATELY AND EFFICIENTLY ISSUED OTHER ELEMENTS COMPATIBILITY LEARNING HOW EACH OTHER WORKS PUNCTUALITY PROMPT CLEARANCE FLOW OF INFORMATION

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Questions

Having worked as an in-house PR person within a large organisation for a number of years, you have recently changed jobs to work with one of the larger PR consultancies in the city. The director of your consultancy is interested in your views on the similarities and differences between the functions of in-house PR and consultant. Write him a memo. (May 00)

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Questions

You have recently retired from PR, having spent almost equal portions of your professional life working in-house and working consultancy. The PR Institute has asked you to deliver a lecture outlining the key similarities and differences between the practice of PR in-house and consultancy. Write the notes which will form the basis of your speech. (Sept 00)

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Questions

Your managing director has recently developed an interest in PR and now wants to appoint someone to handle PR for the company. He has asked you for your advice about whether or not he should retain a consultancy, or recruit someone to an in-house position. Write him a memo outlining the advantages and disadvantages of in-house and consultancy.

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