Public Relations DPR 3B Integrated Public Relations Programmes: the need for a strategic, planned approach and framework Learning Unit 3.4 & 3.5 Student Manual pp 123-135 17 October 2011

DPR3B-Integrated Public Relations Programmes LU3 Learning outcomes Know the steps to a successful campaign Distinguish between different models/frameworks of PR campaign planning Compare and contrast different PR planning frameworks Select and critically defend specific planning framework Apply framework to practical case study or set of facts Describe and apply the elements of PR planning and management Discuss the difference between campaigns, programmes and social movements and the most important reasons for planning Plan a PR campaign 17 October 2011 DPR3B-Integrated Public Relations Programmes

Assignment feedback [1] Class average 76%, 23 distinctions with 15 80%, well done Lost marks for not reading assignment brief and not editing assignment Specifically for the following: Public Relations not capitalised – 1 Introduction, conclusion, references not given – 1 (Harvard) References, urls not indicated when accessed – 1 Lack of editing and poor language usage – 1 (use of caps, u/l case) 17 October 2011 DPR3B-Integrated Public Relations Programmes

Assignment feedback [2] Question 3.3: Two PR objectives for Feel Good Project Base PR objectives on organisational goals PR objectives should be specific, measurable (%), achievable, realistic, time bound (date) Examples (what, to whom, how many, by when) Create awareness about job creation initiative among 50% of unemployed people in Cape Town within six months after launch Influence perceptions about Foschini’s commitment to skills development amongst 80% of the youth market in Cape Town over the next 12 months Inspire 20% of retail NGOs in Cape Town to create job creation partnerships with large retailers by December 2012 Attract 60% of potential customers in Cape Town to store within the first six month of the launch of the project 17 October 2011 DPR3B-Integrated Public Relations Programmes

Elements of PR planning and management [1] Discuss the eight elements that Rensburg and Cant (2009) identified for the planning and management of Public Relations: 1. Environment Background or setting for communication with identified stakeholders Situation in which PR planning and management takes place and is dynamic (change dramatically) Environmental scanning NB to scan and understand the corporate / company environment before planning PR messages 17 October 2011 DPR3B-Integrated Public Relations Programmes

Elements of PR planning and management [2] 2. Organisation Usually the communicator or initiator of the PR messages Wishes to express meaningful ideas to stakeholders through communication / PR 3. Communication planner Usually the PRP acting on behalf of the organisation Usually works for organisation Formulates organisation’s messages Seen by publics as source of what is expressed 17 October 2011 DPR3B-Integrated Public Relations Programmes

Elements of PR planning and management [3] 4. Message Communication content transmitted in the communication process = message Overtly expressed or have an underlying meaning Donate a R100 to saving the rhino and we will publish your name in the Sunday Times Become a conservationist, contribute to saving the rhino Property of organisation, PRP and stakeholders it is intended for Explain why in each case? 17 October 2011 DPR3B-Integrated Public Relations Programmes

Elements of PR planning and management [4] 5. Medium Medium and channels are interchangeable Channel = physical means of conveying message, little to do with meaning, example? Medium = intermediate agency that enables communication through one of more channels, example? Distinction between mainstream conventional media and unconventional media, examples? Traditional media also referred to as ora media Visible cultural features that define and maintain acceptance of social relationships and worldview 17 October 2011 DPR3B-Integrated Public Relations Programmes

Elements of PR planning and management [5] 6. Target audience / stakeholders People who attend to the prepared message content Heterogeneous audience must be considered carefully as this may complicate the communication process Why / How? 7. Effects and effectiveness Effects = consequences of communication process OR Circumstances that would not have occurred without intervention, example? PR effectiveness = outcome of objectives fulfillment 17 October 2011 DPR3B-Integrated Public Relations Programmes

Elements of PR planning and management [6] 8. Feedback and feed forward Feedback Response from target audience to PR’s / organisation’s communication Feed forward Information gathered about stakeholders Their possible reaction to communication Before initiating the communication 17 October 2011 DPR3B-Integrated Public Relations Programmes

DPR3B-Integrated Public Relations Programmes Reasons for planning Reasons for effective PR planning according to Niemann-Struwig (2004) Focuses effort Improves effectiveness Encourages the long-term view Helps demonstrate value for money Minimises mishaps Reconciles conflicts Facilitates pro-activity 17 October 2011 DPR3B-Integrated Public Relations Programmes

Campaigns, programmes and social movements Campaign (Rensburg & Angelopulo, 1996 in Baker & Angelopulo, 2006) Purposeful undertaking To achieve a specific outcome Among a defined audience During a specified period of time Using an organised set of communication activities Examples? 17 October 2011 DPR3B-Integrated Public Relations Programmes

Campaigns, programmes and social movements Public Relations programme Consists of a number of campaigns Continues over a long period of time Social movement Defined as an ideological Can be issue or cause-oriented campaign or movement 17 October 2011 DPR3B-Integrated Public Relations Programmes

Importance of PR planning, programming and management Discuss the importance of PR planning and PR planning, programming and management are imperative to achieving organisational and communication goals and objectives Provides PRPs with opportunity to add value to the organisation Success in implementing a PR programme or campaign requires the right planning framework that suit the particular scenario 17 October 2011 DPR3B-Integrated Public Relations Programmes

DPR3B-Integrated Public Relations Programmes Case study 1 Bird Life SA Read the case study in detail and answer the questions related to the traditional public relations programme framework (30) 1 Give any two objectives (6) 2 Give any three of the possible relevant target audiences (6) 3 Develop a message (related to mission) (6) 4 Give any three of the activities in which Bird Life is involved (9) 5 Explain the strategy brief (3) 17 October 2011 DPR3B-Integrated Public Relations Programmes

DPR3B-Integrated Public Relations Programmes Case study 2 Save the Great White Shark Read the case study in detail and answer the questions related to the traditional public relations programme framework (30) 1 Give any two objectives (6) 2 Give any three of the possible relevant target audiences (6) 3 Develop a message (related to mission) (6) 4 Give any three of the activities in which Bird Life is involved (9) 5 Explain the strategy brief (3) 17 October 2011 DPR3B-Integrated Public Relations Programmes