Strategic PR Aytül Özkan 2013

NINE STEPS OF STRATEGIC PUBLIC RELATIONS Phase 1: Formative Research Step 1: Analyzing the Situation Step 2: Analyzing the Organization Step 3: Analyzing the Publics Phase 2 : Strategy Step 4: Establishing Goals and Objectives Step 5: Formulating Action and Response Strategies Step 6: Using Effective Communication

NINE STEPS OF STRATEGIC PUBLIC RELATIONS Phase Four: Evaluative Research Step 9: Evaluating the Strategic Plan Phase Three: Tactics Step 7: Choosing Communication Tactics Step 8: Implementing the Strategic Plan

PHASE ONE: FORMATIVE RESEARCH Shooting in the dark? A campaign without any research? Formative (strategic) research: the data needed before you plan the communication program. A comprehensive situation analysis trying to hit a target without being able to see it.

PHASE ONE: FORMATIVE RESEARCH Information need in three areas: (1) the issue (2) organization (3) publics

PHASE ONE: FORMATIVE RESEARCH Step 1: Analyze the Situation What is facing your organization? An automotive manufacturer, availability of side air bags in new cars. A nonprofit organization dealing with at-risk youth, misunderstanding of the youth. At risk youth: troublemaker, lazy, looking for attention, selfish, and liar, dangerous

Step 1: Analyze the Situation The situation needs to be defined clearly before conducting research. Situations and goals. Goals: promoting consumer acceptance of the air bags Challenging the notion that all at-risk youth are dangerous. situations are stated as nouns—availability of air bags, fear of youths

Step 1: Analyze the Situation A situation is either positive or negative. Opportunity: Offering a potential advantage to the organization or its publics Obstacle: May prevent the organization from realizing its mission its mission (the fear of at-risk youth).

Step 1: Analyze the Situation Ongoing communication with the client is imperative: 1. An initial meeting with the client to develop a common understanding of the research needs and resources 2. A meeting to agree on the scope of the project, particularly its costs and other resources 3. Following an initial review of literature and other secondary sources, a meeting to refine the research questions and discuss potential approaches and limitations 4. A meeting for agreement on the proposed study approach

Step 1: Analyze the Situation Issues Management Importance of early anticipation Dealing with issues before they get out of hand Insurance companies, hospitals and health maintenance organizations in health-care industry What are the future trends? Can we have some kind of impact on the future? Not one-way communication nor manipulation of a public. Public relations as early warning system within an organization. Helps the organization interact with its publics. More likely, however, the organization will have to adjust itself to the issue, trying to maximize the benefits or at least minimize the negative impact.

Step 1: Analyze the Situation Risk Management The process of identifying, controlling and minimizing the impact of uncertain events on an organization Criticism should be listened. Michael Regester (2002) calls "believing your own PR." Many public relations disasters are rooted in the myopic failure to learn from others' mistakes.

BP to Create Safety Division Incoming CEO Robert Dudley called the moves `the first and most urgent steps in a program I am putting in place to rebuild trust in BP.‘ ``The changes are in areas where I believe we most clearly need to act,'' he said, ``with safety and risk management our most urgent priority.'' In a message to BP staff around the world, Dudley said that ``there are lessons for us relating to the way we operate, the way we organize our company and the way we manage risk.''

Step 1: Analyze the Situation Crisis Management The process by which an organization deals with out-of-control issues. Issues management is like steering a sailboat. You run with the wind when it happens to be blowing in the direction you want to go, and you try to change the direction making sure not to sail against the wind. Sometimes you come to a standstill when there is no wind. In a crisis situation, more like trying to ride out a storm. Often the best you can do is drop your sail, hang on, and hope the boat is strong enough to survive without too much damage. Crises not always unpredictable. Crises are more like volcanoes that burn without flame for a while before they erupt.

Focus Groups A particular type of small-group discussion A researcher guides a conversation about an issue under study. It enables the group members to stimulate each other with their comments. Helps you gain insight into and understanding about an issue. Good technique for knowing "why," "how" and "what if.“ If your client wants to know "how much" or "how many," conduct a ? Focus groups are not decision-making or problem-solving sessions Focus groups generate ideas, comments and anecdotes. Specifically, they are used by public relations and marketing practitioners to test concepts, copy and campaigns, or to evaluate potential logo designs, advertisements or even program and product names. In some cases, focus groups are the primary research technique used. Other times, researchers use them to complement surveys, either as preliminary tools to gain a better understanding of the issue to be surveyed, or as follow-ups to shed light on the survey findings.

How a Focus Group Works A small group of people who reflect your target population Group typically consists of between eight and 12 people The moderator generally introduces the topic, explains a few ground rules, then invites comments on the topic, often with an icebreaking question The session generally lasts 60 to 90 minutes. The moderator has an agenda of topics and themes to present to the group. A good moderator allows the discussion to flow gracefully through group interaction though some researchers find get better interaction from groups as small as five Focus groups are meant to be flexible. though not necessarily a specific list of questions

Conducting a Focus Group Identify the topic of your research Select the moderator Select the sample: Separating participants by age, gender if such homogeneity would enhance interaction within the group Determine the number of groups needed Select the site for the research sessions enough secondary research, Redefine or narrow the topic Unbiased about the issue under study, who has good communication skills (both listening and speaking), a strong ability to probe and analyze, a good memory and an engaging personality. To obtain a group that is as unbiased as possible, avoid populating it with friends, colleagues or people associated with the client, such as donors, employees, customers and so on. it is wise to plan for at least a couple groups; some researchers prefer as many as five similar groups for a true reading. research labs equipped with video cameras, built-in microphones and a viewing room behind a one-way mirror. A cost-effective alternative is a professionally furnished conference room with a circular or rectangular table and comfortable chairs. Focus groups also can be conducted in classrooms or in a living room or around a kitchen table. Make sure the site is conveniently accessible to your participants and that it is comfortable for them

Conducting a Focus Group Arrange to record the session with either audio- or videotaping Prepare the discussion guide Report the data for your client or your boss some researchers prefer audiotaping (Morgan, 1997). Remember that the primary reason for taping focus groups is to generate a written transcript of the discussion, more careful review of body language and other nonverbal cues An outline of the questions to be used, and organize any participant materials such as samples, brochures, photographs, advertising sketches, slides, etc. 8. statement of the purpose, an overview of the selection process for participants and a copy of the discussion guide. The body of the report generally includes both selected comments made by participants and recommendations gleaned by the researcher. In the comment section both direct quotes and paraphrases are drawn from the discussion, often divided into subtopics.

Strategic Planning Example: Analyzing the Situation Basic Planning Questions 1. What is the situation facing the organization? 2. What is the background of the situation? 3. What is the significance of the situation? The PR story begins in 1985, when Burson-Marsteller warned Dow Corning of "the potential for a corporate media crisis law suits cancer

Strategic Planning Example: Analyzing the Situation Expanded Planning Questions Background on the Issue Is this the first time your organization has dealt with this situation? What is the cause of this situation? Is there any dispute that this is the cause? What is the history of this situation? What are the important facts related to this situation? Does this situation involve the organization's relationship with another group?

Strategic Planning Example: Analyzing the Situation Expanded Planning Questions Consequences of the Situation 1. How important is this situation to the organization's mission? 2. How consistent is this situation with the mission statement or vision statement? 3. How serious of a response is given to this situation? 4. What is the likely duration of this situation: one time, limited/short term or ongoing/long term? 5. Who or what is affected by this situation? 6. What predictions or trends are associated with this situation? 7. What potential impact can this situation make on the organization's mission or bottom line? 8. Do you consider this situation to be an opportunity or an obstacle for your organization?

Strategic Planning Example: Analyzing the Situation Expanded Planning Questions Resolution of the Situation Might information affect how this situation is resolved? How can this situation be resolved to the mutual benefit of everyone involved? What priority does this situation hold for the public relations/communications staff and for the rganization's top management? How strong is the organization's commitment to resolving this situation?

Strategic Planning Example: Analyzing the Situation Research Program What is the basis for the existing information: previous formal research, informal feedback, organizational experience, personal observation…? How accurate is this existing information? How appropriate is it to conduct additional research? What information remains to be obtained? Additional research Interviews with key people within the organization Review of organizational literature/information Additional personal observation Interviews with external experts or opinion leaders Surveys with representative publics What research methods will you use to obtain the needed information?

Strategic Planning Example: Analyzing the Situation Research Findings Your findings A brief summary