Public Relations and New Media Richard Bailey Reports and proposals Public Relations and New Media Richard Bailey 1

Reports or proposals? Reports look back on something that has happened and provide analysis What has happened? Does it matter? Proposals start with problem diagnosis and recommend a solution (forward-looking) What’s the problem? What should we do about it?

Your assignments 2,500 word report applying critical thinking to contemporary corporate communications challenges faced by an international organisation of the student’s choice in the context of new media developments (weighted 60%). 1,500 word proposal written for the same organisation covering possible strategies and tactics to address their challenges in the digital environment (weighted 40%).

What is a report? A formal business document Based on fact Information on a situation Recommendations on future action Based on fact You must distinguish between facts and opinions Need to provide evidence of research & reading

Report structure Title Table of contents Executive summary (write this last) Introduction (terms of reference, background) Facts Analysis and discussion of factual material Conclusions Recommendations Appendices References

Structure Use headings for sections You can use section numbers 1. Section title 1.1 Sub-section 1.2 Sub-section Use consistent headings/numbering

Executive summary Write this at the end It is a one page summary of the whole report, including any conclusions and recommendations Helps the reader decide whether to read full report

Introduction Set out the terms of reference for the report (who is writing it, and why, and what is its scope) Provide any background information the reader might require Statement of problem History of events leading to this situation An account of the methods used to gather information

Body of report Should contain the factual information gathered Break down blocks of text with tables and lists Headings and sub-headings help to break up the page and make it readable Remove over-detailed information to an appendix

Conclusions, recommendations Even if these are covered in the body of the report, they should be gathered again at the end (and summarised up front in the executive summary) If recommendations are required, they should be in a separate section

Appendices, references Appendices should contain background data or complex information Appendices do not count towards word limit References demonstrate authority, credibility and professional practice Name of author or authors Year of publication / edition and publication date Full title Place of publication and name of publisher

Style A report is factual, mostly objective Formal language preferable Spelling and punctuation matter (you will be judged on this) Should be comprehensible if read in isolation

What is a proposal? A proposal is a persuasive document Looks to the future (reports are backward-looking) Proposes a plan of action Seeks agreement

Structuring a PR proposal Executive summary Situation analysis Problem statement Campaign goal Audience identification and messages Strategies Communication tactics Timescale Budget Evaluation plans

Executive summary The Problem: State here what you believe the problem to be.  Programme Goal: State here what your ultimate goal is.  Target Audiences: (1) Your primary audience, (2) your secondary (intervening) audience(s), and (3) your tertiary (special) audience(s). Major Strategy: State your major strategy here, listing the key tactics that you will use in your campaign.  Recommended Budget: State your total anticipated income and sources, your anticipated expenses, and the anticipated net profit or loss.  Evaluation Plans: State how you expect to evaluate (and expect to know) whether or not you've achieved each of your campaign and audience objectives

Problem statement The problem statement itself should be concise and very specific. If possible, write it in 25 words or less, using standard subject-verb-object order. This step is crucial to your plan and to the success of your campaign. Mess up here and you will end up way off course.

Campaign goal Goals are general directions that are not specific enough to be measured: "To boldly go where no man has gone before." You can't measure it, and you probably will never know if the goals were accomplished. Objectives are specific and measurable. They can be output objectives, or they can be attitudinal or behavioural. But most of all, they can be measured. They are concise. They are specific.

Audience identification A "public" is a group of people with similar interests. "Stakeholders" are a special kind of public, composed of people who have a particular interest (or "stake") in your organisation. An "audience" is a public with whom you are communicating.

Strategy There are four basic strategies: Do nothing (inactive) Do something only if necessary (reactive) Do something before a problem arises (proactive) Involve others in solving or heading off problems (interactive)

Tactics, schedule, budget What will you do (to achieve your objectives)? Who will do it? When will you do it by? (Gantt chart) How much will it cost?

Evaluation How will you show that you’ve achieved your objectives Output measures: what did you do? Impact measures: what happened as a result?

Sources ESRC, Communications Strategy template (Word file) Manser, M & Curtis, S (2002) Penguin Writers Manual Myamoto, C How to write a comprehensive communications plan, CIPR website (member area) Newsom and Haynes (2005) Public Relations Writing: Form & Style (chapter 7) Wilcox, D and Nolte, L (1997) Public Relations Writing and Media Techniques (chapter 15)