Planned Public Relations To have the best opportunity to create and promote a businesses image they should plan their Public Relations approach or campaign

Examples of Planned Public Relations For each of the short videos write down in your exercise books What might be the business objective of the organisation in this Public Relations example? How do you think this Public Relations activity helped that objective https://www.youtube.com/watch?v=ZUuR3wcM6UY https://www.youtube.com/watch?v=7EYAUazLI9k

Public Relations Campaign Public relations campaign – a series of public relations activities undertaken to achieve a specific objective It involves 5 Key development stages

5 Main Development Stages of a Planned Public Relations Campaign Stage 1 – Establish Public Relations objectives Stage 2 – Identify the intended publics Stage 3 – Develop specific public relations strategies and tactics Stage 4 – Implement the public relations campaign Stage 5 – Evaluate the results Or “EIDIE”

The 5 Steps of Planned Public Relations

STAGE 1 – Establish your Public Relations Objective How do we decide what our objectives should be? The SMART objective S - Specific M - Measureable A – Attainable R - Realistic T – Time bound

STAGE 2 – Identify the intended Publics In our Planned Public Relations campaign the “Target Group” is the publics towards whom the public relations strategies and tactics are directed. Example: Tourism Australia – Oprah People living outside Australia (General Publics) Australian Public (General Publics) Local Tourism businesses (Local Community Publics) Employees of Tourism businesses (Internal Publics)

Stage 3 – Develop specific public relations strategies and tactics To do this first select your “media” Media – the assorted public relations communication strategies available to convey the image selected to the public Displays & exhibitions Competitions Guest speakers Staged events & stunts Email messages Media Releases News conferences Community involvement programs Web – YouTube, FB

Stage 4 – Implement the public relations campaign This is where we get into ACTION!! Need a plan of attack for implementing the PR campaign. Should detail each organised step Who is responsible Calendar of event dates Media contact details (from stage 3) Distribute to – PR Committee, Marketing Manager, staff RISK of Failure if this is not coordinated well

Stage 5 – Evaluate the Results Measure success against your original objectives Before During and After event Be aware of any changes in Publics attitude or behaviors WHAT DID WE WANT TO ACHIEVE – WHAT DID WE ACHIEVE = SUCCESS/FAILURE

UNPLANNED Public Relations Public Relations is not only concerned about projecting our good image. Equally important is protecting us from the BAD image  Businesses are often presented with CRISIS situations that they need to manage as smoothly as possible. 

What is Risk Management? Organisations often have a RISK Management Plan – to help them deal with Crisis Risk Management plan - is a process of identifying risks a business may face and the best way to deal with them.

Crisis Communications Plan Outlines the policies and procedures to follow when handling unfavorable publicity and news personnel when a crisis occurs. Aim & Purpose Bring the crisis under control – limit the damage Deal with the intense media and public scrutiny

Steps in Crisis Management Plan 1 – Determine the appropriate Target publics 2 – Communicate essential information to all affected publics 3 – Get the facts 4 – Give Responses as quickly as possible 5 – Be Prepared to answer questions – 5 W’s

Steps in Crisis Management Plan 6 – Provide regular updates 7 – Establish a chain of command 8 – Establish a crisis communications team 9 – Monitor the progress of the crisis communications plan 10 – Evaluate the effectiveness of the crisis management plan