GETTING STARTED Public Relations

Public Relations Message Other than just selling the product they also do beneficial work for the public e.g.  Pharmaceutical companies distribute free medicines.  Sponsoring matches, sports events, scholarships etc. They are not only earning money but also working for the development and improvement of society.

Public Relations Public Internal Public External Public

Public Relations Motive To build the image of a product or organization and change the perception of its audience by making it susceptible to their message. Awareness Motivation Persuasion

Public Relations Motive Awareness - Propagate the topic. - Proper selection of media is very important to convey the message effectively. Motivation - Manipulate audiences by making them think clearly and positively about it. - Credibility of source is very important. Honesty is the best policy. Persuasion - A strong and effective message should be propagated. - The use of opinion leaders and experts to give evidence for the product. - Feedback of audiences is essential in order to gauge the response of the public.

Objectives  Establish expertise among peers, the press, or potential clients or customers.  Build goodwill among customer, supplier, or the community.  Create and reinforce brand and professional corporate image.  Inform and create good perceptions regarding the company and its services.  Assist in introducing a new service or product to your market.  Generate sales or leads.  Mitigate the impact of negative publicity and/or corporate crisis.

Logical Planning  What image do the “public” have of the subject for which a PR plan is being chalked out? Where does it stand in the public esteem at that moment?  What do people know or not know about it?  What are their areas of misunderstanding, hostility, prejudice, apathy, ignorance etc. if any?  What are their causes for the negative attitudes about the concern?  How can these be converted into positive ones?

Brainstorming Define and write down your objectives for your publicity or media plan What message do you want to send? Who is the audience? What media or channels should be used to communicate the message? Who is responsible for completing what tasks?

RACE/ ROPE 1. Research 2. Action Plan / Objectives / Program Planning 3. Communication Tactics / Implementing Plan 4. Evaluation

Step 1 Research: Primary research is essential for making an assessment about the corporate image or goodwill of an organization. Three key elements:  Client or organization.  Problem or potential problem and opportunities to do public relations.  Audiences or publics.

Step 1 Research: This research can be conducted through;  Opinion polls & audience surveys.  Press cuttings, monitored scripts of broadcasts or telecasts.  Sale figure trends or sale reports from field officers, dealers and distributors.  State of competition and effects of imports.  Share price, stock market opinion, dividends and balance sheets.  Industrial relations situations, worker strikes and wage settlements.  Customer complaints.  Effects of price change.  Economic and political situation.  Attitudes of opinion leaders.

Step 2 Objectives Develop a Strategy that involves:  Identifying goals and objectives.  Identifying target audiences or public.  Creating a theme for the campaign.

Step 3 Communication Tactics: Develop and Implement  Tactics for communicating  Time line for the program/campaign  Budget

Step 3 Campaign Tools  Print  Online  Broadcast  Celebrity endorsement  Interactive Media  Others

Step 3 Develop your plan of attack. What communication vehicles will you use to get your message to the public? Examples may include:  Press releases & Articles  Press Conferences, Interview, or Media Tours  Customer Success Stories  Letters to the Editor  Radio &Television Broadcasts  Seminars or Speaking Engagements  Event Sponsorships  Celebrity Endorsement  Public participation, speeches /debates / contests  Group activities, excursions and incentives  Workshops and Awareness programs  Gifts and giveaways  Involvement of Effected People  Walks & Rallies

Types of media Brochures or Magazines Flyers or company-wide s Newsletters & Annual reports Posters and Banners Schedules, calendars and directories Videos and Documentaries Radio and TV messages Webpage’s Social Media and Blogs

SWOT Analysis Do a SWOT Analysis o Strengths o Weaknesses o Opportunities o Threats

Step 4 Evaluation: Evaluation During & After Campaign  Identify research methods to be used to evaluate the success of the program/campaign during & after.  Determine a way to measure whether the campaign achieved its objectives.

Feedback Put measures in place to track the results of your PR Campaign. After each campaign sit down and review the results. Did you achieve the defined objectives and goals of this campaign? Should you consider modifying your original plan? If so, how and why?

Assignment Perform research on any one of these and give your analysis at the end stating the weaknesses and strengths of the product/ client. Haleeb Milk Mohammad Asif (cricketer) Tehrik e Insaaf (political party) Bahria Town Superior University Pakistan Railway