1. 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
17 October 2011

2. 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

3. 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

4. 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

5. 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

6. 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

7. 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

8. 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
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DPR3B-Integrated Public Relations Programmes

9. 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
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DPR3B-Integrated Public Relations Programmes

10. 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

11. 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

12. 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

13. 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

14. 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

15. 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

16. 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