1. Nancy Bacher Long PR Institute Strategic Public Relations Planning Strategic Public Relations Planning Jacob C. Farbman, M.A., APR Director of Communications New Jersey Council of County Colleges April 22, 2014

2. Public Relations 101 ► PR is the behavioral science that creates, maintains and evaluates TRUSTWORTHY relationships using communication to the mutual benefit of an organization and its key audiences.

3. Factors to consider… ► Message, Audience, Channel ► Information, Attitudes, Behavior ► PR = Deliberately planned management function ► Effective two-way communication

4. MAC Triad M +P+T A C A C M=Message A=Audience C=Channel P=Purpose T=Timing

5. Shannon & Weaver Model (Effective Communication)

6. The Cracked Egg Model 1. Mass Sentiment 2. Issue or Incident 3. Pros/Cons Form 4. Public Debate 5. Time 6. Social Value 7. Social Action 8. Mass Sentiment

7. Strategy ► A plan – a “how,” a means of getting from here to there ► A pattern – in actions over time ► A position – establishing a “domain” ► A perspective – vision and direction, what the company will become

8. Efficiency and Effectiveness ► Organizational Efficiency  Inwardly focused ► What are we doing ► How can we do it better ► Organizational Effectiveness  Outwardly focused ► Threats, opportunities ► Shore up relationships

10. SOAR Analysis

11. Strategic Planning ► Answers… ► What do we do? ► For whom do we do it? ► How do we excel?

12. Goals and Objectives ► Goals ► Directional, visionary ► Objectives ► Measurable, time-based, actionable, and include an audience

13. Basic PR Planning Steps ► Situation Analysis Identify issues Formative research Real state/ideal state IPFR audiences Construct messages Select channels and media Evaluate competition Identify resources ► PR Plan State goal Fashion objectives Design strategies Select tactics Create timeline Evaluate success

14. Identify Issues ► Interview client/management ► Interview potential target audiences ► Search available literature and databases Examples: Only 10 percent of Finding Shelter volunteers contribute pet cleaning supplies. Most audience interviewees associate animal rescue with the ASPCA.

15. Formative Research ► Question audiences Interviews with client/management Surveys Focus groups Intercept studies Previous studies

16. Real State/Ideal State ► Compares client’s perceived communication problems with actual communication problems ► States where we are ► Projects where we want to be

17. IPFR Audiences ► Identify ► Profile ► Fragment ► Rank

18. Apply Psychology and Sociology Demographics: - Race - Culture - Geography - Sex Psychographics: - Lifestyle choices - Music - Movies - TV habits - Tech preferences - Gender

19. Construct Messages ► Must be received by intended audience ► Must get audience’s attention ► Must be understood ► Must be believed ► Must be remembered ► Ultimately, must be acted upon

20. Maslow’s Hierarchy of Needs

21. Important Distinctions ► Attitudes vs. Opinions ► Image vs. Identity ► Credibility and Believability

22. Source Credibility ► Tell the TRUTH ► Expertise ► Objectivity ► Likeability ► Similarity ► Power

23. Select Channels and Media ► Channels: PrintElectronicFace-to-face Special event ► Media (specific conduits) Philadelphia Inquirer Philadelphia Business Journal Posters Postcards

24. M-A-C Selection Chart Audiences Key internal and external publics targeted in your campaign Key Messages ReceivedAttentionUnderstoodBelievedRemembered Acted upon ChannelsPrintFace-to-face Special event Electronic

25. Evaluate Competition ► Identify main competition ► Learn what competitors are doing ► Identify messages competitors are using to attract your audience’s attention

26. Other Factors ► Markets (Customers) ► Competition ► Technology ► Supplier Markets ► Labor Markets ► Economy ► Regulatory Environment

27. Identify Resources ► Time? ► Costs? ► Agents? ► Expensive mass media advertising? ► Special talent? ► Fund-raising? ► Staff? ► Printers, suppliers, vendors? ► Media relations?

28. Leading Change by John Kotter 1. Create a Sense of Urgency 2. Form a Guiding Coalition 3. Develop the Vision and Strategy 4. Communicate the Change Vision 5. Empower Broad-Based Action 6. Generate Short-term Wins 7. Consolidate Gains and Produce more Change 8. Anchor the Change in the Culture

29. Q&A Jacob C. Farbman, M.A, APR (609) 392-3434, ext. 105 jfarbman@njccc.org