1. PR Campaigns
Lecture_5

2. http://www. slideshare

3. Media Brief Market Profile Competitor Media Strategy
Media planners require essential information from the client.
Market Profile
Competitor Media Strategy
Target Market Profile
Media Objectives
Budget

4. Media Plan “A document outlining how a client’s budget will be spent.”
Media Objectives
Media Strategies
Media Execution

5. Media Objectives Who is the target market? What is the message? Where
are the priority markets?
When
is the best time to advertise?
How
many, often, long?

6. Media Strategy
Numerous factors are evaluated and they are usually ranked based on priority.
Target market and media matching strategy
Creative strategy influences media choices
Coverage decisions are based on the budget
Timing decisions are crucial for scheduling
Reach, frequency, and continuity priorities
Budget

7. Target Market Matching Strategies
Knowledge of a target’s media consumption habits helps define the media strategy.
Shotgun
Profile Match
Rifle

8. Market Coverage
The budget available often dictates the extent of market coverage.
National
West
Central
East
Category and brand development indexes are used to set market priorities
Key Markets

9. Strategic Communication Categories
1. Interpersonal communication offers face-to-face opportunities for personal involvement and interaction.
2. Organizational media are published or produced by the organization, which controls the message content as well as its timing, packaging and distribution.
3. News media provide opportunities for the credible presentation of organizational messages to large audiences.
4. Advertising and promotional media are controlled media, generally external to the organization, that also offer access to large audiences.

11. Interpersonal Communication Techniques
Personal involvement is a powerful element of communication, whether for purposes of information, education, persuasion or dialogue.
When the organization actively involves its publics and creates an environment rooted in two-way communication, the mutual interests of both the organization and its publics are likely to be addressed.

12. Auto dealers,
Fitness clubs, dance studios and other activity centers may offer trial memberships
Educational activities
Cooking schools may offer a limited number of free classes

13. Private schools have shadow programs in which potential students are invited to spend a day accompanying a current student on the daily round of classes.
In home demonstrations

14. Information Exchange
Centers on opportunities for organizations and their publics to meet face-to-face and thus to exchange information, ask questions and clarify understandings.

15. Special Events
Civic Events: Public activities can bring a community together in celebration and fun.
Fairs
Festivals
Parades

16. Sporting Events
Contests
Holiday Events
Independence Day
Thanksgiving
Labour Day
Historic Commemorations
Artistic Events

17. ● Is the date appropriate for everyone
● Is the date appropriate for everyone? Does it conflict with holidays (particularly cultural or religious holidays that may not be familiar to the planners)? Does it conflict with other major happenings, such as sporting or social activities not only local events but larger events

18. What is the appropriate length of an event?
If it is too long, participants will become bored or restless or may leave early.
If it is too short, they may decide it’s not worth attending in the Þrst place.
Is the theme appropriate? Will it offend anyone, or will anyone feel excluded because of it?

19. Is the site appropriate and accessible?
Is climate a factor?
If it is an outdoor event, is there an indoor location to serve as a backup in the event of bad weather?
Does the location of a conference or meeting offer too many pleasant diversions that might tempt participants away from the conference itself?
Are speakers and entertainers appropriate to the participants of the special event or meeting?
Is planning assistance available through a convention and visitorsÕ bureau in the host city of a meeting? If so, the agency may be able to simplify local contacts.

20. General Publications
● Serial publication: newsletter, house organ, bulletin
● Stand-alone publication: brochure, leaßet, folder, pamphlet, booklet, tract, circular
● Reprint, internal news release
● Progress report: annual report, quarterly report
● User kit, teacher kit
● Research report

21. Direct Mail
● Memo, appeal letter, marketing letter, postcard, invitation, catalog
Miscellaneous Print Media
● Poster, window display, bulletin board, suggestion box, pay stuffer, bill insert, door hanger, business card, certificate, proclamation

22. Audiovisual Media
● Audio: Telephone, dial-a-message, recorded information, demo tape, demo CD
● Video: corporate video, internal video, video conference, teleconference, slide show
● Computer-based media: , listserv, news group, Web site, homepage, Web TV, Web radio, touch-sensitive computer

23. Stages/Sections of Communication Plan
Situation Analysis - Understand market, competition, brand, and consumers to define problems & opportunities
Campaign Strategy - Utilize research to determine target, desired position, and branding strategies
Creative Plan - Build message elements off of the creative brief that distills core messaging elements
Media Plan - Select media apertures, channels, and vehicles to secure optimal message placement
Public Relations and Promotions Plan - Manage stakeholder opinions, media relations, and value-added