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Top Up Your Tactical Toolkit
PREPARING A PUBLIC RELATIONS/ COMMUNICATION PLAN Top up your Tactical Toolkit
An Australian Event Symposium 2011 presentation by Carol Moore MPRIA, Director, Moore Public Relations
www.moorepr.com.au | http://au.linkedin.com.in/carolmooreatmoorepr
PREPARING A PR PLAN
If your event involves people, you need a PR/communication plan! Varying format, detail and content depending on:
scope purpose size duration ‘big picture’
Ten key elements to consider
10 Elements of a PR Plan
1. Background/situation analysis 2. Goals/General Aim 3. Research 4. Key Publics 5. Objectives 6. Communication Strategy & Tactics 7. Timeline 8. Project Management 9. Budget 10.Evaluation
perceptions. etc… . previous PR outcomes Communication considerations Challenges. endorsers. detractors.org 1. media relations.www. issues/crisis mgmt. event. community rels. etc Facts about organisation. opportunities. Background & situation analysis Why are we communicating? Scope of plan Internal comms.stayinbedday. attitudes.
news Mito families available for interview Key medical experts supportive Successful Stay in Bed Days International foundations keen to be involved .Consider known or potential issues What public attitudes/behaviours could cause problems for us? What do we do that impacts negatively on publics or could attract disapproval? What is our reputation & how could it be improved? What could go wrong? Most importantly: how can we prevent or fix these NOW? Background/situation Low awareness of AMDF Low awareness of mito disease (complex) Competition for charity $/sympathy Impact on support & fundraising Ongoing mito research & pos.
Goals/General Aim Aligned with organisation’s vision. values. treatment & cure of mitochondrial disorders Educate public and doctors about mito Support patients and families .2. mission. business plan – big picture Overall program direction or goals Broader than objectives Goals/General Aim AMDF mission: Fund research for diagnosis.
communicate effectively with key publics Design your plan to be measurable Include in plan: Previous research & results Other formative research required Research during the campaign… Planning Research & Evaluation in PR .3. Research Needed to understand situation. set objectives.
) .When & what to research/measure Inputs i. planning. & quant. retention Outcomes i. opinions. activities. attitudes.e. media coverage Outtakes i.e. understanding.e. from low cost/DIY to commissioned research Aim for benchmark data if possible Desk research Field research Formal research (qual.e. behaviours. pre-testing Outputs i. relationships All inter-related and continuous Research options Range of options.
situational analysis) . Key publics Different groups of people who have an impact on organisation/event Each may require different tactics Segment/define re: Demographics/socio-economic details Importance to campaign Awareness. treatment Talked with patients & families re medical experiences. including past Stay in Bed Days Reviewed media coverage analysis Canvassed medical experts re likely news.e. level of involvement. attitudes (i. willingness to be interviewed Annual omnibus phone poll re public awareness (1 in 3) & understanding (1 in 7) of mito disease 4. progress on diagnosis.Research Reviewed AMDF strategic/business plans Reviewed PR evaluation reports.
Remember internal publics/stakeholders Event team. including volunteers Suppliers. consultants Sponsors and their staff Organisation’s staff Organisation’s management. colleagues. community members People interested in health/charitable causes Secondary: Doctors with an interest in mito disease Business community re potential sponsors Charitable foundations/trusts Mediating: Health. board Members Key Publics Primary: People with mito disease & family Friends. medical & science journalists Women’s & men’s magazines with health focus General news media .
esp. more $$ next time! . behaviour. media coverage Integration & accountability Link comms objectives back to business plan/strategy How communication/event supports bigger picture Get management buy-in: What will success look like to them? Design plan to be measurable Accountability Credibility Repeat business.g. etc Output objectives Related to specific activities/tactics e. measurable Exclude results you can’t control Outcome objectives Changes in attitude.5. Communication Objectives Need to be SMART.
PR Objectives To increase public awareness of mito disease by X% by 30 June 2012 To increase public understanding of mito disease by X% by 30 June 2012 To equal or exceed impact rating and reach for media coverage of mito & SIBD by 30 June 2012 6. would this activity be ‘on strategy’? . Communication Strategy & Implementation of Tactics Strategy = communication rationale Approach/direction you take to achieve objectives Provides foundation/framework Guides selection of tactics & tools Assists in presenting business case Ensures best use of budget.g. resources Enables new/reactive opportunities to be considered within a framework e.
objectives.What are communication tactics? Tactics = activities and/or communication tools used to implement the strategy Wide variety of options. ambassadors . publics. research vital. link with mito/energy. incl. awareness Emphasise mito prevalence. no cure. difficulties in diagnosis & treatment. budget. ease of fundraising. AMDF funds used wisely Utilise Stay in Bed Day to connect with unaware/disconnected publics Emphasise fun aspect. events Select based on situation. etc Important not to be merely tactical PR Strategy Promote mito disease and AMDF through media liaison over a sustained period to build context. timing. human impact (patient stories).
Main PR Tactics Distribute regular media updates to key health/medical/science media Use significant mito medical news as media hook. Event HOW Likely/possible coverage MEDIA ACTIVITY WHEN What media want to cover & when Audience interests What ‘sells’ Editorial policy/mix Media competition Range of media Different needs Indiv. with AMDF mito experts as spokespeople Utilise mito families in publicity activities & produce Media Guide help them DIY local publicity Use Global Mitochondrial Disease Awareness Week and World Stay in Bed Day as media opportunities/hooks Social media campaign: World Wide Bed on Facebook Targeted media activity. contacts Best targets? WHO Media agenda Lead times Deadlines Embargoes News cycle © Moore Public Relations 2011 . pitches MEDIA STRATEGY PLANNING Facts/info/news Target publics Key messages Best channels Comms objectives What coverage we want & when Types of news News elements Angles ‘Ingredients’ WHAT Media materials Pitch idea/story Contact. liaison S/person intv.
doctors) AWARENESS OF AMDF: Aims. Global Mito Awareness Week Leverage reputation of key doctors. treatment. credibility/reputation. worthiness of cause AWARENESS OF MITOCHONDRIAL DISEASE: What mito is. World Stay in Bed Day.OVERVIEW OF AMDF PR PLAN OUTCOMES Public/corporate/philanthropic interest. families. educate media Media comment/info from AMDF 6. need for research and support ONGOING MEDIA COVERAGE & PUBLIC INVOLVEMENT Publicise mito/genetic research advances. how it affects people. services. Mito Info days. support. fundraising. prevalence. diagnosis. donations Mito community engagement (patients. Strategy & Tactics cont’d Also include: Issues management initiatives Crisis management plans Output objectives re specific tactics Key messages. human interest stories. Q&As Spokespeople Media liaison protocols .
children/animals. evaluation report. etc Chart or table Factor in sufficient time for various elements . by when Include research activities. pollies Communicate regularly on progress/results and manage client expectations Use experts where necessary 7.Top Tactical Tips Make media events multi-purpose Over-prepare your spokespeople Double-check details and proofread Be prepared for your plans to change… Weather. Timeline Detailed to-do list Who is doing what. hostile audience. no-shows. breakdowns.
8. reporting.g. meetings . Project management Credentials and responsibilities of personnel Account management details e.
more detail Consider outsourced elements PR consultancy fees Bought-in services Expenses Include 10-15% contingency Include sufficient $ for research & evaluation 10. Evaluation Evaluation is important! Discuss mechanisms/tools to be used during and at end of campaign Refer back to objectives Include measurement criteria Evaluating media coverage… . Budget Must be thoroughly researched More expensive incl.9.
updates on fundraising progress . experts. measure impact and branding against benchmark Also anecdotal feedback from AMDF. analyse coverage.Media content analysis DIY or outsource analysis Set criteria at outset Analyse each item. issues Use of quotes/photos Share of voice (re sector/competitors) Cost per opportunity to see. mito families. size/length Key messages. audience) Tone/favourability Positioning. for example: Reach (readership. media. ROI Avoid ‘Advertising Value Equivalency’ AMDF Evaluation Awareness & understanding: Repeat omnibus survey and measure against benchmark Media coverage: Monitor media.
etc Could add columns to track useful information re journalist/author. The explicit or strongly implicit characterisation of the article's or segment's subject. use of quotes/ photo. size/length.Questions? Comments? Papers and research at: pria. 0 = not achieved) could be for key message use. branding.in/carolmooreatmoorepr Media Coverage and Analysis Report Organisation: Campaign/Issue: Date/period Total Score /10 0 0 0 0 0 0 0 0 Quality Ratings (0/1 pt each) Objective # 2 Objective # 3 Objective # 4 Objective #1 Objective # 5 Total Quality Rating Tone (5/3/0 pts) Balanced (3) Negative (0) Positive (5) Date Media Outlet Location Media Type Reach Notes 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 Total Reach: Number of Media Items: Average Tone: Average Quality Rating: Average Total Score: Budget: $ Per Contact/Opportunity to See: $ $ (or "opportunities to see") /5 /5 /10 (PR budget for media relations) (Budget ÷by reach) Tone (5 = positive. 0 = negative).moorepr. name of spokesperson.linkedin. main topic. etc . 3 = neutral/balanced. Objectives (1 = achieved. Moore Public Relations www. A/B/C target media.com Carol Moore MPRIA. Tone is tone is independent of the rest of the variables.com. positioning. product or topic.com. how a target audience feels (or is likely to feel) about the organisation. Director.au instituteforpr.com.au | http://au.
tailored Communication channels Type & mix of communication tools Messaging.g. different publics at different times. proactive/reactive. build-up best return on investment. open. duration. branding. cascading. consultative.g. elements & detail depend on situation. use of time impact on the organisation’s mission Priorities Integration. one/two-way. positioning . support for/of other activities Possible elements in a PR strategy Communication process/approach e.Possible elements in a PR strategy Format. need and client! Timing e. focus Image. phases.
changing/reinforcing attitudes. endorsers Issues/risk management considerations Competitor activity Political factors Consumer sentiment Possible elements in a PR strategy Publics Demographics Situational analysis Influence of various publics over others Current & desired level of effect i. understanding. awareness. behaviours… .e.Possible elements in a PR strategy Spokesperson/s. comprehension.
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