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121 Cards in this Set
- Front
- Back
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Different kinds of PR plans
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Ad Hoc Plans
Standing Plans Contingency Plans |
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Ad hoc plans
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“For this purpose only” (Latin)
Important but temporary It’s not something you will live with for years |
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Standing plans
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Ongoing/long term plans to nurture
Newsletter Danger: stands too long |
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Contingency Plans
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Used for “what if” scenarios
Issues that may require action Crisis Communication |
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What to Remember? Successful PR is built upon ____ Communication and upon an organizations willingness to change when necessary. All PR plans should be ______.
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Two-Way //
Values-Driven // |
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Why do we plan?
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To keep our actions in line with our organization’s values-based mission
To help us control our destiny To help us better understand and focus our research To help us achieve consensus To allow effective management of resources |
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Planning
Start with an agreed-upon goal |
What you want to accomplish?
What publics should be considered? What are the values involved? What message should we send to each public? What media (plural) should we use to reach the targeted public? |
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Goals
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Generalized statement of the desired outcome
“To improve” “To increase” (Often begin with infinitives) |
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Writing good goals
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What help does your organization need?
What can public relations do? Some things are outside PR This becomes other overall aim of your plan |
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Sample goals
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To increase student membership and involvement in ACT among agricultural journalism majors and interested students.
To improve communication between Nu-Gro Technologies and our internal and external publics To increase awareness of BASF as a leader in agricultural chemical innovation |
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Notes about goals
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Big, umbrella idea
Does not have to be measurable Overall guiding focus or value of plan The “touch point” that everything comes back to Everything must fit under “goal” |
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Objectives
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AKA “Strategies”
Define particular ambitions Specify desired outcomes Directly specify target audience Be measurable Refer to “ends” – not “means” Include time frame |
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Objectives/strategies /
Good Objectives should |
Specify a desired outcome (increase awareness, improve relationships, build preference, adopt and attitude, generate sales leads)
Directly specify one or several target audiences (students, area businesses, graduate students, alumni) |
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Objectives/strategies
Good objectives: |
Be measurable, both conceptually and practically
Include a time frame |
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Sample objectives
To improve the |
To improve the museum’s outreach program to Hispanic residents by Nov. 1.
To double the number of AGJR majors who belong to ACT by May 31, 2005. To place 5 stories about BASF’s new products and industry leadership in the top five Ag crop magazines during 2005. |
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How do we plan?
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Consensus Building
Brainstorming The Written Plan: goals, objectives/strategies, and tactics |
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Expanding a plan into a proposal
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A title page
An executive summary A situation analysis A statement of purpose A list and description A plan Other appropriate sections |
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Qualities of a good plan
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Supports a specific goal
Stays goal-oriented Is realistic Is flexible Is a win-win proposition Is values-driven |
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What’s missing?
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Values-driven
Based on a goal Measurable Deadline |
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Agricultural Public Relations
Carrying ____ in a basket |
Carrying steam in a basket
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What is Ag Public Relations?
What it is not |
Propaganda
“Spin” Hype |
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Public Relations fosters
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mutually beneficial relationships
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Good public relations
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goes unnoticed
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What is Ag Public Relations?
Common Thread |
Management function
Involves two-way communication Planned Activity Research-based social science Socially responsible Common thread? Relationship management |
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What is Ag Public Relations?
R P C E |
Research
Focus groups, surveys, SWOTs Planning Strategy Communication Execute Evaluation How well did it work? did it meet goals? |
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What is Ag Public Relations?
Values-driven Public Relations definition: |
Public relations is a values-driven management of relationships between an organization and the publics that can affect its success.
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What is Ag Public Relations?
PR skill set is very useful PR practioners |
PR Agencies
Corporations Government Non-profit organizations or trade associations Independent PR consultants |
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History of Ag Public Relations
As usual, agriculture came first |
Iraq, Extension agents gave crop advice
1800 B.C. |
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History of Ag Public Relations
Athens – first true democracy – 500 B.C. |
Athens – first true democracy – 500 B.C.
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History of Ag Public Relations
Roman republic |
About 100 B.C.
Voice of the people |
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History of Ag Public Relations
Revolutionary America |
Lots of PR use
Any publicity events? Any campaigns to influence public opinion? |
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History of Ag Public Relations
Revolutionary America Examples/? |
Boston Tea Party
Federalist Papers Common Sense |
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History of Ag Public Relations
Modern public relations |
U.S. businesses began using PR in the late 1800s
Early in the 1900s, British government |
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History of Ag Public Relations
Industrial Revolution |
Agricultural society to industrial society
Public opinion grew more important |
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History of Ag Public Relations
Growth of Institutions |
Big companies needed PR
People feared centralized power Univ. of Michigan began promoting itself in 1897 Need for communication in general increased |
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History of Ag Public Relations
Ag PR began to flourish here – |
1980s
Agricultural producers were reachable Companies began to see value of PR Product information Educational events Company image as products became to be commodities Branding |
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History of Ag Public Relations
Early activities |
News Releases
Media relations |
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History of Ag Public Relations
Later Activities |
Educational events
Promotions and contests Crisis managDutiesement |
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Jobs in Ag. Public Relations
Five broad categories |
Corporate
Nonprofit and trade associations Governments Public relations and communications agencies Independent consulting |
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Jobs in Ag. Public Relations
Duties |
Managers
Oversee programs, projects, staffs Plan, strategy Technicians Execute Implement Time entry for both DEADLINES!!! |
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Jobs in Ag. Public Relations
$alaries |
Overall average $70,000 world wide, $74,000 in United States
Median starting salary $30,000 Ag will be about $31,000 Highest paid are consultants ($160,000) Corporations pay the most |
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What you may write
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News releases
Letters Speeches Backgrounders Online copy Magazine articles Pitch letters PowerPoint presentations Media tour presentations Media kits Banners Contact sheets // Newsletters Annual report letters Award announcements Award speeches Advertorials Letters to the editor E-mail messages Public relations plans Strategic communication plans Invitations Testimonials Biographies |
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What else you may write
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Apology letters
Statements to the media Crisis events Surprise announcements Crisis management plans |
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Preparing for jobs in Ag PR
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Writing is a critical skill
Good writers can write anything Opportunities to work successfully in teams of all types Experience is a plus Agencies usually do not hire students straight out of college unless they have significant experience |
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Ag public relations tactics
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Executing the PR plan
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Ag PR tactics
Why do we have a PR plan? |
Maintain a relationship
Change a relationship |
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Ag PR tactics
How do we accomplish the plan? |
Tactics
“Communication” in our PR models Execution – what you actually do |
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Ag PR tactics
Channels and messages Channel is |
a presentation by company officials
a brochure about your company |
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Ag PR tactics
Channels and messages Message is |
What is said
Examples? The two can be so intertwined that you can’t separate them |
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Ag PR tactics
Special events |
Actions speak louder than words
Designed for Participants Observers too Events designed for observers are “pseudo-event” Reporters decide what is “news” |
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Ag PR tactics
Controlled media |
Newsletters
Speeches Advertisements Brochures Web sites You control the content |
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Ag PR tactics
Uncontrolled media |
Television
Radio Newspapers Magazines Web sites including Yahoo, CNN Some media fit into both categories |
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Ag PR tactics
Controlled vs. uncontrolled media |
Third-part endorsements
Uncontrolled media credibility |
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Ag PR tactics
Successful tactics |
Part of a values-based plan
One public at a time Research based Clear message to public Evaluated |
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Ag PR tactics
Employees |
Meetings
Newsletters Magazines Videos Bulletin boards // Speeches Intranets Instant messaging Special events |
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Ag PR tactics
News media |
News releases
Media kits Media advisories Pitch letters Video news releases (VNRs) Actualities // News Conferences Public Service Announcements (PSAs) Guest editorials/op ed pieces Letters to the editor Interviews Trade or association publications |
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Ag PR tactics
Investors |
Newsletters and magazines
Letters Annual meetings Annual reports Web sites |
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Ag PR tactics
Community Groups |
Volunteering
Donations and sponsorships Cause marketing Speeches Open houses/tours Meetings |
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Ag PR tactics
Government entities |
Lobbies and lobbyists
Grassroots lobbying Political action committees Soft money Disclosure documents |
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Ag PR tactics
Customers |
Product-oriented news releases and media kits
Special events Open houses and tours Responses to customer contacts Bill inserts |
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Ag PR tactics
Constituents (voters) |
Speedy responses
Letters Town meetings Local offices |
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Ag PR tactics
Businesses |
Stories in trade magazines
Extranets (closed network for selected groups) |
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Ag PR tactics
Getting things done!! |
Delegation
Deadlines Quality control Communication within the team Communication with clients or supervisors Constant evaluation |
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Technology in Public Relations
Types of New Communications MEdia |
Currently more than 400 new communication web sites
// Internet forums/message boards Weblogs Social blogs Wikis Podcasts Pictures Video |
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Technology in Public Relations
Blogs |
Regularly updated websites maintained by an individual
// Used to describe: Events Provide news and commentary Online diaries Contain: Text Images Embedded links to other sites or blogs Encourage readers to leave comments to create interactive information exchange. |
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Technology in Public Relations
Electronic Internet Forums/ Message Boards |
Online discussion sites
The modern “bulletin board” Participants build relationships with others while discussing various topics. |
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Technology in Public Relations
Podcasts |
Offer a combination of audio and/or video made available for download
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Technology in Public Relations
Micro-Blogging |
A form of multimedia blogging that allows users to send brief text updates or micro-media such as:
Photos Audio Video Example of micro-blogging: |
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Technology in Public Relations
Video Sharing |
Allows people to upload video clips to Internet hosting websites
YouTube 4 billion video views per day |
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Technology in Public Relations
Social Networking Websites |
The rage of the tech industry
People participate in interactive discussions with a user-submitted network of friends Users can share all forms if information with each other including: Messages Blog posts Photos Videos Web links News stories Music Personal profiles |
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Technology in Public Relations
Social Networking Websites Myspace Linkedln |
Fb: Over 400 Million Users
Mysepace: Over 200 million Users Linkedln: Business-oriented / 45 million users |
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Technology in Public Relations
What is “HOT” and “Not” |
HOT:
Mirco-blogging sites such as Twitter Video sharing site such as YouTube NOT: Decreased importance of podcasts |
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Technology in Public Relations
Research shows… These forms of media are important to PR efforts: |
Social Networking
Micro-Blogging Blogs Video Sharing |
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Technology in Public Relations
Something to think about… For a company to get its message to an online community, it must join that community. |
And not as a spectator, but as a passionate participant; a real fan.
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Technology in Public Relations
Other things to think about |
Sending press releases has become much easier with e-mail.
Web sites are also an excellent way to get the right information to journalists. Most large organizations and businesses include a media room on their official Web site. |
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Research and Evaluation
The Value of Research and Evaluation |
Cornerstones of good PR
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Research and Evaluation
FACT: Most PR practitioners do ____ proactively use research to measure either planning or evaluation because they do not see it as relevant. |
Most PR practitioners do NOT proactively use research to measure either planning or evaluation because they do not see it as relevant.
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Research and Evaluation
Using Research in the PR Process |
To formulate strategy
To gauge success To test messages To size up competition To get publicity To sway opinion |
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Research and Evaluation
Develop Strategy What do I want to know? How will I gather that information? Four Categories: |
Client,
Stakeholder, Problem-Opportunity, Evaluation |
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Research and Evaluation
Client Research |
Focuses on individual client or company
Discover organization’s size Discover nature of the products/services it offers |
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Research and Evaluation
Client Research Discovery |
history, staffing requirements, markets and customers
Understand mission and goals |
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Research and Evaluation
Stakeholder Research |
Identify specific publics
Relation to organization Helps you better target the message and the media for that message to the needs of each constituency |
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Research and Evaluation
Problem-Opportunity Research |
What is at issue?
What stake does our organization have in this issue? Why is it necessary or unnecessary for our organization to act? Helps the organization to decide whether and how to act |
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Research and Evaluation
Evaluation Research |
Closely tied to public relations planning
Cannot be an afterthought due to accountability |
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Research and Evaluation
How will I gather information? |
Developing a research strategy helps to determine whether the research planned to conduct will present a reasonably accurate picture of reality or just a snapshot of some smaller aspect.
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Research and Evaluation
How to gather information… |
Secondary Research
Feedback Research The Communication Audit Focus Groups Survey Research |
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Research and Evaluation
Secondary Research |
Uses material generated by others
Alternative is primary research: research generated by you Library research: newspapers, magazines, annual reports, financial reports, internet |
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Research and Evaluation
Feedback Research |
Common forms are telephone calls, letters, e-mail, newspaper clippings, etc.
Enables organization to receive tangible evidence of stakeholder responses to its actions |
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Research and Evaluation
Communication Audit |
Review of organization’s communications and records….conduct interviews with key officials
Should answer the five questions Example |
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Research and Evaluation
Communications audit 5 questions |
What are the organizations -> stakeholders?
What communications activities have been used? Which communications activities are working? Which communications activities are not working? Given the findings, what revisions in goals or activities are recommended? |
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Research and Evaluation
Focus Groups |
Informal research method
Interviewers meet with groups of selected individuals Can indicate a public’s knowledge, opinions, predispositions, behavior, etc. Inexpensive, give immediate feedback, test the clarity and fairness of survey questions |
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Research and Evaluation
How to conduct a focus group |
1. Develop a list of general questions based on information needs
2. Select as a moderator someone skilled in interviewing techniques. 3. Recruit 8 to 12 participants 4. Record the session on audio/video. 5. Observe the session. 6. Limit the discussion to 60-90 minutes. 7. Discuss opinions, problems, and needs---not solutions. 8. Transcribe the tape of the session. 9. Prepare a written report on the session. 10. Remember that focus groups are informal research. |
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Research and Evaluation
Survey Research |
Expensive and time consuming
Accuracy: depends on the composition of the people being surveyed and the structure of the survey instrument |
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Research and Evaluation
The Survey Sample |
Must be representative
-every member of target population has an equal chance of being selected -must be a sufficient size (the larger, the more accurate) Take time and money |
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Research and Evaluation
Develop a Sampling Strategy |
Sample
Sampling frame Units of analysis Probability sampling Non-probability sampling |
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Research and Evaluation
The Survey Instrument |
Use appropriate language
Ask explicit, direct questions Use wording with clear, specific meaning Avoid bias Pretest it Consider all logistics |
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Research and Evaluation
Five Ways to Ask Questions |
1. Contingency questions
2. Dichotomous questions 3. Rating scale questions 4. Open-ended questions 5. Closed-ended questions |
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Research and Evaluation
Analyzing Survey Results |
Univariate analysis
Bivariate analysis Multivariate analysis |
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Writing and Presentation Skills
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Building blocks to successful PR
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Writing and Presentation Skills
What you may write |
News releases
Letters Speeches Backgrounders Online copy Magazine articles Pitch letters PowerPoint presentations Media tour presentations Media kits Banners Contact sheets / // Newsletters Annual report letters Award announcements Award speeches Advertorials Letters to the editor E-mail messages Public relations plans Strategic communication plans Invitations Testimonials Biographies |
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Writing and Presentation Skills
What else you may write |
Apology letters
Statements to the media Crisis events Surprise announcements Crisis management plans |
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Writing and Presentation Skills
Writing and presenting |
Everything is written in some stage of the process
Public speaking is greatest fear for many Key tools for building relationships And therefore, for public relations |
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Writing and Presentation Skills
Writing |
Stare at the blank sheet of paper until drop of blood forms on your forehead.”-- Gene Fowler, playwright
“Writing is easy. Just open a vein and bleed on the paper.” -- Ernest Hemingway, writer |
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Writing and Presentation Skills
The Ag PR writing process Context |
Relationship management
Part information and part persuasion Can be intimidating Steps make it more manageable |
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Writing and Presentation Skills
The Ag PR writing process Credibility |
Ethos in action
Establish good character Trustworthy |
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Writing and Presentation Skills
The Ag PR writing process Research |
Why?
Who? What audience values? What message? What supports that message? |
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Writing and Presentation Skills
The Ag PR writing process Organization |
How?
Outline? Not really a dirty word Inverted pyramid |
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Writing and Presentation Skills
The Ag PR writing process Writing |
Finally
Just start Any draft is an excellent start |
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Writing and Presentation Skills
The Ag PR writing process Revision |
Hemingway wrote 1,000 words and edited it back to 100
Say the same thing with fewer words Always select just the right word |
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Writing and Presentation Skills
The Ag PR writing process Macroediting |
Big picture
Organization Format Last significant revision occurs here |
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Writing and Presentation Skills
The Ag PR writing process Microediting |
Sentence-by-sentence check
Grammar, punctuation, spelling Read very carefully Aloud? |
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Writing and Presentation Skills
The Ag PR writing process Approval |
Internal quality assurance
Client Sources Legal Others |
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Writing and Presentation Skills
The Ag PR writing process Distribution |
Worthless if it’s never sent
PR Newswire, mail, Web site Make sure it occurs |
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Writing and Presentation Skills
The Ag PR writing process Evaluation |
Did it work?
Did it have the desired result? Or any result? If so, why did it work? If not, why not? |
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Writing and Presentation Skills
The Ag PR writing process Writing for broadcast media |
Written to be heard
Short, simple sentences Minimal punctuation is best Concrete words Relatively few words Special style |
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Writing and Presentation Skills
Ag PR presentations Quote |
“At a funeral, most of us would rather be the corpse than the person giving the eulogy.” -- Jerry Seinfeld, comedian
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Writing and Presentation Skills
Ag PR presentations Research first |
Who
How long Topic specifics Others on the program Room information Equipment Anything else? |
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Writing and Presentation Skills
Ag PR presentations Planning |
Be yourself
Match purpose and audience Practice –ideally twice, no more than 3 times Clear visual aids Problems |
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Writing and Presentation Skills
Ag PR presentations Delivery |
Skip the joke
Anecdote? Tell them what you’re going to tell them Eye contact Tell them what you told them (briefly) Q & A |
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Writing and Presentation Skills
Ag PR presentations Evaluation |
Did it work well?
Will the presentation be repeated Notes on successes and failures Be honest |
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Writing and Presentation Skills
Writing and presentations |
Necessary and important skills
Take advantage to all opportunities to improve on both Marketable skills |
