Strategic Planning in Public Relations (Thorogood by Kieran Knights PDF
By Kieran Knights
Strategic making plans is a clean method of PR. An technique that's fact-based and clinical, in actual fact featuring the arguments for a crusade inspiration subsidized with evidence.This crucial record presents an creation to the 'new' subject of strategic making plans in public relatives. the purpose is to supply you with invaluable counsel and strategies to enhance your PR and crusade making plans.
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Extra resources for Strategic Planning in Public Relations (Thorogood Professional Insights series)
However, most of those tools are expensive to use and often the cost is disproportionate to the level of spend on a PR campaign. For example, a relatively modest research-based tool might 43 CHAPTER 6: MEASUREMENT AND EVALUATION AS A PLANNING TOOL account for a tenth of a typical consumer PR budget. Many PR agencies, fearful that they might be forced to pay for this out of their fees (and sometimes,perhaps, fearful of evaluating a less than successful campaign) have kept their heads down on the issue.
It may be appropriate, for example, for a financial services company to specify that half of its media coverage should appear in general news or feature pages outside the specific personal finance sections. You may get a surprise,finding perhaps that the journalist who has consistently been a thorn in your side for his negative coverage of your product isn’t, in fact, read by many of your target audience anyway. You can do all of this yourself with a little thought and effort. Even the graphs can be produced fairly easily on a modern personal computer.
OBJECTIVES What must the campaign achieve? KEY MESSAGE The main things that you want to persuade the target audience about. SUPPORT Is there any evidence to back up or give basis to the key messages? SOLUTION The PR strategy, summarised in one sentence. COMMUNICATIONS ROUTES Media or other means selected for reaching the audience. MANDATORIES Any strictures that the campaign must comply with. Figure 5: Suggested layout for a PR creative brief 34 CHAPTER 5: ENSURING CREATIVITY LIVES UP TO THE PLANNING PROMISE PR CREATIVE BRIEF CLIENT: Sugar industry consortium PRODUCT: Generic sugar BUDGET: £100,000 TIMING: From spring BACKGROUND Consumer sales of sugar are falling due to the continuing trend towards healthy eating, which has resulted in sugar being perceived as fattening and unhealthy.
Strategic Planning in Public Relations (Thorogood Professional Insights series) by Kieran Knights