EPR21003

PUBLIC RELATIONS
CAMPAIGN
Doa Recitation
Topic 3 Learning Outcomes

1. 2. 3.
Understanding Creating an Distinguishing
the concept of impactful between strategy
planning. message. and tactics.
Topic 3 Outline

1. 2. 3.
12 steps Five tips to The
of planning. choose a standout PESO Model.
message.
 Planning
 Meticulous planning is essential in executing a successful public relations campaign
or task.

 Strategic planning helps you (or your organization) discover where you need to go,
what route to take and what methods of “transportation” work best.

 12 steps to a successful PR campaign:

1. Research
2. Defining situation
3. Objectives
4. Identifying publics/audience
5. Identifying stakeholders
6. Key message
7. Strategy
8. Tactics
9. Timeframe
10. Budget
11. Crisis Management Plan
12. Evaluation
 1. Research 2. Define situation
 Research is at the core of any PR  SWOT Analysis:
• Strengths
activity.
• Weaknesses
• Opportunities
 Research allows you to be aware of • Threats
everything externally and internally
that can impact your campaign.  Examine the external environment with a
PEST analysis. PEST divides the overall
environment into four categories and
 Research includes:
covers most things that can affect an
• Perform developmental
organization. There are FOUR areas:
research: Conduct secondary and • Politically
primary research to better • Economically
understand the organization and its • Socially
environment. • Technologically
• Diagnose challenges and
opportunities: Define the  The main questions to ask when
problems or possibilities for the undertaking PEST analysis:
organization. • What are the environmental factors that
affect the organization?
• Which of these are currently most
important?
• Which will be most important in next four
years?
 3. Objectives S.M.A.R.T
(What do you want to achieve?)
 Clearly define the objectives  SMART objectives
(goals/outcomes/results) of your PR • Specific: clearly defined and
campaign or task – what do you hope to comprehensible.
accomplish? • Measureable: can each objective be
measured in the evaluation?
• Achievable: considering other factors
 Be a precise as possible. (budget, timeframe, environment), are
• E.g. if you want to raise brand awareness, results within reach.
think about which element of the brand you • Realistic: considering resources, are the
want to promote specifically and for what results realistic?
purpose – increasing sales, driving web • Time: when should the objectives be
traffic or even recruiting new staff? reached?
OR
• If you want to change opinion amongst
 Management by Objectives (MOB)
your customer base then understand why
they hold their views and how you need to includes:
reassure them? • Client/employer objectives
• Audience/publics
• Audience objectives
 Most importantly, the objective must be • Media channels
measureable. Set targets and time frames. • Media channel objectives
• Sources and questions
• Communication strategies
• Essence of the message
• Nonverbal support
 4. Identifying 5. Identifying
publics/audience
(Who is your campaign targeting?) stakeholders
 Important audience details to  Employees
understand:  Identified Publics
• Demographics: age, gender, income,
marital status, occupation/industry,
 Suppliers
education level.  Senior Executives
• Location: country, city, neighbourhood.  Investors
• Psychographics: likes and dislikes,  Others
attitudes and opinions, hobbies/interests

 Who is crucial and relevant to your

campaign?
a. Latent publics: groups that face a
problem/challenge and fail to recognize
it.
b. Aware publics: groups that recognize a
problem exists.
c. Active publics: groups that are doing
something about the
problem/challenge.
6. Key Message
(What are you going to say to ensure you achieve your objective?)
 Every PR campaign needs a clear, concise and readily understood set of
messages that forms the main thrust of communication.

 Essential part of the attitude forming process.

 Demonstrate the effectiveness of the communication.

Key messages must not

cross over or conflict!
 How to choose a standout message?
a. Be newsworthy.
b. Have a clear call to action.
c. Include audience participation.
d. Be informative.
e. Dare to be different.
 a. Be newsworthy
 It must be topical, current and make people take notice.

 Situate your message within the wider news agenda, explain how it is relevant to
the media’s audience and what impact it can have on their lives.

 It needs to be creative, imaginative and humorous.

a. Be newsworthy (cont.)
 An example is Paddy Power, an
online betting shop, who managed to
gain a huge amount of media
attention with its ‘Brexit Bunker’
campaign.

 Headed up by former Manchester

United footballer and Frenchman,
Eric Cantona, the campaign
suggested that anyone tried to Brexit
madness should join them in their
Brexit Bunker in the middle of the
English Channel.

 Timely, humorous and headed up by

a football legend, it was a winning
campaign.

 Was the message taken seriously?

Did anyone show up at their Brexit
Bunker? No! But it did wonders for
brand awareness.
 b. Have a clear call to action
 The most impactful messages are the easiest to understand and have a clear
instruction for the audience to follow.

 Make it simple for the audience to complete an action (that benefits them), and it
will be a no brainer for them to take part.
b. Have a clear call to action (cont.)
 A great example is the recent
‘sleepover PR campaign’ from IKEA
who, having their own research, set
about tackling people’s poor sleep
habits.

 To encourage people to prioritise a

good night’s sleep, IKEA invited
customers to have a sleepover in one
of their stores.

 Think, “Hey, struggling to get the

perfect night sleep? Then come over
for a sleepover and we’ll show you
how”, type of message.
 c. Include audience participation
 Get the audience involved in the campaign,
and not only will they feel more connected
to the cause or product, at the same time
they will share the message across their
networks.

 Think ‘Ice Bucket Challenge’ for ALS – this

little known charity was propelled to global
fame with a very simple message.
Participants were dared to pour a bucket of
ice over their heads in exchange for charity
donations, and then nominated a friend to
do the same.

 The campaign went viral, raising millions in

funds and gained celebrity backers that
included Mark Zuckerburg, Bill Gates and
Victoria Beckham.

 But the ultimate result is that the millions

raised have been credited with funding an
important scientific gene discovery – the
identification of a new gene that contributes
to the disease.
d. Be informative
 PR campaigns are a great way to educate
customers. But the best campaigns don’t
preach, they engage and inform through
opening minds and raising awareness.

 A fantastic example is from environmentally

friendly cleaning brand, Ecover, who
opened a pop-up venue called The Rubbish
Café, where consumers were asked to pay
for food using plastic rubbish.

 Bring a plastic bottle and get a free coffee in

return.

 The Ecover message was that 8.3 billion

metric tons of plastic have been produced
throughout history – 60% of it ended up as
waste and more than three quarters of
plastic waste goes into landfills.

 The promotion was part of the company’s

“Clean World Revolution”. It’s aiming for all
its packaging to be made from 100%
recycled plastic and 100% recyclable by the
end of 2020.
 e. Dare to be different.
 One of the best examples of this is from
The Dollar Shave Club from back 2012.

 Their disruptive offering, subscribing to

razors rather than buy overpriced ones
from the supermarket, was coupled with a
revolutionary viral video that generated
12,000 new customers in the first 48 hours.

 Their message, “Our Blades Are F**king

Great” was so direct and unashamedly bold
that it made everyone sit up and take
notice, earning them millions in revenue.
 7. Strategy 8. Tactics
 Strategy and tactics are not the same  Create memorable campaign-wide and audience-
thing! specific messages supported by research.

 PESO Approaches:
 Strategy is the theory on which tactics are • Paid media
built. • Earned media
• Shared media
Strategy is the overlying mechanism • Owned media
of a campaign from
 PR professionals have lots of tools – use ones
which the tactics are deployed that are appropriate and effective:
to meet the objectives. • Media Relations
• Lobbying
 Ketchum’s Strategic Planning Model for • Events
Public Relations: • Interviews
• Presentations
a. Facts: • Promotions/Contests
• Category facts
• Newsletters/Publications
• Product/service issues
• Video News Releases
• Competitive facts
• Press Conferences
• Customer facts
• Op/Ed Pieces
b. Goals: • Podcasts
• Business objectives • Stunts
• Role of public relations • Websites
• Sources of new business • Consultations
• Blogs
 PESO Model
 The PESO Model, developed by Gini Dietrich, takes the four media types – paid, earned,
shared, and owned – and merges them together.

1. Paid media 2. Earned media 3. Shared media 4. Owned media

 Paid media for a  Earned media is  Shared media is  Owned media is
PR program is commonly referred also known as also known as
social media to as either publicity social media. content. It is
advertising, or media relations. something that you
sponsored content  This are continues own, and it lives in
and e-mail  It is getting a to build beyond your website or
marketing. company/s name in simply marketing or blog.
print. It is having a customer service.
newspaper or trade  You control the
publication write  Soon, organizations messaging and tell
about you, your will share it as their the story in the way
company, or its main source of that you want it told.
offerings. communications
internally and
 Earned media is externally.
what PR industry is
typically known for,
because it is one of
the most tangible
tactics.
PESO Model (cont.)
PESO Model (cont.)
 9. Timeframe
 A well-planned calendar helps staff and
message stay on target.
10. Budget
 A realistic budget is essential in
helping assure success:
• Operating costs: distribution,
administrative, travel production,
seminars
• Human costs: overheads, expenses,
salaries
• Equipment: PA system, props,
technical equipment
 11. Crisis 12. Evaluation
Management Plan
 Assess risk and plan to deal with it.  Evaluation should be:
• realistic
• credible
• specific
• meets client and employers
expectations

 Examples:
• Subscribers – the number of people who
engage with your content regularly.
• Reach – the amount of organic traffic you
receive to your blog.
• Mentions – the amount of buzz your
campaign is generating.
• Sales pipeline and lead generation – the
number of prospects and the number of
new deals generated.
Examples of Effective PR Campaigns
1. Burger King called attention to National Bullying Prevention month by staging two
different types of “bullying” and seeing which one bystanders cared more about. It’s clear
Burger King did its research on Bullying Prevention Month’s target audience, and
delivered the campaign’s message on the platform best-suited for the high school
demographic.
 https://youtu.be/mnKPEsbTo9s

2. AXA, a French multinational insurance firm, needed to spread awareness to Chinese

parents that wearing seatbelts is necessary for their children’s safety. To do this, AXA
produced a video and education program involving various schools throughout the
country. Over six-months, more than 125,000 children and parents learned about seatbelt
safety in one of these education programs. After the campaign, a study showed 77%
positively linked AXA with the citizenship campaign, and consumers considering AXA
insurance increased from 25% to 34%. See? PR can make money! This campaign
exemplifies a PR strategy that established a goal, spreading seatbelt-safety awareness,
and determined specific metrics to report its level of success.
 https://youtu.be/jMqflgTBJRk
Template on PR Planning