EPR21003

PUBLIC RELATIONS
CAMPAIGN
Doa Recitation
Topic 1 Learning Outcomes

1. 2. 3.
Understanding Describing the Identifying the
the concept of nature of steps involved in
PR Campaign. PR campaigns. campaign planning.
Topic 1 Outline

1. 2. 3.
Definition of Types of PR Campaign
PR Campaign. PR Campaign. process.
 What is
PR Campaign?
 Campaign derived from the French word
“Campagne” meaning ‘open country’ or
‘field’.
 A PR campaign is a series of planned
activities that are all focused on
achieving a specific outcome for a
business.
 This could be creating a behaviour
change such as buying a new product or
investing in a new service.
Understanding
PR Campaign
 A well-crafted public relations campaign
often uses a combination both earned
media/mainstream media (TV, radio,
digital, print) and owned media (website,
social media, newsletter, etc.).
 Often a company will choose
spokespeople or celebrities to head up the
campaign and drive engagement.

 It could be a campaign asking for

support or with a particular call to
action e.g. making a donation to a charity
or writing to your politician to ask for the
government to take action on an issue.
#Mentalhealthistrending
 Influencer and Love
Island star Alex Miller
supported
#Mentalhealthistrending
movement pioneered by
Heartknoxx.

 The campaign
generates awareness
day for mental illness
and raises profit for the
Mental Health
Foundation.
Characteristics of Aim of
PR Campaign PR Campaign
1. Specific purpose rather than  To inform and create awareness.
general.
 To persuade, educate and
2. Periodic focus rather than ongoing. motivate.

3. Directed towards a specific issue  To mobilize public opinion towards

rather than the overall relationship ideas and actions.
with a stakeholder group.
 To utilize appropriate media and
methods in reaching the target
audiences.

 To give results by implementing the

programmes.
 Types of PR Campaign

1. Individual 2. Public will

behaviour change campaigns
campaigns
 Attempt to mobilize
 Try to change in public action for
individuals the policy change.
behaviour that lead
to social problems  A public will
or promote campaign attempts
behaviours that lead to legitimize or raise
to improved the importance of a
individual or social social problem in
well-being. the public eye as
the motivation for
 Also known as policy action or
public information or change.
public education
campaigns.  Also referred to as
public engagement
campaign.
Ad Campaign versus PR Campaign
 Ad campaign promotes sales.

 PR campaign aims at the services, products or ideas by

creating a favourable environment.
PR Campaign Process

1. 2. 3. 4.
Research Planning Execution Evaluation
1. Research
 The compass that guides the campaign planning
process.

 Types of research:
a. Primary and secondary
b. Formal and informal
c. Quantitative and qualitative

 Interviews
• Purposive conversations.
• May be conducted in a variety of ways.

 Focus groups
• Moderated discussion involving a group of people.
• Multiple key considerations.

 Surveys
• Commonly conducted in three forms.
• Multiple key considerations.
 2. Planning
 The road map that guides planners towards a particular destination.

 Campaign planning issues:

 Goals  Identification of  Strategies and b. Channels.
 More general. publics. tactics • Direct contact: direct
 delivery of
Broader. • What are the a. Messages.
organizational
 Idealistic. campaign’s target?  Selective
message.
• Characteristics of exposure:  Public
 Objectives publics: driven by appearances.
 Narrower.  Distinguishable interest.  Social media.
 More precise.  Homogenous.  Selective • Indirect contact:
 Measureable.  Important. perception: mediated delivery of
 Large enough interpreting organizational
 Desired outcomes process. message.
to matter.
 News release
 Exposure.  Reachable.  Selective
and interviews
 Retention. retention:
 Cognition. linked to future c. Budget
 Attitude utility. • Process differs from that
 Behaviour  Cognitive of programs.
dissonance: • Two types of costs:
based on  Human resource
congruence costs.
with personal  Hard costs
necessary to run
views.
a campaign.
 3. Execution 4. Evaluation
 Plan implementation.  Should be linked to goals and
objectives.
 Schedule.
 Can evaluate:
 Message distribution. • Execution process (e.g. number
of releases).
• Media coverage (e.g.
impressions).
• Impact (e.g. consumer
behaviour).
 Examples of PR campaigns and their
targeted audience
1. Doves campaign.
• “Real beauty sketches” reveal female insecurities. In the video campaign, women
describe themselves to a sketch artist facing away from them, demonstrating how
little confidence many people have. It explores the gap between how others perceive
us and how we perceive ourselves. Their target audience is women.
• https://www.youtube.com/watch?v=XpaOjMXyJGk

2. Huggies tweetpee device.

• Huggies have created a device called TweetPee in Brazil, which consists of a sensor
being clipped onto the diaper. When the diaper gets wet, it will alert oh so busy
parents by tweeting them – publicly and telling the world that their baby just pissed
themselves. Their target audience is parents especially mothers who have small
kids.
• https://www.famouscampaigns.com/2013/05/huggies-tweetpee-device-sends-tweet-
when-baby-wets-diaper/
 Examples of PR campaigns and their
targeted audience (cont.)
3. Ford campaign.
• Ford launches stunt campaign to mark B-Max launch. Ford has rolled out a
campaign to support the new B-Max vehicle which has the front and rear doors that
open from opposing hinges. It shows a man diving through the 1.5 metre-wide open
doors of the B-Max into swimming pool. It states “No pillars, no barriers”.
• https://www.campaignlive.co.uk/article/ford-launches-stunt-campaign-mark-b-max-
launch/1152418

4. The McDonald’s chalkboard campaign.

• McDonald’s changes its menu twice a day, every day. So they created a chalkboard
billboard and got an artist to draw a different image twice a day for a week.
• https://www.lbbonline.com/news/mcdonalds-hand-drawn-chalkboards
 Summary
 PR campaign can be broadly understood as purposive attempts to inform,
persuade, or motivate behaviour changes in a relatively well-defined and large
audience, typically within a given time period, by means of organized
communication activities involving mass media, and often complemented by
interpersonal support.

 May involve a conventional mix of brochures, posters, advertisements, and

commercials or a different array of communication methods for the purpose of
achieving certain objectives.

 Use a variety of techniques and strategies in hopes of improving individual lives

and making the world a better place.

 A PR campaign is an excellent way for businesses and organizations of all sizes

and sectors to diversify their efforts and attempts at promotion and advertising.

 Public relations, as with any tool of this nature, does have its drawbacks, but a
carefully planned PR campaign that includes realistic actions can be used by just
about every business.