Public Relations. Syed Choudhury. Syed Choudhury - Public Relations - Week 8 1

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1 Public Relations Syed Choudhury Syed Choudhury - Public Relations - Week 8 1

2 This Week Jefkins 6 Point PR Planning Model Situation Analysis Defining Objectives Defining Publics Media Selection The Budget Implementation & Control Syed Choudhury - Public Relations - Week 8 2

3 Recap Situational Analysis Communications Audit Image Analysis (6 Types) Mirror, Current, Wish, Multiple, Optimum, Corporate 7 methods of Situational Analysis Marketing Research, Desk Research, Complaints, Financial Situation, Media Attitudes, Employee- Management Relations, Community Relations Syed Choudhury - Public Relations - Week 8 3

4 Recap - Defining Objectives They give focus & direction to create programme strategies and tactics Objectives where we want to go Strategies how we are going to get there Tactics the operational aspects of the strategy 3 types of outcomes Knowledge, Predisposition, Behavioural Syed Choudhury - Public Relations - Week 8 4

5 Recap - Defining Publics Diverse group Marketing Target Audience vs PR Publics 8 Basic Publics: 1. The Community 2. Potential Employees 3. Employees 4. Suppliers 5. Financial Markets 6. Distributors 7. Customers 8. Opinion Leaders or Formers Syed Choudhury - Public Relations - Week 8 5

6 Overview Jefkins 6 Point PR Planning Model Situation Analysis Defining Objectives Defining Publics Media Selection The Budget Implementation & Control Syed Choudhury - Public Relations - Week 8 6

7 In Detail Media Selection Media Mix PR vs Advertising Cost Reach Influence Editorial vs Advertisement vs Advertorials The Code of Conduct Syed Choudhury - Public Relations - Week 8 7

8 Media Limitations Cumulative & long term Main aim is awareness Concentration on bad news (7:1) Syed Choudhury - Public Relations - Week 8 8

9 PRO s Tasks Source information on media Co-ordinate advance editorial schedules of relevant print and electronic media, radio and television Maintain continually updated information on key contacts To research and compile files/databases on specialist freelance contacts in relevant fields keep abreast of new channels of communication and to evaluate their relevance for public relations practitioners Syed Choudhury - Public Relations - Week 8 9

10 Press Media in Detail Characteristics of the press Depth of Information Portability Extended Life Circulation vs Readership Figures Bias Unreliability of Information Location & Distribution Syed Choudhury - Public Relations - Week 8 10

11 Types of Publications - Newspapers Daily Morning Newspapers Regional/City Daily Morning Newspapers Local Weekly (bi-weekly) Newspapers Evening Newspapers Sunday Newspapers Syed Choudhury - Public Relations - Week 8 11

12 Types of Publications - Magazines Consumer Magazine Listings Magazine In-Flight Magazine Trade, Technical and Professional Magazine Directories, Year Books, Annuals, Diaries Syed Choudhury - Public Relations - Week 8 12

13 Broadcast Media in Detail Differences from press Instant/Transient Consumption Simple Stories/Analysis Memory Distortions PR/Advertisement Opportunity Commercial Advertisement Show/Series Sponsorship Syed Choudhury - Public Relations - Week 8 13

14 Broadcast Media - Television Characteristics: Watched mostly at home Seated, and relatively captive audience Visual medium Interviews, site visits Time-Consuming Controversial editing Syed Choudhury - Public Relations - Week 8 14

15 Broadcast Media - Radio Voice Only More likely to be played in the background Time-specific listeners Specifically important in developing countries Listening to overseas radio Syed Choudhury - Public Relations - Week 8 15

16 Explain in public relations terms what is meant by the word publics? Use examples, where appropriate, to illustrate your answer. Key Elements: Publics is a peculiarly PR word that describes the important audiences or stakeholders that an organisation seeks to influence Summed up by the quotation marketing deals with markets and public relations deals with publics (Grunig 1993). It is NOT the General Public. The mission of the organisation s public relations department is to build relationships with these publics. Examples include suppliers, shareholders, employees and anyone else (individuals or groups) with some particular interest in the organisation or other connection (Baines et al 2004). It is important to rank the importance of various publics and understand their likely concerns. Publics are at the centre of the PR process. Syed Choudhury - Public Relations - Week 8 16

17 What are advertorials? Why are they seen as bad practice amongst PR practitioners? Key Elements: Advertorials are a hybrid between an advertisement and a press/magazine article produced in such a way that consumers may believe it is editorial rather than a commercial message. Advertorials include advertising for a brand in the form of an article, features mentioning or recommending brands or special features or adgets where advertising is sold with accompanying editorial copy (Brierly 2002) Legally advertising written in journalistic style must be distinguished by the words advertisement or advertiser s Announcement Chinese Wall refers to the distance which should be kept between advertisers and journalists. The Chartered Inst. of Journalists code forbids the writing or altering of editorial copy at the request of an advertiser. Syed Choudhury - Public Relations - Week 8 17

18 What factors should be considered when working with the media? Relations with the media have traditionally been the domain of the Press Officer (PO) or Media Relations Manager (MRM). Although the former is the more accurate title in an age of diverse media outlets the former title is still being used. The responsibilities of the PO/MRM are to initiate media coverage and to supply information demanded by the media. They are, therefore, both proactive and reactive. To ensure effectiveness the PO/MRM needs to build relationships with important media reporters. The essence of a story which will run in particular media is that it is newsworthy to that particular media. What is newsworthy to one media outlet (e.g. the Sun) may not be to another (e.g. the Financial Times) so selectivity and targeting is an important issue. Organisations that are frequently in the news are constantly bombarding PO/MRMs with question and an important aspect of the job is knowing where to get accurate information. In this respect they are the mouthpiece of the company. They must be able to respond to queries promptly, given the tight deadlines of press Syed Choudhury - Public Relations - Week 8 18

19 Any Other Questions? Syed Choudhury - Public Relations - Week 8 19

20 Test Exam Prep 1. What factors should be considered when working with the media? 2. Explain in public relations terms what is meant by the word publics? Use examples, where appropriate, to illustrate your answer. 3. What are advertorials? Why are they seen as bad practice amongst PR practitioners? 4. Public Relations functions are sometimes situated within Marketing Departments and sometimes within other areas of an organisation. Explain why these differences exist and what reasons, if any, affect where the Public Relations function will be located. Syed Choudhury - Public Relations - Week 8 20

21 Overview Jefkins 6 Point PR Planning Model Situation Analysis Defining Objectives Defining Publics Media Selection The Budget Implementation & Control Syed Choudhury - Public Relations - Week 8 21