Creating a Successful Public Relations Strategy. Jennifer Buschick, MPA South Carolina Primary Health Care Association

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1 Creating a Successful Public Relations Strategy Jennifer Buschick, MPA South Carolina Primary Health Care Association

2 Learning Objectives Understand how external factors can influence your plan Define your goals and objectives Identify your target audience Define strategies and tactics to drive success

3 What is Public Relations?

4 What is Public Relations? Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. It is the opposite of advertising Managing the spread of information between an individual or an organization and the public Anticipating and analyzing public opinion on issues that impact the organization Counseling management with regard to policy decisions

5 Difference Between PR and Marketing Marketing works to sell something while PR strives to develop and maintain relationships and reputation Marketing is focused on selling or distributing a product PR focuses on image. It takes a much broader approach PR is concerned with the views of the general public and important stakeholders such as media and elected officials Marketing employs paid media advertising PR employs earned media news outlets or press releases. Cannot be dictated Social media is blurring the lines

6 Success Starts with a Smart Plan Know Your Audience Vital part of PR Age group Gender Marital Status Income level Education Level Attitudes, Lifestyle, Behavior

7 Success Starts with a Smart Plan Know Your Audience Everyone or the general public is not an audience What are the problems that you solve? Paint a picture of the person who benefits from the problem you can solve. What is the desired action? Who can benefit from what you have to offer? Who will most likely take the desired action?

8 Case Study: Give the Swordfish a Break The trick is to persuade the small group of people who can actually change things

9 Target Audience Pay attention to the target audiences beliefs and attitudes Pluck a value with your audience with your issue Don t Mess with Texas Remember: It is easier to motivate someone around something they already believe than to convince them of something new.

10 Defining your Goals and Objectives Hierarchy Goals: Your general intentions Objectives: The outcomes that represent achievement of that goal Strategies: The action plans you ll execute to reach the objective Tactics: The pieces and parts of the strategy Example: Goal: To raise awareness of our Center among elected officials so they will continue to support state funding for CHCs. Objective: At least one personal visit to 100% of our elected official or their staff member within the community of Strategy: Develop program(s) to award and recognize elected officials throughout the year. Tactic: Plan an annual elected official breakfast

11 Defining your Goals and Objectives Goals What you d like to accomplish Think of goals like overarching long-term needs/hopes and dreams. What behavior do you want to achieve? Is it doable? Make ABC olives the preferred gourmet spicy pickle at XYZ stores in the United States Make our community health center the provider of choice for our community members

12 Defining your Goals and Objectives Objectives Need to be measurable but within reach Start with an action verb increase, reduce, improve, or maintain Keep it simple Objectives create a structure for prioritization MEANINGFUL. REASONABLE. QUANTIFIABLE Increase sales of ABC olives by 40% over last year Increase the number of patients we see this year by 20%

13 Strategy: What s Your Game Plan? Based on the goals, objectives and target audience Don t bite off more than you can chew Fewer strategies that can be supported by the team

14 Tactics Each strategy is supported by a set of tactics How will you communicate to your audiences using what mix of channels? Various communication tools are considered Billboards Print vs. non-print media Face to Face communication Social Media

15 Other Elements of your Plan Situational Analysis Understand your current scenario What needs to be moved and why? Evaluation Budget/Resources Deadlines/Timelines Build Consensus

16 External Factors to Consider Political/Governmental Economic Social Technology

17 If you don t tell your story, someone else will.

18 Thank you! Jennifer Buschick Public Affairs Consultant