Public Relations Campaigns: From Planning to Execution

1. Explain the importance of organizational and corporate image.
2. Create and implement a PR plan.
3. Manage a crisis using PR means.
4. List contributions of PR campaigns to strategic management.
5. Measure PR effectiveness.

PR officers and any other key personnel involved in creating and enhancing a positive image for their organization.

PR Recap:

• PR: Definitions, Concepts
• Stakeholders in PR
• The Many Components of PR
• Key Differences between PR and Advertising

Creating and Implementing a Public Relations Plan: 

• PR Plan: Definition and Needs
• Characteristics of a PR Plan
• Situation Analysis (SWOT)
• Target Audience(s)
• Goals (What Do We Hope to Accomplish?)
• Objectives (What Needs to be Done?)
• Key Messages: Simple and Descriptive
• Strategy (Methods to Accomplish Objectives
• Tactics (Deadlines and Cost)
• Timeline and Responsibilities

Contributions of PR Campaigns to Strategic Management: 

• PR and Strategic Management
• What PR Can Accomplish
• Environmental Scanning
• Issues Management
• Crisis Management
• Relationship Management
• Reputation Management

Crisis Management Using PR Means: 

• Defining and Identifying a Crisis
• Remembering the Rules in a Crisis
• Phases of a Crisis
• The Disclosure Principle
• The Symmetrical Communication Principle
• The Relationship Principle
• The Accountability Principle

Importance of Organizational Image: 

• Public Opinion (Attitudes, Opinions, Actions)
• Image and Reputation Management
• From Identity to Reputation
• Relationship Management

Measuring PR Effectiveness: 

• Purpose of Evaluation (Output, Outcome)
• Evaluating (Process and Goals)
• Matching Objectives and Results
• Measurement (Production, Exposure)
• Public Opinions and Surveys
• Measurement Techniques