Create Your Own PR Agency

Do Good Better!

Do In-House PR!

A Research-Based, Strategically Driven IMC Plan

Dr. Richard Ganahl, Program Author & Designer CSCF, Grant Funding Berwick United Way, Support Bloomsburg University, Support Luzerne County Community College, Site Shannon Hoffman, Student Assistant Copyright 2008 Dr. RJ Ganahl

Table Of Contents * Getting To Know You 1. Think Big: Use PR Model 2. Have Fun: Research Agency 3. Find Out: Public Opinion 4. Be Bold: Find d’ Big Idea 5. Be Heard: Partner w/ Media 6. Take Charge: Create Tactics 7. Be Prepared: Do Crisis PR 8. Carpe Diem: Start Today!

Getting To Know You! AGENCY ACTION HEALTH BERWICK C of COMMERCE BIG BROTHER/BIG SISTER COLUMBIA FAMILY HEALTH DANVILLE CHILD DEVELOPMENT CENTER HABITAT FOR HUMANITY McBRIDE MEMORIAL LIBRARY MENTAL HEALTH ASSOCIATION OFFICE OF AGING RED CROSS THE CHILDREN’S MUSEUM UNITED WAY: BERWICK UNITED WAY: COLUMBIA YMCA: BERWICK YMCA: BLOOMSBURG

CONTACT INFO

Think Big! Use the PR Model Photos Courtesy of USDA

Marketing is the exchange of services to achieve client satisfaction at a profit!

Marketing Model for Non Profit Agencies

M

THE 4 C’s

C

C

C

C

* Customer * Cost * Competition * Channel

THE 4 P’s

P

P

* Product * Price

P

P

* Place * Promotion

Four Tools of IMC Promotion ADVERTISING: Paid, message controlled, sour ce identified, media.

PUBLIC RELATIONS: Mutuall y beneficial relationships w/all publics.

SALES PROMOTION: Direct inducement for immediate response.

PERSONAL SALES: Face to face, direct appeal for action.

IMC: Inte grated Mar keting Communication: Use ALL tactics in IMC , syner gistic plan.

Mass Media: Advertising * * * * *

Newspaper s Magazines Billboar ds Inter net Directories

* * * * *

TV Radio Specialty Poster s Other

Direct Inducements * * * * *

Coupons Gifts Co-Br anding Incentives Co-Oper ative

* * * * *

Contests Specialty Two-fer s Discount Extended

Public Relations Sender Medium Receiver Model PR AGENCY CLIENT

CONTROLLED UNCONTROLLED MEDIA

INTERNAL

EXTERNAL

PR SMR Model Components CLIENT: Profit, non-profit, public, private, individual, or ganization.

PR AGENCY: In-house or independent, full ser vice or boutique.

CONTROLLED MEDIA: Client-owned, client managed and suppor ted.

UNCONTROLLED MEDIA: Independent media developes own content.

INTERNAL PUBLICS: Institutionall y linked to client: owner, wor ker s.

EXTERNAL; PUBLICS: Other publics: media, community, gover nment.

Public Relations Process

R

RESEARCH Drives

S

STRATEGY Drives

C

CREATIVE Drives

T

TACTICS

PR Strategies: 8 Types of PR PUBLICITY or MEDIA RELATIONS : Getting infor mation into media.

PRESS AGENTRY : Get name attention: celebrities, spor ts, individual.

PUBLIC AFFAIRS : Cor por ate citizenship: community and gover nment.

LOBBYING : Direct appeals to gover nment at any level.

ISSUES / CAUSE MANAGEMENT : Proactive management of issues.

DEVELOPMENT : Fund r aising, donor mar keting or donor cultivation.

INVESTOR RELATIONSHIP : Relationships driven by public owner ship.

CRISIS MANAGEMENT : Proactive or reactive PR driven by all crises.

We Are: Our Agency Profile AGENCY NAME: ____________________________________________________ OUR VISION: In 5 yrs we: _____________________________________________ OUR MISSION: We provide: ___________________________________________ OUR SCOPE: Our service area is: ______________________________________ INTERNAL PUBLICS NATIONAL: Location & Size BOARD: Names, Terms, Demo’s EMPLOYEES: Names, #’s, Titles VOLUNTEERS: Names, Demo’s, Duty CLIENTS: #’s, Demo’s, Trends, Waits REVENUE: Annual, Monthly $’s & %’s REVENUE SOURCES: Totals, %’s

SOURCES OF TOTAL REVENUE SOURCE

EVENT CALENDAR MONTH

EVENT& OBJECTIVE

ANNUAL %

ANNUAL REVENUE MONTH

JAN

JAN

FEB

FEB

MAR

MAR

APR

APR

MAY

MAY

JUNE

JUNE

JULY

JULY

AUG

AUG

SEPT

SEPT

OCT

OCT

NOV

NOV

DEC

DEC

TOTAL

TOTAL

OBJ = FUND, RECRUIT, BRAND, ETC

TOTAL $

$ TOTAL

% TOTAL

% = MONTH $ / YEAR TOTAL

Have Fun! Research Your Agency

Research is systematic listening to help describe, understand and predict. FUN!!

Why Is Research Necessary?

GROWING FRAGMENTATION: Increasing number of distinct g roups.

LEADERSHIP ISOLATION: Increasing gap between leader s and led.

TARGETED COMMUNICATION: Talk to those most likel y to respond.

REDUCE RISK / INCREASE GAIN : Enjoy more ef ficient campaigns.

Informal Research / Data * * * * * *

News Ar ticles * Contacts Opinion Page * Radio Neighbor s * Famil y Conver sations * TV Real Wor ld Indicator s Libr ar y, Inter net Sour ces QUALITATIVE DATA : Attitudes, Opinions QUANTITATIVE DATA ; Numbers, Demographics

Formal Research / Data * * * * * *

Intensive Inter views Multiple Focus Groups Go Native, Field Obser ve Systematic Sur veying Scientific Experiments Anal yze Media Content SECONDARY DATA : Data That Already Exists PRIMARY DATA : Data That You Collect

The Research Process: How To Conduct Research DEFINE RESEARCH QUESTION: Define question clear l y and simpl y.

LITERATURE REVIEW: Read w hat other s have said about question.

DEFINE VARIABLE & CHOOSE METHOD: How will you measure w hat?

COLLECT DATA: Tr ain resear cher s, define sample and collect data.

ANALYZE & PUBLISH FINDINGS: Reflect on, anal yze and repor t data.

Sample Theory says we can know the whole by studying a representative part.

Important Terms For Representative Sampling POPULATION: Univer se or all to be studied...the WHOLE !

SAMPLE FRAME: List of all population member s: telephone book.

REPRESENTATIVE SAMPLE: Random (equal chance) & lar ge enough.

SAMPLE ERROR: Dif ference between Population & Sample Qualities.

OPERATIONALIZE: Defining a variable so we can measure it: LOVE !

REALIABILITY: How Repeatable is Study?

VALIDITY: Measuring what we think.

Sample Theory: Study Part To Know Whole N1 N2

Universe: Population

RANDOM SAMPLE: Equal chance of selection.

REPRESENTATIVE SAMPLE: RANDOM & SIZE

NON-PROBABILITY: Convenience Sample.

Sample Size: How Sufficient is Sufficient Size?

SAMPLE SIZE SAMPLE ERROR

100

200

300

1,300

+10%

+6%

+5%

+3%

CONFIDENCE LEVEL: 95% or Repeatable 95 out of 100 times

Research Fun: Let’s Listen!

2nd’ry RESEARCH: ARCHIVE REPORT

SUMMARY

PRIMARY RESEARCH AGENDA METHOD

? = OBJECTIVE

INTERVIEW FOCUS GROUP FIELD OBS SURVEY SURVEY CONTENT METHOD OTHER ANNUAL REVENUE GRAPH BY % FOR LAST 3 YEARS 20% 18% 16% 14% 12% 10% 8% 6% 4% 2% JAN FEB MAR APR MAY JUNE JULY AUG SEPT OCT NOV DEC

Find Out! Manage Public Opinion

Public Opinion is a collection of views help by those interested in the subject.

Characteristics of Public Opinion COLLECTIVE EXPRESSION: Individuals w/shared common interest.

SHORT LIVED: Must be sustained by events or involve self-interest.

RIGID: Dif ficult to change once self-interest is involved.

REACTION TO EVENTS NOT IDEAS: Does not anticipate events.

GOAL DRIVEN: Easier to for m around goals r ather than methods.

PROACTIVE PR: Anticipates Events or Public Opinion

REACTIVE PR: Reaction to Events or Public Opinion

Multi-Step Flow of Formation of PO Public Opinion Media: Set Agenda

Opinion Leaders

Opinion Leaders Are Catalysts to Formation of PO * OPINION LEADERS are ver y interested in par ticular subject. * OPINION LEADERS are more infor med about issues than other s. * OPINION LEADERS are avid consumer s of media & ear l y adopter s. * OPINION LEADERS are strong or ganizer s and can motivate other s. * FORMAL LEADERS are elected / INFORMAL have special qualities.

Public Opinion exists outside individual and can be monitored and measured.

Measuring & Monitoring Public Opinion * News Ar ticles * Contacts

* Intensive Inter views

* Opinion Page

* Radio

* Multiple Focus Groups

* Neighbor s

* Famil y

* Go Native, Field Obser ve

* Conver sations * TV * Real Wor ld Indicator s

* Systematic Sur veying * Scientific Experiment * Anal yze Media Content

Life Cycle of Public Opinion PROACTIVE PUBLIC RELATIONS * DEFINITION OF ISSUE: Media or other agent establishes agenda. * INVOLVEMENT OF OPINION LEADERS: OL begin to form opinion. * PUBLIC AWARENESS: Public becomes aware and opinion firms.

REACTIVE PUBLIC RELATIONS * GOVERNMENT INVOLVEMENT: Government or official regulation. * RESOLUTION: Issue is resolved and public opinion subsides. * BACKLASH: Reaction to, or backlash from the resolvement.

Valley of Ambivalence Model Very Negative

-

+

Strategic Effort: Relatively Difficult

Very Positive

Strategic Effort: Relatively Easy Neutral

The Buzz: Public Opinion LOCAL OPINION LEADERS NAME

ORGANIZATION

NATIONAL / REGIONAL OPINIONS TOPIC

HOW IT IMPACTS

MONITORING PUBLIC OPINION SOURCE

HOW MONITORED

LOCAL PUBLIC OPINION TOPIC

HOW IT IMPACTS

Be Bold!

Discover d’ Big Idea!

PR is persuasion! We change how people think, how people feel & how people act.

The PR Process Model: THE ROPE MODEL R: RESEARCH * * * * * * * * * *

O: OBJECTIVE

Client / Org Market Model Opportunity Problems PO Life Cycle Valley of Am Public: In / Ex Public: Info Public: Attitud Public: Action

* * * * * * * * * *

Measurable Impact Objctv Info Object’vs Attit Object’v Action Object Output Objctv Content Distribution Control Media Uncont Media

GRAPHIC IDENTITY: Logo or Visual ID, Colors, Logotype, Borders, Lines

* * * * * * * * * *

P: PROGRAM

E: EVALUATION

Camp Theme Camp Mssage Creative Big Idea Graphic ID Media Use PR Tactics Spcial Events Calendar Flow Chart

* * * * * * * * * * *

Tracking Post Cmpaign Measurable Impact Objctv Info Object’vs Attit Object’v Action Object Output Objctv Contol Media Uncont Media PR Tactics

FLOW CHART: Visual Depiction of Multiple Tactics / Time

Types of PR Tactics WRITTEN

SPOKEN

VISUAL

Prss Rlease Fact Sheet VNR / RNR Brochures Newsletter Magazine Prss Packet

Interviews Meetings Speakers Radio Telephone Audio Clip

Posters Pictures Graphic ID Specialty Photograph

SPECIAL EVENTS Tours Open House Press Conf Picnics Award

* Share Yours! *

EL’CRTRONC Website Email Pod Casts CD Roms Faxes TV / Radio Social Ntwk Blogs

The Big Idea, (Breakthrough Concept) is the visual depiction of the sale promise.

Let’s Find the Big Idea or The Creative Process STRATEGIC OBJECTIVE * * * * *

MISSION SCOPE RSEARCH IMERSION STRATEGY

CREATIVE STRATEGY * * * * * *

FACTS MARKET AD TASKS BENEFITS KEYNOTE ACTION

PRSUASION PROCESS * * * * *

A TTNTION I NTEREST D ESIRE C ONVCTIN U RGE TO ACTION

BIG IDEA: Visual Depiction of the Sales Proposition

BIG IDEA BRKTHROU * * * * * * *

LGHTNING E3: CUBED EUREKA EPIPHANY ECSTACY VISUAL HEADLINE

IMPLEMENT DESIGN * * * * *

GRPHIC ID HEADLINE VISUAL COPY BENEFIT VERB * LOGO * SLOGAN

BIG IDEA TONE: Factual, Emotional, or Humorous Approach

POSITION’ed: How Are You Perceived?

CSP: The Creative Strategy Platform 1. PRODUCT FACTS: Pertinent Product Facts: the 5 W’s, description 2. MARKET RESEARCH: Publics / Target Audience: Primary, 2-ndary 3. BASIC TASKS: Campaign Tasks: Informational, Image, Action 4. CONSUMER BENEFITS: Top 2 / 3 psychological & physical benefits 5. KEYNOTE: Product slogan, positioning statement, USP, 3-5 words 6. URGE TO ACTION: Benefit Verb that ties benefit and basic task

The Big Idea: d’ Ephiphany NATIONAL ORGANIZATION LOGO

USP: SLOGAN

LOCAL ORGANIZATION LOGO

USP: SLOGAN

CSP: THE CREATIVE STRATEGY PLATFORM AGENCY FACTS MARKET BASIC TASKS USER BENEFITS USP: SLOGAN URGE TO ACT BE A VOLUNTEER!

BE A DONOR!

PHYSCAL-BENE’S PSYCHO-BENE’S

PHYSCAL-BENE’S PSYCHO-BENE’S

E3: The Eureka Moment!

Be Heard!

Partner With your Local Media!

Media Relations targets media editors.

Media audiences are final audiences.

Rules of Thumb: Dealing With the Media * Media Relations wor ks! 70% of news items star t with PR subsidies * Shoot squarel y, accur atel y and timel y disclose the full tr uth. * Be your field’s exper t, give excellent ser vice and help thoroughl y. * Don’t be g for help, complain about problems or ask for stor y kills. * Send onl y per tinent infor mation, keep updated media contact list. * People want to deal with people...be genuine, authentic & real.

* * * *

NEWS ROOM JARGON...KNOW THE LINGO: On / Off Record * Editorial Beat * Sound Bite On Background * On Deadline * Attribution Indirect Quote * Annonymous * Story Kill News Lead * Frame Story * Story Peg WHAT ARE NEWS VALUES? A NEWS STORY IS...

* * * *

timely important interesting eye on power

* * * *

relevant * controversial * fair & balanced * aids poor / weak *

truthful complex interesting a scoop!

* * * *

unique different frailities challenging

KNOW YOUR FRIEND: THE MEDIA PERSONALITY * Tr aditionall y, PR think media is hostile, and media distr usts PR. * Media life is hectic, har ried, deadline-driven and pressure bound. * Media are genuine, subject exper ts & curious, cynical cr usader s. * Have editorial beats, shared news sense and cultivated sour ces.

Your Media Contact List YOUR AGENCY ‘S CONTROLLED MEDIA MEDIA DESCRIPTION STAFF NWSLETTER BROCHURES EMAIL LISTS B-BOARDS WEBSITE

UN - CONTROLLED MEDIA CONTACT LIST MEDIA CONTACT NAME DUTIES & DEADLINES NEWSPAPER

RADIO

TV

UNITED WAY C OF C

Take Charge!

Create Your PR Tactics!

A Press Release (V or RNR) is a tactic targeting media in ‘ready-to-use’ format.

Appearance of Press Release: A Written Tactic * Press Release must blend client needs with genuine news needs. * The Press Release is written in ‘ready-to-use’ news format. * * * * * *

Use white letter head 8.5 x 11 Use client or agency logo Include ALL company contact Release Date: Time & Date Double Space copy for editing Page end w/ MORE, 30, or END

HEADLINE WRITING: Active Voice (S-V-O), Summarize, Capture

* * * * * *

Readily identify as Press Release Identify sender in upper left Contact Person: phone, email Wide 2 inch margins for editing End page w/ paragraph: no splits Slug top of page 2 w/ story ID

LEAD WRITING: 1st Graph, Summarize, Most Important, Capture

DELIVERING PRESS RELEASES: Personally, Snail-Mail, E-Mail, Fax, CD-ROM, Website, Satellite, Facebook, Content Requirements for Press Release * * * * * * * * * *

INVERTED PYRAMID STYLE: Most important to least important.

5 W’s of NEWS STYLE: Who, What, When Where & Why...How. LEAD PARAGRAPH: Most important fact, 30 words, draw reader in.

WRITING STYLE: Concise, active voice (S-V-O), short paragraphs.

WRITING DON’Ts: Don’t use cliches...Don’t use technical jargon.

WRITING DO’s: Write for media audience, not for client.

AVOID USING: 1st person (I, we, our), self-serving quotes & facts.

DO INCLUDE: Headline, photos, cutlines, backgrounders, graphics.

KNOW EDITORS: Keep lists current, ‘pitch’ ideas, folo w/phone.

TRACK RELEASES: Clip stories, track media ‘hits,’ show clients.

A Video Release (VNR) starts with a storyboard...your visual story blueprint.

Video Tactics: Broadcast Message Components * * * * * *

Announcer / Talent: Real or Actor Video: Various Shots in Shot Chain Sound Effects (SFX) Color or Black & White Characters, Text & Logos Graphics

SCENE POINT OF VIEW: Actor vs Viewer POV, Shot - Counter - Shot

* * * * * *

Computer Graphics Slides: Stand alone still pics Music: Jingles or background Animation Lighting Studion or Location Shots

WRITING RADIO SCRIPT: Write For Ear (30 wrd/sec), Imagination Medium

VARIOUS VIDEO TECHNIQUES: Double Exposure, Freeze Frame, Still Shot, Back Light Slow-Reverse-Stop Motion, Split Screen, Deep Focus Video Message Components * * * * * * * * * * * * *

Types Of Shots Establishing Shot Master Shot Cinematic Space Long Shots ELS, LS, MLS Medium Shots MCU, MS Close Up Shots CU, XCU, EXU, TCU Arial Shot High / Low Angle Tracking Shot Long Take Shot

Edits or Scene Links * Transitions * Cross Cut: S1-S2 = T * Intercut: S1-S2=T1,2 * Dissolve: Fade I & O * Iris: Darkens To Pnt * Jump Cut: Skip Time * Rapid Cut: Multi Cut * Wipe: Up, Down, Crs * Bomb Blast * Explosion * Fades

Camera Movements * Pan Left * Pan Right * Zoom In * Zoom Out * Fast, Medium, Slow * Go To Arial

Client: Title: Length: Date: Writer:

VISUAL

AUDIO

Be Prepared!

Make a Crisis Plan!

Crisis Communication is ALL necessary communication for crisis or emergency.

The ROPE Model for Crisis Communication RESEARCH

OBJECTIVES

PROGRAM

EVALUATION

CLIENT: Create worst case list.

Personal Safety Timely Info Protect Assets Positive Image Corp Citizen Corp Credibility Use ALL Media 24hr: One-Voice Full-Disclosure

PR HDQRTRS: PR Dir, Corp Office, Tele-Bank, PR Material

ONGOING: Phone Calls, Press Coverage Face-to-Face

MEDIA CNTR: On-site, Media Facilities, Press Conf, Site Avail

POST CRISIS: Surveys, Focus Groups, Meetings, Interviews

CHALLENGE: Be Proactive.

AUDIENCE: Make list of need-to-knows.

NEED TO KNOW LISTS: Rank Internal & External Publics, Create T-Chains

ROUND-THE-CLOCK: One-Voice, Full-Disclosure Avoid Fault Admission

NATURE OF CRISIS OR EMERGENCY Unanticipated, Occurs W/Out Warning, Natural Disasters and Business Crisises Crisis Communication Facilities PR HEADQUARTERS * Corporate HQ: PR Director, Release Names: Kin or w/in 24 hrs. * Tele-Banks, Int/Ext Public Calls * PR Material Preparation, First Release cleared by legal w/in 1 hr. * Public Information Center: Rumor Control, In-coming Calls, Switchboard & Server Capacity

MEDIA INFORMATION CENTER * Crisis Site PR Office: Secure Facilities, Escort Media, Safety * On-site accommodations for media: elect, techno, food, etc. * On-site PR Spokespeople for 24 hr Media access: Co-ord w/ PR HQ * Utilize ALL PR Tactics and Control & Uncontrolled Media

Crisis Communication Plan EVENT

POSSIBLE WORST CASE SCENARIOS DESCRIPTION TIME FRAME

PUBLICS BOARD

EMERGENCY

STAFF

CLIENTS MEDIA

CONTACT LIST: NEED TO KNOW’S CONTACT NAME RESPONSIBILITY

Carpe Diem!

Start your PR Agency Today!

Create Your PR Dept Today

Create Your PR Dept Today

Contacts & Resources CONTACT LIST NAME

CONTACT INFO

TYPE OF RESOURCE