PR Communication Plan

Transcription

1 PR Communication Plan Top Up Your Tactical Toolkit Carol Moore P TT PREPARING A PUBLIC RELATIONS/ COMMUNICATION PLAN Top up your Tactical Toolkit An Australian Event Symposium 2011 presentation by Carol Moore MPRIA, Director, Moore Public Relations

2 PREPARING A PR PLAN If your event involves people, you need a PR/communication plan! Varying format, detail and content depending on: scope purpose size duration big picture Ten key elements to consider 10 Elements of a PR Plan 1. Background/situation analysis 2. Goals/General Aim 3. Research 4. Key Publics 5. Objectives 6. Communication Strategy & Tactics 7. Timeline 8. Project Management 9. Budget 10.Evaluation

3 1. Background & situation analysis Why are we communicating? Scope of plan Internal comms, issues/crisis mgmt, media relations, community rels, etc Facts about organisation, event, previous PR outcomes Communication considerations Challenges, opportunities, perceptions, attitudes, endorsers, detractors, etc

4 Consider known or potential issues What public attitudes/behaviours could cause problems for us? What do we do that impacts negatively on publics or could attract disapproval? What is our reputation & how could it be improved? What could go wrong? Most importantly: how can we prevent or fix these NOW? Background/situation Low awareness of AMDF Low awareness of mito disease (complex) Competition for charity $/sympathy Impact on support & fundraising Ongoing mito research & pos. news Mito families available for interview Key medical experts supportive Successful Stay in Bed Days International foundations keen to be involved

5 2. Goals/General Aim Aligned with organisation s vision, mission, values, business plan big picture Overall program direction or goals Broader than objectives Goals/General Aim AMDF mission: Fund research for diagnosis, treatment & cure of mitochondrial disorders Educate public and doctors about mito Support patients and families

6 3. Research Needed to understand situation, set objectives, communicate effectively with key publics Design your plan to be measurable Include in plan: Previous research & results Other formative research required Research during the campaign Planning Research & Evaluation in PR

7 When & what to research/measure Inputs i.e. planning, pre-testing Outputs i.e. activities, media coverage Outtakes i.e. understanding, retention Outcomes i.e. opinions, attitudes, behaviours, relationships All inter-related and continuous Research options Range of options, from low cost/diy to commissioned research Aim for benchmark data if possible Desk research Field research Formal research (qual. & quant.)

8 Research Reviewed AMDF strategic/business plans Reviewed PR evaluation reports, including past Stay in Bed Days Reviewed media coverage analysis Canvassed medical experts re likely news, progress on diagnosis, treatment Talked with patients & families re medical experiences, willingness to be interviewed Annual omnibus phone poll re public awareness (1 in 3) & understanding (1 in 7) of mito disease 4. Key publics Different groups of people who have an impact on organisation/event Each may require different tactics Segment/define re: Demographics/socio-economic details Importance to campaign Awareness, level of involvement, attitudes (i.e. situational analysis)

9 Remember internal publics/stakeholders Event team, including volunteers Suppliers, consultants Sponsors and their staff Organisation s staff Organisation s management, board Members Key Publics Primary: People with mito disease & family Friends, colleagues, community members People interested in health/charitable causes Secondary: Doctors with an interest in mito disease Business community re potential sponsors Charitable foundations/trusts Mediating: Health, medical & science journalists Women s & men s magazines with health focus General news media

10 5. Communication Objectives Need to be SMART, esp. measurable Exclude results you can t control Outcome objectives Changes in attitude, behaviour, etc Output objectives Related to specific activities/tactics e.g. media coverage Integration & accountability Link comms objectives back to business plan/strategy How communication/event supports bigger picture Get management buy-in: What will success look like to them? Design plan to be measurable Accountability Credibility Repeat business, more $$ next time!

11 PR Objectives To increase public awareness of mito disease by X% by 30 June 2012 To increase public understanding of mito disease by X% by 30 June 2012 To equal or exceed impact rating and reach for media coverage of mito & SIBD by 30 June Communication Strategy & Implementation of Tactics Strategy = communication rationale Approach/direction you take to achieve objectives Provides foundation/framework Guides selection of tactics & tools Assists in presenting business case Ensures best use of budget, resources Enables new/reactive opportunities to be considered within a framework e.g. would this activity be on strategy?

12 What are communication tactics? Tactics = activities and/or communication tools used to implement the strategy Wide variety of options, incl. events Select based on situation, publics, objectives, budget, timing, etc Important not to be merely tactical PR Strategy Promote mito disease and AMDF through media liaison over a sustained period to build context, awareness Emphasise mito prevalence, human impact (patient stories), difficulties in diagnosis & treatment, no cure, research vital, AMDF funds used wisely Utilise Stay in Bed Day to connect with unaware/disconnected publics Emphasise fun aspect, link with mito/energy, ease of fundraising, ambassadors

13 Main PR Tactics Distribute regular media updates to key health/medical/science media Use significant mito medical news as media hook, with AMDF mito experts as spokespeople Utilise mito families in publicity activities & produce Media Guide help them DIY local publicity Use Global Mitochondrial Disease Awareness Week and World Stay in Bed Day as media opportunities/hooks Social media campaign: World Wide Bed on Facebook Targeted media activity, pitches Facts/info/news Target publics Key messages Best channels Comms objectives What coverage we want & when Likely/possible coverage What media want to cover & when Audience interests What sells Editorial policy/mix Media competition MEDIA STRATEGY PLANNING WHAT Types of news News elements Angles Ingredients WHO Range of media Different needs Indiv. contacts Best targets? MEDIA ACTIVITY HOW Media materials Pitch idea/story Contact, liaison S/person intv. Event WHEN Media agenda Lead times Deadlines Embargoes News cycle Moore Public Relations 2011

14 OVERVIEW OF AMDF PR PLAN OUTCOMES Public/corporate/philanthropic interest, support, donations Mito community engagement (patients, families, doctors) AWARENESS OF AMDF: Aims, services, credibility/reputation, fundraising, worthiness of cause AWARENESS OF MITOCHONDRIAL DISEASE: What mito is, how it affects people, prevalence, diagnosis, treatment, need for research and support ONGOING MEDIA COVERAGE & PUBLIC INVOLVEMENT Publicise mito/genetic research advances, human interest stories, Mito Info days, World Stay in Bed Day, Global Mito Awareness Week Leverage reputation of key doctors, educate media Media comment/info from AMDF 6. Strategy & Tactics cont d Also include: Issues management initiatives Crisis management plans Output objectives re specific tactics Key messages, Q&As Spokespeople Media liaison protocols

15 Top Tactical Tips Make media events multi-purpose Over-prepare your spokespeople Double-check details and proofread Be prepared for your plans to change Weather, hostile audience, no-shows, breakdowns, children/animals, pollies Communicate regularly on progress/results and manage client expectations Use experts where necessary 7. Timeline Detailed to-do list Who is doing what, by when Include research activities, evaluation report, etc Chart or table Factor in sufficient time for various elements

16 8. Project management Credentials and responsibilities of personnel Account management details e.g. reporting, meetings

17 9. Budget Must be thoroughly researched More expensive incl. more detail Consider outsourced elements PR consultancy fees Bought-in services Expenses Include 10-15% contingency Include sufficient $ for research & evaluation 10. Evaluation Evaluation is important! Discuss mechanisms/tools to be used during and at end of campaign Refer back to objectives Include measurement criteria Evaluating media coverage

18 Media content analysis DIY or outsource analysis Set criteria at outset Analyse each item, for example: Reach (readership, audience) Tone/favourability Positioning, size/length Key messages, issues Use of quotes/photos Share of voice (re sector/competitors) Cost per opportunity to see, ROI Avoid Advertising Value Equivalency AMDF Evaluation Awareness & understanding: Repeat omnibus survey and measure against benchmark Media coverage: Monitor media, analyse coverage, measure impact and branding against benchmark Also anecdotal feedback from AMDF, experts, mito families, media, updates on fundraising progress

19 Questions? Comments? Papers and research at: pria.com.au instituteforpr.com Carol Moore MPRIA, Director, Moore Public Relations Media Coverage and Analysis Report Organisation: Campaign/Issue: Date/period Date Media Outlet Location Media Type Reach Tone (5/3/0 pts) Positive (5) Balanced (3) Negative (0) Quality Ratings (0/1 pt each) Objective #1 Objective # 2 Objective # 3 Objective # 4 Objective # 5 Total Quality Rating Total Score /10 Notes Total Reach: (or "opportunities to see") Number of Media Items: Average Tone: /5 Average Quality Rating: /5 Average Total Score: /10 Budget: $ (PR budget for media relations) $ Per Contact/Opportunity to See: $ (Budget by reach) Tone (5 = positive; 3 = neutral/balanced; 0 = negative). The explicit or strongly implicit characterisation of the article's or segment's subject; how a target audience feels (or is likely to feel) about the organisation, product or topic. Tone is tone is independent of the rest of the variables. Objectives (1 = achieved; 0 = not achieved) could be for key message use, branding, use of quotes/ photo, positioning, size/length, A/B/C target media, etc Could add columns to track useful information re journalist/author, name of spokesperson, main topic, etc

20 Possible elements in a PR strategy Format, elements & detail depend on situation, need and client! Timing e.g. phases, duration, different publics at different times, build-up Priorities best return on investment, use of time impact on the organisation s mission Integration, support for/of other activities Possible elements in a PR strategy Communication process/approach e.g. proactive/reactive, one/two-way, cascading, open, consultative, tailored Communication channels Type & mix of communication tools Messaging, focus Image, branding, positioning

21 Possible elements in a PR strategy Spokesperson/s, endorsers Issues/risk management considerations Competitor activity Political factors Consumer sentiment Possible elements in a PR strategy Publics Demographics Situational analysis Influence of various publics over others Current & desired level of effect i.e. awareness, comprehension, understanding, changing/reinforcing attitudes, behaviours