Master of Arts in Communication : Corporate Communication Studies

Course : Strategic PR Plan (141017SPRP07)

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Session Topic : Developing key messages
Course: Strategic PR Plan
By Sriati Rusmin M.Si
LSPR eLearning Program
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Hal 3
Part 1 Developing key messages
Part 2 PR Events
Content
Part1 : Developing key messages
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Hal 5
Consumer messages should focus on the benefits
to the consumer
Corporate messages should focus on establishing
trust, enhancing corporate reputation
Internal messages need to take into consideration
effect on employees job before they can tackle the
organizations mission
Business to business messages should focus on
quality/commercial/market sector benefits
Developing key messages
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Hal 6
What:
are the issues?
does the PR plan seek to achieve?
Who: are our publics?
Conduct situational analysis
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Think of it as a grand plan
The bigger picture of how
you are going to get there
Formulating the strategy
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Examples
1 2 3
Objective
Publicize new
product
Establish organization
as thought leader
Encourage people
to exercise
Strategy
Mount media
relations
campaign
Position as industry
leading think- tank
Drive home health
policy through
memorable message
Tactics
Press conference,
Press releases,
Exclusives,
Features,
Competition
Research reports
Speaker platforms
Info resource
facility
Online help system
Sponsorship of
awards
Media campaign
Posters
Competitions
Bus adverts
Website
School program
Sample of Different Types of Strategy
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Hal 9
Any fool can get publicity.
But the mark of the creative
public relations practitioner is
to achieve this without
compromising the brand or
organizational values.
The Creative Bit : What Tactics?
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Hal 10
Inappropriate
teaser sent to
media and
business offices
to PR launch of
new marketing
book
Poor Tactics Implementations
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You will be given higher marks for
the feasibility of the project and
originality of your approach
Tip: choose appropriate tactics
that are achievable within the
timescale and budget for your PR
plan
Channels/tactics
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Hal 12
Question: What tactics would be most
appropriate for,
Nike ?
Coca-Cola ?
Formula Milk ?
American Embassy ?
Oil & Gas Company ?
Tactics
Media Group
Company ?
Hospitality
business ?
Part2 : PR Events
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Hal 14
Most Planning Assignment case
studies may require you to plan for a
PR event of some kind.
Lets take a look at event planning
PR Events
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Hal 15
Support material:
Press pack
Releases
Case histories
Photography
Goody bags
Access to key
spokespeople
Film/web footage
Considerations:
Be clear why youre
holding an event
What will happen at the
event?
Who is involved?
Timing
Location
Who will want to attend?
Who do you want to
attend?
Budget
Organizing press events
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Press conferences and exhibitions
Seminars and workshops
Photo calls / stunts
Media launch
Facility or familiarization visits
Media reception, ceremonies, social events
Experiential event
What type of event?
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Hal 17
Think detail, forward planning
Risk analysis and contingency plans
External: eg weather, transport, other breaking
news, power failure
Internal: eg opposing issues, lack of cohesion,
communication breakdown
Media training
Briefs for : spokespeople, photographers, caterers
Extra care : children, animals and elderly
Events : Planning
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Breakdown the tactics into individual tasks
When: do they need to be actioned?
Who: is doing them?
What
Are the key mile-stones in the overall plan?
Are the risk factors? > Plan a contingency.
Is the budget breakdown?
Timetable/Resource Plan Essentials
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Course : Strategic PR Plan (141017SPRP07)