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1.What target audience is
To succeed in PR campaigns, they must be based on an understanding of the intended audience. Target audiences are best understood through specific research resulting in a demographic and psychological profile of the audience. The research should answer at least the following questions: Who (demographics);
How (do they obtain daily information);
What (are their current perceptions, knowledge, needs, wants, preferences and behavior related to the issue addressed by the campaign;
What would motivate them to adopt the promoted behavior
2. Characteristics of the target auditorium
PR must appeal to public (auditorium, audience) which is not homogenous. Public might be segmented into groups of people whom PR identify, define, isolate and give a name. These groups have different ideas and varying needs at various times, they may be divided by geographical factors (residence, district, country), by income (wealthy and not), gender, age, education, social position, culture, political position, hobby, etc.
Most important target groups are: clients and local community.
Clients may be divided into:
*1)constant customers- the task of PR specialist is_______________________________________
________________________________________________________________________________
**2) potential customers- the task of PR specialist is________________________________________
***Local community- geographically concentrated or dissolute?
Small or big group?
****Example: Mayor elections. Target group-?
Interests: economy
Unemployment
Industry development
Education
Security and law
Social service
Health service
Culture
Infrastructure
Method to study needs- surveys, there are a lot of methodic to conduct survey.
2.Direct communication with the target auditorium.
PR agency task is to disseminate information among the target groups by the most appropriate way to gain best effect. Direct communication may be used together with mass media. Direct communication is the best option when the target audience is not large or when it consists of different parts. Information that can be disseminated by direct way to the target auditorium is specific: dates of events,(exhibitions, seminars, changes in prices or in staff), announcements for this specific auditorium, ads, More important information- results of company’s activities, serious changes,- should be send to mass media.
Means of direct communication.
Bulletin and journal- printed, on-line, or CD. Bulletin is a source of big amount of information about organization. It informs about achievements and corporate changes, staff qualification, perspective and future plans. Bulletins effectiveness depends on its regularity, it is issued usually 3-4 times a year; regularity may depend on budget.
Preparing a plan for bulletin PR specialist should take into consideration:
- target auditorium
- bulletin’s volume
- bulletin’s content
- news
- structure
It is recommended to inform the public about forthcoming events. It is very important to give contact information.
Feed-back - once a year a bulletin may include survey or request to evaluate a bulletin.
2. Specific PR
Lobby is a specific form of PR which establishes and maintains links with government in order to influence to legislation process. In the USA lobby is regulated by law. Lobby may act only in legislature and representative bodies, not on executive and judicial bodies- it is criminal.
*Target audience-
**PR goals-
Legislative or governmental PR is expensive, but very useful both for big enterprises and non-governmental organizations.
Some recommendations for lobby:
- first appeal to a member of local community by sending a written information with problem description, your company’s opinion and proposed resolution of the problem.
- arrange meeting with appropriate governmental politicians.
PR specialist could target specific MPs according to their influencing ability, their special interersts or their local concerns.
Exhibitions (show )
Seminars
Sponsorship is corporate investment into some activities to promote corporate name.
Forms of sponsorship: - exclusive-
- collective
- participation in management, expertise, or even work of a company.
Sponsorship is based on a company’s budget. Sponsors investments are made into sports, arts, business, education, charity.
Criteria of successful sponsorship: 1) much information about sponsorship in mass media;
2) growth of the company’s popularity; 3) rising of popularity among the staff, especially potential members of the company.
Task.
What kind of sponsorship would you recommend for:
Big bank
Cleaning flats service company
Food company.
Glossary
Survey опрос
Specific PR специфические формы связей с общественностью
Feed-back обратная всязь
Lobby лобби
Sponsorship спонсорство
Task for office hours- Forms of sponsorship
Task for IWS- Lobby in government
Reference
Mandatory
Aги У. Все о PR, Питер, 2008, глава «Специфические PR»
Recommended
Ф. Хенслоу, Практическое руководство по Паблик Рилейшнз, СПб, 2009
10. PR evaluation
1. Analysis and evaluation
Evaluation of PR- campaign is its results measurement, control of PR actions in correspondence to its plan. PR campaign must be evaluated not only at the end of the campaign, but also it should be monitoring throughout the entire process. A successful plan will be reviewed constantly. As PR activity has no any standards it difficult to measure and evaluate it.
There are 3 stages in assessment of PR-actions result:
1) communication product- quantity and quality of press-releases, articles, video and other information products prepared during PR-plan realization; number of contacts with mass media;
2) intermediate effect- feedback/ involvement of public in the organization activity, recognition of the organization by public
3) goals achieving- increase of the organization’s income, sales, increase of market or laws adoption.
Means of PR assessment:
*1) Experiment and monitoring
2) Analysis and feedback
3) Research
2. Evaluation technique
Process of evaluation starts from the beginning of the action. Project may be separated into measurable aims and tasks and after program PR specialist may measure results.
Methods and forms of evaluation
Monitoring- analysis of all information that you have received (how many?). Special agencies can find and record all materials from TV, Internet, radio concerning your company name.
Clipping services- from the wide range of printed mass-media using key-words or your company name
Mass- media impact on public (how many stories have been placed); number of copies of printed mass-media is equal to its impact (100 thousand copies =100 thousand impact). The same method is for radio and TV audience.(how many people read, saw or listened to them)
*Audience information
Key messages-
Interviewsconducted -
Attendance of public events and meetings-
Telephone survey
Rating evaluation
Information bulletins
Web- Site monitoring
Sponsorship measurement
Indirect feedback
3. PR self-evaluation
The self-assessment process is a method for assessing what are you doing, why are you doing it, what you must do to improve the organization performance.
The evaluation may take place in 3 phases:
*Phase one:
Phase two:
Phase three:
Case study: What method of evaluation should you use to make summary of:
- Christmas party with your partners
- Practical seminar with you colleagues
- Corporate competition
Glossary
Evaluation, assessment- оценка
Monitoring- отслеживание, наблюдение
Clipping service- служба, подбирающая вырезки из средств массовой информации
Impact- воздействие
Self- evaluation-самооценка
Task for office hours -Methods of self-evaluation
Task for IWS –Contemporary forms and methods of PR-action evaluation
Reference
Mandatory
Aги У. Все о PR, Питер, 2008, глава «Оценка»
Recommended
Ф. Хенслоу, Практическое руководство по Паблик Рилейшнз, СПб, 2009
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