PR Communication Plan

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

PREPARING A PR PLAN

{ If your event involves people, you

need a PR/communication plan!

{ Varying format, detail and content

depending on: z scope z purpose z size z duration z ‘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

www.stayinbedday.org

1. Background & situation

analysis

{ Why are we communicating?

{ Scope of plan

z Internal comms, issues/crisis mgmt,

media relations, community rels, etc { Facts about organisation, event,

previous PR outcomes

{ Communication considerations

z Challenges, opportunities, perceptions,

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

Æ 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

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:

z Fund research for diagnosis, treatment

& cure of mitochondrial disorders

z Educate public and doctors about mito

3. Research

{ Needed to understand situation, set

objectives, communicate effectively with key publics

{ Design your plan to be measurable

{ Include in plan:

z Previous research & results

z Other formative research required

z Research during the campaign…

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

{ Range of options, from low cost/DIY

to commissioned research

{ Aim for benchmark data if possible

{ Desk research

{ Field research

{ Formal research (qual. & quant.)

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:

z Demographics/socio-economic details

z Importance to campaign

z Awareness, level of involvement,

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:

z People with mito disease & family

z Friends, colleagues, community members z People interested in health/charitable causes

{ Secondary:

z Doctors with an interest in mito disease z Business community re potential sponsors z Charitable foundations/trusts

{ Mediating:

z Health, medical & science journalists

z Women’s & men’s magazines with health focus z General news media

5. Communication

Objectives

{ Need to be SMART, esp. measurable

{ Exclude results you can’t control

{ Outcome objectives

z Changes in attitude, behaviour, etc

{ Output objectives

z Related to specific activities/tactics

e.g. media coverage

Integration &

accountability

{ Link comms objectives back to

business plan/strategy

z How communication/event supports

bigger picture

z Get management buy-in: What will

success look like to them?

{ Design plan to be measurable

z Accountability

z Credibility

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 2012

6.

Communication Strategy &

Implementation of Tactics

{ Strategy = communication rationale

z Approach/direction you take to achieve

objectives

z Provides foundation/framework

z Guides selection of tactics & tools

z Assists in presenting business case

z Ensures best use of budget, resources

z Enables new/reactive opportunities to

be considered within a framework

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

z 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

z Emphasise fun aspect, link with mito/energy,

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

z Social media campaign: World Wide Bed on Facebook z Targeted media activity, pitches

HOW Media materials Pitch idea/story Contact, liaison S/person intv. Event What coverage

we want & when

What media want to cover & when

Facts/info/news Target publics Key messages Best channels Comms objectives Audience interests What ‘sells’ Editorial policy/mix Media competition WHO Range of media Different needs Indiv. contacts Best targets? WHAT Types of news News elements Angles ‘Ingredients’ WHEN Media agenda Lead times Deadlines Embargoes News cycle





MEDIA ACTIVITY

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Likely/possible coverage

© Moore Public Relations 2011



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

OVERVIEW OF AMDF PR PLAN

6.

Strategy & Tactics

cont’d

Also include:

{ Issues management initiatives

{ Crisis management plans

{ Output objectives re specific tactics { Key messages, Q&As

{ Spokespeople

Top Tactical Tips

{ Make media events multi-purpose

{ Over-prepare your spokespeople

{ Double-check details and proofread

{ Be prepared for your plans to change…

z 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

8. Project management

{ Credentials and responsibilities of

personnel

{ Account management details

9. Budget

{ Must be thoroughly researched

z More expensive Æ incl. more detail

{ Consider outsourced elements

z PR consultancy fees

z Bought-in services

z 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

Media content analysis

{ DIY or outsource analysis

{ Set criteria at outset

{ Analyse each item, for example:

z Reach (readership, audience)

z Tone/favourability

z Positioning, size/length

z Key messages, issues

z Use of quotes/photos

z 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

Questions?

Comments?

Papers and research at:

ƒ pria.com.au

ƒ instituteforpr.com

Carol Moore MPRIA, Director, Moore Public Relations

www.moorepr.com.au | http://au.linkedin.com.in/carolmooreatmoorepr

Media Coverage and Analysis Report

Organisation: Campaign/Issue: Date/period

Tone (5/3/0

pts) Quality Ratings (0/1 pt each)

To tal Q u al it y Rati n g Tota l S cor e / 1 0 Notes Date Media Outlet Location Media Type Reach

Positive ( 5 ) Bal anc ed ( 3 ) Ne ga ti ve (0 ) Obje ct iv e # 1 Obje ct iv e # 2 Obje ct iv e # 3 Obje ct iv e # 4 Obje ct iv e # 5 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0

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

Possible elements in a PR strategy

Format, elements & detail depend on situation, need and client!

{ Timing

z e.g. phases, duration, different publics

at different times, build-up { Priorities

z best return on investment, use of time

z 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

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

z Demographics

z Situational analysis

z Influence of various publics over others

z Current & desired level of effect

i.e. awareness, comprehension, understanding, changing/reinforcing attitudes, behaviours…