DIPLOMA in QATAR
Unit 2:2
PR Planning and
Management
Submission date – 31 July
2009/ Doha
You
have been asked to work on an information campaign in relation to A/H1N1 influenza (commonly referred to in some
countries as Swine
Flu).
CANDIDATE DETAILS
|
CIPR Membership Number
|
44653
|
I certify that the work presented in this assessment
is wholly my own work
Prepared by: MOHANNAD ABDULELAH ALKHULI
Total words: 5215
Practical Part/ Campaign
plan: 3034
Theoretical Part: 1706
Covering letter & Acknowledgement: 475
Font size: 12
Table of Contents
Covering
letter...................................................................................................4
Country
Identity............................................. ..................................................
5
Country
Demography........................................................................................
5
Unite 1 PRACTICAL PART
1.1
Executive summary .................................................................................6
1.1 Main
issue............................................................................................6
1.2 Campaign goal................................................................………….....6
1.3
Audience.......................................................................................6
1.4
Strategies..........................................................................................…7
1.5 The key
tactics.....................................................................................8
1.6 Recommended
budget…………………………………….........8
1.7 Evaluation plan…………………………………………………………...8
1.2
SOWT Analysis.........................................................................................9
2.1Strength points ……………………………………………..……………….....9
2.2 Weakness points ………………………………………………........…….10
2.3 Opportunities …………………………………………………………..10
2.4
Threats …………………………………………………………...10
1.3
PEST Analysis …………………………………………………………....11
3.1 Political ……………………………………………………………..….11
3.2 Economic …………………………………………………….……….11
3.3 Social ………………………………………………………………..…11
3.4 Technological ………………………………………………………..…..11
1.4Campaign
goal ……………………………………………………..………11
1.5 Audience Identification and Messages………………………..…….11
4.1 Public identification ……………………..…………………….……….11
4.2 Messages ………..……………………………………………….….………12
1.6
Schedule ……………………………………………………….………………....13
1.7
Budget details ……………………………………………………….…………16
1.8
Resources required ………………………………………………….……..17
1.9
Evaluation plan ……………………………………………………...…..17
Unite 2 THEORETICAL
PARTS
2.1 What is H1N1 Influenza …………….…...........................19
2.2 Transmissions to humans…….......................................19
Unite 3
Campaign Planning
3.1 Preface………………………………………….……….….19
3.2 Planning and
creativity…………………...........................19
3.3 Why is planning important?..........................................19
3.4 Goals and
Objectives………………………….……........…20
3.5 Planning and Managing Public Relations
Campaigns….20
3.6 How to Write a Comprehensive Public
Relations Plan?.....22
3.7 Audience Identification and
messages…………………22
3.8
Strategy…………………………………………………..…23
3.9 Tactics …………………………………………………….23
3.10 Schedule
……………………………………………………23
3.11 Analysis first step in planning
3.12 PEST Analysis……………………………………….…..23
3.13 SWOT Analysis………………………………………………24
3.14
Budget……………………………………………………..24
3.15 Guide to research
……………………………………………...24
3.16 Resources
………………………………………………….25
3.17Evaluation ………………………………………………………25
References
………………………………………………….26
LIST OF FIGURES
Figure No. Content Page
(3-4) logic steps for planning process 20
(9-1) Figure (9-1) Macnamara`s macro model of
evaluation 23
DEAR SIR/MADAM,
Ministry council,
H1N1 influenza is the worst flu disease to strike
the world after bird flu.
Thank you for
the trust you put in me in setting a campaign plan for raising awareness of the
public against Swine flu. The following is a detailed campaign plan which we
will implement through coming months in order to protect our country from
potential danger (H1N1 influenza). Regarding the lacking of the vaccine, we are
going to offer other means to use in terms of self protection procedure in
order to cover the vaccine shortage. I found a slogan we will use it as a
symbol of our campaign, it will contain indirect message to the public, I hope
it is going to be loud and clear, because
we need the public acceptance before we start sending the direct messages.
“MY HEALTH IS GOOD, MY
FUTURE IS GOOD.”
"HEALTH IS SWEET, HEALTH IS BEAUTIFUL."
I expect your
approval on this slogan, and the campaign plan. We may discuss and rearrange
the details to be more appropriate with your concepts. These modifications will
be active after presenting the initial blueprint of the plan through a meeting;
I am looking for it at any time you like, to review the guidelines, tactics and
strategies we are going to adhere through the campaign.
I look forward to
meet you soon for presenting the plan. Another meeting will be set later for
any potential modifications on the plan and implementation way.
Mohannad Alkhuli
Account Director
Health and pharmaceutical division
(Acknowledgement )
COUNTRY IDENTITY:
Officially Syrian Arab Republic ,
Arabic Sūrīyah , or al-Jumhūrīyah al-ʿArabīyah
as-Sūrīyah has been occupied by Israel since 1967. The
capital country located on the east coast of the Mediterranean Sea on the
southwestern fringe of the Asian continent. It is bounded by Turkey to the
north, by Iraq to the east and southeast, by Jordan to the south, and by
Lebanon and Israel to the southwest. Its area includes territory in the Golan
Heights that is Damascus (Dimashq), on the Baradā
River, situated in an oasis at the foot of Jabal (Mount) Qāsiyūn. The present
territory does not coincide with ancient Syria, which was the strip of fertile
land lying between the eastern Mediterranean coast and the desert of northern
Arabia.
Country Demography
Population
density of Syria.
Only
about half of the country's land can support population, and about half of the
population lives in the cities. The desert steppe, having the lowest population
density, is inhabited by Bedouins and oasis dwellers. In the rest of the
country, the density, which varies considerably, is highest in the west and
northeast and is fairly high along the banks of the major rivers.
Syria's
rate of population increase is out of proportion to the rate of economic
expansion. Family planning and birth control are becoming popular among the
educated.
(Copy right © 2008 ENCYCLOPEDIA
BRITANNICA, Inc)
Unit one
1.
EXECUTIVE SUMMARY:
1.1
Main issue:
The
world is facing a serious pandemic named by the world Health Organization as, H1N1
Influenza or Swine flu, which spreading randomly. Although the government
appointed all possible means and funds to keep this disease out of boarders, it
is going to find its way through our country, as reports claimed. So the wise
government ordered a vaccine of the new Swine flu from Sanofi Pasteurs Company,
which expected to be received in the next few months. However the supply of this vaccine is
limited due to production capacity and its cost. Moreover, the
government is taking a pre-step to raise the public awareness against the new
coming flu before it goes out of control.
1.2Campaign
goal:
a.
Campaign aims to highlight the public
awareness against Swine flu.
b.
Alert specific groups to receive the
vaccine.
c. The correct guarding
procedures, which should be taken and the
easiest way to get the vaccine.
d. Explain that not all
individuals are required to have the vaccine.
e. Alert the specific groups
which should have the vaccine when it arrives.
1.3 Audiences:
The
audiences are the public and we are supposed to help the government in
delivering the vaccine according to most or predicted exposed individuals.
Our
audiences can be divided into three groups as follows:
Primary audience:
1. Health workers.
2. Airways staff, including airports, overland
passage points and
Seaport employees across the
country.
3. Emergency services.
4. Military.
5. Government, senior civil servants & other
selected politicians.
6. Elderly, children, pregnant women, and those
with compromised
Immune systems.
7. Media (TV, Magazines, news paper, Radio and
internet)
Secondary
audience:
1.
Ministry of health.
2.
Mayors.
3.
Social committees.
4.
Schools.
5.
Universities.
6.
Researchers.
Tertiary
audience:
1.
Sports Union.
2.
Shopping Malls and public markets.
3.
Worship places (Imam of the mosque,
priest of the church).
4.
Knowledge and culture centres.
1.4 Strategies:
a.
Campaign will enrich people`s
knowledge about Swine flu and its bad effects.
b.
The way to inform the required groups
to have the vaccine.
c.
Explain the shortage of vaccine and
the stage needed to have the vaccine.
d.
Campaign will focus on individuals
whom supposed to be exposed more than other people.
e.
Campaign is going to stress on the
Government`s efforts in delivering the cure before disease hit the country.
f.
Campaign will show the good care of
the Government against this disease.
g.
Campaign should assure that all people
will have the vaccine in a short time and before the flu find its way through
the country.
h.
The campaign will take a pre-step
against any possible wrong information or reports about the flu.
i.
Reduce the tension, made by outside propagandas,
about how dangerous this pandemic is.
1.5 The key tactics
·
Personal Meetings.
·
Lectures.
·
Radio Interviews.
·
Journal articles.
·
Publications.
·
Workshops.
·
Press release.
·
Advertisement.
·
Documentary.
·
Friday speech for Muslims.
·
Sunday speech for Christians.
·
News stories.
·
Gossips, rumours.
·
Internet.
·
Cell phone (sms)
Most traditional and effective way to use in my country, Radio Ads and
written TV Ads. We can add a new legitimate way to be used, which proved very
good results with many campaign planners, the Hotline aid, it will be nice to
inquire by phone, for a big slice of our audience are illiterate or they do not
have any reference sources to define the Swine flu, in case of contacting
infected people. Sometimes people carry the flu with no recognition of its
kind.
1.6 Recommended budget:
The expected budget of the campaign will be "1223200" $ approximately.
1.7 Evaluation plan:
List of main factors which can be used to
measure the results of our campaign (it
will be a list of questionnaire):
1.
Did all audience receive the
message?
2.
Did they understand the main
theme?
3.
Does it appear that we will
fulfill our target?
4.
How many press releases we have
arranged? Is it enough?
5. Does the positive effects of the Ads are far
more than the negative effects?
6.
How can we notice that the Government
is gaining more confidence?
7.
Have we gain the public`s confidence?
How can we know that?
8.
Did we do our job the right way? Did
we follow the procedures?
We may answer
these questionnaire by survey on specific groups will be chosen randomly by
supervisors on this campaign in any time they want after fulfilling the first
half of the campaign. Analysing helps to overcome any unexpected mistake during
implementation. It defines our next step and combines new ideas in terms of our
campaign.
The sources
of this analysis based on researches made before and after the campaign, in
other word it should focus on the audience and its behaviours. We should
measure the public knowledge about swine flu each 7-8 weeks during the campaign
implementation, it is very important to do this kind of measurement to catch
out the weakness points before it effect negatively on our campaign.
2.
SOWT
ANALYSIS
2.1 Strength points:
1.
Most media sources can be controlled
by the government, and available with good prices.
2.
The government initiative in launching
this campaign paves the way for our employees to act more accurately and with
hast.
3.
Government facilities and buildings
are available across the country, municipality tenements in towns, culture
centres tenement, schools tenement in villages; all can be used for lectures
and meetings with the public.
4.
Government employees are also welling
to serve the community and their families. With a short and comprehensive
training program they are going to be well prepared to involve with the
campaign.
Government` strength points:
The
government will offer the vaccine with low prices. The vaccine is going to be
available at all pharmacies and health centers across the country in short time
after receiving the first shipment. Emergency crews are stand-by 24 hours a day
for any expected case. The hotline aid also available 24 hours a day.
The government is a permanent member of
United Nations Organization and a member of World Health Organization.
Moreover, the government approved on both UN as well as WHO protocols.
2.2 Weakness points:
1)
Fear of the flu: some unauthorized
gossips may reach to the audience before launching the campaign, so we
recommend launching it as soon as possible.
2)
Delay in schedule of delivering the
vaccine: drugs market is totally authorized by stock market, which cause to
delay shipment waiting for potential increasing in vaccine prices. Political
issues have the very same bad affects.
3)
Media: few media means does not
respond perfectly, so we are in need to give more efforts and money in
convincing it.
4)
Urban and Rural audience: the audience
divides into two main groups Urban and Rural, which complicate the plan. To
avoid such complication we recommend to create a permanent connection point,
during campaign, with the ministry of education, which can contact all schools
across the country in a very short time. Furthermore, it can use its influence
on the teachers for perfect implementation.
2.3 Opportunities
The government and the public as well, are going to gain many potential
privileges, through implementing of this campaign:
1.
The government awareness about
fighting this pandemic before it hits the country will collect more votes with
her.
2.
It will disorder the opposition lines;
they are going to lose their supporters.
3.
The response for this campaign from
the public side will reflect positively as a developed society.
4.
The campaign will uncover the deep
cooperative relationship between the government and the public.
5.
The campaign will save government,
efforts and money, from the complexity of fighting the flu inside the country.
6.
2.4 Threats:
a)
Opposition parties: they are always
waiting for same occasions to remind their proponents of the misfortune
government, so we need not to engage in any public politicizing or exchange
critical articles.
b)
Rumours, supported by neighbour
countries, considered enemy.
3. PEST Analysis:
3.1 Political:
1.
This campaign offers stronger attitude
for the government against its opposition as well as state enemies.
2.
World Health Organization adheres with
government’s means to fight this pandemic.
3.
The government will show commitment in
implementing WHO and UN protocols.
3.2 Economic:
1.
The government did not ignore the
vaccine high prices, and will support the public by offering it for free.
2.
Free treatment for potential infected
individuals.
3.
The government always take high
observation on antibiotics prices.
3.3 Social:
1. Although
the government efforts, population is increasing randomly.
2. The
government main concern is to protect our society against external as well as
internal threats.
3. Illiterate
people will have special focus to make sure that they understand the message.
3.4 Technological:
1.
The use of developed techniques
equipments through the campaign saves time and money.
2.
The government always encourages
science researches to face any potential future threats.
4.
CAMPAIGN GOAL:
Ø Campaign
aims to highlight the public awareness against Swine flu.
Ø Alert
specific groups to receive the vaccine.
Ø The
correct guarding procedures, which should be taken and the
easiest way to get the vaccine.
Ø Explain
that not all individuals are required to have the vaccine.
Ø Alert
the specific groups which should have the vaccine when it arrives.
5.
AUDIENCE IDENTIFICATION AND MESSAGES:
4.1 Public Identification
The
target public in this campaign ranges between children, youth, elderly women
and men. Furthermore, they can be divided into urban and rural, which means
that we need to indicate each group individually or we may stress on a group
that have effect on another, women have full effect on children and partial one
on men, to implement the promised
procedures. We need the last statistics made by the Government which will help
us in analyzing and predicting the results of the campaign.
4.2 Messages:
Messages are one the perfect means to use through this campaign, which
can be used as headlines, posters, flyers, objectives for lecturers; moreover,
it is useful for Imams and priests in their speeches. The following messages
are distributed according to audience groups; each group has its own message
which can be modified in terms of the case:
|
Primary
audience:
|
Message
|
|
1. Health workers.
|
You are our fighters
against this pandemic, so you are supposed to have the vaccine first.
|
|
2. Airways
staff, including airports,
overland passage points and
Seaport
employees across the country.
|
The government cares a
lot about its employees, especially those whom have daily engagement with
foreign and new arrivals.
|
|
3. Emergency services.(civil
defense)
|
Perhaps you are going
to face the pandemic, you must take the vaccine.
|
|
4. Military.
|
Those,
whom sacrifice everything worth for their country, will always be ready for
the zero hour.
|
|
5. Government, senior
civil servants
& other selected politicians.
|
You represent our
country outside, you are supposed to travel outside, you meet our guests and
the country needs you with good health.
|
|
6. Elderly, children,
pregnant women,
and those with compromised
Immune systems.
|
Protect yourself,
family and future.
|
|
7. Media (TV,
Magazines, news
paper, Radio and internet)
|
No trace for Swine flu
in our country.
You will play an
effective role in protecting the country.
|
|
Secondary audience:
|
|
|
1. Ministry of health.
|
The government expects
a full cooperation of your side.
|
|
2. Mayors.
|
People trust you and
expect you to keep their families safe.
|
|
3. Social committees.
|
Besides your
responsibilities you may give good efforts with our campaign.
|
|
4. Schools.
|
More healthy life,
more healthy generation.
|
|
5. Universities.
|
No need
to explain your role against this pandemic, you already knows what to do or
you have the ability to search about it because, others expect your advices.
|
|
6. Researchers.
|
We will work together;
with your experience, we may fulfill our goals.
|
|
Tertiary audience:
|
|
|
1. Sports Union.
|
You are the best
example for health care Ads.
|
|
2.Shopping Malls and
public markets.
|
You
are supposed to take safety procedures and cooperate with campaign staff.
|
|
3. Worship places
(Imam of the
mosque, priest of the church).
|
People
expect to receive recommendations from you, they trust you. So you will
explain how to keep their families fully protected.
|
|
4. Knowledge and
culture centers.
|
These
building are going to be useful for lectures and meetings.
|
6.
SCHEDULE:
We
set a schedule, which explain the way to implement the stages step by step. And
the use of Ads and media, also we will refer to the messages integrity and the
tactics of its usage.
|
|
Press
release
|
Journal
articles
|
Gossips
rumours
|
Ads
|
|
January
|
No threats of Swine flu
|
First, about economic
war
|
|
General safety against
illness
|
|
February
|
No need for vaccine at
this stage
|
Second, about money
greed
|
This pandemic is a lie
|
|
|
March
|
Still the flu far from
our country
|
Third, about the flu in
general
|
|
Written Ads recommends
people to attend lectures
|
|
April
|
The vaccine is going to
be available soon
|
Forth, misuse of
medicine in Africa
|
our enemy created this
pandemic
|
How to protect yourself
against cold flu
|
|
May
|
The government is taking
regular procedures
|
Fifth, about swine flu
|
|
|
|
June
|
The requested people are
going to have the vaccine
|
Sixth, recovered cases
|
|
Protection against Swine
flu
|
|
July
|
|
Seventh, who is taking
profits of this pandemic
|
The enemy is predicting
of flu to hit us
|
|
|
August
|
No possibilities to
reach the pandemic to our country
|
Eighth, about Swine flu
|
|
Cartoon Ads about
influenza
|
|
September
|
To all people to take
the vaccine according to needed
|
Ninth, bad politicians
usage of situation
|
The vaccine is available
but we do not need it
|
|
|
October
|
The government is always
ready
|
Tenth, examples from
another countries
|
|
How to protect yourself
against Swine flu
|
|
November
|
|
Eleventh, government
efforts against pandemic
|
|
|
|
December
|
No threats of the flu to
hit the country
|
Twelfth, about Swine flu
|
|
Show the government
success
|
|
|
lectures
|
Personal
meeting
|
Cell
phone (sms)
|
|
January
|
Mosques and churches
|
|
|
|
February
|
Teachers
|
Street interview (public
opinion)
|
Ministry of health
assure that no Swine flu infections
|
|
March
|
In Medicine college
|
At city hall with Mayor
|
|
|
April
|
Mosques and churches
|
|
infection H1N1 virus can
be healed
|
|
May
|
Universities
|
With doctors at culture
centers
|
|
|
June
|
Mosques and churches
|
Street interview (public
opinion)
|
Ministry of health
assure that no Swine flu infections
|
|
July
|
Culture centers across
the country
|
Social committees
members
|
|
|
August
|
Mosques and churches
|
Street interview (public
opinion)
|
Wash your hands more than one time
for your protection
|
|
September
|
In city hall
|
|
|
|
October
|
Mosques and churches
|
Street interview (public
opinion)
|
Ministry of health
assure that no Swine flu infections
|
|
November
|
Memos to all schools
|
|
|
|
December
|
Mosques and churches
|
With experts about Swine
flu
|
|
|
|
Interviews
|
News
stories
|
Documentary
|
Internet
|
|
January
|
Radio interview about
alleged crisis
|
|
|
|
|
February
|
|
About cases at
undeveloped countries
|
|
Ads on government sites
|
|
March
|
|
|
About bird flu
|
|
|
April
|
TV interview with
minster of health
|
|
|
E-mail to all government
staff
|
|
May
|
|
About pandemic war
|
|
|
|
June
|
|
|
About Swine flu
|
|
|
July
|
Interview with doctors
|
|
|
Internet site about
Swine flu
|
|
August
|
|
How to launch a lie
|
|
|
|
September
|
Interview with
social committee member
|
|
About medicine factories
|
|
|
October
|
|
Relation between
medicine and politics
|
|
|
|
November
|
Distribution of vaccine
according to priorities
|
|
|
|
|
December
|
|
|
Politics and swine flu
|
|
Note:
We
focused on news paper, Ads and press release because the campaign is going to
launch by the government and we will use the government`s tribunes, so it needs
to be more legitimate to be accepted by the public.
7.
BUDGET DETAILS:
|
|
Quantity
|
Cost/ unit
|
Total ($)
|
|
|
Staff
|
||||
|
Salaries
|
|
|
150000
|
|
|
Operating costs:
|
||||
|
Ads
|
7
|
40000
|
280000
|
|
|
Press release
|
10
|
5000
|
50000
|
|
|
interviews
|
5
|
10000
|
50000
|
|
|
Journal articles
|
12
|
1000
|
12000
|
|
|
Documentary
|
4
|
50000
|
200000
|
|
|
News story
|
4
|
25000
|
100000
|
|
|
Training courses
|
|
|
15000
|
|
|
Personal meeting
|
8
|
10000
|
80000
|
|
|
Lectures
|
12
|
5000
|
60000
|
|
|
Internet
|
3
|
5000
|
15000
|
|
|
Cell phone (sms)
|
5
|
10000
|
50000
|
|
|
Equipments
|
||||
|
Computers and
Machines
|
|
|
50000
|
|
|
Transportation
|
Government Provide
|
|||
|
|
|
|
|
|
|
Total
|
|
|
1112000
|
|
|
Evaluation 10%
|
|
|
111200
|
|
|
Sub total
|
|
|
1223200
|
|
Clarification:
Costs set according to the country prices, for we will purchase and use
local Equipments and we will recruit part time employees. Practically, the
government will provide buildings and transportation even staff for training to
deliver our messages to the public through meetings, social committees and
lecturers, which is the reason of our low prices.
Government employees (teachers, psychological consultants and health
centers) will help us with same their responsibilities as part of their duty.
8.
RESOURCES REQUIRED:
1)
Population statistics: last updated.
2)
Information about other languages in
the country.
3)
Detailed map of the country and
cities.
4)
Memo to all mayors and senior
government employees to cooperate with our employees and envoys.
9.
EVALUATION PLAN
The sources
of this evaluation based on researches made before and after the campaign, in
other word it should focus on the audience and its behaviours. We should
measure the public knowledge about swine flu each 4-6 weeks during the campaign
implementation, it is very important to do this kind of measurement to catch
out the weakness points before it effect negatively on our campaign. List of main factors which
can be used to measure the results of our campaign (it will be a list of questionnaire):
·
What is the public health issue the
practice addresses?
·
Did all audience receive the message?
·
How does the practice address the
issue?
·
Can we rate the responsiveness of the
public? Is it good?
·
Did the public understand the messages?
·
Does it appear that we will fulfil our
target?
·
Did all audiences implement our
recommendations?
·
How can we know that?
·
How can we notice that the Government
is gaining more confidence?
·
How many press releases we have
arranged? Is it enough?
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Did we do our job the right way?
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Did we follow the procedures?
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Have we gain the public`s confidence?
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How can we know that?
·
Does the positive effects of the Ads
are far more than the negative effects?
·
What process was used to determine the
public health issue’s relevancy to the community?
Note:
To answer the above questionnaire we
may use surveying by the internet, phone line, street interviews or group
meetings. It should be based on integrated factors and approved team or company
with unanimities voting of your respectful council members and our company
administration.
Unite two:
2.1 What is H1N1 influenza?
This
pandemic descends from the influenza family, which discovered decades ago, but
no one noticed that this pandemic is as dangerous as it is now. “Swine
influenza was first proposed to be a disease related to human influenza during
the 1918 flu pandemic, when pigs became sick at the same time as humans. (Wikipedia)
2.2 Transmission to humans
First case shows that this air transmitting virus is very dangerous,
because one carrier can expose enough number of people to infect a city. “People who work with poultry and swine,
especially people with intense exposures, are at increased risk of infection
with influenza virus endemic in these animals, and
constitute a population of human hosts in which zoonosis and re assortment can
co-occur. Vaccination of these workers against influenza and surveillance for
new influenza strains among this population may therefore be an important
public health measure.” (Wikipedia)
Prevention of pig to
human transmission
Unite three:
CAMPAIGN PLANNING:
3.1 Preface:
The public relations plan is one of the
most important documents you will produce in your career. It has been said that
public relations is the result of form and substance. While this is not exactly
true, it does have some basis when you're trying to persuade your client or
boss to let you spend their money. How you say it (form) and what you say
(substance) will likely determine your success or failure in getting your
proposal accepted. (Miyamoto no date)
3.2 Planning and creativity:
This garbage! Every person is able to plan and manage - we do it all the
time. We plan our home - what to eat and when - and especially if invite friends.
(Gregory 2008)
(Green) argued that “the subject of
creativity in public relation is something of an enigma.” He indicates that PR
officers do not need books or text books to handle their responsibilities; it
is a matter of situation which they involve. On the other hand, flexibility in
finding solutions for any crisis may face the company reputation.
3.3 Why is planning
important?
It is legal to ask, "Why plan?” There is always more to be done, why not start, and they do it? (Gregory 2008)
It is legal to ask, "Why plan?” There is always more to be done, why not start, and they do it? (Gregory 2008)
There
are several good reasons for planning:
1. Planning focuses effort. Ensure that planning to exclude
1. Planning focuses effort. Ensure that planning to exclude
non-essential.
2. Planning improve effectiveness.
3. Planning encourages long-term vision.
4. Planning helps demonstrate the value of money.
5. Planning eases mishaps.
6. Planning allay the conflict. When setting a program or campaign, there are
2. Planning improve effectiveness.
3. Planning encourages long-term vision.
4. Planning helps demonstrate the value of money.
5. Planning eases mishaps.
6. Planning allay the conflict. When setting a program or campaign, there are
always conflicts between interests and priorities
; planning helps you to face
those difficulties and find a solution before
it arise.
7. Planning helps to increase productivity.
7. Planning helps to increase productivity.
3.4 Goals and Objectives
Miyamoto
clarifies the campaign goals factor in comparing with objectives, because some
mistakes happens in putting objective as goal. In another meaning, absorbing
the goals from objectives.
Goals are general directions, somewhat
nebulous, that are not specific enough to be measured. Think of the word
"go." It has no end. A good example is the signature line of the Star
Trek television series: "To boldly go where no man ("no one" in
Generations) has gone before." You can't measure it, and you probably will
never know if the goals were accomplished, because once humans have gone
somewhere, we've been there, and there are still other places to go since the
universe is infinite and has no end.
Objectives, on the other hand, are
specific and measurable. They can be output objectives, or they can be
attitudinal or behavioral. But most of all, they can be measured. They are
concise. They are specific. Think of the word "object." You can touch
it, it's there, it's actual, it's finite. Back to the goal. State your campaign
goal simply and resolutely. State it confidently, with all the bravado you can
muster, secure in the knowledge that the question, "Did you accomplish
your goal?" can never be answered.( Miyamoto no date)
3.5 Planning and Managing
Public Relations Campaigns
“The planning process seems very clear when it is developed
in this way. And with that, there are often problems in the application.”
Gregory 2008 explaining the use of the following figure 3-4, and continue:”Provides
the outline of the planning process made a solid basis for planning, and this
pattern can be followed whatever the scale of the task.”
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Analysis
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Publics
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Messages
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Strategy
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Tactics
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Timescales
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Resources
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Evaluation
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Review
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Figure (3-4) logic
steps for planning process
(Source Gregory 2008, p.51)
3.6 How to Write a
Comprehensive Public Relations Plan?
Miyamoto believes that: “a well-organized and
attractively prepared proposal will win out every time.”And recommends to use
the following steps to fulfill our aims. (no date)
1.
Letter of transmittal
2.
Executive summary
3.
Situation analysis
4.
Problem and consequences
5.
Campaign goal
6.
Audience identification and messages
7.
Audience objectives
8.
Strategies
9.
Communication Tactics
10. Schedule
11. Budget
12. Evaluation plans
13. Pertinent research
14. Communication samples
3.7 Audience Identification and messages:
(Miyamoto no date) Generally
speaking, there are three types of audiences:
- Primary: This is the audience or public that you specifically
want to influence. It's the people whose behavior you're trying to change.
Influence them, and you've done your job well.
- Secondary: These are "intervening" audiences. These are
people who can intervene on your behalf and influence the primary
audience. Convince them that you're right, and they can help you get to
the primary audience. You've heard of "third-party testimonials"
that are more credible than your direct communication? Secondary audiences
are those "third-party" people. Influence the secondary
audiences and your job will become a bit easier. Their "endorsement"
of your cause serves as their "testimonial."
·
Tertiary: These are
"special" publics composed primarily of organized groups (e.g.,
clubs, councils, associations) that can mobilize quickly and endorse your
cause. They usually have an established means of communication with their
membership via newsletters and other media.
3.8 Strategy:
Strategic
management involves making, implementing and evaluating decisions that will
enable an organization to meet its long-term objectives. It is a process that
defines the organizational mission, vision and objectives and then develops
policies and plans to achieve those objectives. Resources are then allocated to
implement those policies and plans. For each plan there will be a strategy, or
overall approach, for achieving the objectives that have been set. (Gregory 2)
3.9 Tactics
Which
communications methods are we going to employ? How do these relate to other
corporate activities? Remember that tactics (the daily activity program) should
clearly link to strategy, and all non-strategic activities should be
rejected. (Burton CIPR)
3.10 Schedule
(Miyamoto no date) You must show
that you have thought through the plan to the smallest details. In this
section, present your planning calendar. Be specific and comprehensive. Include
specific dates whenever possible. Tell the client exactly when you're going to
conduct the action events and communication tactics you noted earlier. Also,
tell the client who will be doing the work.
3.11 Analysis first step in planning:
(Gregory
2008) Analysis is the first part of the planning process. This requires
research to identify issues that must be evaluated on the basis of your public
relations program. And without reaching to the essence of those issues, you are
not going to have an effective and reliable program, and can fulfill the
objectives of the company.
3.12 PEST Analysis
A commonly used and immensely valuable
technique for analyzing the external environment is a “PEST “analysis. “PEST”
divides the overall environment into four areas and covers just about
everything that can affect an organization. The four areas are: Political,
Economic, Social and technological. (Gregory 2000)
3.13 SWOT Analysis
Strength, Weakness, Opportunities and Threats.
Sometimes,
it is useful to analyze using the application "SWOT" on the classifications and
types of activity, and such as: company, goods, income and others. (Gregory 2008)
3.14 Budget
(Miyamoto no date) Putting a budget
together is especially difficult when you are working on a hypothetical case,
or if you are not sure of the client's requirements ("Why don't you
present three scenarios -- minimal, moderate and optimal -- and we'll pick the
one we can afford").
3.15 Guide to research
Some
research such as desk research can be carried out by the PR practitioner.
However, most forms of research are best supplied, or carried out, by reputable
market firms to ensure that PR planning is soundly based and results objective
and totally valid. (CIPR Skills Guide)
Research types
• Qualitative research
• Quantitative research
• Media evaluation
• Omnibus survey
• Panel
• Polling
• Pre-testing
• Response
• Syndicated survey
• Tracking study
3.16 Resources
Gregory2008 divided the sources of
successful public relations campaign planning into three kinds: human
resources, operating costs and equipment.
3.17 Evaluation:
Evaluation is one of the most important
bases for a successful Public Relation campaign. It guides the PR officer
through the public`s (audiences) mind to tell him what the other step is going
to be. Moreover, you may control the results by doing fruitful evaluations. Sure
we cannot ignore surveying which have effective impression on implementing the
procedures to success our campaign. The following
chart contains the best to evaluate a plan :( Gregory 2008)
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EVALUATION OF PUBLIC
RELATIONS PROGRAMME
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STAGES
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ACTIVITIES
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METHODOLOGIES
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Results
OUTPUTS
INPUTS
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Objective achieved or problem solved
Number who behave in a desired manner
Number who change attitudes
Number who learn messages content (e.g. increased
knowledge, awareness, understanding)
Number who consider messages
Number who receive messages
Number of messages supporting objectives
Number of messages placed in the media
Number of messages sent
Quality of message presentation
(e.g. newsletter or brochure design, newsworthiness of
story)
Appropriateness of message content
Appropriateness of the medium
Adequacy of background information,
intelligence, research.
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Observation (in some cases)
Quantitative research
Sales statistics, enrolment, etc.
Quantitative research
Qualitative research
Readership, listenership or viewership statistics
Attendance at events
Inquiry or response rates (e.g. coupons calls)
Circulation figures
Audience analysis
Analysis of media coverage( breakdown positive,
negative and neutral- e.g. media content analysis)
Media monitoring ( clipping and broadcast media
tapes)
Distribution statistics
Expert review- Audience surveys
Feedback- awards
Readability tests (e.g. Gunning Flesch. SST)+ Review
Pre-testing (e.g. focus groups)
Case studies+ Pre-testing
Review +Benchmark
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Figure (9-1)
Macnamara`s macro model of evaluation (source Gregory 2008, p195)
REFERENCES:
v
Britannica encyclopaedia 2008
v Burton,
DI Public Relations Strategy a
step-by-step approach. CIPR website. http://www.cipr.co.uk/member_area/info/guides/strategy.asp
v Green.
Andy, Creativity in public relations. 3rd ed. Chartered
Institute of Public Relations. Google website my library. http://www.google.com/books?id=ui8NDvTmri4C&pg=PP1&dq=creativity+in+public+relations&ei=K0iDSu6hGqS6zATIkoXJCg&hl=ar#
v
Gregory, A., 2000. Planning and Managing Public Relations Campaigns. 2nd
ed. London:
Kogan Page Limited. Arabic copy, 1st ed. SPR Agency, Damascus
2008.
v Ronald
D. Smith, Strategic Planning for Public Relations. 2nd ed. Lawrence Erlbaum Association 2004. Google
website my library. http://www.google.com/books?id=OWzFga3K0kC&printsec=frontcover&hl=ar#v=onepage&q=&f=false
v
Wikipedia website, Swine Influenza. http://en.wikipedia.org/wiki/Swine_influenza
v Miyamoto.
Craig. How to Write A Comprehensive Public Relations Plan.
No date. CIPR website. http://www.cipr.co.uk/member_area/info/guides/prplan2.asp
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