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:RELATIONS CAMPAIGNS

AND ISSUESTOPIC 1:1. WHAT IS PUBLIC RELATIONS CAMPAIGNS

AND ISSUES

2. TYPES OF CAMPAIGN

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WHAT IS CAMPAIGNS?

Campaigns are coordinated,purposeful, extended efforts designed

to achieve a specific goal or a set of

interrelated goals that will move the

organization toward a longer-range

objective expressed as its mission

statement.

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WHAT IS CAMPAIGNS?

Campaigns are designed anddeveloped to address an issue, to solve

a problem or to correct or improve a

situation.

A campaign may be constructed

around a positioning statement -an

objective operating statement for the

organization.

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WHAT IS CAMPAIGNS?

The term positioning is often used inmarketing to refer to a competitive

strategy-a way to identify a niche in the

market for a product or service.

Positioning in public relations program is

to build a communications effort

around a statement that describes the

organizations positioning of itself.

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What is issue(s)?

Issues are problems that arises in acompany or organization which the

public relations practitioner need to

deal with it and monitor it.

Monitoring helps management foresee

when opinion is likely to build around

incidents or trends.

The emergence of an issue creates anopportunity.

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5 steps in handling issues

1. Sensing the problem (research);

2. Defining the problem (throughjudgment and priority setting);

3. Deriving solutions (through policyand strategy selection);

4. Implementing them;

5. Evaluating outcomes.

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Role of public relations

practitioner

PR practitioner must act as anintervenor and relationship-builder who

tries to prevent a potential problem

from getting out of hand.

Sometimes the PR practitioner must play

devils advocate - raising all the salient

arguments against a proposed course

of action and explaining which decisionwill have adverse effect on certain

groups.

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public relations research

Public relations research is done to find outabout issues, publics, media contents,media audiences and to evaluate publicrelations results.

Involves extensive research, includingdocumented evidence of a particular issueor situationsymptoms, reactions, affectsof certain stimuli, and the conclusionreached following the study.

Research is also a case studymay show acorrelation between two factors, whetheror not a causal relationship can be proven.

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public relations research

PR research or case study must be based onthe physical evidence, interviews, andobservations.

What is feasibility studies? Feasibility studies are preliminary investigations into

the potential benefits associated with undertaking aspecific activity or project. The main purpose offeasibility study is to consider all factors associatedwith the project, and determine if the investment oftime and other resources will yield a desirable result

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TYPES OF PUBLIC RELATIONSCAMPAIGNS

1. Public awareness campaign

2. Public information campaign whichprovides information together with

awareness and is totally different from asimple awareness campaign;

3. Public education campaign in whichmembers of a public are emotionally and

attitudinally comfortable enough that theycan apply what they learn to dailybehavior

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TYPES OF PUBLICRELATIONS CAMPAIGNS4. Reinforcement of attitudes and

behavior of those who are inagreement with your organizations

position;5. Changing or attempting to change

attitudes of those who do not agree;

6. Behavior modification campaign, forexample, to wear seat belt.

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CHARACTERISTICS OF SUCCESFULLCAMPAIGNS

5 Principles of successful campaigns:

1. Assessment of the needs, goals and capabilitiesof priority publics;

2. Systematic campaign planning and production;

3. Continuous monitoring and evaluation to see whatis working and where extra effort needs to bemade;

4. Consideration of the complementary roles of

mass media and interpersonal communication;

5. Selection of the appropriate media for eachpriority public, with due consideration of thatmediums ability to deliver the message.

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Successful campaigns indicate Five elements

1. Educationalaspect of a campaign - telling themsomething they didnt know or giving them a

different perspective or way of looking atsomething they already knew, or thought they

knew.2. Engineeringwhich is the objective of almost all

campaigns. Engineering involves ensuring thatmeans are there (and convenient) for publics to

do what you want them to do. Example, if youwant them to throw trash in containers instead ofon the ground, the containers must beconveniently located.

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Successful campaigns indicateFive elements3. Enforcement -any campaigns there must be

something beyond incentive to underscore thesignificance of the campaign. Education andengineering failed to elicit behavior change until

laws approved fines for noncompliance.4. Entitlement (reinforcement)-means that publics

are convinced of the value of the appeals of thecampaign and in a sense buy into the message.

5. Evaluation is a campaigns report card. Itidentifies what kind of desired behavior changeoccurred, when and in which.

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What is hearsay?

Hearsayis used to refer to rumors andunsubstantiated information.

It also refers to evidence obtained

through a second-hand source.

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