Campaigns are a significant part of the public relations profession and should be carried out with meticulous planning and thorough management. Specific step-by-step measures should be taken when planning any PR campaign to ensure it meets the objectives set or, in other words, achieves what needs to be achieved.
Thorough planning processes in PR campaigns demonstrate that whatever results occur are deliberate or, indeed, have be taken into consideration. Here I’ll list the 12 stages of planning a successful PR campaign.
RESEARCH
No matter what kind of PR activity you’re involved in, research will be at the core of it. Depending on what you’re doing, different research methods can be used at various times. For example, if you’re working on a campaign to influence teachers that a school drug testing programme will help eradicate drug abuse among pupils, you might want to find out their current opinion by carrying out a nationwide questionnaire among teachers. Or maybe you’re embarking on an internal communications audit and want to speak more in depth with employees. Initiating a focus group might be a good means to do this.
Research methods are categorised into two groups:
Primary
This is finding out the information you want first hand: Questionnaires, one-to-one interviews, telephone interviews, focus groups, blogs etc.
Secondary
Often called desk research and involves gathering information from already published sources: Books, journals, papers, libraries, Internet etc.
SITUATION ANALYSIS
The research you’ve carried out should clearly define the current situation with regard to the campaign. Depending on what’s involved, this might include an organisation’s current situation in the market, how it’s perceived by customers or staff or how it’s fairing financially. Going back to the drug testing in schools example, it might include the current situation with regard to public opinion on the issue or how it’s been portrayed in the media. Whatever your campaign involves, you must be absolutely aware of everything both internally and externally.
From this you can carry out a situation SWOT analysis to examine Strengths, Weaknesses, Opportunities and Threats of the current situation, and a PEST analysis to examine the external environment Politically, Economically, Socially and Technologically.
OBJECTIVES
Once you’re aware of the problem(s) your organisation is facing, you can then define the objectives of the campaign. The objectives are what is hoped to be the end result of the PR activity. Each objective must be SMART.
Specific: Are they clearly defined and comprehensible?
Measurable: Can each objective be measured in the evaluation?
Achievable: Considering other factors (e.g. budget and timescale) are they achievable?
Realistic: Are you being realistic given the resources you have?
Time: When do you want to achieve the set objectives?
Depending on the situation, sometimes the objectives set can initially be before the research has been undertaken.
IDENTIFYING PUBLICS
Who do you want to talk to? The research carried out in the initial stages of the planning process should have identified each public relevant to the campaign. This is crucial to ensure your key messages are communicated efficiently as possible. The research also should have identified each public’s current attitude to the situation allowing you to tailor your key messages appropriately. Using the drug testing in schools example, publics can also be sub-categorised into:
Latent publics: Groups that face a problem but fail to recognise it – pupils
Aware publics: Groups that recognise a problem exists – teachers, media, parents
Active publics: Groups that are doing something about the problem – Drug organisations, the Government.
IDENTIFYING STAKEHOLDERS
Once the publics of this campaign have been categorised, it is then important to identify who the stakeholders are. A stakeholder analysis is not as specific as identifying publics as it looks at everyone that is involved in the campaign as opposed to only those who need to be communicated to. Publics can also be categorised as stakeholders also. A stakeholder analysis may involve:
* Employees
* Identified publics
* Suppliers
* Senior executives
* Investors
* Etc
KEY MESSAGES
Once you know the issue you’re facing, the current situation of the organisation (both internally and externally) and who you want to talk to, you then have to plan what you want to say. Every PR campaign needs to have a set of messages that forms the main thrust of the communication. These messages need to be clear, concise and readily understood. Key messages are important for two reasons. First of all, they are an essential part of the attitude forming process and second, they demonstrate the effectiveness of the communication. Key messages must not cross over or conflict.
STRATEGY
The strategy in a PR campaign is often confused with the tactics. However, the strategy is the foundation on which a tactical programme is built. It is the theory that will move you where the current situation is now to where you want it to be. The strategy is usually the overlying mechanism of a campaign from which the tactics are deployed to meet the objectives. A good example, albeit a rather gruesome one, of strategy and tactics is noted in Gregory’s Planning and Managing Public Relations Campaigns where she describes the US’s plans to move against Iraq following its invasion of Kuwait:
The objective: To get the Iraqis out of Kuwait
The strategy: According to General Colin Powell was to cut them and kill them
The tactics: Pincer movement of ground forces to cut the Iraqis off from Iraq, carpet bombing, divisionary tactics, cutting bridges and so on.
TACTICS
The PR profession has a number of tactics (or tools) in its armoury. The challenge is choosing the right tactics to meet the objectives. Again, depending on what type of campaign you’re involved you might use media relations, lobbying, events, interviews, blogger relations, presentations, consultations, newsletters, competitions, podcasts, stunts, websites, conferences, photography, video news releases, etc etc.
Remember, don’t use no new fangled tactic because it’s perceived to be cool, cutting edge or the in thing. Only use the tools that will best help you meet your objectives. Although, creativity is always paramount.
TIMESCALE
Now you know the overall strategy and which tactics you’re going to use, you’ve then got to allocate a time to do it. A timescale allows you co-ordinate your tactics appropriately and helps you be aware of certain deadlines. Not only that, if there are certain future events that relate to your campaign, you can tailor a tactic in your timescale to coincide.
Take the drug testing in schools example I mentioned earlier. If you know that 10 July is National Drugs Awareness Week then you might want to mount a media relations campaign throughout that week. Or on the flip side, if there are more prodominant happenings in the news agenda you could hold off until things have died down. An example of an annual planner might look like this:
This campaign tends to drip in the beginning stages, burst through the middle and then drip toward the end
BUDGET
Allocating the budget is an essential part of a campaign so all costs should be taken into consideration. The primary reason for a budget lets you know what you can or can’t do, but it also allows you to allocate money to the specific areas of the campaign:
Operating costs
Distribution, administration, travel, production, seminars
Human
Overheads, expenses, salaries
Equipment
Telephones, furniture, computers
CRISIS ISSUES AND MANAGEMENT PLACE
Risk is an inevitable part of some PR campaigns, so being thoroughly prepared in case a problem does occur is paramount. For detailed information on devising a crisis communications plan (CCP) see this post I made earlier.
EVALUATION
The evaluation is an ongoing process particularly in a long-term PR campaign so it is critical to constantly review all specific elements. Evaluating a campaign should be done in two ways:
Ongoing
The ongoing review is what will be carried out throughout the campaign. It is not calculated at the end of all the campaign activity, but constantly throughout. If certain elements of the campaign are not working as effectively as thought in the planning stages, it can be re-focused or re-jigged to fit.
End
The end review will take place after all PR activity has finished and where the final results will be compared against the campaign objectives. To do this, the tactics for each objective will be analysed individually and critically.
The evaluation is vital to discover which parts of the campaign were successful and which were not. Not only that, it helps determine what the current situation is after the PR activity has ended.
The evaluation process is the ‘added value’ of PR and is something that should not be neglected.
Happy campaigning.
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pr+campaign, pr+campaigns, planning, public+relations, pr, stephen+davies
Stephen is a communications consultant based out of the UK. You can connect with him on Twitter or check out his LinkedIn profile. | Email Stephen
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Drew B's take on tech PR
Nice one Stephen. What an uber PR post it is!
Stephen
Thanks Drew!
It wasn’t meant to be quite as long but I got a little carried away.
david jones
I’ve been in this biz for 15 years and this one of the clesrest articulations of what a real PR campaign is built on.
Unfortunately, we don’t always get the luxury of time, budget or patience to plan, execute and evaluate in this way.
The old saying “you can have it good, fast and cheap…pick two” applies in far too many cases. Guess which two get picked the most?
Stuart Bruce, BMA PR
At the risk of sounding like one of those irritating “me too” comments I agree with Drew. Even for seasoned veterans a check list is always useful when planning anything from a whole PR campaign to a one off event.
Stephen
Thanks guys,
I must credit the University of Sunderland though. They brainwash it into us from day one!
Richard Millington
Great useful stuff.
Stephen
Thanks Richard
Dario
Hey stephen. I’ve been coming to your blog for over five months now. The more I become aware of what PR is, the more I get “slapped in the face” with questions such is PR for me? This is the first time I’ve actually come a mock plan of a pr campaign. Thanks for that!! This is why Iove your blog!
Dario
Stephen
Wow! Thanks for the kind words, Dario.
No doubt a lot of people (students?) go through different phases of what they want to do with their life/career.
But the great thing about PR is that you can really find your niche. Be it tech PR, fashion PR, consumer, charity, events etc. etc.
Either way, good luck.
Chris Clarke
A great review of this past year at college for me. It wasn’t particularly interesting as a series of lectures, but it is fascinating stuff in blog form…well, at least not nearly as boring.
Good to hear that some of the things I learned were useful to real PR pros and my year was not a complete waste of time. Thanks, Stephen!
Drew B's take on tech PR
I wish I had a Dario!
Stephen
Drew, you did. I seem to remember you being a particular favourite of a certain bunny.
Kami Huyse
Are you studying for your APR
Really, I will use this article for the APR class I am teaching right now, thanks for laying it out.
Stephen
No worries Kami. Glad to have helped.
Claire
Thanks for this, I’m studying for my MAPR at the mo and I just lost my book with all this info in, you’ve helped me out of a tight spot!
Octavio Isaac Rojas Orduña
Well done, Stephen.
This post is great.
Dario
Hey Stephen. How are you?
I found this just now. I thjought you might find it quite interesting. It has to do with blogging and depression.
Hope you enjoy it!
Stephen
Claire, Octavio, Dario: Thanks a lot.
Dario: Where’s the link to the article you mentioned?
Cheers,
Monica
Thanks for your informative post Stephen!
For me personally, I don’t think your post could have come at a better time. I am a senior at Auburn University (Alabama) and am in a PR Campaigns class right now. If there was to be a capstone for our PR program, this class would be it.
Right now our class is researching our clients and using such tools as ROSIE (research, objectives, strategy, implement and evaluation) and RACE (research, action, communication and evaluation). Thanks to your post, our class now has another tool to help us in our campaign strategy. I appreciate your clear and accurate way of depicting what a real campaign should be based off of.
Stephen
Thanks Monica. It’s the first time I’ve heard of ROSIE and RACE. I think I may steal those accronyms from you.
Paull Young
Stephen, I’ve taken a few days to get to this but I’ll add a back-slap.
We use a similar communication strategy at CSU Bathurst.
I think it’s great you’ve put a clear and concise summary of this up on the web though – it will surely be a great resource.
Good on you mate.
Stephen
Cheers mate,
Careful with the back slapping though. You Australians … so rough!
Bjoern Hasse
Really great stuff, Stephen.
Would be nice to discuss this someday…
Hillary
I agree with what you’ve posted so far, but I feel you’ve missed something very important. I am a PR student in the US and my school emphasizes the relationship maintenance that comes after the evaluation. Like Monica we are taught the RACE model, but we are also taught the ROPES model, which is research, objectives, planning, evaluation and stewardship. Afterall, what good was all of the work you did to create the relationship if you do not work to maintain it on some level, even after the campaign is finished?
Mary
This is so complete and very useful for beginners. I totally believe that PR campaigns should be well-planned and researched. And this post brings exactly that.
Sasank
Hi,
Its quite good Stephen, I m working on a PR plan for a radio station launching, It will help me definitely. Can you suggest me anything for the same.
Thanx
Jonathan Goh
Fantastic analyisis. PR campaign is all about in depth reasearch bafore carrying out the campaign.
Latoya
This was very useful informaion. I am preparing a plan for work and trust me, this sure did hit the nail right on the head.
I am very grateful
spymistress
Hi Stephen, I just stumbled on your blog a few minutes ago, I have been looking for such a blog for a while but I guess I wasnt looking in the right place.
I am a student of PR in University and these seems like good timing for me for I have just entered these years PRSK Young Achievers Award which will be in November. I entered last year and came out on top.
Now I want to maintain this spot, but these means I need to perfect my “skill’. This time we are designing a campaign on how to educate the public about Public Relation, a major issue in my country. Am still working on the target audience, the comunication strategy and all the rest time will tell.
Anyway. hopefully your model will help me horn these prize which is very important to me. Thanks again.
theresa
I am currently studying PR at university. I am just about to have a lecture on planning a PR campaign and this has really helped. The PR world fascinates me and the more I hear and learn about it the greater my ambition grows to be successful in it.
Nikki
Hey, i just want to say that this really helped me. I had an assignment from uni which was “Planning is crucial to the success of PR, do you agree?”. I obviousley knew the straigh away that i agreed with the statement but this helped me to expand and portray in my essay how much thought is meant to go into PR campaign so i would just like to say THANK YOU
Veronica
Hi,
Do you know where I can find case studies about pr campaigns for educational programs?
Thanks
Robert
Thanks for having such a compehensive PR plan here. I was studing PR and Media, and i started a second course, Advertising Management.
I started to work at a company, but the boss doesn’t know what a PR campaign looks like, but he has supposedly done some. (liar) Its a marketing, graphic design, and advertising agency. so far i’v only seen the graphic side. this is the last time i set foot here. I’m going to look for another job, with a better boss.
Emina
Hi Stephen,
Could I possibly have your full name as I want to reference some of the info in your blog please?
Thanks for putting everything in plain english, very helpful
Cheers
Emina
Stephen
Hi Emina, glad it has helped. My full name is Stephen Davies. Here’s more info about me on my About page in case you need it.
Emina
Cheers Stephen! I’d put you down as Jones for the time being!!
Emina
naima
This quite good like what I learnt in class but what boggs me though is that the differencce between your objectives and strategy is thin. I am working on pr campaign for an alternative media and advertising in the main media wont be logical because this altrnate media is non commercialised and isnt directly underanyones control. The main aim of this media is to recruit journalists world wide and increase internet hits. Any craetive ideas thanks
agirl
i am from maldives and i was seraching for a help to do a project on PR and i found this article..it was really helpful. Nice work
agirl
i am from maldives and i was seraching for a help to do a project on PR and i found this article..it was really helpful. Nice work!
Dare
Hi Stephen,
I’m writing from Lagos in Nigeria. Just stumbled on your article and am much grateful for it. right now I’m engaged in a job not outrightly unrelated to corporate communication which is the sole reason I read mass communication a part of which is PR.
Right now I work in customer services and do hope to get back to corporate communication sometime soon. Ur article has helped in no small measure to remind me of some of the things I’ve forgotten as essential to PR planning.
Joy Kennelly
I just utilized your information with a new client. Thanks! I’m going to have to check your site out more often or get the feed. Thanks for sharing!
JOY
Stephen
Glad it helped, Joy.
sanchari
ur notes aren’t only simple but really informative…… this has been the best reference for my term paper….
thanks a lot for this help… tc
manju wakhley
I have a paper on PR tomorrow. The information on PR campaign was really helpful. thanks:)
Bhutan
Buhle Mbonambi
WOW! Thanx so much. This helped me so much with my Public Relations assignment. It’s clear, concise and everyone can understand it.
thanx again PRBLOGGER
prisca peters
very useful piece
Desmond Johnson
I am working as a Public Education Officer in an establishment fighting against corruption. Can any one help me with stratigies that I can use to change the behaviour of people away from corruption?
Grace
As a PR Student .. I just want to say THANKYOU! great blog and terrific explanation of a PR CAmpaign
unsworth sugden pr
comprehensive pr campaign blog
katie
Hi Stephen,
I have been doing some freelance PR lately for a two companies and have seen great rewards from my campaigns. However I recently have been thinking that I should start up on my own, what advice could you give me? Is this a wise idea at the present time?
Katie
VinitVishal
Thanks for your discrete representation of facts, theoretically.Now I will defenitely pass my paper wth flying colours. Ha..Ha..