Developing aPublic Relations

campaign

Developing aPublicitycampaign

A publicity campaign tells a story• People like stories . . .• A story is the way we understand something• In the theater, a story = about two hours• In PR campaigns, a story = about two hours . . .

… in five-minute bits and pieces

… in headlines and bumper stickers

… in photos … etc.

• The story is told by news media

Publicity is not Advertising

Advertising = paid announcements

Advertising will buy you name recognition,…but it is not a good way to tell your story

Maximum control over placement,

but minimum credibility

Advertising = “paid media”

Public Relations (publicity) = “earned media”

News media = credibilityNewspaper: “Third party endorsement”

Television: “Seeing is believing”

Radio: “The buzz is good”

Internet: “The details”

How to get the news media to tell your story: That’s the essence of the PR campaign

In a PR campaign you play to win

You are in a contest –

Competing for “share of mind”

Competing for credibility with editors

Competing against your critics

You have to “win an argument”

Two big questions

Who is your audience?

What is your message?

Who is your audience?

Depends on what you want to accomplish.

Ultimate audience

Opinion leaders

“The Media”

Your own supporters *

What do you want to accomplish?

Raise awareness

Communicate a message

Motivate behavior (e.g., sell something)

Generate prestige (win something)

Build your organization

What do we want to accomplish?

(our case history will be a citywide PR campaign to publicize the 60th anniversary of the Battle of Warsaw (the “Warsaw uprising” of 1944)

Working toward a message

PR = “Problem” + “Resolution”

What is the “problem” you are solving?

What is the issue that needs attention?

What is your personal concern?

What core values are implicated?

Why should everyone become interested?

Message = three parts

1. “Problem”/solution

2. Connect to values

3. Call to action

Think of them as three sentences in a single sound bite

Also as three key points to be communicated

Message = three parts1. “Problem”/solution

• Heroism in a time of terror – sound familiar?• An entire people said “Let’s roll.”• Hastened the end of the war• As tragic as Troy• Against great odds, a calculated risk.• A heroic moment not just for Poles but for

Western civilization – “our finest hour”

The Battle of Warsaw stands alongside Stalingrad and the Normandy invasion as one of the turning points of WWII. Yet the genius and the courage of its warriors is too often overlooked

Message = three parts2. Connect to values

• Sometimes heroism is greater than a single hero. . .

• Sometimes an entire people are called by history to take a stand

• The warriors of Warsaw rose to the challenge• “Remember Warsaw”

The Battle of Warsaw stands alongside Stalingrad and the Normandy invasion as one of the turning points of WWII. Yet the genius and the courage of its warriors is too often overlooked. Once again, Poland is at the center of the Western military alliance. We owe an eternal debt, that we can repay by honoring the 60th anniversary of their bravery.

Message = three parts3. Call to action

• You thought you’d heard it all? Take a moment to learn something significant – and exciting – about World War II

• Join with us – share the pride & excitement

The Battle of Warsaw stands alongside Stalingrad and the Normandy invasion as one of the turning points of WWII. Yet the genius and the courage of its warriors is too often overlooked. Once again, Poland is at the center of the Western military alliance. We owe an eternal debt, that we can repay by honoring them in a month of celebrations. Join with Chicago’s proud and thriving Polish-American community in our commemoration of the 60th anniversary of their bravery.

Each message part is a key point

1. Historical significance, often overlookedFact sheets, paragraphs of information on the uprising, with reference to the 1943 Jewish uprising to avoid confusion.

2. Battle of Warsaw a triumph of the spiritAn entire people united in their heroic defiance of the Nazi juggernaut, which they battled to a draw, with implications.

3. Coming soon: month of commemorationSpecifics on the program, events, connections.

Message shapes all communications

• Press release format:– Lead (message)– Key point #1 (historical significance)– Key point #2 (values & analogies)– Key point #3 (call to join us)– Conclusion (repeat message, e.g. as quote)

• Similarly for pitch letter, PSA, etc.

S.W.O.T

• SWOT analysis:• SWOT analysis:– Strengths– Weaknesses– Opportunities– Threats

• Requires research

What are your strengths?

What do you have going for you?

What makes your message compelling?

. . . convincing?

What are your weaknesses?

What are the disadvantages?

What are the downsides?

What are your opportunities?

Good timing? . . .

Support of a celebrity or prominent official?

Other advantages?

What are your threats?

What are the challenges to the success of your message?

What are the counter-messages that you might face?

PR Campaign plan outline• Situation analysis (S.W.O.T.)

• Target audience(s)• Goals (what do we hope to accomplish?)• Objectives (what needs to be done?)• Key messages• Strategy (or Strategy/Tactics)• Tactics (or Strategy/Tactics)• Timeline

(and two more elements we’ll talk about later)

Situation analysis

• Requires research– Allow plenty of time for quality research

• Start with an introduction to the subject:– What are the plain facts?– What are the opportunities?– What are the strengths?– What weaknesses should we consider?– Do we face any threats or challenges?

Target Audiences• Primary audiences

– Readers/viewers of mass media, Chicago & suburban

– Students, esp. H.S. and college; and Teachers

– Opinion leaders

• Secondary audiences– Members of Pol.-Amer. Organizations

– State & city officials, librarians, museums

– Financial institutions, business community

– Members of our organizations (membership building)

Goals• What do we hope to accomplish• These can be very specific• But they are not necessarily measurable• They are shared by everyone working in the

campaign, and should be easily understood

Examples: We want to raise awareness of the Battle of Warsaw among all Chicagoans …We want especially to inspire Polish-Americans with this heritage …We want to seize this moment to better organize Polonia youth …Or to build consensus & consortia among Pol.-Amer. organizations.

Objectives• These are specific and measurable• They are not a checklist or timetable, not yet• These tell us whether or not we succeeded.

Examples: We want a Tribune story before the June 6 CNN special on the Battle of Warsaw …local TV coverage of the Aug. 1 commemorations … “Chicago Tonight” feature around Aug. 30 gallery opening … Chicago Trib Magazine article prior to Sept. 16 official event … City Council resolution & town hall meeting (Aug. 1? Oct. 2?) …Library events around literature of the Battle of Warsaw …

Key messages• Keep it simple, stupid

…People don’t like to be confused

• People suffer information overload…Just give me three things to remember this week

• People want an easy challenge… Just tell me what you want me to do

• With limited time, people want to have fun… This isn’t going to be a waste of time is it?

• People don’t want to feel left out… Did you hear about – ? You missed it?! You loser!

Strategy/Tactics

1. Match goals with objectives & get specific

2. Prioritize and detail the goals

3. Mentally work through every task

Once I’m reasonably clear on goals, I find it more useful to treat strategy and tactics together, in work plan clusters.

Strategy/Tactics

1. Prepare for the PR campaigna) Put media lists in orderb) Identify our best writersc) Do research for press kits, backgroundersd) Spokespeople identifiede) Veterans of Battle of Warsaw contactedf) Veterans debriefed & evaluated for mediag) PR game plan outlined

2. Pre-campaign coverage: June 6 CNNa) Call/write CNN press office to coordinateb) Contact print media – interview with veteransc) Contact TV media re interviewsd) Contact radio talk shows re interviewse) Letter writing & organizational outreach to

make June 6 a planning opportunityf) Other

Strategy/Tactics

Strategy/Tactics

3. Library & CPS campaigna) Contact officials concerning June 6 CNNb) Consider Sept./Oct. in-school activitiesc) Contact Viking (publisher) to develop high-

profile events around Davies’ Rising ‘44d) Oral histories: summer student activity?e) Develop teachers’ kitsf) Other

Strategy/Tactics

What are some other goals/objectives?

The Timeline• Organize your activities like a good stage manager

• Identify dates on which you plan each tactic

• Assign tactics (objectives) to dependable people

• Follow up on them

• Timeline can be simple:

Week of May 17 Contact CNN re June 6 airingContact John Harway, Trib editor, re coverageAsk Dorothy Danners re “In the Loop”

Week of May 24 Mailing to churches re June 6 outreach

Organizational meeting

Two more Campaign plan elements(the ones I said we’d talk about later)

• Budget (money and time and resources)– An important element that you should plan to spend

time & energy developing; consult a good planning text for details on this subject.

• Evaluation (how did we do?)– Too often, PR plans give too little attention to this

element. You need to attach your objectives – and your Strategy/Tactics development – to a chart of measurable outcomes.

In your toolkit

• Press release• Tip sheet• Media alert• Backgrounder• Fact sheet• Press kits• Photos

• Articles• Case histories• Op-Ed• PSAs• Web pages/CD-ROM

• Bio profiles• Survey

Tactical maneuvers

• Commit to being opportunistic• Come up with a unique angle on a

current news story• Find a local angle on a national story• Offer yourself as an expert• Have materials updated & ready• Be always trolling for news pegs• Keep an eye on the calendar

The pitch letter• Start with a grabber

– Little-known fact– Anecdote, human interest– Ask a provocative question– Be intriguing (but get to the point)– Be able to support every statement

• Show familiarity with the media outlet• For TV, emphasize visual elements• Be prepared with research, statistics• Supply a short list of credible sources• Provide brief introduction of credentials

From Streetwise Complete Publicity Plans by Sandra Beckwith

Making the pitch• Make the call• Summarize your story effectively

– You need to show how easy it is to tell• Practice, practice, practice• Start with the least important outlets• Track the feedback• Never argue your point• Follow up

From Streetwise Complete Publicity Plans by Sandra Beckwith

Always remember,you’re telling a story

• Each installment of the message is another “chapter” or “scene”

• Always “stay on message”• The key to penetration (reach + frequency) is

Repetition Repetition Repetition • Variety is always important• Spokespeople must be credible

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