Another Handful of Tips 44 – Public Relations Campaigning
The five best tips when you are planning a public relations campaign
A strong PR campaign relies on the careful planning and defining of its goals and objectives.
1. Define and research the target audience
What messages are you aiming to get to what people? Who do you want to influence?
What do your audience know or need to know?
What are the habits and knowledge of the people you aim to influence?
Where do they get their information? T.V.? Newspapers? Radio? Tablets? Smart phones? Friends and colleagues?
2. What is the best way to get messages out to the selected groups?
There is no best way. It will depend on who you are targeting and their habits. Much will depend on the age of your target audience. If you are trying to reach elderly people you might put a brochure in medical centres and pharmacies.
If you are targeting farmers, you might use rural mail services to deliver your messages or place advertisements in farmers’ magazines.
If targeting investors, articles in business magazines or brochures in stock brokers’ offices might be successful.
Young people are best reached using the internet.
Define what you consider will be a successful campaign. Remember the best public relations is obtained by giving outstanding customer service and spreading your message by word of mouth.
3. Prepare an action plan with a budget
Decide on the messages to be sent to a specific group by a specific date.
Allocate tasks to reliable people and state when they must be completed.
List the costs of these tasks and make sure there is sufficient money available in the budget.
Use websites, Apps and blogs to reduce costs.
4. Implement the plan
The plan must be flexible so it can be adapted and altered easily when you get useful feedback and helpful suggestions.
5. Review and evaluate constantly
Keep learning from your mistakes and try to cost returns from your public relations expenditure, if this is possible.
Keep a close watch on the budget and the benefits gained.
“Good public relations planning can save much money.”
SOURCE: For more on this topic see; “Persuasive Ways” first published by Moss Associates Ltd, New Zealand and in Chinese by Shanghai People’s Publishing House and as “Secrets of Persuasion” by Cengage Learning Asia. (Available as an e-book from Amazon.com.) Also available as “Getting Your Ideas Across” from Kogan Page, U.K and a Hungarian translation published by Bagolyvar Konyvkiado, Budapest.