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PR-campaign Structure.


This small section is intentionally transferred to the book end. To create effective PR-campaigns, it is necessary to know all that is stated above. In the course of planning of PR-campaigns it is important to observe following principles:
PR-campaign consists of one main event and several supplementing it auxiliary.
These auxiliary events on the importance can be more than the main thing. PR-campaign from one share as a rule has no significant resonance, therefore this share needs to be developed supplementing with events.
As a rule, it makes sense to extend a PR-campaign course purposely. Them at least stretch for a week, and sometimes and for some years. The will longer speak about your event, the campaign will be more effective. These actions are similar with razmazyvaniem a cream of wheat on a plate. The porridge layer in each separate place should be thick enough to receive a resonance, but no more that. A widespread error is start of all events simultaneously for resonance strengthening.
The PR-campaign initial share should be studied especially qualitatively to hook on the public and mass-media. The attention of mass-media to the subsequent shares will be involves much easier.
Usually for event storing it is necessary to get not less than five times to news issues. That is campaign should have about five splashes in a resonance. Even if it seems, that after the initial share result will reach - it is necessary to carry out the second share to fix result. You always should create on one information occasion more than it is necessary.
The general structure of PR-campaign can look so:
Definition of the purpose and campaign problems. That is that you wish to achieve as a result of PR. Analyse also profitability of use of PR-campaign for the given purpose.
Definition of target audience of campaign. That is, who to you needs to be induced and to what actions.
To define a site and information contacts of target audience. That is where this audience can be found and the target audience deals with what sources of the information. Also it is necessary to analyse availability of any specific sources of the information which are accessible only to this audience. Having found these sources of the information, you can snajperski attack an audience, not spending superfluous forces and money. Often audience united by something the general has the general predilections, the general objects and accordingly the general sources of the information.
Working out of the scheme of effect on the mass-media, concerning target audience. The analysis of methods of placing there information.
Definition of the information, which should be extended among target audience to achieve the desirable objective. That is it is necessary understand what information can to work on an audience so that representatives of an audience have started to execute or default the certain actions planned by you. This information is defined in the beginning in the pure state, i.e. As as if you have a keyboard allowing to enter the information into a brain of any person. As it to inform to an audience and as them to convince of fidelity of this information you should not excite yet.
Working out of events capable to become carriers of the necessary information. Events should be made so that to pack the information in them it was extremely easy, and the information extended thus caused trust of target audience.
For example, if you have planned to extend the information on a fortress of the case of the car, it is reasonable to make show where these cars will fall from a rock and as in in what did not happen to go further. If you have on the contrary planned to prove them not reliability. Organise moderately extreme races. And let cars of various marks will participate in them. But those motor vehicles which you piarite should break all and it is desirable the most various ways. That is at someone the wheel has flown away, someone ran into a column, at someone the engine has smoked, etc. naturally mass-media it can to show effectively, accenting on breakages of cars of certain mark.
To develop various variants of packing of the information in event and achievement together with this event of target audience.
Working out of collateral events capable to increase a resonance. These collateral events should increase a resonance, both towards duration, and towards scale of reaction of mass-media.
Creation of the description of events and the analysis of efficiency of the use of those or other virtual concepts in the description of events. Working out of a set of key virtual concepts of campaign and their components. Also you should develop the scenario of the company and define roles of participants. To develop prominent features of use of roles. Begin it process with the usual description of the future events as if you write the story about already occurred events. You will see their collateral components in the course of a story writing. In it you will see also virtual concepts, most often used. Underline them and fulfil each separately. Concerning these concepts you also should know all possible updatings which can occur to them in mass-media. You should manage to operate these updatings.
The analysis of methods of realisation of PR-campaign. Also here it is necessary to think of the budget of campaign and to try to develop optimum combinations the price/quality.
The analysis of necessary human and material resources.
Creation of the budget and the estimate of all costs. Very often some resources can be received free of charge or nearly so free of charge. That is available to a kind. Any PR-action can have sponsors who also will be itself piarit, participating in this share, and they can grant resources. Because of it campaign can is mounted from resources of sponsors as a result of its cost essentially decreases.
Studying of possible forms mazhorov and variants of a course of events. The analysis of risks and methods of their neutralisation.
Search of all necessary resources.
PR-campaign start. Usually campaigns begin with dispatch of press releases. Sometimes these dispatches accompany each stage of campaign and each collateral event. But it is far not always so. All depends on you will involve what mass-media in campaign.
Monitoring of processes occurring during campaign realisation. The analysis of possibilities formed during the company. Often on a realisation course there are new good openings which can be used for creation of collateral events. Sometimes collateral events can be modified by means of new possibilities. It is not necessary to go in cycles in the initial plan. New ideas can appear better old. Very widespread error of many here again disappears. The case gives them magnificent possibility, but they continue to follow the old plan, losing on it very many
Fast reaction to sudden circumstances. At realisation of PR-campaigns very often there are unforeseen circumstances. Your problem, as soon as possible on them to react and neutralise negative consequences if those can be. For this purpose important actively to supervise all components of process. To create some kind of nervous system of campaign. At correct work in this direction all negative and unexpected elements of campaign will be directed on your advantage. Consider, that circumstances always for you. They simply give you excellent ideas and helps. Manage them to understand. Decipher destiny helps. Prepare to that on a course you can change much.
Campaign end. Very important with it not to hasten. If there is a possibility to prolong campaign - make it.
The efficiency analysis. For PR it, actually, a difficult theme. But time your campaign has the purpose, hence, it has also a result. The analysis how much campaign has achieved the object and there is an efficiency analysis. That is, as a rule, it can be observed on reaction of target audience and separate representatives of this audience. Very exact monitoring of productivity cannot be made, as a rule. However you can analyse quantity of publications, telereportings, broadcasts and other information issues, concerning your campaign. And also to conduct interrogations of target audience and to analyse their reaction to indirect signs.
In black PR it is frequent on attack there is kontr an attack, and the opponent can kontr attack unexpectedly and not predictedly. Naturally nonconventional attacks of the opponent also need to be considered, no less than all traditional kontr attacks. It is not necessary to think, that he will sit and look in the sky (though happens and so).
Especially the shares constructed on scandal abound a swagger-mazhorami. But it does not complicate them, and simply forces you to consider all combinations of collateral events of such shares.
Stated detailed enough scheme of the organisation of PR-process allows to approach most flexibly and effectively to it, having considered all features and subtleties of this phenomenon.
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A source: Anton Vujma Chernyj. PR. Protection and an attack in business and not only. 2005

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