DESIGNING PR COMPAIGNS:Definitive Mission statement, Reputation.

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Fundamentals of Public Relations MCM 401

Lesson 30

DESIGNING PR COMPAIGNS

Overview

In the last lecture the students were briefly told about public relations being in action .We will now study

about its role in campaigns and its role in effectively combating rumors and then how to overcome and

recover from problems occurring out of rumors.

Campaigns

3 Objectives.

· To address an issue.

· To solve a problem.

· To improve a situation.

Purpose Is To Accomplish These By :

· Changing a behavior.

· Modifying a law or opinion.

· Retaining a desirable behavior, law or opinion.

Six Types of Campaigns.

1. Simple awareness.

2. Offer information along with awareness.

3. Public education campaign.

4. Re enforce the attitudes & behaviors of those who agree.

5. Change or attempt to change attitudes, behaviors of those who do not agree.

6. Carry out behavior modification campaigns.

Characteristics Of Successful Campaigns.

1. Assessment of needs, goals & capabilities of priority publics.

2. Systematic campaign planning & production.

3. Continuous monitoring & evaluation.

4. Consideration of complementary role of media.

5. Selection of appropriate media

Campaign Model:

Definitive Mission statement.( Values )

· the distilled essence of organization's reason for being.

· Implies its positioning, goals, policies.

This is carried out by ....

Corporate culture. (Shared values)

· Demonstrated by role model.

· Re enforced by rituals, stories.

· the source of teamwork, morale, productivity

Positive Public Relationships (Expressed values).

· more than marketing or communication

· the source of loyalty, credibility, trust.

Over a period this creates...

Reputation. (Understood values)

· Generates latent readiness to like, accept, trust, and believe.

· a self powering force that lies at the core of all human interface.

· Honor & integrity of its maker.

How PR Helps To Deal With Rumors

·Analyze the scope & seriousness of the nature & impact of the rumor before planning & engaging in any

active correction.

Fundamentals of Public Relations MCM 401

·Analyze the specific causes, motives, sources and dissemination of the rumors.

·Confer with persons affected by or being damaged by rumors. Level with them & assure them of your

concern & collect authentic information regarding the matter.

·Immediately (& massively, if it appears advisable) supply complete & authentic information regarding the

matter.

·Feed the rumors yourself with counter rumors placed by trusted colleagues & confidants.

·Call key status & informal leaders, opinion molders and other influential people together to discuss &

clarify the situation & to solicit their support & assistance.

·Avoid referring to the rumor in disseminating truth. You should not try to reinforce rumors itself, unless it

already is in wide circulation.

·Conduct meetings with the staff & others at the grass root level to dispel rumors, if necessary.

How To Recover & Evaluate

·Determine the causes of crisis (rumors).

·It is imperative to undercut rumors & speculations that may have been rampant.

·Decide which strategies & policies can be developed that will prevent similar or related crisis.

·Ask whether the crisis plan itself worked and whether changes should be made in it. i.e.(fine tuning)

·Evaluate the performance of all personnel in the crisis situation.

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