You plan because you want to succeed. And you succeed because you planned well.
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The first thing you should do when developing a public relations plan is to have a good understanding of the problem or crisis. Once you know where the problem is coming from, it becomes easier for you to come up with a list of solutions composing a PR campaign.
A
PR campaign may last for six months depending on the nature of the crisis being
addressed, although a PR effort appears as if it were done in just one night.
Remember, a PR campaign deals with reputation, which is not an overnight project
at all.
1.
The
Client
If you are working in an in-house
Public Relations department, your client is your company. If you are part of a
Public Relations agency, you should know the basic information about your
client like the following:
A.
nature of the business
B.
known personalities in the business
C.
customers and geographical coverage
D.
known branding elements
2.
The
Challenge
The core of the challenge can always be
explained with a team from your client. As the partner in solving the
problem, remind the client that you need to know everything including sensitive information for you to be able to come up with the more exact actions to address the
concern.
There are three natures of challenges
present in any public relations campaign:
A.
to
introduce a brand to the target public
- You have a new product or service and
you want the public to know
- You are new in a geographical location and you want the local community to get acquainted to your company
- You changed the name of your company
and you want the new name as the main identity of your company now
B.
to set
or upgrade the desired impressions about your brand
- You want to make your offering a premiere brand, not just an ordinary one
- Your brand has been in the business
for 10 years and you want to re-introduce your brand as a trusted and proven
service provider
- You have an offering known as a kitchen
partner, but you want it to become a general household commodity
C.
to
change the perception of the public about your brand
- You are a politician involved in a recent public scandal and you want to show the people that you have
changed
- Your company lost in a popular legal case, so
you want the public to know you are now better
- You are a known greedy businessman, but you want to be play the generous heart for a change
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