JOURN 4256 1st Edition Lecture 8Outline of Last Lecture I. Setting the Agenda- public opinion and persuasionII. Opinion leaders III. Life cycle of public opinionIV. Flow of public opinion modelsV. Role of mass mediaVI. How PR fits in a. Persuasion techniquesVII. 6 principles of persuasionVIII. Factors in persuasion Outline of Current Lecture IV. Planning a PR campaign a. Steps b. SWOT analysisc. Situation analysis Current LecturePlanning for a PR campaignYou are a PR pro, you need to bring credibility and confidence to the tableThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.Steps of a PR effort:1. Research (primary/secondary)2. SWOT analysis3. Situation analysis4. Planning/scope of work5. Implementation6. Evaluation SWOT analysis:Guides you to identify the positives and negatives of a company Strengths/Weaknesses-Deals only with internal factors-Can include resources, experiences, activities, and processes-If you struggle to come up with these, think about characteristics of the company/product/serviceOpportunities and threats-Deals only with external factors-Includes forces and facts that you don’t control-Can also include trends, economy, funding, demographics, and physical environment-Usually begin with the competition, but there is more than that to considerSituation analysis:Organize thoughts and questions into 4C’sCompany (internal)-Company mission statement-What is the stated vision for the company?-Why was the company started?-Core values? Competencies?-FinancialsBusiness strategy:-What business does the client believe they are in?-What category?-Who/what is the competition?-What do they perceive is their competitive advantage?-Any important lessons from the past?Ask for proprietary research studies-Ask for past effortsCategory (external)-Identify economic trends-What is the health of the category?-What type of category is it?-How is the product/service typically marketed within the product category?-What external factors might impact the category?Consumer (external) -Relevant trends (societal, lifestyle)-How do consumers respond to the category?-Prospects?-What is the purchase cycle?-How does the decision process work?-What can you identify about the purchase?-Key motivations?-Unmet needs?Competition (external)-Look at direct/indirect competitors -What are they selling? Dissect their strategies-Summarize what the competition is doing and why-How is your client’s brand positioned in relation to the competition?-How does your budget compare?Planning:Should set your work plan for the campaignHelp you avoid “drift” (guessing)Includes a timeline/deadlinesIndividuals responsible for the tasksEstimate budget needs -Audience is critical to any PR effortBudget:Divided into categories:-Staff time/personnel (people)-Out of pocket expenses (Stuff/things)-Staff and admin takes as much as 70% of budget-Out of pocket include collateral materials-Allow 10% for unexpected