Putting It All Together

1
Putting It All Together

• The Strategic Public Relations Plan

2
It Starts With A Title Page

• It should look good.

Looks good Real good Perfection Lets
shut up and eat.
3
Executive Summary

• Summarizes the entire proposal. Based upon the
  thinking the top dog will only read a summary
  while his or her middle management types study
  the details.

My defense ministers Cassius and Brutus will
read the rest of the proposal about our upcoming
Ides of March event. What say ye, yon Cassius,
he with the lean and hungry look? Trust me, oh
great Caesar. This plan will absolutely slay
you.
4
Table of Contents

• An optional section that allows readers to peruse
  particular sections.

Wheres the part about Angelina Jolie and Brad
Pitt adopting Lindsay Lohan?
5
Situation Analysis

• A section that explains existing conditions that
  gave rise for the need for public relations.

It all began when I started sheering sheep when
I was eightthe soft, cottony feelI couldnt
stop caressing
6
Goals

• Unless you know the companys goals, how can you
  recommend the right course of action.
• Example of a goal To become known as the company
  that produces the nations best made fashion
  jeans.

Now hear this, now hear thisJean Fitzhugh
Jeans reported to make the nations best made
fashion jeansin other news, Spanky the French
Poodle arrested for selling drugs in dog kennel
7
Research

• When you have the account (theyve paid you), and
  your plan is presented subsequent to that, the
  strategic plan should show how your research is
  driving the entire presentation. When done to
  land an account, it will not have a research
  section.

8
Example
Whatve ya got, Joe? Heres what I got from my
qualitative researchIt hurts a lot, I think
Im bleeding a lot. Quick, call an ambulance,
and, finallyoohh uh Quantitatively,
weve got one dead body.
9
Key Publics

• The publics that have most important influence on
  corporate success. Can be financial influence,
  legislative influence, even those who can
  powerfully influence the companys image and
  success.

Herewith, an overlooked key publicand theyre
really pissed about it.
10
Benefit Statement For Each Public

• Tells the client you understand why that
  particular key public is key. Also explains how
  the public benefits from your companys
  products/services/policies.

As I was saying, Mrs. Robinson, a good massage
will improve circulation, refreshen the glow of
your skin, and leave you with a glowing, tingling
feelingsois your husband home?
11
Objectives(Per Public)

• Incremental and measureable steppingstones for
  the campaign.

12
Strategies

• The overall approaches or direction toward
  achieving your campaign objectives.
• Example
• Client JF Jeans
• Strategy Use young, headline attracting
  celebrities to help effect our desired brand
  image of being top fashion, yet provocative,
  apparel.

13
Provocative Apparel

• Two examples of provocative

14
Key Messages Per Public

• The really important thing youre going to say to
  each public.
• Example
• Client Jean Fitzhugh Jeans
• Key public Retailers
• Key Message The newly restyled Jean Fitzhugh
  Jean will be heavily marketed to the style
  conscious 18-24 demo and attract them into your
  stores to purchase JF Jeans and other accessory
  items.

15
Key Message Example
Hmmwhats this? Key message from Her
Majestys ship, Titanic. Ship hits iceberg.
Sinking fast. Cancel order for extra moo shoo.
Send lifeboats instead.
16
Campaign Theme

• The statement or slogan that drives the entire
  campaign. Ties all elements together, creating
  integrated communications.
• Example
• Company Rapid Rivers Tours
• Theme Its not the size of the ship its the
  motion of the ocean.

17
Example
18
Programming

• The specific tactics and when you intend to
  implement them.
• Where the hells the
  TV Guide? I dont know
  what programs on.

19
Budget

• A line item breakdown of costs.
• For example
• Video 5,000.00
• Media kit 6,500.00
• Photography 2,500.00
• Ice Carving 800.00
• Furnished shot glasses 50.00
• TOTAL 14,850.00

PR people can add and subtract. Just dont ask
us to divide and determine fractions.
20
Example
Grandpa Gold going shopping on a limited budget.
Note In reality, this is a photo from the Weimar
Republic showing the results of printing money
to stimulate economic growth.
21
Summary

• Executive Summary Tell em what youre going to
  say.
• Report/Plan Tells em.
• Summary Tells em what you just said.

That pretty much sums it up. Some
summary Some would say. Some Yeah,
some How bout grabbing some moo
shoo? Sounds sumptuous.
22
Philosophy Statement

• Your agency explains their mission and values,
  how it approaches its work

How much do we love you? We love you
thiiss much.
23
Contact Page

• List the people in your agency the client may
  call if they have questions.
• E.g. Contacts
• Lord Howard Hurtz, president 555-5555
• Baron deSoul, vice president 555-5556
• Hal A. Looya, director of marketing 555-5557
• Isadore Nearby, media relations 555-5558
• Tamara Nevercomes, community relations 555-5559

24
Thank You

• In this final section, you literally thank your
  client (or prospective client) for allowing you
  the opportunity to present your strategic plan.

Thanks a lot. Thank you very much. A million
thanks for allowing us to come in. Well, a
gazillion thanks for taking all the time to put
your thoughts together. So, that means we got
the account? Nahwere going with the other
guys.
25
Next Week

• Dorothy says

I need a PR person to help me get a book deal.
Just think, a young girl from Kansas gets
kidnapped by a bunch of little people, goes off
on an adventure with four really weird
creatures, kills a wicked bitch, and then does
the dirty with an old guy in a balloonI could
get millions.