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Fundamentals
of Public Relations MCM 401
VU
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
)
1.
·
the
distilled essence of organization's
reason for being.
·
Implies
its positioning, goals,
policies.
This
is carried out by ....
2.
Corporate
culture.
(Shared values)
·
Demonstrated
by role model.
·
Re enforced
by rituals, stories.
·
the
source of teamwork, morale,
productivity
Positive
Public Relationships (Expressed
values).
3.
·
more
than marketing or communication
·
the
source of loyalty, credibility,
trust.
Over
a period this creates...
Reputation.
(Understood values)
4.
·
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.
74
Fundamentals
of Public Relations MCM 401
VU
·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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