BJ(MC) 206 Unit 4, Lesson 1
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UNIT 4 PR Campaign
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Lesson 1 140
Finding a Problem
Lesson 2 144
PR campaign - Programme Planning, Evaluation
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BJ(MC) 206 Unit 4, Lesson 1
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LESSON 1: Finding a Problem
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STRUCTURE
1.0 Objectives
1.1 Introduction
1.2 Informal Research Technique
1.3 Formal Research Technique
1.4 Summing Up
1.5 Answers to Self-check Questions
1.6 Suggested Further Reading
1.7 Terminal Questions
1.8 Keywords
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BJ(MC) 206 Unit 4, Lesson 1
1. Finding a Problem
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In the present Unit over the five lessons we shall discuss as how to prepare a PR
campaign. This lesson shall discuss about the first step towards designing the PR
campaign. The lesson shall discuss as how to define the problem for which PR
solutions are increasingly sought and also we shall learn about Informal research
Techniques for defining the problem.
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1.0 Objectives
After going through this lesson, you should be able to
• Describe as how to define the problem for which PR solutions are
increasingly sought
• Describe the Informal research Techniques for defining the problem
1.1 Introduction
Finding a problem
Problem Definition (Where are we? & why are we here?)
The first is to define problem and why it is a problem. There are various
kinds of problems for which PR solutions are increasingly sought. The
problem could be growing absenteeism in an organization, drug
abuse/smoking at work place, political interference in the union activity of
an organization, exodus of the core human resource to competition,
critical media, activities of special interest groups which jeopardize or sully
the image of the organization, loosing confidence of the shareholders a nd
a lot of other areas.
Research is means to an end. The formative research helps diagnose the
problem. Research can be both informal and formal.
1.2 Informal Research Techniques
1. Through personal contact: - In order to size up people’s awareness issues
and map their perceptions , opinion seekers move about freely and
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BJ(MC) 206 Unit 4, Lesson 1
informally to gather information by talking to a cross-section of the target
audience.
2. Through gatekeepers: - It involves identifying leaders, opinion makers and
experts. They could be editors, reporters, teachers, taxi drivers, postmen,
and in Indian context even panwallahs and naais. In-depth interviews with
them often provide the researchers rare insight about the response of the
desired public.
3. Through mail analysis: Companies in product line receive a lot of mail
from their consumers. More often the mail is not complimentary. A
periodic analysis of letters can reveal areas of disfavour and lack of
information.
4. Through field reports: organizations generally have agents, field officers
and marketing officers stationed at various places. They send their
periodical field reports.
5. Through focus groups: Focus groups are identified keeping in view the
aim of the research. In this technique the sample is subjected to deep
probing with a view not only to seeking information about what is being
said but also why it being said.
6. Media content analysis: Press clippings and broadcast monitor reports
have long been used for content analysis. They however, indicate what is
being printed and broadcast and not what is being read.
1.3 Formal Research Methods
Formal methods include benchmark studies, communication audits, social
audits, community opinion studies, attitude studies and a survey of social
issues. Besides a lot of syndicated research is available about
communities, media and media habits of the people, at a certain price,
which the PR practitioners must have access to.
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Self Check Questions
Fill in the blanks
1. The first is to define _____________and why it is a problem.
2. Press clippings and broadcast monitor reports have long been used
for______________________.
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BJ(MC) 206 Unit 4, Lesson 1
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1.4 Summing Up
In this lesson we have studied how to identify a problem and solve it using
PR techniques.
1.5 Answers to Self Check Questions
1. Problem
2. content analysis
1.6 Suggested Further Reading
1. Iqbal S. Sachdeva, Public Relations Principles and Practice, Oxford
Higher Education
2. CV, Narashima Reddi, Effective Public Relations and Media Startegy,
PHI,Learning Pvt. Ltd
1.7 Terminal Questions
1. Write short notes on:
a. Informal Research Techniques
b. Formal Research Techniques
1.8 Keywords
1. Research: the systematic investigation into and study of materials
and sources in order to establish facts and reach new conclusions.
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BJ(MC) 206 Unit 4, Lesson 1
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BJ(MC) 206 Unit 4, Lesson 2
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LESSON 2: PR Campaign - Programme Planning,
Evaluation
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STRUCTURE
2.0 Objectives
2.1 Introduction
2.2 Defining Campaign
2.3 RPCE Model
2.4 Summing Up
2.5 Answers to Self-check Questions
2.6 Suggested Further Reading
2.7 Terminal Questions
2.8 Keywords
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BJ(MC) 206 Unit 4, Lesson 2
2. PR Campaign - Programme Planning, Evaluation
_________________________________________
This lesson shall discuss about the first step towards designing the PR campaign. The
lesson shall discuss as how to define the problem for which PR solutions are
increasingly sought and also we shall learn about Informal research Techniques for
defining the problem.
_____________________________________________________________________
_
2.0 Objectives
After going through this lesson, you should be able to
• Discuss the steps involved in PR campaign
2.1 Introduction
PR has to adopt a campaign approach to achieve organization in a scientific
manner. A campaign is the strategic design of a series of messages sent to one
or more targeted populations for a discrete period of time in response to a
positive or negative situation affecting the organization.
2.2 Defining Campaign
When the principals, techniques and media of public relations are applied in a
campaign approach to accomplish a particular goal or goals of an organization, it
is termed as PR Campaign.
Multimedia PR Campaign: as a planned and action- oriented public relations
programme based on a judicious media-mix aimed at persuading the target
audience in accomplishing set corporate objectives.
2.3 RPCE Model
This process basically has of four steps: first is doing research to define the
problem or situation, framing and developing objectives and strategies that
address or solve the situation, implementing the strategies which were made
and finally evaluating or measuring the results of the PR efforts. Few models
like John Marston’s RACE (research, action planning, communication,
evaluation) or Jerry Hendrix’s ROPE
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BJ(MC) 206 Unit 4, Lesson 2
(research, objectives, programming, evaluation) can be used to describe the
process. You can see that the process always start with research and ends
with evaluation.
The four steps are essential which can be described in the following way:
1. Research- The first step of the process is research. One can use research to
analyze the situation the organization is facing and to define the problem or
opportunity in a manner that the public relations efforts can efficiently address
the reason of the issue and not just its symptoms.
2. Strategic Action Plan- The second step is to develop a strategic action plan
that will address the issue which was analyzed in the first step. This includes
the overall goal, measurable objectives, identified publics, targeted strategies,
and effective tactics.
3. Communication Tools- The third step is to execute the plan with communication
tools and tasks which contribute to reach the objectives.
4. Evaluation- The final but the most important step is to measure whether you
were successful in meeting the goals using evaluation tools.
Four stages of PR process involves four roles played by PR practitioners.
PR Activity
Research/ Planning Communication/ Evaluation/ Measurement
Fact-finding Programme Implementation
Role of PR Manager
Analyst Advisor Advocate Antenna
Let us discuss the RPCE model step by step
Step I: Research/Fact finding/ Situation Analysis
First step is research or fact finding to elicit public opinion or reaction towards
policies and programmes of organization and also to identify problems
confronting the organization.
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Methods
1. PEST (Political Economic Social and Technological) Analysis :
Provides environmental factors affecting an organization.
Divides overall environment of an organization into four broad areas like
political, economic, social and technological
2. SWOT (Strength Weakness Opportunity and Threats) Analysis:
Strength and weakness are the internal factors that are concerned with the
organization. The other two opportunities and strength are usually external
and will have to be largely identified through PEST analysis.
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BJ(MC) 206 Unit 4, Lesson 2
Step II: Planning
1. Objectives: Once you have identified the problem(s) which your organization is
facing, the next step is to define the objectives of the campaign. The objectives
are those which are hoped to be the end result of the PR activity. Objectives
should be specific, measurable, achievable and realistic.
2. Identifying publics: Publics are that segment to which you want to
communicate. The research which is carried out in the initial step of the planning
process should identify each public which is relevant to the campaign. This is
very important so as to ensure that your key messages are communicated
efficiently.
3. Strategy: It is the step that will take you from your current situation to where you
want to be. The strategy is generally the overlying mechanism of a campaign
from where the tactics are deployed to achieve the objectives.
4. Timescale: A timescale allows you to co-ordinate your tactics efficiently and
helps you to be aware with the deadlines. Also, if there are few future events that
relate to your campaign, you can tailor made a tactic in your timescale to
coincide.
Step III: Communication/ Implementation
It means that the message is communicated via different media.
Prepare media list.
Media plan must contain information, client or PR executives needs such as
circulation and audience size, demographic plan etc. it not only helps to
reach audience but helps to reach correct audience.
Media Strategy will include selection of appropriate media and designing of
PR messages.
Multimedia approach can be used to reach both urban and rural public.
Step IV: Evaluation
Evaluation deals with checking and measuring the effectiveness of ad campaign.
the evaluation methods are as follows:
Let’s discuss each one of them in detail.
1. Formal Research: it may be classified as qualitative and quantitative
research.
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BJ(MC) 206 Unit 4, Lesson 2
2. Informal Research: it makes use of opinion and its communication audits to
evaluate various public responses to an organization’s communication
programmes.
3. Questionnaire: it is data gathering device which is often used in face-to-face
interview with the respondent.
4. Interview is yet another of data collection.
5. PR Analysis: clippings from print and transcripts from broadcast media are
analysed to determine quantity and quality of media coverage. The space
given and the position of the item in the newspaper often give an idea of the
coverage.
6. Website: it acts as an important source of information. Evaluation is often
undertaken against objectives.
Self Check Questions
1. RPCE Stands for __________________________________.
2. Mention two evaluation methods__________________________
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BJ(MC) 206 Unit 4, Lesson 2
2.4 Summing Up
The RPCE model can be summarized as
2.5 Answers to Self Check Questions
1. Research Planning Communication Evaluation
2. Questionnaire and Interview
2.6 Terminal Question
1. Define Campaign. Explain different stages of PR campaign.
2.7 Suggested Further Readings
1. Iqbal S. Sachdeva, Public Relations Principles and Practice, Oxford
Higher Education
2. CV, Narashima Reddi, Effective Public Relations and Media Startegy,
PHI,Learning Pvt. Ltd
2.8 Keywords
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BJ(MC) 206 Unit 4, Lesson 2
1. Campaign: series of planned activities to achieve set objectives.
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