Public Relations Strategic Planning Model- Dove: real beauty campaign deconstruction

Public Relations Strategic Planning Model- Dove: real beauty campaign deconstruction

PLEASE CREATE A POWERPOINT PRESENTATION ON A DECONSTRUCTION OF DOVE’S REAL BEAUTY CAMPAIGN Public Relations Strategic Planning Model BACKGROUND Brief description of the players, history, etc; text, not bullets; include all major players. Provide background on the situation the public relations campaign is intended to address. MISSION STATEMENT (BUSINESS GOAL) What is the ultimate goal of the organization? Why does it exist? • Public company: Optimize sustainable return on shareholder investment by making and marketing cars that consumers want. (Note: in this context “sustainable” refers to two, interrelated, long term concepts: (1) earning profits, and (2) functioning in a manner that is not in conflict with the public interest. • Public health agency: Improve public health by providing quality health services to low income people Political campaign: Successfully get candidate X elected to the position of Y by presenting him as an agent of change STATEMENT OF PROBLEM OR OPPORTUNITY This section explains why exactly is the campaign being contemplated. It provides the uninformed reader with enough information to get a clear sense of the challenge or opportunity. Who are the competitors/protagonists? What is the aim of the campaign? RESEARCH • Research Goals: What do you need to better understand before developing the program? • Research Methodology: Exactly what types of research will be done to address those goals? Be as specific as possible when describing groups/samples. SITUATION ANALYSIS (SWOTS) • Strengths – Internal characteristics and considerations that could help achieve goals • Weaknesses – Internal characteristics and considerations that could work against achieving goals • Opportunities – External trends, factors, and considerations that could work to the organization’s advantage • Threats – External trends, factors, and considerations that could work to the organization’s disadvantage • Strategic Implications – Applying critical thinking to the four sections (SWOT), what are the major conclusions and insights that will affect the design of the overall campaign COMMUNICATIONS GOAL (S): The overall, highest-level outcome to be achieved. Examples: • Convince target voters that the candidate’s credentials are the best for the position • Influence consumers to consider the purchase of ________________ • Protect the brand image and market share of _____________ OBJECTIVES Measurable steps to be achieved on route to the Goal; focus on things that communication can achieve. Criteria: Quantifiable, measurable, attainable via communications, realistic. Examples: • By (DATE), increase by 10% positive opinion among people registered to vote in the city of ______ of X’s position on development.” • Within the first quarter of FY (YEAR), increase positive awareness of (SUBJECT) among working women ages Y to Z with incomes of R residing within ___________” A mission statement is a statement used as a way of communicating the purpose of the organization. KEY AUDIENCES Those specific, narrowly defined groups of stakeholder having a role or interest in (positive or negative) your Goal. Examples: • Female voters ages 25-34 • Shareholders of company X • Volunteers of non-profit Y • Contributors • Local, regional or national regulators KEY MESSAGES Specific points to be communicated that are of relevance to both your organization and the audience to which they are to be communicated. Examples: • Candidate Y will decrease your taxes by X • This action will increase shareholder value over the long term • Building this plant will pose no environmental risk while enhancing the local economy STRATEGIES Broad, directional statements about the guiding principles, categories of activities, or scope of activity to be undertaken. Consider these categories of strategies • Programmatic: grassroots campaign, publicity stunts, media relations, special events, internal investigation, etc. • Thematic: “emphasize value and quality…”; “deposition the opposition…;” “frame and define the issue and positions.” • Timing: How much, when, i.e. phased (pre-launch, launch, post-launch), teaser campaign, pre- announcement, soft opening, etc. • Tonality: Aggressive, low key, high road, proactive, leadership, cooperative, candid Another ways to think of strategy: • Partnerships with a credible third party NGOs • Partnerships with other, complementary brands • Shift focus away from organization and toward overall industry/societal issue • Keep opponents off balance via proactive measures • Assume an authoritative, leadership position TACTICS Very specific action steps to be undertaken within those strategies; provide as much detail as needed to explain to a semi-informed reader (as many pages as necessary). Examples: • Conduct localized press events aimed at local print and broadcast reporters • Conduct a series of neighborhood meetings aimed at winning support of community leaders • Run a massive product demonstration at the local County Fair EVALUATION • Have the objectives been achieved? TIMELINE How long will the entire campaign run, and what are the durations of each step program element BUDGET How much will each program element cost?