1. Creating Public Relations Campaigns
C H A P T E R 3
Creating Public Relations Campaigns
Chapter 3

2. Objectives
Describe the nature of public relations campaigns and distinguish them from public relations programs
Understand research methods that may be used by campaign planners
Detail the steps involved in campaign planning
(continued)

3. Objectives (continued)
List key considerations in campaigns
Address methods of assessing the effectiveness of campaigns
Discuss the use of public relations firms to plan and execute campaigns
Comprehend case studies of public relations campaigns from diverse areas of the sport industry

4. Public Relations Campaign Characteristics
Specific purpose rather than general
Periodic focus rather than ongoing
Directed toward a specific issue rather than the overall relationship with a stakeholder group

5. Public Relations Campaign Process
Research
Planning
Execution
Evaluation

6. Research The compass that guides the campaign planning process
Types of research
Primary and secondary
Formal and informal
Quantitative and qualitative

7. Common Research Methods
Interviews
Purposive conversations
May be conducted in a variety of ways
Focus groups
Moderated discussion involving a group of people
Multiple key considerations
(continued)

8. Common Research Methods (continued)
Surveys
Commonly conducted in three forms
Multiple key considerations

9. Planning
The road map that guides planners toward a particular destination
(continued)

10. Planning (continued) Campaign planning issues Goals and objectives
Identification of publics
Strategies and tactics
Messages
Channels
Budget

11. Goals and Objectives Goals Objectives More general Broader Idealistic
Narrower
More precise
Measurable

12. Desired Outcomes
Exposure
Retention
Cognition
Attitude
Behavior

13. Publics What are the campaign’s targets? Characteristics of publics
Distinguishable
Homogeneous
Important
Large enough to matter
Reachable

14. Strategic Considerations
Messages
Selective exposure: driven by interest
Selective perception: interpreting process
Selective retention: linked to future utility
Cognitive dissonance: based on congruence with personal views
(continued)

15. Strategic Considerations (continued)
Channels
Direct contact: direct delivery of organizational message
Public appearances
Social media
Indirect contact: mediated delivery of organizational message
News releases and interviews
(continued)

16. Strategic Considerations (continued)
Budget
Process differs from that of programs
Two types of costs
Human resource costs
Hard costs necessary to run a campaign

17. Execution
Plan implementation
Schedule
Message distribution

18. Evaluation Should be linked to goals and objectives Can evaluate
Execution process (e.g., number of releases)
Media coverage (e.g., impressions)
Impact (e.g., consumer behavior)

19. Working With Public Relations Firms
Offer expertise and service beyond what sport organization may have
Range of services
Campaign planning
Media training
Crisis communications preparation

20. Case Discussions U.S. Figure Skating Championships
Rawlings’ “Summer of the Glove”
McDonald’s sponsorship of 2008 Beijing Olympic Games