How to conduct a high-quality PR campaign. Theoretical foundations of organizing and conducting a PR campaign

Black PR is a purposeful activity aimed at destroying or deteriorating the image of a specific person or organization. Interestingly, this term is of domestic origin. But in Western practice it means activities aimed at supporting African Americans. The term “black PR” arose in the early 90s and denoted the dissemination of information of a political or commercial nature, payment for which was made unofficially (in a shadow form). But, despite Russian origin In other words, similar activities to discredit competitors are carried out in all countries of the world. Although in the West all this happens more veiledly.

Multicolored PR

Modern PR is a whole colorful palette, which involves the use of different methods to achieve certain positioning goals. The PR palette looks like this:

White- building close ties between the subject and the public in order to form a positive attitude towards his personality or activities.
Black- the complete opposite of the previous type of PR. Aimed at creating a negative image of a competitor in the eyes of the public.
Grey- positive or negative PR that uses data from hidden sources. Often involves influencing the subconscious of the audience.
Pink- based on legends and myths that satisfy the audience's need for illusions. Social optimism and a sense of future well-being are being developed.
Yellow- scandalous, offensive information that attracts public attention and causes heated discussions.
Green- demonstrates social responsibility and concern for the environment.
Gold- creating an image of the organization based on pricing policy.

Key features of black PR

Black PR is an integral phenomenon in the modern commercial, political or information environment. This is one of the methods of unfair competition when someone tries to drown a competitor by spreading false or compromising information about him. The following key features of this type of activity can be identified:

knowingly bears false information, and if it is true, then it was obtained, as a rule, by dishonest means (bribery, espionage, etc.);
can lead to the complete destruction of an organization or the destruction of a person’s reputation (it’s easier to start working on something new than to try to “wash off” black PR);
information presented to the public often does not correspond to the moral and ethical standards accepted in society;
the purpose of black PR is not to improve one’s own reputation, but rather to “sink” competitors;
publication of compromising information in the media is paid;
compromising information, as a rule, contains some new veiled idea that needs to be imposed on the audience;
in some cases, it can be useful for the object at which it is directed (recognition increases);
compromising information is almost always distributed anonymously;
Preparing a black PR campaign requires significant financial investments.

PR campaign structure

When working with incriminating evidence, a PR manager organizes his work according to a standard scheme, which is relevant for any PR campaign. It includes the following elements:

defining final goals and detailing them into specific tasks (what you want to achieve in the end);
determining the target audience (in which circles the information will be disseminated);
location and contacts (where and how you can contact representatives of the target audience to convey the necessary information to them);
development of a scheme for working with the media (analysis of methods of conveying information to the target audience, selection of priority ones);
determination of the information component (what the message should be in order to resonate in society);
planning events during which compromising information will be disseminated;
planning side events that will be provoked to increase resonance;
direct creation of events, dissemination of information;
analysis of results;
carrying out corrective measures;
completion of the project.

Black PR technologies

Organizations and individuals go to great lengths to denigrate their competitors in the eyes of their audience. In general, if we consider black PR, we can distinguish the following main methods:

Compromising evidence. The goal is to raise doubts about the competence of a competitor by launching some information and conveying it to wide audience. At the same time, the accusations must be perceived by the public as reliable. Most often, the artificial creation of some kind of resonant event is required, which is widely replicated through the media.
"Bad praise." It is necessary to publicly praise the enemy in such a way that the information has an impact on the audience reverse effect. This can be achieved by exaggerating successes and excessive use of laudatory epithets. However, the information is not supported by any facts. Thus, the image deteriorates.
Double audience. This means that you first need to influence one group of people, who will spread their negative reaction to other segments. For example, in order to achieve a reaction from the authorities, a PR campaign is being developed aimed at causing discontent among the population. The media reacts to this with lightning speed. Then, the authorities have no choice but to react.
"Hook and bait." For an object that needs to be compromised, a situation is artificially created in which it must end up. Then everything develops in such a way that he himself spoils his reputation.
Public outrage. The goal is to find an object or situation to which the public will react with outrage. With the help of the media, the state of discontent needs to be fueled for as long as possible.
Administrative resource. Using false information, local or state power are set against a specific organization. During inspections carried out by these structures, numerous violations are discovered, which often leads to the destruction of the enterprise.

Examples of using black PR

Not only for own development, but an entire PR campaign can be developed to denigrate a competitor. To understand how this works in practice, the following examples can be given:

At the event, organized by the head of the district, competitors invited a businessman who was supposed to give a laudatory speech. At the end of the holiday, the man began to tell the audience about the successes of the local leader, about what he managed to do and build, which aroused the approval of the audience. Later, the speaker, in the same positive tones, began to talk about the capital construction that was planned, which caused negative emotions in the listeners, because their cozy courtyards would turn into wells. So, as a result of using the “bad praise” method, the head of the district lost the trust of citizens.
An example of Public Relations based on the principle of double audience: let's say, the leaders of the company that needs to be discredited were noticed in expressing nationalist ideas. Moreover, they expressed their beliefs only in private conversations. Information was conveyed to public organizations and national communities. Their indignation aroused media interest. As a result, the company went bankrupt.
Two young men of presentable appearance enter an elite nightclub. Once indoors, they dress up as tramps, start rowdying, harassing guests and fighting with security. The result is that the club's reputation is destroyed and it is losing customers.
Let’s say the head of a hypothetical supermarket chain wanted to eliminate a major competitor. To do this, a large group of people were hired to create artificial queues at the checkout counters. Moreover, each participant in this “promotion” has a fairly large number of goods. Other customers create a negative image of the store. Fearing long queues, they begin to avoid it.
The most typical example of using the “hook and bait” method is the real situation with American President Bill Clinton. He was introduced to Monica Lewinsky, after which an affair began. He was later accused of sexual harassment, and an extramarital affair with Lewinsky served as an argument against him.

Ways to counter black PR

Every action has its own reaction, and therefore organizations or individuals that someone is trying to compromise do not sit idly by. There are a number of Public Relations methods that will help neutralize an information attack:

Disorganization of the attack. If you have information that incriminating evidence is being prepared against you, you must denigrate yourself using the media and other means of disseminating information. The accusations must be significant and harsh. But through a short time a refutation comes out with reinforced concrete evidence. Thus, the public will develop immunity to any new accusations.
Flash method. Against the backdrop of an information attack from competitors, an event must be artificially created, which in its significance will cover up the compromising material. It is important that this process takes place in a different information plane and has a positive connotation.
Counterattack. In response to an information attack, you organize your war with the source of negative and untrue information about you.
Strengthening white PR. Regardless of compromising evidence, you need to work as closely as possible with your audience, demonstrating only positive qualities.

Black PR in politics

Black PR can be most clearly and clearly observed in politics. This usually happens during an election campaign, when the main goal is to denigrate the main competitor or opponent. In the West, this phenomenon is called “dirty politics,” but in domestic practice it does not meet with active resistance in society. This is due to the fact that there is a general negative attitude towards politicians. Members of the public sometimes view attacks on government positively.

Not every politician has a competent PR manager working with them. In most cases, a standard scheme is implemented, when an exclusively positive image representative of the authorities, and everything negative is carefully hidden. Such “secrecy” provides a wide field for the activities of opponents, whose goal is to bring “dark spots” in the biography of their opponent to public view. But this is only the most primitive form. Often in politics the “enemy image” is used, which implies the following:

one cannot expect anything good from the enemy, and therefore one cannot trust him and provide support;
all the blame for the ongoing negative processes is placed on the political opponent;
the collapse of the enemy is equated with the automatic onset of the well-being of the people;
no matter what difficulties befall a “bad” politician, one cannot feel compassion for him;
all enemy comrades are automatically given the same status.

Common black PR techniques in politics

The concept of “black PR” is often associated with politics. Here are examples of the most common techniques that can be used to eliminate a competitor or opponent:

A person who is the full namesake or namesake of a politician organizes a charity event during which food packages or other goods are distributed. Naturally, they will be of poor quality, which will cause indignation among the electorate.
Posting compromising photo and video material. Most often, covert filming is carried out in an informal setting, where the politician allows himself some liberties, but the mounted materials are also actively used.
Formation of a negative image at the expense of an unreliable audience. For example, pro-fascist organizations or representatives of the LGBT community may be hired to campaign for a competitor.
The appearance of relatives. These could be illegitimate children, brothers or sisters who eke out a miserable, beggarly existence. As a rule, these are hired people who actively appear on television and during rallies.
Illegal advertising. This implies campaigning for a competitor on the so-called “days of silence.”
Vandalism and property damage. This refers to posting competitor's leaflets on architectural monuments, doors and windows of residential buildings, and car windows. In order to make the audience more angry, permanent glue or caustic paint can be used.
Custom articles. Local print media publish notes about the corrupt connections of a candidate for an elected position.
Secret agent. In the media, an undesirable candidate may be caught having connections with foreign intelligence services.
A show of luxury. The main goal is to make public as many of the opponent’s expensive purchases as possible, children’s studies abroad, and loud celebrations in which the politician took part.

Basic tools of black PR on the Internet

With the advent of the global network, it has become much easier to denigrate competitors. Black PR on the Internet involves the use of the following basic tools:

Forums, blogs, social networks. Fake accounts are actively created on such resources, from which compromising information is disseminated. “Trolls” take an active part in the discussion, presenting weighty and convincing arguments.
Reviews. If formerly man asked his friends' opinions about the quality of goods or services; now, first of all, he looks for such information on the Internet. Therefore, quite often, in the fight against competitors, fake negative reviews about the work of a particular organization are used.
Websites for posting incriminating evidence. There are a huge number of resources on the Internet that specialize in black PR. They contain a lot of defamatory information about famous individuals and organizations.
Clone sites. Designed to mislead users. The resource is an almost complete copy of the organization's real website, with the exception of content. The page is filled with texts with obscene language, as well as media materials with extremist or other offensive content.

How to deal with black PR on the Internet

Despite the fact that the Internet is a global network in which information spreads at incredible speed, even here you can fight incriminating evidence. Countering black PR on the Internet may include the following activities:

Search and Delete negative comments and reviews from various resources. This is difficult and painstaking, and therefore a large number of people will have to be involved in this process.
Spread positive information about your organization. For efficient work in this direction you will have to use SEO and SMM tools. This refers to the optimization of resources with positive information so that they become more accessible to users.
Newsletter. A properly written press release will strengthen the organization’s position against the backdrop of a negative information attack.
Purchasing pages with good traffic and reputation for the purpose of posting information about the company and links to its resources.
Activation of white PR on the Internet in order to outshine the negativity that comes from competitors.
A PR project is being developed, the implementation of which will create a positive image of the company on the Internet, which will be difficult to shake by any information dumps.

Conclusion

Black PR is also PR. The main thing is to respond to an artificially created situation in a timely and competent manner. It is important here not to rush and not to procrastinate. You shouldn’t leave incriminating evidence unattended, but you shouldn’t make excuses either. If you manage to find the fine line and formulate a line of behavior based on it, you will be able to get out of the situation to your advantage.

A PR campaign is a complex, repeated use of PR tools, as well as advertising materials within the framework of a single concept and implementation of a general plan to influence the opinions and attitudes of people in order to popularize the image, maintain reputation, and create publicity. Sinyaeva I.M. Public relations in commercial activities: Textbook.-M.: Unity, 2004.-P.112

A PR campaign, unlike an advertising campaign, prepares the future market, creates a favorable environment for the consumer to make a positive decision after a certain period of time in favor of an idea, goods, or services. “Unlike product advertising aimed at creating demand in the market, the goal of a PR campaign is to create a positive public opinion. PR and advertising also differ in the way they perform tasks, how the media are used, the level of control they have over the transmission of the message, and perceived credibility.” Yanovsky A.N. Influencing the consumer through indirect advertising // Marketing, 2005, No. 6, p. 50..

PR professionals approach the media differently than advertisers. Whenever possible, they avoid buying time and space to convey a message. Instead, they try to convince relevant professionals to post the information. This type of public relations is called publicity and is characterized by the fact that it is free because the company does not incur direct media costs. “Paid media is used for public relations, but the nature of the message is general or focuses on the organization with little or no attempt to sell the product, the goal is to change public attitudes in favor of the organization” William Wells et al. Advertising: Theory and Practice / U .Wells et al. - St. Petersburg: Peter, 2006.- From 345..

Formation of a positive image as a task of a PR campaign

The word "image" comes from the English "image", which, in turn, comes from the Latin "imago".

IN English language the word “image” has not one, but at least five meanings (“image”, “statue (idol)”, “likeness”, “metaphor”, “icon”); Moreover, more often in English speech the word “image” is used in the meaning of “image”.

In English-speaking countries, in professional literature devoted to the problems of image formation, the term “image” is used in a meaning that could be formulated as follows: “reflection in the human psyche in the form of an image of certain characteristics of an object or phenomenon.” This means that the term “image” is interpreted by professionals as an “image”, understood as a set of not only “material” (“visible”) characteristics of an object, but also “ideal” (“invisible”) its characteristics (to explain these two groups of characteristics usually use the following statements: “I think he is handsome” - we are talking about visible characteristics, and “I think he is smart” - we are talking about invisible characteristics).

corporate philosophy;

history-legend of the company;

external appearance of the corporation;

corporate culture;

development of relations with society.

However this description The components of the image as a total communication are, given by E.A. Blazhnov, seems to us too general. The point is that the image may be somewhat different for different groups of the public, since the desired behavior of these groups in relation to the organization may differ. In other words, the same organization can be perceived (or strive for a specific perception) differently by investors, government agencies, and the local and international public.

Vision is an idea of the surrounding reality - present or future. Forming a vision is one of the main responsibilities of the leader of an organization. In order to steer the ship through market instability and uncertainty in the right direction, the captain must know where he is sailing.

Corporate mission is a socially significant status, a socially significant role of the organization. A mission can be viewed as a strategic tool that identifies a target market and broadly defines the business, or core activities of an enterprise. The mission statement is reflected, in particular, on the first pages of the annual report, booklets and catalogues, and is heard in the speeches of the heads of organizations. The mission provides staff and managers with a bird's eye view of the organization's activities, which is necessary to ensure its long-term competitiveness. In addition, the corporate mission plays an important communication role, both internal and external, informing shareholders, suppliers, consumers, etc.

Corporate identity is the values, judgments, and norms of behavior shared within a company that define the essence of an individual's corporate culture. Corporate individuality is what a company really is, an analogue of a person’s personality, individuality.

Corporate identity is what an organization communicates about itself, its individuality. Everything an organization says, does and creates shapes its identity. These are products and services, formal and informal communications, company policies, and the actions of its personnel.

Corporate image is the perception of an organization by public groups. This is how the group or groups see the organization. Corporate image arises as a result of the public's perception of the set of communication messages generated by the organization. Corporate image can be based on beliefs as well as facts. A corporate image can be positive, negative, or unclear. Typically, different groups have ambiguous, different perceptions of the organization. Achieving a favorable corporate image and consumer loyalty is the main goal of corporate identity management.

When planning a promotion strategy, many tourism industry workers perceive promotion as a kind of addition to advertising. In very rare cases, certain communication tools are used separately from the marketing plan (each of them has its place in the plan), even if they pursue different goals. Advertising is often perceived as the primary means to achieve a long-term goal and to build the image of an organization and its product, while promotion is used to accomplish short-term goals, such as getting rid of current inventory.

Although this attitude towards promotion in marketing comes from the excessive use of advertising in the past as a means of communication, increased competition in the tourism industry is now becoming a decisive factor, which is forcing marketing managers to be more precise in the use of all communication methods available to them.

There are hundreds of types of promotional tools that can be classified as tools aimed at:

Company personnel (for sales representatives) with the help of various incentives (financial, incentive travel, etc.); bonuses; competitions and competition;

Dealers and retailers (travel agents) through:

Issue of souvenirs with company symbols (calendars, notebooks, pens, ashtrays);

Trade shows;

Product presentations (business lunches, dinners, etc.);

Correspondence (letters, circulars, etc.);

Joint promotion schemes (organizational or financial assistance);

Customers (directly or through a retailer) through:

Computer display, Internet, wall displays, posters, brochures, etc.;

Souvenirs (bags with the company name, covers for storing tickets, etc.);

Providing soap, shampoos, special shower caps in hotels, and flowers and fruits for “necessary” clients;

Correspondence;

Financing with moderate interest;

Providing free vouchers;

Organization of joint promotional events with companies in other business areas (incentive trips for company employees, trips accompanied by preferential purchases of goods and services).

These promotional tools are mainly designed to create good attitude customers towards the company and the tourism product offered, as well as remembering it, which can increase the value of the product.

When selling a product to retailers, a company's marketing managers can take one of two actions. The first is called a pull strategy and aims to promote a product directly to the consumer by creating demand through widespread awareness of the company's brand, thereby compelling the customer to buy the product from retailers. In this case, the customer can make a preliminary purchase decision, and traders must have as many products as needed to meet demand. The second action is called the push strategy and is designed to activate the purchasing power of the population. With this strategy, retailers are persuaded to stock a certain quantity of products and are helped in distribution.

For example, new tourism companies (tour operators), when creating their market, on the one hand, can use the first strategy with advertising support, and on the other hand, can use the second strategy, selecting key retailers and helping them sell the product to their customers, with In this case, promotion costs are divided equally.

Strategically, many companies also take into account the methods and techniques their competitors use when developing their plans. If necessary, you can compete with a competitor or use other promotion methods.

When implementing a particular product promotion program, it is necessary to determine exact time the beginning of its implementation and duration. If the program is short-lived, it is very difficult to achieve effectiveness, and, conversely, if the program is designed for an excessively long period of time, its impact will gradually decrease, and this may damage the company's image.

As a rule, promotion programs are developed in the context of the entire range of promotion measures and in conjunction with other communication means. The main promotion campaign may include advertising support, invitation of sales representatives, publicity (through specialized and local press).

If the campaign is carried out on a large scale and significant funds are allocated for its implementation, then it is appropriate to test its effectiveness whenever possible. There are various ways to determine the effectiveness of promotion, but this effectiveness should in no case be assessed by sales volumes achieved in a relatively short period of time.

Success in achieving other goals must be measured. For example, if a travel agency monitor is designed to attract people and sell them tours, then it can reflect a relatively simple summary of requirements and sales. However, it can also be used to attract random passers-by and introduce them to the products that the agency sells. Thus, using a monitor, you can determine the behavior of random passers-by: how many people keep their attention on the monitor, how many stop and satisfy their curiosity, what they are looking for - a successful purchase or information about a long journey.

Research to assess whether a company has increased its popularity or changed its image is usually conducted before and after a promotional program is implemented. Often, guests in certain tourist centers are surveyed in order to determine their attitude towards events to promote the tourism product. Unfortunately, not all promotion programs are amenable to such research. For example, the impact of a long-term program to create a friendly environment with a company's dealers and customers is difficult to measure.

In conclusion, a few words about promotion methods used in the tourism industry. One important method is the organization of exhibitions, which allow sellers and buyers of a tourism product to meet in a common area and conclude deals. The largest and most popular exhibitions are those held in London and Berlin. As a rule, exhibitions are divided into three types and are aimed at: society as a whole, tourism companies and participants by special invitation.

I propose to consider two definitions that holistically characterize a PR campaign in general terms:

PR campaign - events for the implementation of the next important socio-political or social task aimed at improving the image (image, reputation) of the subject of public relations and maintaining harmonious relations with the public.

PR campaign goals:

1. Positioning - creation and maintenance (reproduction) of an image understandable to clients.
2. Enhancing the image - the task is to change the established, possibly negative stereotypes of the public's perceptions of the corporation.
3. Anti-advertising - reducing the flow of customers, investments, votes. Anti-advertising is also used to reduce demand when selling the last batches of goods (products), the quantity of which is limited.
4. Detuning from competitors is a combination of raising one image while reducing another. Or this: positioning your PR object against the background of competitors.
5. Counter-advertising is the restoration of flows, “credibility” that feed an individual, a company, etc.

Publications. Publications include annual reports, brochures, articles, newsletters and company magazines, audiovisual materials as tools to influence target markets. Audiovisual and multimedia materials - films, audio and video cassettes - stimulate sales.

News. One of the main tasks of public relations specialists is to provide the media with favorable news about the company, its products and employees, which requires the skills of creating a concept for a future article, researching it and preparing a press release.

Performances. Speeches are another way to create publicity for a company and its products. Increasingly, company executives have to communicate with media representatives, negotiate, speak at trade associations and at commercial meetings. Their oratory affects the company's image.

Participation in social activities. Companies can improve their reputation by donating money and time to charitable causes. Usually managers large companies are asked to support any communities. In other cases, the company donates a certain amount of money to specific causes.

Means of identification. In an information-overloaded society, companies must compete for consumer attention. It should create an instantly recognizable image. For this purpose, company emblems (logo), writing paper with watermarks and other marks, brochures, seals, Business Cards, style and design of premises, employee uniforms.

Promotions and special events (activities)

PR specialists count hundreds of events that are rightfully included in PR. Naturally, every company, every business entity chooses those that can be performed skillfully and will bring the greatest benefit over time.

Let us dwell in more detail on the main activities that are often practiced in public relations.

Charity is a manifestation of philanthropy that does not imply any obligations on the part of those receiving support.

Exhibition - A display the primary purpose of which is to educate the public by demonstrating the means available to the client to satisfy consumers in one or more areas of its activities or future prospects. Exhibitions are one of the leading forms and means of integrating the efforts of public relations services. They allow the general public to learn about the institution. A convenient place to study the demand for goods or services of an institution, determine the sales market, and attract new partners to mutually beneficial cooperation. It provides an opportunity to get acquainted with the activities of competitors.

Debates are debates, exchanges of opinions on any issues, disputes. Debates arise at meetings, conferences, and sessions when discussing reports, messages, and speeches.

Days open doors-- carrying out by the organization a set of events on designated days in order to familiarize the public with a specific project or briefly familiarize itself with all areas of activity of all departments. Preparing open days requires developing a scenario for holding this event, appointing presenters for general and individual meetings of interests (or departments). The scenario for holding open days, in addition to meetings, involves visiting workplaces and getting acquainted with attractions of interest to visitors.

The conference is an event aimed directly at target audiences. It is not intended specifically for the press, but does not preclude their invitation and presence. Held to discuss next steps or issues of mutual interest to those gathered.

"Round table" is one of the forms of generating and discussing ideas that are significant for various public groups. Participation in a round table of senior leaders of an institution, sponsorship of such an event and its coverage in the media can expand the organization’s visibility.

Presentation - display of new books, newspapers, magazines, films, television programs and other new goods, products, services to the public, often performed for advertising and commercial purposes; This is a means of PR, which consists in presenting to an invited audience the company’s innovations, openings, awards, new service, a newly created organization (enterprise, firm, institution, etc.). As a rule, a company presentation is held on the occasion of the opening or creation of a company, demonstration of new achievements, a new image of the company, as well as when entering new markets. Presentation events include product demonstrations and a cultural program, as well as a buffet (lunch, dinner, etc.). Presentations may be combined with a formal reception. They are organized not only for journalists, but also for potential consumers, buyers, investors, partners, influential officials etc. Typically, a set of presentation events includes the following chain of events: press conference, demonstration, informal communication with musical accompaniment, farewell (possibly with the presentation of a gift).

Press conference -- meeting of officials or famous representatives the public with journalists, conducted in the form of “question and answer”; it provides information on current issues that can be used in the media. It is carried out when it is necessary to demonstrate some samples and objects or when an important topic needs to be presented for consideration on which the journalists present may have questions.

Reception is held:

a) on the occasion of a special date, an important event;
b) on the occasion of a visit to the organization by a famous and honored guest or delegation;
c) in the course of the daily work of the institution on a regular basis.

The purpose of the reception may be to expand and deepen contacts in the company’s field of activity, obtain the necessary information, and form the image of the organization in the external business environment.

Sponsorship is support for public, cultural, sports, religious organizations and figures, publications, television shows, film screenings, radio stations, as well as socially significant events and initiatives in order to introduce or maintain a positive public reputation and fame. Sponsorship can be seen as a more modern version of charity, in which the desire for profit, advertising and publicity is clearly visible. Sponsors exchange their financial and other support for these benefits. The media often act as information sponsors of various PR campaigns and projects.

Opening ceremonies mark the beginning of a new business, the establishment of a new company service - namely the opening new page in the life of the company.

The opening ceremony of a new building of production facilities and a new plant is aimed at strengthening the image and improving the company’s reputation among investors, shareholders, distributors, and consumers. Demonstration of modern equipment and the latest technologies indirectly indicates the possibilities of providing High Quality products. Demonstrating good working conditions helps attract best shots. In addition, the opening ceremony helps strengthen the corporate spirit and loyalty of employees. Relations with the local community improve as new jobs are created in the area. The official opening of the new store is aimed at attracting new customers and partners.

The choice of the person who personally opens the object involves several alternatives. This could be the mayor of the city, a minister or representative of the city administration, a minister or representative of the department overseeing the area of activity of the facility, a parliamentarian, a famous athlete, an artist, public figure. The selection criteria are social significance, accessibility, interest, and price for artists or athletes. A person's social status directly affects media interest in the ceremony. The mayor's participation in the ceremony may provide a better chance for extensive and detailed media coverage of the event than the participation of a lesser-known legislator. The higher the status of the invited persons, the higher the media interest in the ceremony, the more widely it will be covered. However, the higher the status of a person, the greater the need to provide a replacement in case of employment. And the more senior the person and other invitees, the higher the costs of holding the event - because the costs of servicing security and accompanying persons - accommodation, food and transportation - increase.

If officials are not expected to be interested in participating in the ceremony, one should focus on good famous people from sports or entertainment industry. Such persons are very appropriate for the opening ceremony of a new store; their participation can ensure that the event is reflected in local newspapers. In smaller towns and villages, press participation is then more likely, if not impossible.

A PR campaign is nothing more than the development and use of a PR complex - tools that involve the use of a concept to influence the opinions and attitudes of society. Within the framework of the PR campaign, deadlines and stages for its implementation are established.

OUTDOOR – program – outdoor, open advertising.
Promotions are an action aimed at a certain category of persons for the purpose of promoting and selling a product or service.
Sampling is the free distribution of samples of a particular product.

If you are opening a store, supermarket, cafe, then you simply cannot do without this set of measures. The opening must certainly be colorful and memorable for its scope.
It is worth noting that it is best to entrust the conduct of a PR campaign to people who understand this area. After all, opening does not mean that you should simply cut the tight ribbon. This is hard and painstaking work in which a business plan is drawn up, competitors are analyzed, the target audience is determined, and as a result, results are revealed about the feasibility of opening a particular business.
If you open your own store, then the PR company will become good remedy to promote your point of sale. We need to tell you as much as possible about your open store. This way you will ensure an influx of clients. If you do everything correctly, the result will not be long in coming

The web studio specializes in creating landing pages. Specialists create websites that attract the attention of users and stimulate them to perform a specific action.

If you open shopping mall, then here you will face extreme difficult task for organizing this event. And here it’s worth remembering that it’s better to entrust this process to professionals.

Objectives of the PR company:

By disseminating information, the strategic image is promoted;
The target audience is more informed;
Impact on society through psychological impact. Forming a positive opinion about the enterprise/company.

Who is the PR campaign for?

The target audience is the group of people to whom the message is being sent. Most PR companies contain a mistake, which is that the message is made for the entire audience at once. This approach is fundamentally wrong.

The target audience can be roughly divided according to the following criteria:

Each person has their own individual needs;
different statuses - real clients and potential;
difference in social status;
audience size.

What is contained in the PR company's message?

The first thing to remember: don’t indulge in narcissism while forgetting about the client. After all, from the fact that you will shout at every corner that everything is just fine with you, the person passing by will not feel hot or cold. Secondly, you should remember that you should not talk well about a bad product. After all, having come, for example, to a store, a person will immediately understand that your advertising is not worth a damn. The result of the above wrong actions what usually happens is that open business does not bring any profit.

How to choose tools for conducting a PR campaign?

The director talks about his plans based on his own preferences. This is not correct if the director does not listen to specialist advice on this issue, but only dictates his own rules;
the director is not at all concerned about existing risks;
The director adheres to a conservative policy and does not accept anything new. This is absolutely wrong. After all, a PR company implies innovation.

PR company: example of preparation

The first stage is to analyze the situation and determine the request. The manager, at the request of the specialist, fills out a questionnaire in which he describes exactly what outcome he expects.
Next comes the process of identifying the target audience. Don't be greedy and save on marketing research. Conducting such research will help identify the need, the size of the audience, as well as form an opinion about existing competitors.
After the listed points, a PR campaign specialist will determine the technical and financial side question.
Conducting internal and external PR. Internal PR stimulates employees to work and maintains corporate cohesion within them. External PR is how your company will be positioned, for example, by authorities, competitors, investors, etc.
Work is being done to form a good public attitude towards your company.
Done overall rating of the entire PR project.
Evaluation of the financial proposal. It all depends on which method is chosen for conducting the company and what funds the company has.
The terms of the company are agreed upon. A PR company can be long-term, short-term and medium-term. Preparation usually takes no more than three weeks.
The budget of the planned PR company is drawn up. This is necessary in order to: realistically assess your strengths in a financial matter, understand exactly how much it will cost to carry out a set of activities, visually view all the assigned tasks and their costs, etc.
Elements of the advertising company's budget are discussed. This includes: labor, office expenses, materials and other expenses.
Next, the specialist calculates the costs. That is, he calculates his real fee.
The funds that will be spent as part of the PR campaign are distributed.
A budget is drawn up, which is determined by the public relations department within the enterprise.

Advertising campaign plan: sample

Target:

introduce your company;
search for franchising partners.

The target audience:

persons from twenty to fifty years of age, directors.

Location of the event:

Moscow city, Pirogovskaya street.

Promotion time:

July 25, 18-00.

Promotion:

Social party, for a certain number of invited guests;
An invitation to one person is given a week before the event.

Dress:

for men - business, for ladies - evening.

Event plan:

held at the Atlant restaurant from 17.00 to 23.00;
Next, the entire program is outlined hour by hour.

End of the program:

festive fireworks
invited guests are transported in cars with the company logo.

Buffet:

The menu that will be at the holiday is being signed.

Presenter:

Invited woman.

Promotional materials:

Each arriving guest of the evening is given a souvenir with a logo;
business cards with information about directors.

Results of the action:

meeting heads of leading companies
further work with them
concluding franchising agreements.

Note: What is quality website hosting?

Accidental success in any serious business is equivalent to failure. A truly successful enterprise begins with developing a detailed plan and consistently implementing it until the goals are fully achieved.

At the planning stage of a PR campaign, its target audience, objectives and priorities are determined. Although PR goals are always closely related to achieving publicity, they can vary greatly for specific campaigns. It happens that the purpose of a PR project is precisely to gain popularity, but more often the goals are more complex and varied.

For example, in a PR plan for a politician participating in elections, recognition will be only one of many points. The candidate hopes that in addition to votes, PR will provide him with crowds of loyal supporters and their tangible support, financial assistance, volunteer activists, endorsements and word of mouth.

And a corporate PR campaign will emphasize the advantages of the product compared to what competing companies offer, and in every way will stir up waning interest in the product. Both the political candidate and the trading firm are seeking publicity, but their PR plans, with the possible exception of extensive media outreach, will differ significantly.

Key elements of the plan

If the political, economic or cultural context changes during the course of a PR campaign, this may require adjustments to the original plan, and it may be necessary to reconsider the goals set. Since PR is often (but not always) related to the company's activities in the market, the marketing plan determines the basic guidelines for the PR campaign.

Sometimes a PR plan is included in a marketing plan as a section or even a subsection with the goal of creating a “hotline” for dealing with consumer reviews and complaints or preparing press releases about new company projects or changes in its structure. In other cases, the PR plan focuses on changing public perceptions about the subject of the PR campaign or maintaining a positive image of it through media channels.

The key points of the marketing plan are situation analysis, goals, strategy, tactics, implementation schedule and budget for marketing activities. Every marketing plan, like the person behind it, is unique. It can be a solid multi-page document, carefully describing the smallest details, or just a list of the main points. In addition, the development of the plan is influenced by the organization for which it is created, or rather, the size of the company, its needs, goals, capital and management style.

If a PR campaign does not have ambitious goals and is limited in funds, then most likely it will simply be included in the overall marketing plan. But if PR occupies a significant share in the company’s marketing activities, then in this case it is advisable to develop an independent PR plan, which, based on general business goals, will allow you to focus on the PR tasks themselves: from publicity and writing speeches to special publications, the Internet -sites targeting specific audiences or government relations programs.

In organizations whose PR activities are aimed at promoting educational programs, raising funds for charitable causes and helping socially vulnerable segments of the population with the help of volunteers and staff members, long-term, multi-level and highly specialized PR plans are developed.

There are many books devoted to creating marketing and PR plans. It is important to remember that there is no general template for drawing up a plan. In addition, the method of presentation and form of the plan must correspond general style management in the organization, otherwise the document is unlikely to be read at all, much less followed.

Analysis of the situation

Just as in a typical marketing plan, the situation analysis in a PR plan briefly summarizes the prevailing trends affecting the company's position in the market or its relationships with significant public groups - consumers, clients or partners, investors, officials, potential clients, competitors and the media. In addition, this paragraph of the plan records positive sides the subject of the PR campaign, as well as negative factors and possible difficulties.

Let's give an example

With the increase in the number of Internet users, activity in the field retail falls. Competitors, who have a more diverse selection of products and a substantial advertising budget, attract potential buyers with aggressive advertising and significant discounts on some products, and once they have won customers, they offer them other things. As online commerce continues to evolve and competitors gain more market share with advertising, discounts and a wide range of products, the prospects for maintaining and expanding business are at risk.

It is clear that the “situations” of different companies or organizations will be completely different and other factors may be included in the description. Pay special attention to the organization's experience: whether it has so far correctly defined the uniqueness of its offer, whether it has explained it convincingly to the buyer, whether it has fulfilled its advertising promises, whether it has made its products and services even more interesting and attractive, or whether everything was quite the opposite. ?

Based on data obtained from research. Be objective and honest. By presenting the current situation in a light favorable to management, you may score additional points, but such an approach destroys the very essence of creating a serious PR program.

Nothing can replace good knowledge of the market, but it is even more important to have an idea of what the attitude of this market is to the company or organization, to have information about the rating of the enterprise among competing firms, data on the availability of alternatives to the products offered. Research is the foundation of PR.

Consider all changes that may have occurred in the market and economy, taking into account any factors influencing the situation; Analyze changes in the company's management structure and their possible impact on its mission and goals. To correctly assess the current situation, it is useful to turn to history and compare current information with data from a year (or even longer) ago, comparing this information and correlating it with the external market situation and the state of affairs within the organization.

Market research, especially the study of consumer knowledge about the product and their attitude towards it, will allow you to form an objective vision of the situation and direct the plan in the right direction. Sometimes the data obtained confirms already known information, but it never hurts to make sure your assessment is correct. If, as a result of the research, information is discovered that no one expected to receive, which no one had even guessed about before, then such data is simply priceless. It is important to convey to those who will implement the PR plan why it is necessary to strictly follow its points.

Besides, It will be useful to conduct a PR audit. This should include:
. interviews with company management and others significant groups, such as, for example, shareholders or media representatives;
. review and analysis of current issues, problems and new opportunities;
. re-check to find out whether the target audience and the composition of significant social groups since the creation of the previous plan;
. assessing the preferences and interests of consumers and employees of the company itself, suppliers, influential people in society and other target groups;
. assessing how effectively current media contacts and used media reach target market segments;
. critical review of the content of the website and other marketing and communication sources: printed materials, press materials (including biographies and photos of key figures in the PR campaign), advertising materials, mailing materials, etc.

Setting goals

A clear definition of goals will help you choose the right types of PR actions for a particular organization or company. So, although most PR campaigns are aimed at gaining wide publicity, areas such as investor relations or government relations focus on identifying a very specific and small audience, establishing contact with them and maintaining communications that they prefer not to advertise . Wide publicity and close public attention during resolution of crisis situations are also undesirable.

When defining objectives, it is necessary to take into account the specific preferences of the target audience or market segment and ensure that there are no conflicts between what the company wants and what its audience expects. The unity of interests or their conflict is clearly visible in the set goals of the PR campaign. For example:
. attract lost customers;
. increase retail performance this year trading network by 25%;
. maintain current revenue levels this quarter, increase revenue by 5% next quarter.

Everything is very individual: one organization seeks to increase its popularity by a specific percentage over a certain period, while another intends to minimize possible losses after a series of negative news in the media. It is very important to determine this specificity. Goal statements cannot be too general or open to multiple interpretations.

Consider whether the same PR message is appropriate for workers and volunteers, buyers and suppliers, business-oriented media and the national and regional press, community leaders and ordinary citizens; all those who make up the target market segment or audience.

Strategy

Determine which methods will best convey the desired message to the desired audience. It is no secret that people perceive the same words differently, especially if the message is addressed to representatives different generations or heterogeneous demographic groups. Research data will help create a real picture of the priorities and values of the target audience.

Pay special attention to the formation of what image of the organization or company the strategy is aimed at, how this image corresponds to the history and mission of this organization, as well as the image created in the overall marketing plan. Sometimes there is a confusion between the concepts of strategy and tactics, as if they mean the same thing. However, this is not the case. Strategy defines the approach and point of action, while tactics explain how it should be accomplished. Let's give examples of the strategy.

Convince the public that live human communication with a representative of an organization is more fruitful than impersonal Internet contact with a computer program, which, moreover, can freeze at any moment.

Or:
Contrast a “fashionable” but untested competitor with a long history and earned excellent quality and the reliability of the goods and services offered and the company's reputation.

Choice of tactics

There are many ways to influence the beliefs and behavior of a particular target audience. For example, the following tactics can be used to influence employees.

Corporate ceremonies (such as annual banquets) at which employees are publicly recognized for excellent performance and special achievements with cash bonuses and bonuses, certificates and special excursions. Target Stores, for example, rewards employees with a trip to Memphis, Tennessee, with a mandatory excursion to Target House, the St. Jude Children's Research Hospital (St. Jude Children's Hospital). The organization helps finance equipment, and its employees respond with approval and appreciation for these social activities, which contributes to labor uplift at all levels of the organization.

Encouraging employee participation in the preparation of materials for magazines, newsletters and other company publications, which, on the one hand, introduces diversity into publications, and on the other hand, fosters team spirit and loyalty to corporate ideals.

Among the means commonly used to influence buyers, customers or consumers, we name the following:
. brochures, booklets, reference guides and other types of text materials for promoting goods or services, both for a wide audience and targeted at certain market segments and distributed by mail or through representatives of the organization;
. catalogues, magazines and newsletters;
. website materials;
. materials on DVD, CD-ROM, video and audio media;
. seminars and conferences;
. interactive programs contained on floppy disks or posted on the company's website;
. sponsorship in the organization various events;
. participation in joint sponsorship programs with local and national TV and radio channels;
. participation in public and government charity events;
. organization of competitions, auctions, sweepstakes aimed at promoting goods or services;
. creative use of prizes and awards, advertising.

Tactics for influencing sellers and suppliers include:
. joint branding with suppliers and sellers of the most successful models;
. co-sponsorship;
. joint advertising;
. placement on the company’s corporate website of links to web resources of suppliers and sellers.

In order to convey the necessary information to the general public or a specific target audience through the media, the following means are used:
. press releases (distributed via e-mail, other Internet notification systems, fax and mail);
. presentations of studies and reviews, official documents, comparative studies and information about the current state of affairs;
. personal contacts with media representatives: interviews, receptions, lunches, press conferences and briefings.

Tactics and methods of influencing trade, national, regional press and online media:
. make sure that the corporate website provides users with any new features and benefits;
. Develop a monthly newsletter and TV spots about the product or industry news in general;
. Ensure the participation of key executives and other company representatives in programs hosted by trade associations;
. take part in online forums and conferences;
. take part in co-sponsoring information articles published as advertising in paid publications.

Creating a project schedule

Regardless of how long it takes for your chosen tactics to help you implement your strategy and achieve your goals - several days, weeks or months or even years of gradual implementation of your plans - create a project implementation schedule that will allow you to monitor whether the work is progressing successfully or with delays and whether tasks are completed at one stage or another. Be realistic about what can be done in a given period of time. Approach the issue of planning deadlines flexibly and try to take into account possible modifications of the plan as the business or economic climate changes.

Setting a Budget

PR is a highly cost-effective form of marketing and communications, especially when compared to advertising. However, profitability is a relative concept; it depends on the budget and does not mean a complete absence of costs. Working with the information center, printing, traveling, entertainment activities, sponsorship, and organizing events are expensive. When drawing up a budget, determine the real costs and costs of implementing the chosen tactics to achieve your goals over the planned period of time. If goals cannot be accomplished within the campaign budget or time frame, adjust goals, change the project schedule, or revise the budget.

Plan

Of course, the characteristics of companies, as well as their goals, are not always comparable; these differences determine the diversity of PR plans. Below is an example of a plan designed to strengthen a British tech firm's position in the US market.

Summary of PR plan and strategy
September 30 – December 31
1. Goals:
. raise public awareness;
. ensure public confidence;
. promotion differentiation.
2. Designation of the target audience:
. media;
. industrial analysts;
. reference groups.
3. Medialist:
. main channels (list A);
. additional channels (list B);
. news channels (newswires).
4. Media kit:
. facts, basic information;
. management and team;
. press releases;
. examples;
. documents (optional);
. photos, brochures, CD (optional);
. other materials as needed.
5. Schedule of events:
. product presentations;
. trade fairs;
. seminars;
. public performance;
. press tours;
. promotion or sponsorship;
. telephone surveys;
. press monitoring.
6. Support for working with the media:
. schedule of calls, meetings, business lunches.

PR plan goals

The PR service does not sell the product, this is handled by the sales department, the commercial department. The activities of PR specialists are expected to achieve:
1) public awareness about the company;
2) trust in the company;
3) knowledge of the company’s characteristics that distinguish it from its competitors.

It is clear that points 2 and 3 cannot be implemented without point 1. Public awareness, therefore, at the initial stage is a priority task (from 30 to 60 days), by solving which it is possible to build public trust in the company.

Media Kit

A media kit is the main way to introduce a company, its product, brand, management team and other decision makers and define the subject and main idea of the program. The main elements of a press kit are a folder with files in a corporate style and with the organization's logo, basic materials about the company, its leadership, product, benefits, press releases and (or) special research that helps position the company and (or) product. Additionally, the kit can include photographs of managers, illustrative materials relating to the company and product, research materials, if necessary, brochures about the event or product, copies of press publications, and a demo disk.

Website

A corporate website is a marketing tool powerful tool information, a kind of electronic version of a media kit. The site contains information for consumers, announcements about current vacancies, information about new seminars, programs and events of the company, its new developments, and reviews on general and special topics.

List of media

When communicating with the media, as with direct mail, a contact list is the key to success. The main list (sheet A) should include the names, positions, addresses (including email), telephone and fax numbers of media representatives specializing in technology (preferably in the field in which the company operates), and media related to To publishing and the entertainment industry. They also include media analysts, publishers and business and technology journalists, renowned independent authors, columnists and producers who form the professional target audience for our information. The secondary list (Sheet B) may include financial, educational and business publications, design media, and business-to-business publications. The media list needs to be updated periodically as reporters, publishers and sometimes producers change jobs without always notifying them. It is important to know your audience and determine through which channels they prefer to receive information: by phone, fax, email or regular mail, maybe FedEx*.

You can buy lists or create your own. PR Newswire offers a variety of information and services: the US1 listing includes over 2,400 contacts; the tech media list contains several hundred names, and upon request (and for a fee) the publication will provide you with the details of all those media representatives who specifically request all tech news.

Post tracking services

Publication tracking is necessary to ensure that a press release, press release, newsletter or other announcement distributed across thousands of issues of a variety of publications does not go unnoticed by a quick scan of daily, weekly, monthly and professional publications and programs. It is advisable that all published materials about the company, publications containing any mention of the organization and its products, as well as articles about competitors, be collected by a special service.

Advertising and PR have different goals and methods, but when used together, much greater results can be achieved. Advertising is more expensive than other types of information activities, so it is necessary to carefully determine the target audience. If, through a certain type of advertising (for example, print), the goal is to ensure that the brand becomes known, differentiates itself from competitors and achieves public trust, then such a campaign will be separately presented in the marketing communications plan.

Budget

Fees and wage, transportation costs and other costs, lunches with media representatives, pocket expenses, printing and distribution of press releases, information by telex, payment for services for the selection of publications, costs for the preparation and creation of information and educational brochures, official documents, photographs, illustrative materials will be presented in a detailed review.

Additional Notes

When the plan is submitted for consideration by the customer or company management, amendments may be made to the list of media and upcoming expenses. Note that the above plan was written for a technical campaign. PR plans for a campaign focused on shareholder relations or government relations will contain details specific to these areas. Rather than securities professionals and members of the media, the target audience should probably be government officials and bureaucrats. The planning process itself is standard, but the specifics of the business and type of activity of the organization dictate its own characteristics.

Summary

The PR plan defines the target audience, objectives and priorities of the campaign. A PR campaign is usually focused on gaining widespread publicity, but the ultimate set of goals always depends on the specific organization and situation.
. The cultural, economic, and political context of a PR program may change, sometimes requiring adjustments to the original plan or reassessment of goals.
. The main elements of a marketing and PR plan are: situation analysis, goals, strategy, tactics, implementation schedule and budget.
. Thoroughly study the attitude of significant social groups to the subject of the campaign: consumers, partners, investors, regulators, competitors and the media, carefully weighing all the positive and negative aspects.
. Be realistic. If the time limit to achieve the goal is too short or the funds allocated are too small, reconsider the project objectives, change the schedule for its implementation, or increase the budget.