Week 8: PR Campaign Making and Mid-Terms Exams

PR Campaign Making

Initial Information

  • Issue
  • Objective
  • Target audience
  • Duration
  • Research duration
  • Budget

RACE Formula

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Research

  • Defining public
  • Content analysis
  • Demographics and Psychographics of people
  • Determining which medium is in their access?
  • What kind of message should be? (Language etc)

Action and planning

  • Defining objectives in detail
  • Process of gathering information
  • Analyze data
  • Creatively applying the obtained data for attainment of objectives
  • Communication strategies - Media channels or medium
  • Message – Slogans etc
  • Volunteers
  • Instructions related to issue

Communication

  • Message
  • Use of Propaganda techniques
  • Message exposure
  • Change in attitude
  • Change in overt behavior
  • Acts of social responsibility

Evaluation

  • Activity planned adequately?
  • Understanding of message by recipients?
  • All target audience reached?
  • Desired objectives achieved?
  • Unforeseen circumstances affected success of campaign?
  • Programme fell in budget?
  • Steps to be improved?

Measurements for Evaluation

  • Measurement of production
  • Measurement of message exposure
  • Measurement of audience awareness
  • Measurement of audience attitude
  • Measurement of audience action
  • Communication audit
  • Meetings and event attendance

 

It was a successful campaign or not ?

Download Files

pr-campaigns.pptx (0.12 MB )