Week2 PUB30004

What does the PR Process overall include?

• Client (Internal, external, other)    

• PR Plan (Internal, Briefing Document)      

• Proposal (Persuasive, Focused)  

• Present (Meeting, Presentation, Post) 

• Planning Implementation (Analyse, Strategy, tactics, evaluation)

What should you know about clients?

• Do we love or loathe them? Indifferent?

• Worst thing to hear is "the client is not happy” 

• Keep the best clients by pleasing those we have, and solving their problems, along with helping them be better at what they do

• Better clients are not always those who pay more money

What are client categories

current, prospective, and lapsed

As PR practitioners we live or die by our ability to…

• conceptualise PR opportunities

What are types of clients?

• Internal customers 

• External: New business, Request for proposal (RFP) and Grants 

• Other: Foundations, vendors, Business Partners) 

What to know about PR Plan - Internal Briefing Document?

Purpose: 

• To aid as a briefing document    stakeholders can quickly ascertain its purpose 

• Potentially acts as a go no go, gate 

Collects / summarises current information

• Enables the development of targeted messages

What is the PR Plan - Internal Briefing Document structure?

Client    

Type of Project     

Situation     

Objectives     

Key Publics    

Persuasive elements

Core Message      

Communication Channel        

Evaluation Method

What is the New business proposal structure?

• Cover Page         

• ToC       

• Exec Summary       

• Introduction        

• Content*

• Appendix (all the detail goes in here)      

• Bibliography

What does Content mean in the new buisness proposal structure?

• Detailed findings   

• Interpret and analyse data        

• Discuss implications 

• Make recommendations: talk benefits and solve problems 

• Budget   

• Include sample creative material           

• Ask for sale

What should you know about persuasive content?

• Tailor to how the audience likes to receive information     

• tailor the language & evidence 

• Understand the emotional, political, and cultural motivators as well as the rational  

• Address the states issues / problems / opportunities

What is the Persuasive Structure?

(CoRE): Complication, Resolution, and Example

How do you calculate trust?

What is needed in a PR Presentation?

• Hard copy submission only    

• formal presentation (probity)     

• formal presentation / discussion  

• Credential pitch

What is needed in a hard copy submission?

• Reflects the stated criteria or logical flow

• Structure- easy to follow 

• Finishing touches: binding, dividers, spines 

• Design and presentation: profession, and easy to read 

What do you need for a formal presentation?

• All about the client and the problem you are there to solve 

• Know your audience and equipment 

• Visual aids are there to support, not dominate 

• Think about the 7 Observable behaviors 

What are 7 observable behaviours?

1. Dress    2. Facial expression    3. Voice   4.Gestures    5. Posture    6.Movement   7. Energy levels

What do you need for credentials pitch?

It Maybe

• Part of your business development strategy or a short listing process by the client

Either way

• 25% on you and 75% on the client  and demonstrate understanding of their industry