Public Relations Assignment - Essay Example

Inserts His/her Inserts Inserts Grade Inserts Here (Day, Month, Year) Public Relations Plan: EXECUTIVE SUMMARY: An opportunity of having the president of United States of America addressing 400 people of news media and magnetizing thousands of other people via different communication mediums are an opportunity that most of the colleges’ dream of but Regent’s College has got this opportunity. In order to avail this opportunity to the fullest different goals has to be set up and then different strategic measures are to be designed in order to achieve that goal. The main aim is for Regent’s College to be a very crucial part of this entire address. By following this plan we would be able to achieve this goal. Campaigns need to be set up in a in order to meet every objective of trying to capture each moment of the address in a way that Regent’s College is able to get the credit for most of the part. FORMATIVE RESEARCH: The main venue selected for the first visit by the President is Regent’s College and thus it makes for great pride and honor for the students of the College to be able to be a part of this exciting event. Since the college has both undergraduate and post graduate students, the main focus or target group would be the same. Along with trying to capture the address, the main focus also lies in exploiting the opportunity to be able to reach out to a maximum number of individuals belonging to the youth in order to help them understand the kind of support that the college provides to young people as well as attract them for the purpose of admissions and extracurricular activities. Thus, the address is a great opportunity for the college to be able to communicate this very valuable stance across to young people who will be listening in to the President’s speech. GOAL: There are a number of goals that are symbiotic to each other in order to achieve by the college; the main goal of the entire event is for the college to be able to attract a large number of young students from all over the world; different races and nationalities even. The focus lies on the fact that this will be possible as a large number of people will be listening in to the address made by the President, from all over the world. Thus, the standing of Regent’s College needs to be made in a grand manner in fron to fthe media as well as the press so that the honor and goodwill of the college is raised in the eyes of the public, and this very address is able to attract a large number of students towards seeking admission in the college. The aim is to thus be able to figure out a way to be present on the maximum number of news channels as well as newspapers and print media in order to put in a short word as per the contribution of Regent’s College towards helping the President come and give his address. This is how the college will be able to provide itself as a significant figure in the entire world of institutionalization and this is what sets it apart from the rest. Keys to Success: The keys to success are: As the target people are the youth, the main aim is to not lose focus on gaining the attention of the same. It is very imperative that the plan takes steps in trying to gain the attention of the youth through the address. Thinking beyond the box. Diversifying our tactics in order to evaluate some innovative ways for the achievement of our goals Professionalism. A professional outlook of things helps in getting a proper and practical over view of performance Various results need to be achieved because the main aim is to achieve results in the form of widespread public and media attention. Only when a large number of students revert back to the college, will the job be done. STRATEGIES: Strategies are some of the best ways of trying to achieve goals. The main aim of a PR group is to try and formulate strategies that are unique to it because otherwise, every other institution or company will be able to grab the attention of the target group. Thus, a number of steps need to be undertaken in order to achieve the same: Research: Research is the core of every PR activity; primary as well as secondary research needs to be conducted in order to find out information regarding the various people that will be listening in to the address. Communication is very important in order to spread information among people and help them be aware of something. Thus, if the college needs the youth to know about it, then it has to be done through research in order to seek the attention of thousands of young people and help them know about the college through whatever it is that interests them. Media Sources: The media is a very powerful source of helping to spread information and making people aware of this. Since the main aim of the college is to be able to spread their name and enhance their goodwill among a large number of young people. The main aim will be to be able to get across a note in every print form of media possible and to get into any form of interviews possible with news channels. It’s all about reliability – we need to make sure our campaign is interesting first. The best way to ensure this is to make sure that our news is appropriate and attractive. Having a newsworthy campaign is half the combat in getting a media source attracted. The next is to call our preferred media source unswervingly to building up our image in front of them and give details why information about our college will be of interest to their readers. Appointments will thus be taken with all the people from the print and news media that are willing to put in information regarding the college and its participation in the address. Target Market: PR is almost certainly one of the fastest altering markets around along with knowledge and expertise – you need to know what’s occurring around you to be able to act instantaneously to keep your clients ahead of the game. As discussed above that our target market is the youth we have to devise our advertisement in a way that it must attract the younger generation. We will put forward the traits of our college which we think can attract the youth. In addition to that we will also carry out a survey which will help us in getting a correct estimate of what most of the students like in an institution and these likes will be the highlighting qualities of our college. Use of Technology Equipment: Using technology has become very imperative in today’s day and age. The internet is one of the fastest modes of communication and can really help to transmit information all over the world in a matter of minutes. A spanking new information from the UK projected that as many as 79% of British Public Relation firms don’t have an online advancements. In today’s primarily online business world, we find that to be just a little frightening. There’s no more rapid medium than online for contravention of a big news broadcast or campaign. Societal media gigantic figures like Facebook, Digg and Youtube are now being profoundly used by Public Relation organizations for their clients. Viral advertising and video promotions are just two of the ways that big businesses are reaching wider spectators. The use of online mediums will be a highlighting feature of our campaign. We will use social sites like twitter and Facebook in order to spread awareness regarding our plan and campaign. As most of the people nowadays use social sites our advertisements will surely reach them and they will be attracted by such massive campaign. The advertisement which we will do through newspapers and different channels will be attractive for those who are fond of watching news and reading newspapers but this medium of advertisement will have the young generation as the major part of its spectators and viewers. Groups and community pages as well as event pages can be made on these sites in order to invite students from far and wide and help them understand the impact of the address as well as the hand and role of Regent’s College in the same. Students from the college can use their contacts in order to help to spread the word and include a large number of people in the entire process. Monitoring the Web: We will continue scrutinizing any news on your campaigns position as it will soon let us know of any response to it, encouraging or unenthusiastic. With the most significant bloggers having the supremacy to immediately make or break a campaign, we have to be on top of our game and be ready to build on constructive news or counteract downbeat news. We will use the Consumer created content as it is the fastest growing medium on the web today. We will exploit its advantages to the fullest in order to boost up our efforts for the achievement of our goal. Marketing Strategy: As stated before in the target market segment strategy, we will use an arrangement of targeted publicity, promotion and associations to generate visibility and correspond our message that we are the foremost and leading educational institute in the area and we possess the aptitude to proffer extraordinary dedicated services and gracefulness to help the students administer their educational life in a proper way. We also allow them to build up an attractive public image for their future. It is thus also suggested that an entire SWOT and PESTEL analysis be carried out with regard to the college in order to understand the entire situation at large and also be able to comprehend its already established stand with respect to the youth. In terms of using the media, advertising will be done in precise and particular industry journals. These will be selected very cautiously because the journal distribution is a very definite advertisement channel that we are trying to reach. The advertising activities will be fairly effectual in enhancing the already present day relationships that Regent’s college has maintained through years of working in the field of education. TACTICS: Following tactics are adapted under our personal relation plan. The main thing to follow is four aspects; objective, strategy and tactics. Media relations The media is a strong platform that helps to grab the attention of a large number of people within a small span of time. PR campaigns fail to take notice of the media associations with any kind of event that takes place and thus lose out on the opportunity to expose themselves to the public at large. Managing the media is an all-embracing topic but is based on three key principles The end product of media coverage is increasing and long-standing Media reporting in most successful in creating attentiveness and schedule setting Effectual media relations are based on an close information of the media and how they function. We will build up our relations with media by following these key steps and will render all possible services for making a close and harmonious relation Sponsorship Sponsoring is one of the main ways by which people are able to get hold of big companies and have them expose themselves on a wide platform as well. We will be able to thus offer some small sponsorship under this plan because if cautiously beleaguered at appropriate and apposite occasions, sponsorship can be used for a range of reasons, for example consciousness, predominantly in innovative markets Borrowed descriptions, correlating the organization with the optimistic characteristics of the sponsored occasion or association business generosity to strengthen key joint ventures or agreements Channel partnerships We will be enlightening and informing conventional distribution channels. Through which we will try to enhance the reputation of our college in order to attract more student strength. It is very important to bring people to collaborate and give a hand as well as aid in order for the college to be able to reach a wider range of people. Speaking opportunities Pertinent discussions, deliberations; debates and colloquiums can be used to explain the organization’s key growth and expansions or views on any subject or concern. By arranging such seminars we can give an overview and orientation of our institution. These tactics will be followed before the arrival of President Obama as after his arrival we will only use our mass media relations for achieving our goal. These tactics however will be used for gaining media’s attraction and attention before the event so that we can put forth our efforts which we are rendering in the world of education. Management of Crisis: Crises are not at all times essentially awful and terrible. An urgent situation or disagreement may give us the chance to reach outsized groups of people with our College’s point of view. Good quality or appalling, a small number of things are needed in the management of crises. We will have the facts & figures prepared, and we will also make sure spokesperson are well to the point and qualified to handle the media we will be prepared with a reaction to media explorations or, if incapable to respond, we will let the media know when an answer will be accessible. In other words, we will be organized and up-front. Specific people skilled in different aspects should be assigned duties accordingly, only then will they be able to carry out activities and look into the smooth functioning of the entire event. Evaluating Public Relations plan’s Effectiveness: Following steps will help in proving and determining the effectiveness of this plan. Measurement Strategies In order to avoid any fallacies that may occur due to management we have used measurement by object in this plan which increases the efficiency and success rate of our plan. 1. Working group involvement: The complete working group will be involved in setting the objectives. This guarantees that no segment of the job is disregarded. 2. Manager-subordinate involvement: Once the group’s goals are recognized, each subsidiary worker will work with the project manager to keep the project in a moving condition by making sure that everyone recognizes his or her role. 3. Determination of intermediate objectives: This step describes a sequence of objectives along the way headed for the overall goal. Setting intermediate objectives allows more accurate underway evaluation and makes it probable to think about corrections in the middle of the plan before the project gets out of hand. We will also set up some intermediate objectives to correct the flaws that can hinder effective flow of our plan. 4. Determination of measures of achievement: The position at which the endeavors will be considered complete will be precised in terms of either a time constituent or the accomplishment of a confirmed intention. That is our attempts will be considered complete when we will generate good will strengthen up the population of Regent’s college as per our goal. Possibly the first spot that must be talked about in any evaluation is whether or not the projected spectators were contacted. Other questions that also arise in this process and should be answered in a systemic way are: To what degree was each projected audience uncovered to a variety of communication attempts? Which unintentional audiences also got the messages? We have used two fundamental procedures to answer these questions. First, appropriate record keeping will be made which gives the details about what messages were organized and where were they sent. Secondly, a system will be employed for finding out that which advertisements and messages are used and by whom. While the first step is the easiest to acquire, it is of no value without the second for assessment and contrast. Enormous quantities of publicity have no value except if some of it in point of fact reaches the projected spectators. Therefore, we have devised the above mentioned methods to measure perfectly the use of advertising and the reporting of the major occasion. Fundamentally, such processes can be completed effectively if the project manager and other staff associates keep a cautious check on projected media and uphold extracts from the clippings. This process will be under taken under our public relation plan so that we can keep a hard watch on those who can exploit our advertisement strategies and massive campaign. Putting into practice a good public relations plan will help increase and extend the word about Regent’s College, at comparatively diminutive or no charge. It goes without aphorism that, whatever your current state is, the additional people who know about our college the more chance we have of attracting students. The above mentioned evaluation techniques guarantee the successful and fluid running of our plan and these techniques also ensures that the plan will be productive enough for the exploitation of this mega event to the fullest. Reference Yaverbaum, E. Benun, L. Bly, R. How to create a Public Relations Plan .Web, 2011 http://www.dummies.com/how-to/content/how-to-create-a-public-relations-plan.html Read More