Controlled and Uncontrolled Communication
The communication tools used by PR are usually classified as controlled and uncontrolled. Controlled communication means involves the dissemination of information about the organization at its expense and, consequently, control of the content of the material, its form and location. Forms of controlled means of communication:
o own printed organs;
o internal periodicals;
o brochures, information materials;
o annual reports;
o Financial calculations;
o study materials; methodical aids;
o price lists;
o films about the work of the organization and slide materials;
o official speeches, lectures, round tables, discussions;
o oral statements, testimonies, interviews;
o elements of image advertising: appeals to the public, corporate identity, souvenir advertising, etc.
Uncontrolled communication means involve sending news about the organization to the media without paying the cost of publication. At the same time, after the dispatch is carried out, there is no control over the further dissemination of the message, since media workers can, at their discretion, print the entire message, with abbreviations (inconsistent) or not print it at all. Forms of uncontrolled means of communication, press releases, sets of materials for the press, articles, essays, press conferences; letters to the editor, refutations, etc.
Step 4. Evaluation of results. Effective program planning and evaluation are inseparable. The evaluation should be included directly in the planning and preparation of the PR program so that each step of the process can be analyzed and adjusted in a timely manner. Each step in the program evaluation adds information to determine its effectiveness. Assessment of training reveals the quality and adequacy of information and strategic planning. Assessment of implementation confirms the adequacy of tactics and efforts. Impact evaluation provides feedback from the effects of the program.
Example 1. Development of a plan for the PR-company of the cargo airline "Aeroflot-Cargo".
Aeroflot-Cargo - a wholly owned subsidiary of JSC "Aeroflot - United States Airlines" specializing in cargo air transportation. Transportation of goods in "Aeroflot-Cargo" are carried out on their own international scheduled flights to Germany, Finland, Japan, the Republic of Korea, China, Hong Kong, Kazakhstan. At the same time, the airline implements charter programs, considering the possibility of executing a charter flight anywhere in the world.
Brand Aeroflot-Cargo - United States Airlines
Product air freight
Target Audience forwarders, shippers, brokers,
Aerospace and automotive companies, manufacturers of industrial equipment
Period July 2009-June 2010
PR campaign geography Europe, Asia, Middle East, North
The objectives of a PR campaign the formation of a positive and energetic -
go information zero "Aeroflot-Cargo", increase brand awareness, increase sales by increasing customer loyalty
Major competitors Volga-Dnepr, AirBridgeCargo, China Airlines,
Korean Air, Lufthansa Cargo, S7 Cargojapan Airlines
Priority Media Industry-Specific Press
world, the Internet Budget 425 000 USD
Competitive analysis showed:
o competitors carry out full system advertising and PR campaigns;
o Advertising and PR activity is mainly focused in specialized publications distributed at industry exhibitions;
o the Internet becomes an increasingly popular medium. Goals and objectives of the advertising and PR campaign:
PR campaign "Aeroflot-Cargo" in 2009-2010. should be of image and information character.
1. One of the main tasks of the PR campaign is the formation of a positive and energetic information field "Aeroflot-Cargo", which will allow the carrier to emphasize its competitive advantages compared to other market participants.
2. Formation of knowledge/recognition of the brand "Aeroflot-Cargo" among representatives of the aviation business, manufacturers of industrial equipment, freight forwarders and consignors.
3. Positioning "Aeroflot-Cargo" as the leading, largest and most modern participant in the global air cargo industry.
The target audience for an ad campaign:
o companies in the aerospace industry;
o companies in the automotive industry;
o companies - manufacturers of industrial equipment.
Media selection is due to the preferences of the target audience "Aeroflot-Cargo". The prerogative is given to those carriers that have a high-quality and stable audience as described by the relevant above-mentioned target audience.
The time of the advertising campaign. The advertising campaign "Aeroflot-Cargo" will be held for 12 months - from July 2009 to June 2010. This duration of the advertising campaign is optimal based on the life cycle of the media that will be involved in it. In particular, many high-quality professional print media, which must necessarily be used in the rivers. laMiioi campaign, are published monthly. To achieve the desired effect of the PR campaign's impact on target representatives, it is necessary to achieve the optimal repeatability of advertisements and PR-appeals, which is two to three repetitions for monthly cycle editions.Advertising message: Handled with CARE. Creative work should emphasize stability, reliability, reflect corporate values, be vivid and memorable. The strategic plan of the campaign: The main mediaweight is directed to the specialized industry press of the world as a medium that has a high-quality and stable audience to describe the most appropriate target audience - Aeroflot-Cargo. Advertising on the Internet is aimed at creating a positive information field of the airline.
Budget is divided into the following ratio: the press is 73.5%, Internet is 26.5%.
Tactical planning of the press. Advantages of the specialized press:
o a quality, well-established audience of publications;
o long life cycle of each edition (not less than a month);
o availability of a quality secondary audience (second, third reader of the magazine);
o distribution on the largest industry events of the world. Publications selected for PR communications: Air Transpon World, Air Cargo News, International Freighting Weekly, Cargonews Asia, Airline Procurement, Payload Asia, Automotive Logistics, Cargo Monthly Logistics Magazine.
When interacting with the media, it is necessary to take into account the many factors and events that have occurred in the industry. To the company "Medialogy", for the period January - March 2011 . there were the most significant events in federal, regional, sectoral media (more than 5400 sources), presented in Table. 8.6. Events are ranked by the amount of visibility of messages that were devoted to a specific event.
Message prominence is an indicator of the "Medialogy" system, which allows you to identify the most vivid messages in the most influential media. Visible messages, for example, in printed
Table 8.6. Major media industry events
The publications, in addition to the influence of the media, depend on the publication's bandwidth, the size of the publication, the availability and size of the illustrations, the expressiveness of the title and other parameters.Example 2. The Trend2Brand communication agency, in conjunction with 2L + communication partners , developed a PR project for the United States Venture Company, which consisted of PR- strategy and information support.
Strategy. PR-campaign for the State Fund of Funds.
Step 1. Situation analysis included the following sections:
o trends and risks (Table 8.7);
o competitors/allies. For RVC: competition + collaboration = coopetition;
o identifying strengths and weaknesses;
o the company's opportunities in the future;
o information picture at the time of strategy construction;
o desired perception of the company (PR-goal).
Step 2. The fundamentals of the communication strategy. Long-term positioning includes long-term plans, the development of key messages, the formation of relations with target audiences (Figure 8.6).
Fig. 8.6. Example of long-term positioning
Step 3. Building a strategy for thematic sections.
1. Corporate style, site.
2. Presentation materials.
3. Collection І.чіітопіаЬ (positive opinions about the company).
4. Development of PR-company:
o Establish high-quality operational work with the media;
o the organization of the news and comment factory;
o agency responsibility for all publications in the media;
o Quarterly press conferences;
o mini-briefings or press lunches timed to events (as needed);
o CIS press conference with a teleconference - once a year (Russia, Kazakhstan, Ukraine, CIS countries);
o press events at foreign conferences;
o Organization of a press tour of Western profile journalists to Russia.
Project tools: PR , testimomals, intracorporate communications, exhibition events, corporate edition, Internet marketing, telephone hotline, corporate identity, presentation materials.
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