Cite as least six steps that should be observed in developing an effective public relations program. Provide an example of a recent negative public relations issue in sports.
An effective public relations program helps in winning customers and conveying the right message to the target market. The six important steps in developing an effective public relations program are as follows
Step 1: Define and write down objectives for the publicity or media plan.
Step 2: Define the goals in achieving this objective.
Step 4: Develop a schedule for the public relation campaigns
Step 5: Develop the plan of action
Step 6: Put measures/ metrics in place to track the results of the PR Campaign.
A successful PR program cannot work unless we know the audience for whom it is meant. One should be very clear and be as specific as possible. For example, if you are offering sports equipment, you should be clear which sports you are referring to and where is your target market located. Clarity in the selection of target market would help in designing an effective communication strategy.
Next the message to be conveyed should be simple and straightforward. It is important to put in place important points in the message so that the target audience gets to know them.
Once the above two steps are decided upon, the media through which message is to be conveyed should be selected. It is important to pay attention to the media tool as this would help in reaching the target audience effectively. One can choose print, audio, visual or a combination of all of them.
If the steps suggested are not followed, then opportunity to gain customer confidence may be lost. This would put the company in a loss. One can use a platform of an industry association, to launch or communicate. Brochures, newsletters are the most obvious choices of communication. Public meetings can also be used for communicating the objectives of the program. There are several opportunities to be considered. Sometimes, sponsorships can also work where one can make use of celebrity endorsement. As simple networking can get your task of communication done in a simple and cost effective manner.
L’Etang J. (2007) Public Relations: Concepts, Practice and Critique SAGE