Weve got 14 weeks to figure out

What is PR Strategy?
What is PR Strategy to me?
Why events matter?
Why do we care about it?
How does it really influence my reality?
Do we differ globally, does that really matter?
ROI vs ROA in the public, private, primary, secondary and tertiary sectors?
What are ways of measuring PR value?
What are Advertising Value Equivalents (AVEs)
The 7 rules of quantifying PR Value:
1. Importance of Goal Setting First
2. Measuring the Effect on Outcomes is Preferred to Measuring Outputs
3. The Effect on Business Results Can and Should Be Measured Where
Possible
4. Media Measurement Requires Quantity and Quality
5. AVEs are not the Value of Public Relations
6. Social Media Can and Should be Measured
7. Transparency and Replicability are Paramount to Sound Measurement

 Internal
consistency
Test retest
reliability
Inter-rater
reliability

BACKGROUND
SOLUTIONS
RESULTS
KEY LEARNING
EXPERT
OPINION

Today
Introductions
Why are you learning PR, aspirations?
nAch, nAff, nPow Acquired needs theory
The Machiavellian Personality
About me - why Im here? LI | TW
Course 14 weeks - weekly outline
Our Causes and Campaigns:
1. #MAKEITRIGHTMOVEMENT + your chosen #
1. BAC & IACT campus environmental sustainability campaign
2. #MAKEITRIGHTMOVEMENT+ your chosen #
1. E-commerce - set up shop for social good campaign
3. #MAKEITRIGHTMOVEMENT + your chosen #
1. Amplify social good through crowdsourcing & crowdfunding
4. #MAKEITRIGHTMOVEMENT + your chosen #
1. Digital content marketing campaign
"Job shadow your way to a fulfilling career!
How will you be evaluated?
DOs & DONTs
Q&A

The end
justifies the
means is an
old expression
that translates
to: Ill do
anything
necessary to
achieve my
objectives.

 What is your 14 week campaign plan? 15th week we continue to track what unfolds!
21-Apr 28-Apr 5-May 12-May 19-May 26-May 2-Jun
1
2
3
4
5
6
7

Set up
your
Asana
account
today!
Sales FAQ

Peer Evaluation
Work in Progress
Concept Paper
Assessments

15% @Week 13
40% Bi-monthly
25%
20% Case studies

9-Jun
8

16-Jun 23-Jun 30-Jun

9
10
11

7-Jul
12

14-Jul
13

21-Jul
14

Sample to be shared!
BACKGROUND
SOLUTIONS
RESULTS
KEY LEARNING
EXPERT OPINION

28-Jul
15

2
5
17

Achievement
People with a high need for achievement (nAch) seek to excel and thus tend to avoid both low-risk and high-risk
situations. Achievers avoid low-risk situations because the easily attained success is not a genuine achievement. In
high-risk projects, achievers see the outcome as one of chance rather than one's own effort. High nAch individuals
prefer work that has a moderate probability of success, ideally a 50% chance. Achievers need regular feedback in
order to monitor the progress of their achievements. They prefer either to work alone or with other high achievers.

Affiliation
Those with a high need for affiliation (nAff) need harmonious relationships with other people and need to feel
accepted by other people. They tend to conform to the norms of their work group. High nAff individuals prefer work
that provides significant personal interaction. They perform well in customer service and client interaction situations.

Power
A person's need for power (nPow) can be one of two types - personal and institutional. Those who need personal
power want to direct others, and this need often is perceived as undesirable. Persons who need institutional power
(also known as social power) want to organize the efforts of others to further the goals of the organization.
Managers with a high need for institutional power tend to be more effective than those with a high need for personal
power.

How Machiavellian are you?

Instructions:
Circle the answer closest to your opinion for each question, then calculate your score as shown below.
Strongly disagree | Disagree | Agree | Strongly agree
1. I enjoy getting around people by telling them what they want to hear 1 2 3 4
2. I prefer to take action only when I have sorted out the ethically right decision 1 2 3 4
3. There are no situations that I encounter in which lying is the best course of action 1 2 3 4

4. I believe that most people have a deceitful streak that comes out from time to time 1 2 3 4
Calculate your Machiavellian score as follows: Item 1 + (5 Item 2) + (5 Item 3) + Item 4

Items for measuring introversion and extroversion

1. I would rather curl up with a book than go to a party. T or F?
2. I prefer to be around funny and clever people. T or F?
3. I would take a cross-country bicycle trip for my holiday rather than a Mediterranean cruise. T or F?
4. When I deal with new people in a situation, I jump right in. T or F?

5. I admire individuals who take bold public stands on socially controversial issues. T or F?
6. When I am in unfamiliar situations, I generally feel less self-confident. T or F?

Get into your groups & answer the following in 40 minutes:

What do you think drove these campaigns to success? List 3 factors.
What were the challenges you think they encountered along the way? List 3.
How would you have solved these challenges ?
Measure these campaigns:
Outputs Contact/response level REACH, CONTENT - Impact on media/channels
Outcomes Perceptions/behavioral levels ,KNOWLEDGE, OPINIONS ATTITUDES - Impact on
target groups
Business Results Business level ADDED VALUE - Impact on organizations

How to Measure Tips

Outputs assign a scoring system based on the reach to your target audience, tone, prominence,
message delivery, and inclusion of a recommendation or endorsement

Outcomes ask whether the company already has any kind of tracking survey. It can be fairly simple to
add 2-3 questions to such surveys and measure whether the PR activity is affecting audience change. If
such a survey does not exist, there are a number of low cost ways to do .survey research that may be
useful
Business results these are estimated by marketing analytics approaches or through the same survey
used for outcomes. Most companies tend to have departments which measure what is driving their
sales. Bringing PR into that mix is the aim, and often more easily accomplished .than one might expec

 Short case study (Can I communicate efficiently?) - Due next week!

the Panama Papers leak
Write a 300 - 400 word paragraph summarizing the Panama Papers
leak phenomenon from your perspective
Use one of these social listening tools to support your summary free
trial package
How many of you use Google Alerts?
socialmention*
Buzzsumo

 Till next week!

If you missed some of it
(unintentionally), then this
whole deck is online @
prstrat.weebly.com