During the first tutorial lesson, I get to understand that why PR Plan is necessary.
This is what I have learn during the tutorial class on why PR Plan is necessary:
1. Overcoming a problem or Negative situation
It is one of the most common situations like example someone in the company posted something wrong in the company’s social media platform which cannot be accepted by the people where the Public Relation team have to step out to solve the problem.
2. Conducting a specific one-time project supporting the launch of a new product or service
One example is IKEA’s Public Relation team find out that people are getting bored with the IKEA catalogue where households are using the catalogue for the wrong purpose. They decided to conduct a project to make it make interesting and invite Ms Yanjaa to memorise the entire catalogue.
3. Reinforcing ongoing effort to preserve a reputation or public support
It is to show that they are supportive of something positive. This will make people feel good about the company. One example that was shared during the tutorial will be the video, “Starhub – Grades before the grades”, where it sent a message to all the viewers that StarHub is a caring organisation and attune to the customer’s feelings and needs.
4. Expanding the organization’s outreach to a new audience
It is to reach out to a different group of the target audience. One example that was shared during the lesson is a video from Health Promotion Board that featured a key opinion leader (KOL), Michelle Chong where they have the goals of reaching out to the middle age target audience to encourage them to for a less sugar choice of drinks.
5. Creating and reinforcing a brand and professional corporate image
It is to make sure all the communication is aligned throughout the entire organisation. One example that is shared during the tutorial lesson is Wendys’s Twitter page where their brand personality is so strong that all their social media platform have to be taken with a pinch of salt
6. Mitigating the impact of negative publicity or corporate crisis
It is to share information to media to share how the organisation deals with the situation, where an example that is shared during the tutorial will be the SMRT train broke down incident where the Public Relation Team will have to come forward to hold a press conference to answers the question from reporters from different media.
7. Establishing expertise among peers, the press, potential clients or customers
This refers to the Public Relation Team would want the media to think of them if they need to find someone to speak about a topic that they have in mind. This will only apply if the teams have good relationships with the media.
Group Project – #Tutorial Edition
During the first tutorial lesson, my group and myself were tasked to create a Public Relation Plan for the Science Centre Phobia Party. To start off the PR Plan, a fact sheet was provided for us to understand more about the event before coming out with a 3 PR tactic that can promote the exhibition.
The first tactics that my groups and I have come out with is the “Social Media” where we will be engaging TheSmartLocal to publicise on this event. The first content that we will provide to them is we would want the crew to film an event walkthrough video to let the viewers know what will they be expecting during the events. While for the second content we would want the crew to film a variety show where the members are being blindfolded and will be tasked to guess what the items are using the sense of touch. Last but not least is to encourage TheSmartLocal to do a collaboration with other youtubers to have a walk through challenge and find out who will be able to complete the phobia journey first.
The second tactic that we have proposed is to write pitches and sending it to a journalist where we would want the journalists to highlight that the Phobia Party will be “Asia’s first phobia themed exhibition”. The journalist that we will be engaging will be from Berita Harian, Straits Times, Lian He Zao Bao and Tamil Muras. This is because we would want the event to be shared among all the different races in Singapore. At the same time, we have also mentioned that the journalist can refer to the content that the influencer has generated.
Lastly, the third tactic that we have shared is Crisis PR Strategies where we would want to identify the potential threat and come out with plans so if anything were to go wrong, we can quickly contain the issue and recover it so as to prevent the worsening of the situation.
What I have picked up from the feedbacks
I learnt that journalists do not like to be placed at the same level as the influencers, where they often see themselves as a news gatekeeper where they promote more important news than influencers. Therefore if I were to engage both the influencers and media, I have to engage them separately.
Additionally, I have also learnt that for things that have yet to happen, it will be called issue. I would need to identify what are the potential issue that may come out first before the issue becomes a crisis.