Changes in PR Tactics, How Spark PR plans to spark The ALS Association

Written by Casey Ochoa, co-strategy director

With the changes in new communication channels such as digital and social media, public relations professionals have to adjust their tactics to this new environment. Tactics have changed throughout the years as well as broadened, making organizations adapt how to effectively use these channels for their tactics. So the question public relations professionals ask themselves is: Are traditional PR tactics dying or can they be further enhanced?

According to PRSA writer, Karen Addis, she address this question. She asks, “Are Traditional Tactics Dead?” She explains that PR professionals should remain on top of current trends in the marketplace, traditional tactics are still important for any organizational communication.

She makes her readers realize that tens of million people still watch the news, listen to the radio and read the newspaper every day. She notes that traditional PR tactics are still an effective way to reach key audiences.

Since PR tactics and channels are constantly changing  Spark PR is providing The ALS Association with a variety of channels and platforms to distribute their messages. Spark PR has created a plan to use traditional and nontraditional media in its communication efforts to generate awareness about the organization. Furthermore, Spark PR has showed The ALS Association how to utilize both traditional and nontraditional tactics for our campaign.

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Image courtesy of Shutterstock.com

Now the next question every organization needs to ask themselves is: How do we find the equilibrium between a world of traditional and new media? According to Grant Christian, it depends on the ultimate goal of the organization. If the ultimate goal of the organization is to reach a broad range of people, they should use traditional media. However, if you want to target a more narrow audience, then new media may be the way to go.

Spark PR plans to mainly utilize new media (social/digital), along with print and broadcast media. Our main social platforms are Facebook and Twitter to reach our target audience. Using social media is cost-efficient and has a large reach. Additionally, Spark PR will use MailChimp to created a e-newsletters, an event, the “Red, White & Sneuax” gala, printed materials, a new ALS sponsorship packet, promotional flier for gala, talking points for various organization endeavors and broadcast media.

Below are examples of how Spark PR has utilized social media to help accomplish our tactics and communicate with our target audience. Along with our printed material for the upcoming “Red, White & Sneaux” gala.

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 Image courtesy of The ALS Association Facebook page

Since tactics and channels are constantly changing, as public relations professionals we need to embrace this change and learn from it. Now that Spark PR has established The ALS’s Association tactics and channels for organizational communication, we must now continue to execute and evaluate our tactics and channels throughout our campaign.

Follow The ALS Association Louisiana-Mississippi Chapter:

Facebook

Twitter

YouTube

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Casey Ochoa, co-strategy director

Sources:

Addis, K. (2014, February 1). The Future of PR: Are Traditional Tactics Dead? Retrieved April 05, 2016, from https://www.prsa-ncc.org/future-pr-are-traditional-tactics-dead

Americans Spending More Time Following the News. (2010). Retrieved April 05, 2016, from http://www.people-press.org/2010/09/12/americans-spending-more-time-following-the-news/

Thygesen, T. (2016, February 16). The New Communication Channel That Is Changing Business. Retrieved April 05, 2016, from http://www.forbes.com/sites/tinethygesen/2016/02/16/the-new-communication-channel-that-is-changing-business/#665b3c7457e7

How to use social media to attract consumers. (n.d.). Retrieved April 05, 2016, from http://www.marketingdonut.co.uk/marketing/online-marketing/social-media-and-online-networking/how-to-use-social-media-to-attract-consumers

 

Spark PR Implements PR Strategies with The ALS Association

Written By: Casey Ochoa, co-strategy director

Spark PR is at the point of the campaign where we start to develop our strategies to grow The ALS Association over the next year, and determining which strategies will best help achieve its goal. Spark PR has formed a strategic plan geared toward our three goals for The ALS Association: to increase comprehension of The ALS Association Louisiana-Mississippi Chapter’s programs and services, to increase positive attitudes towards ALS and to increase funds.

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Image courtesy of Shutterstock.com

In public relations, the forming of strategies is crucial for the success of any campaign. According to Patrica Lotich, there are five steps in creating an effective PR strategy. These steps are:

  • Discovery – who the organization serves and who in the community interacts with the organization.
  • PR Plan – developing your strategic planning process.
  • PR Policy – the process to communicate with the organization’s key publics.
  • Plan Implementation – implementing the plan by looking at the budget and timetable.
  • Evaluation – evaluate how well the plan is working.

Spark PR has developed all of these steps when creating its strategies. We have discovered that the organization mainly wants to interact with potential donors and sponsors, which lead us to forming our strategic plan. To reach ALS’s key publics, we plan to use print and social media directed at its key publics to promote the organization and it’s fundraising events. Our second strategy to reach its key publics is to create opportunities for the public to be exposed to the ALS Association. Our final strategy is to promote all fundraising events and encourage donations/support using traditional and social media messaging directed toward Baton Rouge businesses and philanthropic individuals.

Now you may be asking yourself how we plan to put these strategies into effect. Spark PR has also developed several tactics to achieve our strategic goals. However, there is a distinct difference between PR strategies and tactics. According to Michael Porter of AdWeek, the main difference between a PR strategy and tactic are that a strategy is a larger overall plan that is comprised of several tactics, which are smaller and focused action items that are part of the overall plan. It is crucial for any PR campaign to understand the difference between the two in order to create effective strategies.

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Image courtesy of AdWeek.com

Each one of Spark PR’s strategies is designed to influence potential donors and sponsors and effectively achieve The ALS Association’s goal of increasing funds and awareness. Our strategies are the reason behind each one of our tactics that will be taken into effect throughout our entire campaign.

Now that Spark PR has developed our PR strategy for The ALS Association, our team can now further develop the communication plans through the use of specific tactics and channels to distribute messages to its key audiences.

Follow The ALS Association Louisiana-Mississippi Chapter:

Facebook

Twitter

YouTube

AAEAAQAAAAAAAAL6AAAAJDFjNzEyMmJjLWJjZGItNGIzMy1iMDdjLTk0NmVmYjQyYzhjNQ

Casey Ochoa, co-strategy director

Sources:

Loth, P. (2014). Public Relations Strategy: Why Your Organization Needs One — The Thriving Small Business. Retrieved March 29, 2016, from http://thethrivingsmallbusiness.com/public-relations-strategy-why-your-organization-needs-one/

Aileron. (2011, October 25). Five Steps to Strategic Plan. Retrieved March 29, 2016, from http://www.forbes.com/sites/aileron/2011/10/25/five-steps-to-a-strategic-plan/#6248f9a961af

Wood, S. P. (2014, September 17). What’s the Difference Between ‘Strategy’ and ‘Tactic?’. Retrieved March 29, 2016, from http://www.adweek.com/prnewser/whats-the-difference-between-strategy-and-tactic/100447

Developing a communications strategy. (n.d.). Retrieved March 29, 2016, from https://knowhownonprofit.org/campaigns/communications/effective-communications-1/communications-strategy