Mastering Credit Invoice Example for Public Relations Effortlessly

Credit invoice example for Public Relations

we're going to be talking about the pr process we covered it early on in the semester and we're coming up to the point where you are presenting the campaign you've worked on to the entire class you are turning in a printed rpie and you're making a verbal presentation of what you either are proposing would be a good campaign or saying was a good campaign and you've run it so I want to walk you through what should be present what it should look like kind of cover those areas so you're prepared on the board we're going to go through a lot of different details obviously you can see we have the four basic parts research programming implementation evaluation that should be almost mundane to you at this point it's just kind of how you order the information that you're presenting but within that there's certain things you should consider so I'm going to go through those four parts then we'll talk about ways you can display it what should be included in the printed part what should be included in your overall presentation when you're thinking of your research you need to consider what kind of research did you do to determine the campaign that you're running or that you're proposing and again that research could be qualitative or quantitative we covered that or primary or secondary some people will really want to include hey we did surveys or we had survey research other people may do a situational analysis some people really just get SWAT analysis and they want to have that whatever research you had should be in your research section and I can't overestimate that enough so many times people come and say here's our plan but it's really hard to determine how you picked that plan if you never show your research and research can include talking to the client emails that you had conversations that you had phone calls that you had it can include research that they had done previously that they provided to you it could include archival research things that were in the news it can include details did on websites so for example when I go into a client meeting and I'm making not an academic presentation similar to what you will do but switching it into a client pitch I always tell them the research I did and I include images so if you did research on their website and that's how you found out who they are and what their vision is and how long they've been around I take screenshots of their website and I say here's the area we got it you can pop that into something like keynote or PowerPoint so it's easy to put an image on one section and kind of put some information on the other side about what you pulled out but somehow you have to display where you got your information so that is all in research and all of your research everything you find leads up to your problem or your situation statement that is the Capstone to your research that says here's what's going on and how we need to move forward so again if you recall the situation or problem statement opportunity statement if you will is not suggesting a solution it's simply saying what's going on so there's a lack of awareness due to limited staff and inability to reach Media or there is opportunity to gain more brand awareness through the launch of their new product something like that it doesn't say what the solution is just what's happening what did you find out and where is it going to take place is it internal is it external is it relating to a specific department so you do your research section and at the end very clearly you make a problem or situation statement then you can move on to your programming so any questions on your research section any qualms with what to include how to include it any of that yeah um how would you like this to be formatted can it just be do you want you know essay type thing yeah paragraphs okay that's a great question um formatting is I I like interesting there's so many ways you can do it I don't want to confine too limited I have several examples that I'm going to show you guys but we'll cover like cover intro all of that I would recommend colors images breakdowns of sections so I'll show that and we'll go over it that's a good point when you section after research you get into your program section you're going to start off with your goal statement the goal statement is big picture where you headed there's no measurements there's no timeline there's nothing like that in a goal statement goal state statement is if everything in the world goes perfectly where are we going to end up so for example again Bola University wants to be a leader in Christian thought right that's big picture that's where they want to end up if everything's going perfectly that's their goal then campaigns will have objectives strategies and tactics that feed into that that hopefully move you forward towards that end goal for a client so a goal is very very Broad and then you get into an objective I'm guessing your campaigns will have one to two objectives you don't really want like five or six objectives at this stage that would really kind of kill you trying to get everything in there but an objective guides everything it says here's how we're going to do it here's how we're going to say whether it was effective here's how we're going to evaluate it so an objective has to be smart anyone remember what smart stood for yeah you guys can yeah perfect I love it because otherwise it sounds like I'm being really mean when I'm saying smart so once we reach the stage where we're all on the same terms yes smart objectives so you have a smart objective that's followed by strategies and tactics so here's an example of what that looks like objective one increase awareness in Biola students about registration by 50% by April 30th that gives me a date it gives me a specific population it gives me a measurement it gives me what I'm doing so it's specific measurable achievable hopefully realistic And Timely that is a solid objective that fits the measurement of smart and in my layout in my report one of the elements of it will be looking like this so I'll show you how different people lay it out but underneath objective one which would probably being bold then you state your objective underneath that you're going to have strategy one strategy two strategy three and underneath the strategies the tactics that relate one of the biggest confusion points that I usually see in intro to PR is that you list all of your objectives and then you list all of your strategies and then you list all of your tactics but once you understand how PR works you can see how that would be confusing because the point of having an objective is that you have certain strategies that go with that objective and tactics support certain strategies so you want the audience to get the picture that you're painting you guys are Artisans of communication you are the expert saying let me come alongside of you and enhance what you're doing and here's how it's going to work here's the road map and if it's just kind of thrown out there people who aren't in PR are going to look at it and not capture your vision you want to make it easy for them so when you lay it out objective strategy tactic strategy tactic most likely every objective should have two or three strategies why would that be because if your strategy fails and you only had one strategy you're in a world of hurt so make sure you have at least two I like to have three because I plan to fail in at least a couple ways if you have come to see me and you've been discouraged this semester you probably already heard this but one of my favorite quotes is that Edison didn't find one way to invent the light bulb he found 99 ways not to do it that's how I look at PR you're going to find ways not to do something those exact ways may help you on other campaigns to achieve something but don't plan for everything to be perfect in your campaign because it never will be you're working with people you're working with communication it gets sticky it gets messy and that's okay as a PR person you're ready for that we deal with that and that's normal it's expected but you need to have backup plans that's why every objective will have at least two to three strategies and then a couple tactics supporting that so it's kind of like a structure right if you knock one of the things out the whole thing's not going to crumble then then you would put budget you can put budget in implementation Some people prefer to put it over there I just put it after everything because this this is where your money is going to be spent normally things that you're buying people that you're hiring different contracts that you're signing so I put budget after that if you want to put it in implementation that's okay questions on the programming section Logistics of it what should be included what I'm looking for cool then we go into the implementation implementation is really almost like a visual of everything you just said in programming it's putting it together so there's so many ways you can display it and I'll show you some examples but here's one way you can open up a table in word or Excel or Pages whatever you're using and you can list dates along the edge then what exactly is going to happen on that date who's responsible for it the kind of messaging that's going to be used and which audience you're reaching because over here you identified an audience as you guys advance in PR you're going to have multiple audiences targeted at several times so you're going to have multiple objectives relating to specific audiences when you get to the implementation you want to understand which piece is targeting which audience that you suggested and who's responsible who's going to be your spokesperson how are they going to present it so for example if I was going back to this increase awareness about registration maybe I want DBC to make a message in Chapel that would Target every single student audience at least the ones who are in Chapel so the task would be speaking in Chapel the person would be DBC the message is that registration is important but I would also probably go to if it was fall semester the freshman classes that you have to take when you're here that's like a zero unit but everyone has to take it for eight weeks those people could be spokespeople for me that would be targeting specifically my freshman audience and I would ask them to do it in person I might also hypothetically this would be really hard but try to get an article about it in the Chimes maybe I would write that so I'd be in charge of that the medium would be print and I could explain the complexities behind it because if you remember newspaper is a great place for complex information because it's all written down and people can refer to it then I might also reach out to Biola digital who's running Facebook and ask them to put some things so you can see how this would start to get very complicated all the different ways that I'm going to reach out to my audience who's responsible what medium what they're saying and how that's related back so you have that but then you put in every other detail are you writing a press release are you signing a contract are you hiring someone are you needing to get information about a freelance photographer and do they need to sign a contract do you need to pitch something to the CEO and does he have to approve it before other things can happen do you need to visit any locations all of that should be on here as well and relate back to everything that happened so when you're doing it for your presentation a lot of this will be postdated because you've been doing things throughout the semester some of you are either ready to launch or it could launch later so you'll have post-dated and predated things it'll just kind of show how it all works it's kind of a road map any questions about implementation and what that should look like what should be included on it okay yes so even if you're not launching itach absolutely yeah for sure yes um can you explain the theory part one more time yeah I that's you read my mind I was about to go into that after we cover this I'll be right there any other questions perfect transition the theory part we have talked about a lot of communication theories throughout this time some of them work for what you're doing some of them don't it really depends on your client and your campaign what happens when you start looking at something like this is you start seeing which theories you're using are you using a theory of um media dependency are you really reaching out to newspapers and internet and web and if so how does that look or are you doing the um diffusion adoption where you have audiences at different stages of awareness and you're trying to move them from interest to trial to full adoption and if so can I see when you first introduce something and then when they're supposed to find out more and then when they're supposed to commit or are you perhaps doing a persuasive communication thing pardon me are you framing information so are you sending certain perspective Ives at certain times to your key speakers that'll start to come out here and ideally you will want to identify it you're not going to use this is the tricky part guys you're studying for something very practical PR is very practical I'm in the industry still I consult I have my clients I don't speak to them the same way I speak in class all the time because we're using a little bit of academic language right so I wouldn't go up to my client and be like we're going to use the media Dependency Theory kind of combined with the diffusion of adoption theory that doesn't fly they're kind like okay good that's great where's my Roi but what I would say is you know there's a lot of research to support the idea that people need to be introduced to a concept and then brought along before they're going to have total buying I just said the exact same thing about diffusion adoption but in language that's used in our industry keep that in mind if you're pitching to a client use that language but for the class I really want you to identify during your presentation which theories you're using you can combine it for example I just said media dependency and I also put it in the vernacular of someone who would be doing it in the industry you can easily do that that's a good thing to learn how to do because you want to have the ammunition so to speak of knowing these theories because they're powerful they give insight into how communication works but you also never want to lose touch with how to just have a regular conversation with your clients in a way that makes sense you guys kind of follow with that yeah cool yes are we talking to um the class like they are the client or like we or like as a what pitch would you'll talk to the class like we're your class so you can use the names of theories and stuff like that if you are pitching to the client and you created a piece to turn into them I'll look at it Through The Eyes of a PR person and just say oh that makes perfect sense industry language great so we in yes totally you're you're speaking about your client just presenting the idea to the class good question other questions Okay so we've gotten through research programming implementation evaluation can be the tricky part here most of you are not implementing some of you are going to or have the potential to and the question is how do you display that what does that need to look like well it always goes back to your objective first and foremost whether you implement whether you could Implement whether you have have implemented so you always restate your objective when I write up an evaluation section I put objective one and I say it again so people can see and then I simply provide documentation for either how I met it or how I didn't if I truly was going to do this this kind of objective would need a survey associated with it some way for me to know that people had gained awareness or I could measure how many people came in for academic advising something like that so I would provide the results of that information right after the stated objective you will have different objectives you just need to provide the results now if you did not implement or you could implement but haven't yet you would provide the objective and then you would State this is how we will measure it we will use a survey we will interview people we will count tickets we will see how many people arrived at the event we will find how many media Impressions happened after our media relations campaign you will exactly list how you find out if this is true you can also look at outputs those are additional things that's not related to the outcome if you remember outcome is what your audience did it's influencing values opinions beliefs or behaviors the easier thing for PR people to do is say we put out this many press releases we held this many events we had this many blog posts that is all good information it goes under outputs because you completely control that there's no proof that you reached an audience there's no proof that there was a result you have to be able to stand behind your campaign and say Here's how you'd actually see the result for the audience which is when you do the objective which is an outcome and then you can list the extra stuff you did sometimes for people who are trying to organize it in their evaluation section it's easy for them to use something like this these three parts they can look at implementation they may say you know what everything was going really good until our client totally changed their mind halfway through our campaign and that threw everything off so at that point it was a little Rocky and we didn't get the results we wanted that's more of an implementation thing that's something that happened with the calendar you could look at design you could say you know what our campaign was really spoton we reached two of our primary audiences but the third one actually ended up not being important and they didn't tune in with what we were saying so that's more of a design thing right the design you set up wasn't quite on with what you needed to do or maybe it was maybe you reached all all of your audiences perfectly and then you have objectives which go straight back to the programming you just pull them directly in so this is what you really need to hit on either how you evaluated it or how you would other areas you can talk about are the design and the implementation design implementation outputs those are not directly related to your audiences values opinions beliefs and behaviors but they're still important they still help give context so they can add in but you must talk about your objectives and how you either did or would find out those measurements from a smart objective standpoint make sense cool any questions on evaluation okay you guys are doing well so let's talk about what this will look like I have several I'm going to just pass them around two of these one for Jam D and one for Sugar and Spice they're media relations campaigns that were strictly done for a class so these ones actually were implemented sometimes the ones I show you since they're implemented they kind of confuse people and you're saying well that's not us that's not what I would do how do I do it if I'm only pres presenting it for a class these are two examples so I'm just going to start passing them here and you guys can look at them as you go here's a Dominican Republic campaign it was a media relations one that was done here on campus and it was shown by a team member so the different parts that they did and I'll just pass that one around this was Phoenix 54 done by the student R PR agency last semester it was a little confusing because we didn't get to implement everything we wanted but they did a lot of research this is a good example of how to do it and they have all of their pieces you want to remember that when you present something don't just have ideas show the tangible outworkings if you say you suggest a press release do a press release if you say a website give a mockup and this is one that the student run PR agency has done this semester for my Town Music I actually really like the layout of this one all of these have great points this one to me is just really easy to see I can tell where I'm at no matter where because it's easily labeled so I'm never trying to figure out okay I know you have a great idea what is it I have no idea where I'm at so this is a great example you'll notice all of these people printed in different ways because there's different kinds of paper you can print on so let's talk a little bit about presentation with this color really helps to be honest it makes things pop it gives more life to what you worked on so I would recommend printing it in color some people want to have it spiral bound some people put it in a notebook I would definitely recommend not just stapling it together or handing me 20 loose leaf pages that doesn't work very well it has been done and I love you all dearly so I will still take it but it doesn't reflect the professionalism that you have worked towards and professionalism matters presentation matters when one of the things I talk to my higher level PR classes about is the feel when you are doing something when you're presenting pitching to a client everything matters and it you try to think about the five senses what are they smelling so don't sit near anywhere a dumpster or anything like that make sure that no one has too strong a perfume on when you walk into the room think about anything that could be detrimental then think about sound then think about sight so what are you wearing is there construction nearby is there music on when they walk into the room because that can be very calming when we did the My Town Music Pitch yeah we had music because they're all about music so you don't want just a silent room that you walk into well another thing is feel and these portfolios are different examples of how people thought through that when someone picks something up there's a huge difference between professionalism and just kind of put together and like it or not the reality is it does influence how someone perceiv your work so when you put this together think what is the best way for me to say this is professional quality from the moment they pick it up they say you have 15 seconds to make an impression when you meet someone in person the same is true for when you hand something to a client what kind of paper is it shiny is it matte is it thick is it stained with your coffee from the day before what is the impression so you really want to think through that when you're putting this together the things you want to make sure you have are here one have a cover all of these have a cover page you'll want the cover to identify your client and identify the team members so all of you have credit indexes are really helpful you're going to end up with a lot of pages by the time this is done it always intimidates people when I say 15 to 20 pages but it goes by so quickly because you have a cover page you have an index page you have examples you have so many little pieces that all come together that once you put it all in one spot it's fairly large and it's good good to one number the pages because that's helpful but also have your index and you maybe have bold points for research programming implementation evaluation and then lighter points underneath you should have an intro give some context here's the basic gist of what we did here's the basic gist of our client just a little paragraph then you go into your four main points research program implementation and evaluation we've kind of talked through those what you should expect and then there's some parameters you could look at your group will have a life of its own you'll see as you look at these everyone does it differently some people put their examples right in so for example if a tactic is provide a press release some of these teams right after that recommendation put in the press release on the next page other people say see appendix a so it would come at the end whatever your team does is fine make sure it's uniform because if your team is kind of breaking things up you don't want half the people putting it right next to the tactics and strategy and half the people saying refer to the appendix because then it just looks disjointed and that sends a message in PR you learn that everything's sending a message hopefully positive messages but everything communicates so at the end you'll have your index if you choose to put everything at the end it can be helpful because sometimes it's awkward sizing when you place it by the text other times depending on who your client is and what recommendation the graphics fit perfectly so it works really well to give texture that is the printed piece that's what you're bringing that's what you're leaving with me so I can look over it but day of you need to know you need three basic pieces you're going to need your PowerPoint or your keynote or your prey some visual presentation that your team is planning to use and that should complement all your work don't make it boring I know sometimes mine have a ton of text because again that's the PLL between professional and academic when I work with clients I try to have my slides hopefully have no more than five words on them it's even better if I can do one word in a graphic that just captures their Vision because the point of you showing up is that you're valuable the point of you coming to class is that you hold the knowledge that is simply to complement you it's simply to Accent what you're doing you don't want to rely on the PowerPoint but however you do it make sure you have one make sure you have a computer and an adapter and everything ready to go so that day of you just plug it in and there you are then of course you needed your printed arpie that we've been talking about and each team member needs to bring an evaluation of their team members and themselves you can rate it you can do whatever but this gives me an idea of how you guys have worked together I know what it's like to be on a team I know it can be frustrating so this is your opportunity to speak back into it it is not something you include with the rpie you hand it to me personally so you don't have to show your whole team your evaluation of your whole team you're handing it to me so those three pieces are important plus you're coming dressed professional because you're representing all of the work you've done this semester does that kind of make sense what is included in the RPI and what you need for your presentation okay any questions on those parts okay so you guys seem like you're pretty on track with all of this does anyone have any concerns overall because again I'm offline on weekends so I know that's really hard when you guys email me on the weekend but also this is too big to leave sitting there it will be very evident if you've waited so you don't want to wait you want to move ahead yes um would it be possible for us to use your adopter if we have a ma it may it doesn't work on all Mac so I prefer you to make sure you have one that does work just because it's been very tragic for some students yes you know the examples you hand it out in class do you have it like online or no not for most of them some of them but these ones most of them I don't if we wanted to find like an online example do you know where we an online example of those um I could see some of them these are some of the better ones so I could send you some but they're not going to be this quality so you could shoot me an note and I can send you some but they won't represent these ones yeah great question though other questions okay so let's just be candidly honest how many of you feel pretty confident with where you're at okay okay so there's like combined half hands there's like three okay we're going to take some time today our guest speaker is coming but I really really want you to shine I have to tell you last week you guys know I've been here this is only my second year right so I came on board I'm forming the pr agency and one of PR agency PR program yes I consider you all part of an agency and one of my passions is to see us be the best of the best I'm just very competitive but I also believe that we can do it I think the education you're receiving is quality enough last week the Capstone PR class had off-campus professionals come and they had to sit in front of a panel they got grilled they had to present their own PR campaign one that they had done on their own so what you're doing in a group they did by themselves stood in front of this panel and explained everything and defended their ability to do PR I was terrified it's the first time that I've really been like okay here you go look at R PR students usually I kind of stand in the middle and I edit everything and I play kind of referee not because I don't trust you guys but because I'm new and I'm wanting to make sure we're good first time last week they blew him out of the water the panel was so impressed with Biola PR one of the people said um because they have comments said you know the best compliment I can give you is I want to hire you at my agency another person said that they were an adjunct at another local school which I shall not name and they said that if we've compared side by side our students would blow them out of the water of course I'm not going to name them because they're a teacher there and that would not be nice but to me that says we're doing good things you guys are getting great education it's competitive so I know some of you have been like ah like it's program plan not really fun you're right it's not fun but it's the the framework for how to do PR it's how to put it together so that when you get to those 400 level classes or when you're walking into an interview you're not going to sit there and talk about an rpie with them that's just not what you do but you know how it works you know how to do a campaign if they asked you on the spot which they sometimes do in interviews here's a situation what would you come up with a strategy for you would know what a strategy is you'd know how to say here's a strategy here's the tactics that would support it you wouldn't confuse those two if they ask you for an objective you would give them one they can measure one of the biggest mistakes of PR people is to throw out objectives out there that you can't measure that's why we use things like smart just to help us remember it's not that PR is all about the how do you make an rpy it's PR is about knowing how to work with people and how to make these processes happen and you guys have that so these final projects to me are an opportunity for you to Simply illustrate hey we get it we've done so much work this semester you guys have moved ahead on terminology on theories on what the industry needs all of those objectives we've had I see you guys have grown in so much and this this project is your chance to say here it is and hopefully if you do a good job it's something that you then add to your portfolio you then keep with you when you go into these interviews so years from now if or next year if you want and you're in that Capstone class you have a lot of options to pick from when you're saying which campaign am I going to use to defend to an agency Biola University offers a variety of biblically centered degree programs ranging from business to Ministry to the Arts and Sciences visit biola.edu to find out how Biola could make a difference in your life [Music]