PR-CAMPAIGN PLANNING ON THE EXAMPLE OF A NON-GOVERNMENTAL ORGANIZATION
PR is a multifaceted activity to achieve goals, regardless of industry. It is necessary to highlight the value of PR through the prism of public opinion, which is the subject of study and analysis of PR management. It is public opinion that provides an opportunity to move to dialogue in public relations and various economic structures. After all, in a democratic society, no significant changes are possible without studying public opinion and agreeing with civil society. PR also includes image, reputation and brand. The article discusses the theoretical foundations of public relations. The algorithm of planning and implementation of PR-campaign through the RACE formula: research, action, communication and evaluation is given. The stages of PR-campaign planning are covered, which include: setting the problem, goals and objectives of the PR-campaign, defining the target audience, selecting communication channels and testing, forming an action plan and evaluating the effectiveness of the PR-campaign. The PR-campaign was planned on the example of the non-governmental organization “School of Business and Management”. The problem to be solved is defined, the purpose, tasks and target audience are defined. The main channels of communication included: promotion through the official website of the non-governmental organization “School of Business and Management”, dissemination of information on social networks (Facebook and Instagram) and thematic events. Based on the results of the competitiveness benchmarking, a new structure of the official website of the educational public organization was proposed. The peculiarities of SMM promotion, the advantages of using targeted advertising and the use of the Internet in PR are studied. A content plan of publications for the researched non-governmental organization has been developed. It is proposed to hold events for the non-governmental organization “School of Business and Management” in the form of open trainings or webinars. Event management promotes the organization’s services and increases its recognizability.
2. Hrydzhuk, I. A., and M. V.Kucher. “Organization and management of enterprise PR-campaign and system / criteria for determining its effectiveness.” Young scientist, no. 6(2), 2019, pp. 160-167.
3. Chaturvedi, S., and Gupta, S. “Social Media – A New Tool in Modern Era Marketing.” International Journal of Engineering Sciences & Management Research, no. 1(2), 2014, pp. 80-86.
4. Boryshkevych, I. “Development of Pedagogical Staff as an Integral Element of Forming a Positive Image of an Educational Institution.” Journal of Vasyl Stefanyk Precarpathian National University, no. 8(3), 2021, pp. 52-59. doi.org/10.15330/jpnu.8.3.52-59
5. Avidar, R. “Public relations and social businesses: The importance of enhancing engagement.” Public Relations Review, no. 43(5), 2017, pp. 955-962. doi.org/10.1016/j.pubrev.2017.03.015
6. Cardwell, L. A., Williams, S., and A. Pyle. “Corporate public relations dynamics: Internal vs. external stakeholders and the role of the practitioner.” Public Relations Review, no. 43(1), 2017, pp. 152-162. doi.org/10.1016/j.pubrev.2016.11.004
7. Uss, V. S., and V. B. Butorina. “Strategic planning of a PR campaign at a commercial enterprise.” Collection of materials based on the results of the VI scientific-practical conference of students and young scientists “Sustainable development of Ukraine: problems and prospects”, 2018, pp. 26-30.
8. Kurban, O. “Basic basics of system PR-planning.” Bulletin of the Book Chamber, no. 12, 2014, pp. 36-38.
9. Official site of the NGO “School of Business and Management”, sbm.pnu.edu.ua. Accessed 25 May 2022.
10. Hubina, A. M., Netreba, M. M., and T. M. Khlyebnikova. “Modern PR-technologies in the management of organizations.” Scientific perspectives, no. 11(17), 2021, perspectives.pp.ua/index.php/np/article/view/705/707. Accessed 26 May 2022.
11. Halyuk, Ya. D., Horda, A. A., and Ye. M. Zaburmekha. “Methods of attracting consumer attention with the help of SMM technologies.” Bulletin of Khmelnytsky National University, no. 5, 2019, pp. 57-60.
12. Smetanyuk, O. A., Prychepa, I. V., and V. V. Mosiychuk. “Social Media Marketing (SMM) in Ukraine: features and prospects of development.” Efficient economy, no. 6, 2020, www.economy.nayka.com.ua/?op=1&z=7943. Accessed 25 May 2022. doi.org/10.32702/2307-2105-2020.6.52
13. Chernobrovkina, S. V., Prykhodʹko, Ye. H., and Vynychenko, A. A. “Ways to develop an SMM strategy for small and medium-sized businesses,” Bulletin of the National Technical University “KhPI”, no. 3(5), 2020, pp. 21-24.
14. Oleksyuk, H. V., Anhelko, I. V., and N. S. Samotiy. “Event industry: development and problems in Ukraine.” Regional economy, no. 3(97), 2020, pp. 120-130. doi.org/10.36818/1562-0905-2020-3-13
15. Nikolyuk, O. V., Dʹyachenko, Yu. V., and T. V. Savchenko. “Features of event management development in Ukraine.” Investments: practice and experience, no. 6, 2021, pp. 98-103. doi.org/10.32702/2306-6814.2021.6.98
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution NonCommercial NoDerivs 4.0 Unported License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access)