Information campaign

• by type of activity
  • Media - campaigns for the implementation of which are used only by the media .
  • Communication - campaigns are used not only by the media , but other communication resources: leaflets , direct mails, means of visual agitation , etc.
  • Comprehensive - processions , rallies , philanthropic events, etc.
• on purpose
  • Strategic - focused on achieving strategic goals , such as: maintaining and changing the constitutional order , achievement of international authority by a country, etc., and, as a rule, are distinguished by a great length of time (sometimes lasting for years).
  • Tactical - focused on achieving tactical goals , such as: providing support for certain programs, creating images for political leaders and their movements, etc.
• in terms of time duration, the duration and short duration of the campaign usually depends on the purpose for which the information campaign is oriented.
• in intensity
  • Massive campaigns are information campaigns that generate a continuous flow of information, such as election campaigns , referendum campaigns.
  • Discrete campaigns are called, during which an intermittent stream of information is generated.
• in prevalence
  • Global campaigns are focused on the formation of public opinion within the country and the international community, or the formation of mass consciousness of the whole society.
  • Local - oriented to a specific region or the formation of mass consciousness of a particular social group .

• Journalists
• Newsmakers
• Information sources
• The experts
• Advertisers (and other customers)
• Partners
• Consumers (readers)
• The target audience
• Social

• Series - related materials: essays, sketches, etc.
• Round table - a free conference of diverse participants and experts for the direct discussion of certain problems from all sides.
• Direct line - online communication of the invited guest with the audience or listeners who have reached the studio. The main figure in a straight line is usually a recognizable and popular (or somewhat annoying) person.
• Games and contests in the press . With the help of game elements, competition and entertainment, 2 tasks are usually solved: 1) to increase the audience’s interest in the problem, 2) to draw additional attention to their media.

To measure the results, it is necessary to determine the KPI (they should reflect all stages of the campaign. To directly evaluate the results in accordance with the KPI, you can use the ARAR system, where:

• “A” (action) - activity on the organization of publications. Number of press releases, press conferences, interviews, etc. Shows the intensity of the work.
• “R” (reach) - audience coverage by published publications.
• “A” (attention) is the percentage of the audience who read the publication.
• “A” (attitude) - what is the relationship the audience has formed to the material.
• “R” (reaction) - the reaction of the target audience to the information campaign (purchases, referrals to the site, etc.) ^[1] .

• Mikhail Umarov. Real-time PR: Trends. Cases. Rules. - M .: Alpina Publisher , 2016 .-- 230 p. - ISBN 978-5-9614-5746-9 .