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Public Relations:Strategies and Tactics
Dennis L. Wilcox Glen T. Cameron Bryan H. Reber
Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
Program Planning
Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
Understand the value of the planning process
Identify the elements of a planDescribe two approaches to planningProvide a rationale for including each
element of a planDescribe the essentials of each element
of a plan
Session Objectives
Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
The Value of Planning
The second step in the public relations process is planning
The organization starts making plans to do something about an issue or situation
Public relations planning should be strategic It sets the organization’s direction proactively,
avoiding ‘drift’ and routine repetition of activities
Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
Approaches to Planning
2 main approaches Management by
Objective (MBO) Agency Planning Model
Both approaches emphasize asking and answering questions to generate a roadmap for success
Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
Management by Objective
Client/employer objectives Audience/publics Audience objectives Media channels Media channel objective Sources and questions Communication strategies Essence of the message Nonverbal support
Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
Agency Planning Model
Facts Category facts Product/service issues Competitive facts Customer facts
Goals Business objectives Role of public relations Sources of new
business
Audience Target audience Current mindset Desired mindset
Key message Main point
Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
Elements of a Program Plan Identifies what is to be done, why, and how
to accomplish it The plan accounts for 8 basic elements
Situation Objectives Audience Strategy Tactics Calendar/timetable Budget Evaluation
Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
Situation
3 traditional situations often prompt a public relations programTo overcome a problem or negative situation; To conduct a specific, one-time project to
launch a new product or serviceTo reinforce an ongoing effort to preserve its
reputation and public support
Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
Objectives
A stated objective should be evaluated by asking Does it really address the situation? Is it realistic and achievable? Can success be measured in meaningful terms?
2 categories Informal Objectives Motivational Objectives
Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
Audience
Programs should be directed toward defined audiences/publics
Market research can identify key publics by demographics
Many campaigns have multiple audiences In general, mass media outlets are channels to
reach defined audiences
Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
Strategy
Provides guidelines and key message themes for the overall program
Offers rationale for planned actions and program components
Defines key messages
Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
Tactics
The nuts-and-bolts or tactical part of the plan Describe the specific activities that put each
strategy into operation and help to achieve the stated objectives
Most visible part of any plan Involves using various methods to reach target
audiences with key messages
Categorizing Tactics
Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
Calendar/Timetable
The timing of a campaign Scheduling of tactics Compiling a calendar
Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
Budget
Divided into two categories Staff time Out-of-pocket (OPP) expenses
Staff and administrative time takes as much as 70% of budget
OOP expenses include collateral materials Allow 10% of budget for unexpected costs
Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
Evaluation
Relates directly back to the stated objectives of the program
Evaluation criteria should be realistic, credible, and specific
A plan’s evaluation section should restate the objectives and then name the evaluation methods to be used