Public Relations Strategies and Tactics Tenth Edition Dennis L. Wilcox Glen T. Cameron This multimedia product and its contents are protected under copyright law. The following are prohibited by law: any public performance or display, including transmission of any image over a network; preparation of any derivative work, including the extraction, in whole or in part, of any images; any rental, lease, or lending of the program. Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.

Chapter 6 Program Planning Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.

Chapter 6 Objectives Understand the value of the planning process Identify the elements of a plan Describe two approaches to planning Provide a rationale for including each element of a plan Describe the essentials of each element of a plan Copyright © 2012, 2009, 2007 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 © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.

Approaches to Planning Management by Objective A Strategic Planning Model Both approaches emphasize asking and answering questions to generate a roadmap for success Copyright © 2012, 2009, 2007 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 © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.

A Strategic 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 © 2012, 2009, 2007 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 eight basic elements Situation Objectives Audience Strategy Tactics Calendar/timetable Budget Evaluation Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.

Situation Three traditional situations often prompt a public relations program To overcome a problem or negative situation; To conduct a specific one-time project to launch a new product or service To reinforce an ongoing effort to preserve its reputation and public support Copyright © 2012, 2009, 2007 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? Informal Objectives Motivational Objectives Copyright © 2012, 2009, 2007 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 © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.

Strategy Provides guidelines and key message themes for the overall program As well as a rationale for the actions and program components that are planned Key messages A new frontier for strategy Copyright © 2012, 2009, 2007 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 Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.

Calendar/Timetable The timing of a campaign Scheduling of tactics Compiling a calendar Copyright © 2012, 2009, 2007 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 © 2012, 2009, 2007 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 Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved.