1. Copyright © Allyn and Bacon 2009 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. CHAPTERCHAPTER 6 Program Planning

2. Copyright © Allyn and Bacon 2009 Topics Covered in Chapter 6 The Value of Planning Approaches to Planning Elements of a Program Plan

3. Copyright © Allyn and Bacon 2009 The second step in the public relations process is planning. Planning is the “Action” in RACE. Action means the organization starts making plans to do something about an issue or situation. Public relations planning should be strategic, and it sets the organization’s direction proactively, avoiding ‘drift’ and routine repetition of activities. The Value of Planning Research Action Communication Evaluation

4. Copyright © Allyn and Bacon 2009 When in the planning process, a practitioner must do the following:  Think about a situation  Analyze what can be done about it  Creatively conceptualize the appropriate strategies and tactics  Determine how the results will be measured To achieve specific results, planning also involves the coordination of multiple methods, including news releases, special events, press kits, news conferences, and media interviews. The Value of Planning cont.

5. Copyright © Allyn and Bacon 2009 There are two approaches to planning: Management by Objective (MBO) and a Strategic Planning Model. Both approaches emphasize asking and answering questions to generate a roadmap for success. MBO approaches helps practitioners generate the building block for planning, the Strategic Planning Model for Public Relations helps practitioners move toward a clear situation analysis needed to make planning relevant to the client’s overall objectives. Approaches to Planning

6. Copyright © Allyn and Bacon 2009 Management by Objective MBO provides focus and direction for formulating strategy to achieve specific organizational objectives. MBO planning ensures the “production of relevant messages and establishes criteria against which campaign results can be measured.” Approaches to Planning cont.

7. Copyright © Allyn and Bacon 2009 Management by Objective Nine basic MBO were developed to act as a checklist and to help a practitioner conceptualize what should be completed in the planning process. (1) Client/Employer Objectives (2) Audience/Publics (3) Audience Objectives (4) Media Channels (5) Media Channel Objective (6) Sources and Questions (7) Communication Strategies (8) Essence of the Message (9) Nonverbal Support Approaches to Planning cont.

8. Copyright © Allyn and Bacon 2009 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 Approaches to Planning cont.

9. Copyright © Allyn and Bacon 2009 A Strategic Planning Model Audience  Target audiences  Current mind-set  Desired mind-set Key Message  Main point Approaches to Planning cont.

10. Copyright © Allyn and Bacon 2009 A public relations program plan identifies what is to be done, why, and how to accomplish it. The plan makes certain that all the elements have been properly considered and that everyone involved understands the “big picture.” Public relations firms prepare a program plan for client approval before implementing a public relations campaign. Elements of a Program Plan

11. Copyright © Allyn and Bacon 2009 The eight basic elements of a public relations plan are: (1) Situation (2) Objectives (3) Audience (4) Strategy (5) Tactics (6) Calendar/timetable (7) Budget (8) Evaluation Elements of a Program Plan cont.

12. Copyright © Allyn and Bacon 2009 Situation Three traditional situations often prompt a public relations program: (1) To overcome a problem or negative situation; (2) To conduct a specific one-time project to launch a new product or service; or (3) To reinforce an ongoing effort to preserve its reputation and public support. Elements of a Program Plan cont.

13. Copyright © Allyn and Bacon 2009 Objectives A stated objective should be evaluated by asking: (1) Does it really address the situation? (2) Is it realistic and achievable? (3) Can success be measured in meaningful terms? There are two types of objectives: informal and motivational. Objectives must be measurable. Elements of a Program Plan cont.

14. Copyright © Allyn and Bacon 2009 Audience Public relations programs should be directed toward specific and defined audiences or publics. Market research can identify key publics by such demographics as age, income, social strata, education, location and existing ownership or consumption of specific products. At times, the media is identified as a “public,” but usually, they are the channels used to reach defined audiences. Elements of a Program Plan cont.

15. Copyright © Allyn and Bacon 2009 Strategy A strategy is a somewhat broad statement describing how an objective is to be achieved. A strategy provides guidelines and key message themes for the overall program and a rationale for the actions and program components that are planned. A plan could have a single strategy or several strategies. Elements of a Program Plan cont.

16. Copyright © Allyn and Bacon 2009 Key Messages Public relations plans often contain a listing of key messages that the campaign wants to get across to the target audiences and the media. Elements of a Program Plan cont.

17. Copyright © Allyn and Bacon 2009 Tactics Tactics are the nuts-and-bolts or tactical part of the plan. Tactics describe the specific activities that put each strategy into operation and help to achieve the stated objectives. Tactics are the most visible part of any plan. Tactics involves using various methods to reach target audiences with key messages. Elements of a Program Plan cont.

18. Copyright © Allyn and Bacon 2009 Calendar/Timetable Plan implementation can take less than three months or more than a year. When developing a calendar, it is important to develop a campaign when key messages are most meaningful to the intended audience, properly schedule tactics and compile a calendar. Elements of a Program Plan cont.

19. Copyright © Allyn and Bacon 2009 Budget A budget is often divided into two categories: (1) Staff time (2) Out-of-pocket (OPP) expenses OOP includes such collateral material as news releases, media kits, brochures, video news releases, transportation, and even photocopying. Elements of a Program Plan cont.

20. Copyright © Allyn and Bacon 2009 Evaluation The evaluation element of a plan 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. Elements of a Program Plan cont.