1. Copyright © Allyn & Bacon 2003 Planning: The Strategies of Public Relations Chapter 8 Public Relations: A Values-Driven Approach 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.

2. Copyright © Allyn & Bacon 2003 The Public Relations Process  Research  Planning  Communication  Evaluation

3. Copyright © Allyn & Bacon 2003 Effective Plans…  are values-driven.  are based on a goal.  have desired outcomes that are measurable.  have deadlines.

4. Copyright © Allyn & Bacon 2003 A Good Plan Begins...  Client research  Stakeholder research  Problem/opportunity research … with Good Research

5. Copyright © Allyn & Bacon 2003 Different Kinds of Plans  Ad hoc plans  Standing plans  Contingency plans  And don’t forget …  Plans for the entire organization

6. Copyright © Allyn & Bacon 2003 Why Do We Plan?  To keep our actions in line with our organization’s values-based mission  To help us control our destiny  To help us better understand and focus our research  To help us achieve consensus  To allow effective management of resources

7. Copyright © Allyn & Bacon 2003 How Do We Plan?  Consensus building  Brainstorming  publics  values  message  media

8. Copyright © Allyn & Bacon 2003 Brainstorming Grid

9. Copyright © Allyn & Bacon 2003 The Written Plan  Goal(s)  Objectives  Tactics

10. Copyright © Allyn & Bacon 2003 The Written Plan  Goal(s)  are generalized statements of the desired outcome.  often begin with an infinitive such as “To improve” or “To increase.”

11. Copyright © Allyn & Bacon 2003 The Written Plan  Objectives  are “specific milestones that measure progress toward achievement of a goal.”  specify a desired outcome.  specify one or more target audiences.  are measurable.  refer to ends, not means.  have a deadline or timeframe.

12. Copyright © Allyn & Bacon 2003 The Written Plan  Tactics  are specific relationship-building actions.  begin with active verbs.  can include descriptions of actions, deadlines, budgets, supervisors, and other related matters.

13. Copyright © Allyn & Bacon 2003 Goals, Objectives, & Tactics Goal Objective Tactic

14. Copyright © Allyn & Bacon 2003 Goals, Objectives, & Tactics Goal Objective Tactic

15. Copyright © Allyn & Bacon 2003 Expanding a Plan  Title page and table of contents  Executive summary  Situation analysis  Statement of purpose  List and description of targeted publics  Plan: goal(s), objectives, and tactics … into a Proposal

16. Copyright © Allyn & Bacon 2003 Expanding a Plan  Campaign theme and key messages  Line-item budget  Timetable  Evaluative measures  Supporting documents … into a Proposal

17. Copyright © Allyn & Bacon 2003 A Good Plan...  is tied to a specific goal of the organization.  stays goal-oriented.  is realistic.  is flexible.  is a win-win proposition.  is values-driven.