1. Public Relations Strategies and Tactics Tenth Edition
Dennis L. Wilcox
Glen T. Cameron
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2. Chapter 6 Program Planning
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3. 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
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4. 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
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5. Approaches to Planning
Management by Objective
A Strategic Planning Model
Both approaches emphasize asking and answering questions to generate a roadmap for success
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6. 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
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7. 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
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8. 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
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9. 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
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10. 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
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11. 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
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12. 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
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13. 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
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14. Calendar/Timetable The timing of a campaign Scheduling of tactics
Compiling a calendar
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15. 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
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16. 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
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