Strategic Planning in Public Relations

Elements of Planning in Public Relations

Establishing Goals

1. Determining Present Situation
2. Researching and Selecting Target Audiences
3. Developing Objectives
4. Creating Strategies
5. Developing Tactics for Implementation
6. Developing a Budget
7. Working Out a Timetable
8. Creating Evaluation/Measurement Techniques

Goals

An observable and measurable end result having one or more objectives to be achieved within a more or less fixed timeframe; must relate to the organization’s purpose. PR goals must relate to the overall mission and objectives of the organization.

Research

Research provides important insights into three areas important for writing a situation analysis:

• Organization
• Situation
• Audiences

Key Questions for Situation Analysis

• Is this a big or little problem/opportunity?
• Are there larger areas of concern into which this problem/opportunity may fit?
• What background facts/issues from your client/organization’s research are relevant to this problem/opportunity?

Describing Audiences

• Identify the messages and points of interest that might attract them.
• Define their lifestyles.
• Determine the strength of your appeals.
• Recognize whether they are latent, active, or aware (Primary, secondary).
• Prioritize!

The HEART of the PR Plan: Objectives

The program’s outcomes rather than its inputs. Objectives are not the “means” but the “ends.”

Criteria for Objectives

• Related to the overall goals of the organization
• Improvement-oriented
• Clearly defined
• Specific
• Measurable
• Attainable

Goal - Objective - Strategy - Tactic (Order)

Strategies

The type or emphasis of the message; the overall game plan. Strategy involves the "big ideas" that will be implemented to achieve your objectives. This is where your creativity in problem-solving and programming will be demonstrated.

Tactics

The most specific, direct action that you can take in the plan; what you are going to do. Tactics are activities selected to reach objectives. Tactics are the actual ways in which the strategies are executed. It provides the practitioner with a roadmap for implementation and internal control.

Budget

• Essential to ANY plan
• Required resources (people, time, material, equipment)
• Extent of resource use
• Costs of resources

Timeline

Use “back-timing”

Creating Evaluation

• Procedures must be developed beforehand.
• Formative: Evaluation at various stages during the program.
• Summative: Summary at the end of the campaign.