Chapter 6: Program Planning

 Wilcox D.L. and Cameron, G. T. (2009). Public Relations Strategies and Tactics ninth edition. Boston: Allyn and Bacon.

 What is the value of planning?

 *A good public relations program should be an effective strategy to support an organization’s business, marketing, and communication objectives.

 

*Public relations should be strategic.

 

Management by Objective: provides focus and direction for formulating strategy. The following steps are the basis for strategic planning.

  1. Client/employer objectives
  2. Audience-publics
  3. audience objectives
  4. media channels
  5. media channel objectives
  6. sources and questions
  7. communication strategies
  8. essence of the message
  9. nonverbal support

 

Strategic Planning Model

 

Facts:

Category facts

Product/services issues

Completive facts

Customer facts

 

Goals:

Business objectives

Role of public relations

Sources of new business

 

Audience:

Target audiences

Current mind-set

Desired mind-set

Advertisements

Leave a comment

Filed under PR Reading Notes

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s