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Public Relations: Strategies and Tactics

11th Edition

Dennis L. Wilcox Glen T. Cameron Bryan H. Reber

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Chapter 6

Program Planning

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

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

Approaches to Planning

 2 main approaches  Management by

Objective (MBO)  Agency Planning

Model  Both approaches

emphasize asking and answering questions to generate a roadmap for success

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

Agency 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

Elements of a Program Plan  Identifies what is to be done, why, and how

to accomplish it  The plan accounts for 8 basic elements  Situation  Objectives  Audience  Strategy  Tactics  Calendar/timetable  Budget  Evaluation

Situation

 3 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

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?

 2 categories  Informal Objectives  Motivational Objectives

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

Strategy

 Provides guidelines and key message themes for the overall program

 Offers rationale for planned actions and program components

 Defines key messages

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

Categorizing Tactics

Table 6.1 Tactics by Media Category

A useful way to categorize tactics for disseminating messages is the four categories of media that can be used – paid, Earned, shared, or owned. Given here is a simplified version of the planning matrix used by Fleishman Hillard.

TECHNIQUE AUDIENCE INFLUENCE DESIRED ACTION

Paid Purchase ads to reach millions Large media audiences Ads often discounted as biased sales pitches

Remember message when voting or joining or buying

Earned Pitch news stories to traditional media Readers and viewers of news content

Credible coverage, but of both sides of a story

Change or reinforce position on an issue or event

Shared Participate in social media Other tweeters, bloggers, Facebookers, etc. Engaging and personal, but preaching to a choir

Consider input from virtual friends and colleagues

Owned Mount content on yourown websites Visitors to your websites Satisfies information needs but pushes your view

Reinforce or even act on prior view of your organization

Calendar/Timetable

 The timing of a campaign  Scheduling of tactics  Compiling a calendar

Figure 6.1 A typical Gantt Chart

Basic Gantt charts can depict work flow. But tend to be spare in detail. An alternative is a more detailed timeline that includes key action items by month to accomplish the strategy and achieve basic objectives. A good example is an excerpt from Ketchum’s DoubleTree Cookie CAREavan.

• IIT PR Timeline • Activity for Product Launch

• Planning – February • News releases – March • Contact key bloggers – March • Promotional events – March through April • Social media outreach – March through April • Major trade show – April • Advertising placements – April through May • Analysis of results - June

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

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

Public Relations:�Strategies and Tactics�11th Edition
Chapter 6
Chapter 6 Objectives
The Value of Planning
Approaches to Planning
Management by Objective
Agency Planning Model
Elements of a Program Plan
Situation
Objectives
Audience
Strategy
Tactics
Categorizing Tactics
Calendar/Timetable
Budget
Evaluation