Strategic Planning for PR

Effectiveness

CONTENTS

Introduction
Fundamentals of PR Planning
Elements of Planning
Single Use Plans
Standing Plans
Case Study: Water Campaign
Objectives

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To decide where the organization wants to be in the future (the

goal) and how to get there (the strategies). It sets the
organizations direction proactively, avoiding drift and routine
repetition of activities.
Planning involves the coordination of multiple methods news
releases, special events, web pages, press kits, CD_ROM
distribution, news conferences, media interviews, brochures,
newsletters, speeches, etc. to achieve specific results.

WHY STRATEGIC
PLANNING?
4

 Its important to
Introduction

know a clients
goal and how to
do the strategic
planning to
achieve that
goal.
Elements
involved such as
strategies,
tactics, research
and budgets.
5

Fundamentals of PR Planning
Majority of public relations
practitioners deal with day-to-day
tactics.
However, those who develop the
objectives and strategies are the
ones giving meaning and direction to
the effort.
Understanding how to develop a
public relations plan is one of the
main criteria that separates entry6

Fundamentals of PR Planning
Characteristics of a good planner:
Breadth of Scope--capable of seeing
whole picture
Common sense--good judgment capable
of evaluating suggestions
Diversity of experience and education
Creativity--ideas and recommendations
and in expressing them to persuade
others.
Objectivity--ability to step outside the
organization to view from a distance
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Elements of Planning
GOALS
Purposes
Mission
Objectives
Strategies

SINGLE-USE

STANDING

PLANS

PLANS

Programs

Policies

Projects

Standard Procedures

Campaigns

and Methods

Budgets

Rules
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SITUATIONS THAT REQUIRE PR

PLANNING

1. The organization must conduct a

remedial program to overcome a
problem or negative situation. (e.g. loss of
market share and declining sales)

2. The organization needs to conduct a

specific one-time project to launch a
new product or service. (e.g. launch of iphone 5S)
3. The organization wants to reinforce an
ongoing effort to preserve its reputation
and public support. (e.g. finding new customers and
to remain relevant)
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Smoking Kid.mp4

10

Single Use Plans

1. Establish goals in relation to
mission statement
2. Determine present situation
3. Determine threats and opportunities
(SWOT)
4. Research and select target audience
5. Develop theme
6. Develop objectives for plan or
campaign
11

Single Use Plans

7. Create strategies
8. Develop tactics to implement
strategies
9. Create evaluation techniques
10.Develop a budget
11.Work out a timetable
12.Assign personnel

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Single Use Plans

Criteria for Selecting Objectives:
SMART
Related to overall goals of
organization
Improvement oriented
Clearly defined
Specific
Measurable
Attainable
13

Single Use Plans

Developing theme:
Theme needs to catch the essence of
the plan or campaign.
Theme needs to be shortthree to
five words.
Theme needs longevity.

14

Single Use Plans

Developing strategies and
tactics:

Objective
Strategy

Tactics

Tactics
15

Single Use Plans

Developing strategies:
Define the objectives more precisely
Intermediate step between objectives and
tactics
Tactics are grouped together under
strategies

Tactics are specific activities and it:

should relate to the strategies
should have direct action
should never substitute words for ideas,
honesty

16

Single Use Plans

Establish Evaluation Techniques:
I.
II.
III.
IV.

Gather benchmark data

Evaluate each objective
Determine formative evaluation techniques
Determine summative evaluation techniques

Evaluation design must:

I. be established in advance
II. determine the extent to which objectives are
achieved
III. be applicable to all objectives

17

Single Use Plans

Budget are components of plans:
typically are divided by responsibility
center
must be understood by practitioners
require financial and organizational
knowledge

Type of Budget:
Zero-based budget with costs for each
tactic
Functional Budget
Administrative Budget

18

Single Use Plans

Importance of budget:
because competition for resources is
intense
because practitioners must sell their
services to:
corporate managers
or to prospective clients

19

Single Use Plans

Planning for timetable:
Determine timeframe for each tactic
Determine time for each segment of tactic
Example: Video News Releasetime for concept, script,
shooting, editing tape and distributing VNR

Assign Personnel/Get Help:

Assign department or agency to projects
Hire extra help where necessary. E.g.:
research agency, graphic artists, outside
agency
20

Single Use Plans

Getting Optimum Campaign
Results:
Focus on key jobs first
Give people what they want, not just
what you want
Use creativity to make your
campaign distinctive
Tricks arent worth the trouble
Remember to use specialists where
needed

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PLANNING BY
OBJECTIVES

22

Planning by Objectives
Also known as management by
objectives. Advantages:
Communication based on business
problems and objectives
Importance of PR in relation to corporate
structure
Structure to implement effective
communication programs
Helps to keep PR on target
Contributes to PR body of knowledge
23

Planning by Objectives
Process:
Analyze business problem
Translate business problem into PR
objectives
Determine audiences
Determine program elements
Determine budget
Implement program
Evaluate program
24

Standing Plans
Standing plans provide routine
responses for recurring situations:
Policies
Standard Procedures and Methods
Rules

25

IN SUMMARY
A PR practitioner needs a strategic
plan to reach the desired goals.
Strategic plans require research,
tactics and an appropriate budget.
Campaigns should be designed to
meet the needs of the strategic plan
and the ultimate goal.

6-26

Case Study: Water Campaign Objectives

To convince 75% of
Southern
Californians that
the drought was
real.
To persuade
Southern
Californians to
reduce water
consumption by

6-27

Strategies & Tactics

Prepare
informational
materials on the
drought and
water
conservation.
Brochures in
English & Spanish
Bumper stickers
Bill stuffers
Posters
Articles for

Save
Wate
r

628

Develop an Advertising
Campaign
Prepare radio spots with Lorne Green
(10, 30 and 60 seconds)
Prepare special insert for Sunday
newspapers

6-29

Create Public Service

Information

Prepare spots for radio stations

Develop Video News Releases (VNR)
Produce media kit
Host major TV station managers &
public service directors
Seek prominent outdoor advertising

6-30

Special Events
Create special
events to draw
attention to the
issues, like a
public picnic.

Invite a disc jockey and

arrange a nice prize for
Invite
a disc jockey
the best
conservation
and arrange a nice
ideas.
prize for the best
conservation ideas.

631

Promote A Community Relations Program

Produce mall displays

Develop speakers bureau
Create film, Water--California Style
Develop lesson plans on water
conservation for elementary school
children

6-32

Develop a Media Campaign

Send media kit to all media

Coordinate a letter-writing campaign
Send VNRs to all TV stations
Prepare radio interview with potential
questions and answers
Work with radio/TV talk show
producers to provide experts for their
shows
6-33

Good and Bad Campaigns

The Water Conservation Campaign
should alert you to just how common
PR campaigns are.
Society is saturated with various
campaigns.

As a practitioner, your job is not just

to initiate campaigns but to develop
ones that standout in excellence and
effectiveness.
6-34

Thank You

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