Public Relations Planning

Public Relations Planning STRATEGY AND SUCCESS BOB CONRAD, MA, APR 775-636-7959 conradcommunications.com

Why plan? “ Strategic thinking involves predicting or establishing a desired future goal state, determining what forces will help or hinder movement toward the goal and formulating a plan for achieving the desired state.” ─ Cutlip, Center & Broom BOB CONRAD 775-636-7959 conradcommunications.com

Why plan?
Support vision
Define and achieve goals
Honestly assess organization
Focus limited resources
Target most important audiences
Create strategic mindset
Develop benchmarks
Enhance accountability
BOB CONRAD 775-636-7959 conradcommunications.com

Planning versus doing
Goals are defined
Strengths assessed
Focused resources
Targeted audiences
Defined strategies
Benchmarks
Accountable
Goals less clear
Ill-positioned
Resources scattered
Audiences may vary
Unclear strategy
Dubious measurements
Reactive

PLANNING: 4 stages 1. RESEARCH 2. PLANNING 3. IMPLEMENTATION BOB CONRAD 775-636-7959 conradcommunications.com 4. EVALUATION

1. RESEARCH
Org. background
Market analysis
Competitor analysis
Primary, secondary data
SWOT or situational analysis
Problem(s) statement or opportunity
BOB CONRAD 775-636-7959 conradcommunications.com 1. RESEARCH 2. PLANNING 3. IMPLEMENT 4. EVALUATION

2. PLANNING Goals, objectives, strategies and tactics BOB CONRAD 775-636-7959 conradcommunications.com Link: http://www.youtube.com/watch?v=BTu0kKwwomI 1. RESEARCH 2. PLANNING 3. IMPLEMENT 4. EVALUATION

2. PLANNING
Goal
Where or what do you want to be?
General
Relates to problem
Example:
“ Promote agriculture and provide students with affordable educational opportunities.”

2. PLANNING
2. OBJECTIVES
Specific
Measurable
Time-specific
Attainable but challenging
Example:
“ To have donors and businesses contribute at least 100 items for a silent auction and raffle by one week prior to the event.”
Time specific Measurement: Something to account for, a number Behavior change: Getting people to do something BOB CONRAD 775-636-7959 conradcommunications.com 1. RESEARCH 2. PLANNING 3. IMPLEMENT 4. EVALUATION

2. PLANNING
3. OBJECTIVE EXAMPLE
“ To raise $40,000 by the end of the event for scholarship endowments”
What is the time element? What will be measured? What will change? BOB CONRAD 775-636-7959 conradcommunications.com 1. RESEARCH 2. PLANNING 3. IMPLEMENT 4. EVALUATION

2. PLANNING
4. Audiences
Internal and external constituencies
{Exercise}
Write down 4 internal audiences
Write down 4 external audiences
Rank each in order of importance
Of the 8, which are the top 4?
Can you focus resources to them?
Will you?
INTERNAL
Gov. Office
Div. admins
Employees
Boards & comm.
EXTERNAL
Legislators
News media (gateway to public)
State agencies
Federal agencies

2. PLANNING
5. Strategies
The general things you will do to support objectives and target audiences
Example:
“ Engage the news media to promote the event .”

2. PLANNING
6. Tactics
The specific things you will do to support objectives, strategies and to target audiences
Example:
“ Mail 3,000 full-color invitations to members of the target audience (printing donated as a gift-in-kind).”

2. PLANNING
7. Timeline
When you will do all of these things
Often a chart
8. Budget
Costs of program (and income)
Hard v. soft
In-kind v. cash
1. RESEARCH 2. PLANNING 3. IMPLEMENT 4. EVALUATION

3. IMPLEMENTATION Do your program  BOB CONRAD 775-636-7959 conradcommunications.com 1. RESEARCH 2. PLANNING 3. IMPLEMENT 4. EVALUATION

4. EVALUATION
What were the objectives?
Did you meet them?
Exceed or fall short? Why?
What worked? Didn’t?
Other accomplishments?
Goal achieved?

4. EVALUATION Return on investment ROI = [Payback-Investment/investment] X 100 BOB CONRAD 775-636-7959 conradcommunications.com Example ROI = [54,000-$24,177.99/ $24,177.99] X 100 =123%* *Does not include in-kind donations and soft-costs 1. RESEARCH 2. PLANNING 3. IMPLEMENT 4. EVALUATION

REVIEW
Research
Problem
Goal
Audiences
Objectives
Strategies
Tactics
Budget
Evaluation
BOB CONRAD 775-636-7959 conradcommunications.com All are designed to solve the problem and reach goals

FINAL THOUGHTS
Does everything need a plan?
It’s a discipline
Not all plans succeed
Strategic plans v. PR plans
Planning will not save the world
Planning gives strategic advantage

DISCUSSION ? BOB CONRAD 775-636-7959 conradcommunications.com

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Public Relations Planning

by Conrad Communications on Jan 18, 2010

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Public Relations Planning — Presentation Transcript