Public Relations Planning

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A primer on public relations planning, the elements involved and why it's important. Given by Bob Conrad, MA, APR, to non-profits in the Reno area on January 14, 2010 at the Reynolds School of …

A primer on public relations planning, the elements involved and why it's important. Given by Bob Conrad, MA, APR, to non-profits in the Reno area on January 14, 2010 at the Reynolds School of Journalism at the University of Nevada, Reno.

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  • 1. Public Relations Planning STRATEGY AND SUCCESS BOB CONRAD, MA, APR 775-636-7959 conradcommunications.com
  • 2. 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
  • 3. 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
  • 4. 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
    BOB CONRAD 775-636-7959 conradcommunications.com
  • 5. PLANNING: 4 stages 1. RESEARCH 2. PLANNING 3. IMPLEMENTATION BOB CONRAD 775-636-7959 conradcommunications.com 4. EVALUATION
  • 6. 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
  • 7. 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
  • 8. 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.”
    BOB CONRAD 775-636-7959 conradcommunications.com 1. RESEARCH 2. PLANNING 3. IMPLEMENT 4. EVALUATION
  • 9. 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
  • 10. 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
  • 11. 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
    BOB CONRAD 775-636-7959 conradcommunications.com 1. RESEARCH 2. PLANNING 3. IMPLEMENT 4. EVALUATION
  • 12. 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 .”
    BOB CONRAD 775-636-7959 conradcommunications.com 1. RESEARCH 2. PLANNING 3. IMPLEMENT 4. EVALUATION
  • 13. 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).”
    BOB CONRAD 775-636-7959 conradcommunications.com 1. RESEARCH 2. PLANNING 3. IMPLEMENT 4. EVALUATION
  • 14. 2. PLANNING
    • 7. Timeline
      • When you will do all of these things
      • Often a chart
    BOB CONRAD 775-636-7959 conradcommunications.com
    • 8. Budget
      • Costs of program (and income)
        • Hard v. soft
        • In-kind v. cash
    1. RESEARCH 2. PLANNING 3. IMPLEMENT 4. EVALUATION
  • 15. 3. IMPLEMENTATION Do your program  BOB CONRAD 775-636-7959 conradcommunications.com 1. RESEARCH 2. PLANNING 3. IMPLEMENT 4. EVALUATION
  • 16. 4. EVALUATION
    • What were the objectives?
    • Did you meet them?
    • Exceed or fall short? Why?
    • What worked? Didn’t?
    • Other accomplishments?
    • Goal achieved?
    BOB CONRAD 775-636-7959 conradcommunications.com 1. RESEARCH 2. PLANNING 3. IMPLEMENT 4. EVALUATION
  • 17. 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
  • 18. 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
  • 19. 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
    BOB CONRAD 775-636-7959 conradcommunications.com
  • 20. DISCUSSION ? BOB CONRAD 775-636-7959 conradcommunications.com