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Public Relations Planning

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Conrad Communications
Conrad Communications

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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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? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],BOB CONRAD 775-636-7959 conradcommunications.com
Planning versus doing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],BOB CONRAD 775-636-7959 conradcommunications.com
PLANNING: 4 stages 1. RESEARCH 2. PLANNING 3. IMPLEMENTATION BOB CONRAD 775-636-7959 conradcommunications.com 4. EVALUATION
1. RESEARCH ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],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 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],BOB CONRAD 775-636-7959 conradcommunications.com 1. RESEARCH 2. PLANNING 3. IMPLEMENT 4. EVALUATION
2. PLANNING ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],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 ,[object Object],[object Object],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 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],BOB CONRAD 775-636-7959 conradcommunications.com 1. RESEARCH 2. PLANNING 3. IMPLEMENT 4. EVALUATION
2. PLANNING ,[object Object],[object Object],[object Object],[object Object],BOB CONRAD 775-636-7959 conradcommunications.com 1. RESEARCH 2. PLANNING 3. IMPLEMENT 4. EVALUATION
2. PLANNING ,[object Object],[object Object],[object Object],[object Object],BOB CONRAD 775-636-7959 conradcommunications.com 1. RESEARCH 2. PLANNING 3. IMPLEMENT 4. EVALUATION
2. PLANNING ,[object Object],[object Object],[object Object],BOB CONRAD 775-636-7959 conradcommunications.com ,[object Object],[object Object],[object Object],[object Object],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 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],BOB CONRAD 775-636-7959 conradcommunications.com 1. RESEARCH 2. PLANNING 3. IMPLEMENT 4. EVALUATION
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 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],BOB CONRAD 775-636-7959 conradcommunications.com All are designed to solve the problem and reach goals
FINAL THOUGHTS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],BOB CONRAD 775-636-7959 conradcommunications.com
DISCUSSION ? BOB CONRAD 775-636-7959 conradcommunications.com

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Public Relations Planning

  • 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
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  • 5. PLANNING: 4 stages 1. RESEARCH 2. PLANNING 3. IMPLEMENTATION BOB CONRAD 775-636-7959 conradcommunications.com 4. EVALUATION
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  • 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
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  • 15. 3. IMPLEMENTATION Do your program  BOB CONRAD 775-636-7959 conradcommunications.com 1. RESEARCH 2. PLANNING 3. IMPLEMENT 4. EVALUATION
  • 16.
  • 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
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  • 20. DISCUSSION ? BOB CONRAD 775-636-7959 conradcommunications.com