The PR Plan

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The PR Plan

  1. 1. Step 2: The PR Plan
  2. 2. R.A.C.E Basics <ul><li>R: Research </li></ul><ul><li>A: Action or Planning </li></ul><ul><li>C: Communication </li></ul><ul><li>E: Evaluation or Measurement </li></ul>
  3. 3. A: Action <ul><li>Planning refers to the process of setting goals or objectives and finding ways to meet them. </li></ul>
  4. 4. Stage 2 in R.A.C.E <ul><li>Coordinated </li></ul><ul><li>Thought out </li></ul><ul><li>Outline </li></ul><ul><li>Modified </li></ul><ul><li>Updated </li></ul>
  5. 5. Parts of PR Plan <ul><ul><ul><li>1. Situation </li></ul></ul></ul><ul><ul><ul><li>2. Objectives </li></ul></ul></ul><ul><ul><ul><li>3. Audience </li></ul></ul></ul><ul><ul><ul><li>4. Strategy </li></ul></ul></ul><ul><ul><ul><li>5. Tactics </li></ul></ul></ul><ul><ul><ul><li>6. Calendar or Timeline </li></ul></ul></ul><ul><ul><ul><li>7. Budget </li></ul></ul></ul><ul><ul><ul><li>8. Measurement </li></ul></ul></ul>
  6. 6. Situation: <ul><li>The “problem” </li></ul><ul><li>Short-term or long-term </li></ul><ul><li>Ex: Diet Sprite sales are low </li></ul>
  7. 7. Objective <ul><li>Realistic </li></ul><ul><li>Measurable </li></ul><ul><li>Clear </li></ul><ul><li>Quantifiable </li></ul><ul><li>Address situation </li></ul><ul><li>Ex: Increase sales of Diet Sprite by 5% over the next year </li></ul>
  8. 8. Audience <ul><li>Who takes action? </li></ul><ul><li>Who the “public” </li></ul><ul><li>Base audience on research </li></ul><ul><li>Ex: 20-30 year olds across the US, health conscious, but hip </li></ul>
  9. 9. Strategy <ul><li>Guideline </li></ul><ul><li>Theme </li></ul><ul><li>Rationale </li></ul><ul><li>Ex: Theme- “Refresh Your Life” Strategy: A three-pronged media approach to reach new customers and sustain current customers. </li></ul>
  10. 10. Tactics <ul><li>Media Channels </li></ul><ul><li>Nuts and Bolts </li></ul><ul><li>Ex: Magazine coverage, social media and digital video </li></ul>
  11. 11. Calendar <ul><li>Timing </li></ul><ul><li>Scheduling </li></ul><ul><li>Timeline </li></ul><ul><li>Ex: New Years, Super Bowl, summertime </li></ul>
  12. 12. Budget <ul><li>Price out proposal </li></ul><ul><li>Reverse budget </li></ul><ul><li>Ex: Diet Sprite allocated $100,000 for a summer promo campaign </li></ul>
  13. 13. Measurement <ul><li>Must relate to objectives </li></ul><ul><li>Can be qualitative or quantitative </li></ul><ul><li>Must be in line with company goals </li></ul><ul><li>Shouldn’t promise miracles </li></ul><ul><li>Often times used as benchmark </li></ul>
  14. 14. Next Steps <ul><li>R.A. C. E </li></ul><ul><li>C: Communication </li></ul><ul><li>To be continued… </li></ul>

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