PR

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Public Relations:
Strategies and Tactics
11th Edition, Global Edition
Dennis L. Wilcox Glen T. Cameron Bryan H. Reber
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Chapter 6
The Public Relations Process

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Understand the value of the planning
process
Identify the elements of a plan
Describe two approaches to planning
Provide a rationale for including each
element of a plan
Describe the essentials of each element
of a plan
Chapter 6 Objectives

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The Value of Planning
 The second step in the public relations process
is planning
 The organization starts making plans to do
something about an issue or situation
 Public relations planning should be strategic
 It sets the organization’s direction proactively,
avoiding ‘drift’ and routine repetition of activities

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Approaches to Planning
 2 main approaches
 Management by
Objective (MBO)
 Agency Planning
Model
 Both approaches
emphasize asking and
answering questions
to generate a
roadmap for success

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Management by Objective
 Client/employer objectives
 Audience/publics
 Audience objectives
 Media channels
 Media channel objective
 Sources and questions
 Communication strategies
 Essence of the message
 Nonverbal support

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Agency Planning Model
 Facts
 Category facts
 Product/service issues
 Competitive facts
 Customer facts
 Goals
 Business objectives
 Role of public relations
 Sources of new
business
 Audience
 Target audience
 Current mindset
 Desired mindset
 Key message
 Main point

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Elements of a Program Plan
 Identifies what is to be done, why, and how
to accomplish it
 The plan accounts for 8 basic elements
 Situation
 Objectives
 Audience
 Strategy
 Tactics
 Calendar/timetable
 Budget
 Evaluation

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Situation
 3 traditional situations often prompt a
public relations program
To overcome a problem or negative situation;
To conduct a specific, one-time project to
launch a new product or service
To reinforce an ongoing effort to preserve its
reputation and public support

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Objectives
 A stated objective should be evaluated by
asking
 Does it really address the situation?
 Is it realistic and achievable?
 Can success be measured in meaningful terms?
 2 categories
 Informal Objectives
 Motivational Objectives

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Audience
 Programs should be directed toward defined
audiences/publics
 Market research can identify key publics by
demographics
 Many campaigns have multiple audiences
 In general, mass media outlets are channels to
reach defined audiences

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Strategy
 Provides guidelines and key message themes
for the overall program
 Offers rationale for planned actions and program
components
 Defines key messages

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Tactics
 The nuts-and-bolts or tactical part of the plan
 Describe the specific activities that put each
strategy into operation and help to achieve the
stated objectives
 Most visible part of any plan
 Involves using various methods to reach target
audiences with key messages

14. Categorizing Tactics
Copyright © 2015 Pearson Education, Ltd. All Rights Reserved.

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Calendar/Timetable
 The timing of a campaign
 Scheduling of tactics
 Compiling a calendar

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Budget
 Divided into two categories
 Staff time
 Out-of-pocket (OPP) expenses
 Staff and administrative time takes as much as
70% of budget
 OOP expenses include collateral materials
 Allow 10% of budget for unexpected costs

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Evaluation
 Relates directly back to the stated objectives of
the program
 Evaluation criteria should be realistic, credible,
and specific
 A plan’s evaluation section should restate the
objectives and then name the evaluation
methods to be used