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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 Journalism at the University of Nevada, Reno.

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Public Relations Planning

  1. 1. Public Relations Planning STRATEGY AND SUCCESS BOB CONRAD, MA, APR 775-636-7959 conradcommunications.com
  2. 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. 3. Why plan? <ul><li>Support vision </li></ul><ul><li>Define and achieve goals </li></ul><ul><li>Honestly assess organization </li></ul><ul><li>Focus limited resources </li></ul><ul><li>Target most important audiences </li></ul><ul><li>Create strategic mindset </li></ul><ul><li>Develop benchmarks </li></ul><ul><li>Enhance accountability </li></ul>BOB CONRAD 775-636-7959 conradcommunications.com
  4. 4. Planning versus doing <ul><li>Goals are defined </li></ul><ul><li>Strengths assessed </li></ul><ul><li>Focused resources </li></ul><ul><li>Targeted audiences </li></ul><ul><li>Defined strategies </li></ul><ul><li>Benchmarks </li></ul><ul><li>Accountable </li></ul><ul><li>Goals less clear </li></ul><ul><li>Ill-positioned </li></ul><ul><li>Resources scattered </li></ul><ul><li>Audiences may vary </li></ul><ul><li>Unclear strategy </li></ul><ul><li>Dubious measurements </li></ul><ul><li>Reactive </li></ul>BOB CONRAD 775-636-7959 conradcommunications.com
  5. 5. PLANNING: 4 stages 1. RESEARCH 2. PLANNING 3. IMPLEMENTATION BOB CONRAD 775-636-7959 conradcommunications.com 4. EVALUATION
  6. 6. 1. RESEARCH <ul><li>Org. background </li></ul><ul><ul><li>Market analysis </li></ul></ul><ul><ul><li>Competitor analysis </li></ul></ul><ul><ul><li>Primary, secondary data </li></ul></ul><ul><li>SWOT or situational analysis </li></ul><ul><li>Problem(s) statement or opportunity </li></ul>BOB CONRAD 775-636-7959 conradcommunications.com 1. RESEARCH 2. PLANNING 3. IMPLEMENT 4. EVALUATION
  7. 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. 8. 2. PLANNING <ul><li>Goal </li></ul><ul><ul><li>Where or what do you want to be? </li></ul></ul><ul><ul><li>General </li></ul></ul><ul><ul><li>Relates to problem </li></ul></ul><ul><ul><ul><li>Example: </li></ul></ul></ul><ul><li>“ Promote agriculture and provide students with affordable educational opportunities.” </li></ul>BOB CONRAD 775-636-7959 conradcommunications.com 1. RESEARCH 2. PLANNING 3. IMPLEMENT 4. EVALUATION
  9. 9. 2. PLANNING <ul><li>2. OBJECTIVES </li></ul><ul><ul><li>Specific </li></ul></ul><ul><ul><li>Measurable </li></ul></ul><ul><ul><li>Time-specific </li></ul></ul><ul><ul><li>Attainable but challenging </li></ul></ul><ul><ul><ul><li>Example: </li></ul></ul></ul><ul><li>“ To have donors and businesses contribute at least 100 items for a silent auction and raffle by one week prior to the event.” </li></ul>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. 10. 2. PLANNING <ul><li>3. OBJECTIVE EXAMPLE </li></ul><ul><li>“ To raise $40,000 by the end of the event for scholarship endowments” </li></ul>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. 11. 2. PLANNING <ul><li>4. Audiences </li></ul><ul><ul><li>Internal and external constituencies </li></ul></ul><ul><ul><li>{Exercise} </li></ul></ul><ul><ul><li>Write down 4 internal audiences </li></ul></ul><ul><ul><li>Write down 4 external audiences </li></ul></ul><ul><ul><li>Rank each in order of importance </li></ul></ul><ul><ul><li>Of the 8, which are the top 4? </li></ul></ul><ul><ul><li>Can you focus resources to them? </li></ul></ul><ul><ul><li>Will you? </li></ul></ul><ul><li>INTERNAL </li></ul><ul><li>Gov. Office </li></ul><ul><li>Div. admins </li></ul><ul><li>Employees </li></ul><ul><li>Boards & comm. </li></ul><ul><li>EXTERNAL </li></ul><ul><li>Legislators </li></ul><ul><li>News media (gateway to public) </li></ul><ul><li>State agencies </li></ul><ul><li>Federal agencies </li></ul>BOB CONRAD 775-636-7959 conradcommunications.com 1. RESEARCH 2. PLANNING 3. IMPLEMENT 4. EVALUATION
  12. 12. 2. PLANNING <ul><li>5. Strategies </li></ul><ul><ul><li>The general things you will do to support objectives and target audiences </li></ul></ul><ul><ul><ul><li>Example: </li></ul></ul></ul><ul><li>“ Engage the news media to promote the event .” </li></ul>BOB CONRAD 775-636-7959 conradcommunications.com 1. RESEARCH 2. PLANNING 3. IMPLEMENT 4. EVALUATION
  13. 13. 2. PLANNING <ul><li>6. Tactics </li></ul><ul><ul><li>The specific things you will do to support objectives, strategies and to target audiences </li></ul></ul><ul><ul><ul><li>Example: </li></ul></ul></ul><ul><li>“ Mail 3,000 full-color invitations to members of the target audience (printing donated as a gift-in-kind).” </li></ul>BOB CONRAD 775-636-7959 conradcommunications.com 1. RESEARCH 2. PLANNING 3. IMPLEMENT 4. EVALUATION
  14. 14. 2. PLANNING <ul><li>7. Timeline </li></ul><ul><ul><li>When you will do all of these things </li></ul></ul><ul><ul><li>Often a chart </li></ul></ul>BOB CONRAD 775-636-7959 conradcommunications.com <ul><li>8. Budget </li></ul><ul><ul><li>Costs of program (and income) </li></ul></ul><ul><ul><ul><li>Hard v. soft </li></ul></ul></ul><ul><ul><ul><li>In-kind v. cash </li></ul></ul></ul>1. RESEARCH 2. PLANNING 3. IMPLEMENT 4. EVALUATION
  15. 15. 3. IMPLEMENTATION Do your program  BOB CONRAD 775-636-7959 conradcommunications.com 1. RESEARCH 2. PLANNING 3. IMPLEMENT 4. EVALUATION
  16. 16. 4. EVALUATION <ul><li>What were the objectives? </li></ul><ul><li>Did you meet them? </li></ul><ul><li>Exceed or fall short? Why? </li></ul><ul><li>What worked? Didn’t? </li></ul><ul><li>Other accomplishments? </li></ul><ul><li>Goal achieved? </li></ul>BOB CONRAD 775-636-7959 conradcommunications.com 1. RESEARCH 2. PLANNING 3. IMPLEMENT 4. EVALUATION
  17. 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. 18. REVIEW <ul><li>Research </li></ul><ul><li>Problem </li></ul><ul><li>Goal </li></ul><ul><li>Audiences </li></ul><ul><li>Objectives </li></ul><ul><li>Strategies </li></ul><ul><li>Tactics </li></ul><ul><li>Budget </li></ul><ul><li>Evaluation </li></ul>BOB CONRAD 775-636-7959 conradcommunications.com All are designed to solve the problem and reach goals
  19. 19. FINAL THOUGHTS <ul><li>Does everything need a plan? </li></ul><ul><li>It’s a discipline </li></ul><ul><li>Not all plans succeed </li></ul><ul><li>Strategic plans v. PR plans </li></ul><ul><li>Planning will not save the world </li></ul><ul><li>Planning gives strategic advantage </li></ul>BOB CONRAD 775-636-7959 conradcommunications.com
  20. 20. DISCUSSION ? BOB CONRAD 775-636-7959 conradcommunications.com

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