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For thursday homeworking CSF

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For thursday homeworking CSF

  1. 1. Public Relations: Strategies and Tactics Dennis L. Wilcox Glen T. Cameron Bryan H. Reber
  2. 2. Program Planning Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
  3. 3. Session Objectives 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 Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
  4. 4. 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 Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
  5. 5. 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 Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
  6. 6. 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 Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
  7. 7. Agency Planning Model Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.  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
  8. 8. 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 Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
  9. 9. 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 Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
  10. 10. 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 Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
  11. 11. 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 Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
  12. 12. Strategy  Provides guidelines and key message themes for the overall program  Offers rationale for planned actions and program components  Defines key messages Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
  13. 13. 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 Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
  14. 14. Categorizing Tactics Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
  15. 15. Calendar/Timetable  The timing of a campaign  Scheduling of tactics  Compiling a calendar Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
  16. 16. 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 Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
  17. 17. 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 Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.

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