Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Public Relations Planning Course Part 3: The planning phase

35 views

Published on

Part 3 of a 5-part slide series to accompany the book “A Manager’s Guide to PR Planning: A Practical Approach” 2nd edition by Patricia Parsons.
The book is available from online book sellers and the publisher, Routledge.
https://goo.gl/e1pGMH
https://goo.gl/duz42j

Published in: Business
  • Be the first to comment

  • Be the first to like this

Public Relations Planning Course Part 3: The planning phase

  1. 1. PROFESSORPARSONS.COM 1 The following slide presentation is designed to accompany the workbook “A Manager’s Guide to PR Projects: A Practical Approach” 2nd edition © PJ Parsons 2018
  2. 2. THE PLANNING PHASE PART 3 PROFESSORPARSONS.COM 1
  3. 3. WHAT THIS SECTION COVERS…  Fundamentals of the PR planning process  The “publics” of public relations  Developing objectives for the plan  The “core” of the plan: messages, strategy and tactics PROFESSORPARSONS.COM 3
  4. 4. FUNDAMENTALS OF THE PLANNING PROCESS TYPES OF PLANS AND HOW THEY FIT TOGETHER PROFESSORPARSONS.COM 4
  5. 5. 5 EVEN THE SMALLEST ACTIVITIES INVOLVE A DEGREE OF PLANNING  Research  What background information is required?  Planning  What specific public beyond the media? Purpose?  Implementation  How will it be distributed?  Evaluation  What kind of follow-up is required? How will you know if it has been picked up? Using the example of a news release… PROFESSORPARSONS.COM
  6. 6. 6 FORMAL PLANS: THE STRATEGIC PLAN … broadly developed plans based on the overall business plan of the organization and designed to achieve broad objectives for the development of relationships with the organization’s publics… PROFESSORPARSONS.COM
  7. 7. PROFESSORPARSONS.COM 7 STRATEGIC PLANNING AS A MANAGEMENT PROCESS  Strategic planning “…sets the organization’s direction proactively, avoiding ‘drift’ and routine repetition of activities…” Broom & Dozier
  8. 8. PROFESSORPARSONS.COM 8 PR PLANS MUST ADAPT TO THE ORGANIZATION’S OVERALL MISSION A MISSION is a succinct statement that includes what the organization does, for whom it does it and how it does it…
  9. 9. KEY ELEMENTS OF THE PLANNING PHASE Defining & describing publics Determining the overall goal & the specific objectives supporting the goal Articulating the core message and any sub-set of specific messages for specific publics Determining overall strategy & tools & tactics to fit within the strategy PROFESSORPARSONS.COM 9
  10. 10. DELIVERABLES IN THE PLANNING PHASE The plan framework • The basic outline of the complete plan • Can be used to communicate intentions to client • Can be used to pitch a client The plan itself • The thoroughly researched, comprehensive plan that communicate the details • Written in the planning phase including all four elements: research narrative, strategy and tactics, how the plan will be implemented, how the plan will be evaluated PROFESSORPARSONS.COM 10
  11. 11. WHAT IS THE DIFFERENCE BETWEEN A “STRATEGY” AND A “TACTIC”? The Strategy • The overall approach • Example: a social media strategy • Example: a face-to-face strategy The Tactics • The specific vehicles within the strategy • Example: YouTube as part of a social media strategy • Example: A series of town hall meetings as part of a face-to-face strategy PROFESSORPARSONS.COM 11
  12. 12. CONSIDERING THE “PUBLICS” OF PUBLIC RELATIONS PROFESSORPARSONS.COM 12
  13. 13. DEFINING “PUBLICS” A PUBLIC is a group of people who share a common interest, demographic, or psychographic characteristic, as defined by the public relations function of the organization, and whose actions are either influenced by or have an influence on the organization. PROFESSORPARSONS.COM 13
  14. 14. EXAMPLES OF TYPICAL “PUBLICS” (AS DEFINED BY PR)  employees  volunteers (in not-for-profits)  members (in membership organizations)  financial donors (usually in not-for-profits)  investors (in publicly held corporations)  media (traditional mass media, industry-specific media)  social media including online communities  community (geographic or otherwise)  government (various levels)  regulatory bodies PROFESSORPARSONS.COM 14
  15. 15. PROFESSORPARSONS.COM 15
  16. 16. DEVELOPING THE PLAN’S OBJECTIVES TYPES & CHARACTERISTICS OF OBJECTIVES PROFESSORPARSONS.COM 16
  17. 17. PROFESSORPARSONS.COM 17 DEVELOPING PRIORITIES & OBJECTIVES  Where are we now?  Where do we want to go?  How do we get there?  How will we know when we arrive?
  18. 18. OUTCOME OBJECTIVES OUTCOME OBJECTIVES are specific statements of destination that assist in the accomplishment of the stated overall goal. They are clear, measurable, realistic, and include a time frame. PROFESSORPARSONS.COM 18
  19. 19. WHAT IS WRONG WITH THE FOLLOWING OBJECTIVES?  To improve the organization’s image by 30%.  To have three open houses annually.  To develop a Facebook page.  To increase membership. PROFESSORPARSONS.COM 19
  20. 20. HERE’S WHAT’S WRONG!  To improve the organization’s image by 30%.  Not measurable, not realistic  To have three open houses annually.  Describes a tactic rather than an outcome.  To develop a Facebook page.  Describes a tool rather than an outcome.  To increase membership.  Vague, no measurement included, no time frame PROFESSORPARSONS.COM 20
  21. 21. THE IMPORTANCE OF “RELATIONSHIP” OBJECTIVES  Public Relations exists, above all, to create and maintain mutually beneficial relationships  A strong, positive relationship between an organization and its important publics will always support any other informational/marketing/promotional goals  Publics who feel positively disposed to your organization will be more likely to change their behaviour in the direction of your planned objectives PROFESSORPARSONS.COM 21
  22. 22. 22 RELATIONSHIP OBJECTIVES  To what extent is it important that the public trust the organization?  To what extent is it important that this public feel positive about this organization?  To what extent is it important that this public believe that the organization gives as much as it takes from them? Consider the following questions as you decide on how to set objectives about the quality of the relationships. PROFESSORPARSONS.COM
  23. 23. 23 PROCESS OBJECTIVES  Process objectives are statements the describe processes that may need to be monitored for the effective selection, development and implementation of tools & tactics.  Examples (processes not outcomes)  To communicate regularly  To respond in a timely manner to online feedback.  To monitor our Instagram account weekly. PROFESSORPARSONS.COM
  24. 24. 24 HIERARCHY OF OBJECTIVES… Awareness/ informational • Cognitive Attitude/acceptance • Affective Action • Behavioural PROFESSORPARSONS.COM
  25. 25. THE CORE OF THE PLANNING PHASE MESSAGE DEVELOPMENT AND THE TOOLS/TACTICS TO CARRY THE MESSAGES PROFESSORPARSONS.COM 25
  26. 26. WHAT IS A “CORE” PR MESSAGE? A CORE MESSAGE is a succinct statement of the core information that the organization intends to convey to its publics with the intended tone. PROFESSORPARSONS.COM 26
  27. 27. PROFESSORPARSONS.COM 27 Core Message Public #1 Specific Message Public #2 Specific Message Public #3 Specific Message
  28. 28. 28 MENU OF PR & COMMUNICATION TACTICS Interpersonal channels of communication Organizational media News media Advertising & promotional materials Social media PROFESSORPARSONS.COM
  29. 29. PLANNING THE SOCIAL MEDIA COMPONENT A complete social media strategy Inclusion of social media tools into a more general strategy No social media component PROFESSORPARSONS.COM 29
  30. 30. THE SOCIAL MEDIA PLANNING PROCESS PROFESSORPARSONS.COM 30 •Identify target public(s) •Identify SM platforms used by publics Research •Articulate outcome objectives •Articulate specific messages to be conveyed •Select SM platforms & establish presence Plan •Set up schedule for listening, posting & responding •Assign SM personnel Implement •Utilize relevant SM metrics regularly •Adapt plan based on evaluation results Evaluate
  31. 31. 31 CHOOSING THE RIGHT TACTIC(S) TO FIT INTO AN OVERALL STRATEGY  What tactics will you use?  How will these tools help the organization achieve its objectives?  Are they appropriate for the specific public and objective?  What resources will these tools require?  Can you provide a rationale for the channels & strategies you choose? PROFESSORPARSONS.COM
  32. 32. PROFESSORPARSONS.COM 32 Identify & describe focus public(s) • A single PR project plan might focus on only one public or might focus on several • The narrative desciption of each public is derived from the information collected int eh research phase Propose overall goal& define specific outcome objectives • The goals is the broad direction and end-point of the plan. • The objectives are specific, measurable, realistic & deadline-driven. Articulate specific message(s) • Each public has a specifically targeted message. Describe the strategy • The ovearll approach to communicating the message(s) to the public(s) Select & design tools & tactics Summary of the Planning Phase

×