Public Relations Strategic Planning  - an introduction Noel Turnbull, Adjunct Professor RMIT
What is strategy?
What it’s not! <ul><li>Objectives recast as strategy </li></ul><ul><li>The tools which implement a strategy </li></ul><ul>...
Why campaigns fail <ul><li>Unclear objectives </li></ul><ul><li>Unclear diagnosis of the problem or opportunity </li></ul>...
The military view <ul><li>Strategy is “the process by which ends are related to means, intentions to capabilities, objecti...
So – how do we think strategically? <ul><li>Some thoughts from Kenichi Ohmae: </li></ul><ul><li>-  Problem dissection </li...
What does this mean? <ul><li>In simple terms, define the real problem or opportunity and then identify the best overall ap...
and the key is………   Knowledge
How do we acquire knowledge <ul><li>* Your experience, expertise, existing  intellectual capital. </li></ul><ul><li>*  Res...
Some practical examples… <ul><li>Objective:  Find the right partner </li></ul><ul><li>Strategy:  Define the opportunity an...
Some practical examples <ul><li>Objective:  Become the biggest </li></ul><ul><li>PR company in Australia  </li></ul><ul><l...
New news about old products <ul><li>Marketing objective:  Increase pet food sales </li></ul><ul><li>Marketing strategy:  I...
Why planning is important ? <ul><li>A disciplined management tool </li></ul><ul><li>Focuses vision and priorities </li></u...
A quick guide to planning – the Socratic approach <ul><li>What do we want to achieve? </li></ul><ul><li>What is the situat...
Or alternatively….. <ul><li>Objectives </li></ul><ul><li>Situation analysis </li></ul><ul><li>Target audiences </li></ul><...
Planning and management model 1.  Defining public relations problems 4.  Evaluating the program 2.  Planning and Programmi...
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A Quick Introduction To Pr Planning

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A Quick Introduction To Pr Planning

  1. 1. Public Relations Strategic Planning - an introduction Noel Turnbull, Adjunct Professor RMIT
  2. 2. What is strategy?
  3. 3. What it’s not! <ul><li>Objectives recast as strategy </li></ul><ul><li>The tools which implement a strategy </li></ul><ul><li>A bright idea </li></ul>
  4. 4. Why campaigns fail <ul><li>Unclear objectives </li></ul><ul><li>Unclear diagnosis of the problem or opportunity </li></ul><ul><li>Confusing objectives with strategy </li></ul><ul><li>Focussing on tools rather than strategy. </li></ul><ul><li>Choosing the wrong tools </li></ul><ul><li>Ignoring sociological/demographic reality </li></ul><ul><li>Being ill-informed, arrogant, big-headed and short- sighted </li></ul>
  5. 5. The military view <ul><li>Strategy is “the process by which ends are related to means, intentions to capabilities, objectives to resources” </li></ul><ul><li>John Lewis Gaddis </li></ul>
  6. 6. So – how do we think strategically? <ul><li>Some thoughts from Kenichi Ohmae: </li></ul><ul><li>- Problem dissection </li></ul><ul><li>- Analysis and weighting of the elements of the problem </li></ul><ul><li>- Scenario development based on different elements, options configuration </li></ul><ul><li>- Creative re-integration </li></ul>
  7. 7. What does this mean? <ul><li>In simple terms, define the real problem or opportunity and then identify the best overall approach to achieving the objective. </li></ul>
  8. 8. and the key is……… Knowledge
  9. 9. How do we acquire knowledge <ul><li>* Your experience, expertise, existing intellectual capital. </li></ul><ul><li>* Research </li></ul><ul><li>* Discussion </li></ul>
  10. 10. Some practical examples… <ul><li>Objective: Find the right partner </li></ul><ul><li>Strategy: Define the opportunity and </li></ul><ul><li>how to approach it </li></ul><ul><li>Tactics: How you go about it </li></ul>
  11. 11. Some practical examples <ul><li>Objective: Become the biggest </li></ul><ul><li>PR company in Australia </li></ul><ul><li>Strategy: Add so much value to </li></ul><ul><li>clients that we grow the </li></ul><ul><li>business </li></ul><ul><li>Tactics: How we go about it </li></ul>
  12. 12. New news about old products <ul><li>Marketing objective: Increase pet food sales </li></ul><ul><li>Marketing strategy: Increase dog and cat ownership </li></ul><ul><li>PR objective: Persuade people to acquire a pet </li></ul><ul><li>PR strategy: Communicate the benefits of pet ownership </li></ul><ul><li>PR programs: Joys: pet contests, mall exhibits, photos, spokespeople </li></ul><ul><li>Rewards: funded research, symposia, </li></ul><ul><li>publications </li></ul><ul><li>Source: The Petfood Institute’s “Pets are Wonderful” program </li></ul>
  13. 13. Why planning is important ? <ul><li>A disciplined management tool </li></ul><ul><li>Focuses vision and priorities </li></ul><ul><li>Establishes common understanding and accountability measures </li></ul><ul><li>Ensures a proactive approach </li></ul><ul><li>Roadmap for internal and external work </li></ul>
  14. 14. A quick guide to planning – the Socratic approach <ul><li>What do we want to achieve? </li></ul><ul><li>What is the situation in which we want to achieve it? </li></ul><ul><li>Who are the people we need to talk to? </li></ul><ul><li>What should we say to them? </li></ul><ul><li>How should we communicate with them? </li></ul><ul><li>What tools should we use? </li></ul><ul><li>How much can we devote to saying it? </li></ul><ul><li>How do we know if we have been heard? </li></ul>
  15. 15. Or alternatively….. <ul><li>Objectives </li></ul><ul><li>Situation analysis </li></ul><ul><li>Target audiences </li></ul><ul><li>Key messages </li></ul><ul><li>Strategy </li></ul><ul><li>Implementation </li></ul><ul><li>Budget </li></ul><ul><li>Evaluation </li></ul>
  16. 16. Planning and management model 1. Defining public relations problems 4. Evaluating the program 2. Planning and Programming 3. Taking action and communicating ‘ How did we do?’ Assessment ‘ What’s happening now?’ Situation Analysis ‘ How and when do we do and say it?’ Implementation ‘ What should we do and say and why?’ Strategy

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