A quick review of the planning that lies behind public relations campaigns. The principles apply to any planning for an event or for any campaign undertaken by people.

1. PR Campaigns:
The Essentials

2. Campaigns are. . .
• coordinated
• intentional efforts
• to achieve a specific goal
• toward a longer-range objective
• to fulfill the mission of the organization

3. Types of Campaigns
Cognitive Attitudinal
Public awareness Reinforce attitudes
Public information Change attitudes
Public education Change behavior

4. Successful campaigns. . .
assess the needs of particular publics
systematic planning
constant monitoring and evaluation
word-of-mouth and use of media
match right media to the publics

5. Planning
(Clarification)
Mission Goals Publics

6. Planning II
(Calibration)
Goals Time Budget

7. Doing (Strategies)
Choosing
the
Theme
Choosing Using the
Media Media

8. Doing (Tactics)
Master
Comm
Strategy
Tactics Tactics
for for
Publics Internal

9. Creative Work
right media
right public
right theme

10. Evaluation
Formative evaluation:
planning and monitoring.
Summative evaluation:
what worked and what didn’t.