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PR 313 - Program Planning

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Brett Atwood
Brett Atwood

This document outlines the key elements to include when developing a public relations (PR) plan. It discusses conducting a needs assessment by surveying the client organization and existing research. It also covers gathering information through focus groups and surveys. The document then discusses identifying target audiences and media outlets. The main elements of a PR plan are identified as the situation, objectives, audience, strategies, tactics, calendar, budget, and evaluation. Examples are provided for each element.

1 of 31
Program Planning Chapter 18 PR 313 Brett Atwood
Developing a Plan ,[object Object],[object Object],[object Object],[object Object]
Needs Assessment ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Gathering Information ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Classic PR Blunder ,[object Object],[object Object],[object Object],[object Object]
Media targets ,[object Object],[object Object],[object Object],[object Object],[object Object]
Elements of a Plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
1. Situation ,[object Object],[object Object],[object Object]
Example ,[object Object],[object Object],[object Object]
1. Situation ,[object Object],[object Object],[object Object]
Example: MySpace.com ,[object Object],[object Object],[object Object]
Example: MySpace.com ,[object Object],[object Object],[object Object]
2. Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object]
2. Objectives ,[object Object],[object Object],[object Object],[object Object]
Example: MySpace.com ,[object Object],[object Object],[object Object]
MySpace.com Example ,[object Object],[object Object]
3. Audience ,[object Object],[object Object],[object Object]
Example: MySpace.com ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
4. Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object]
Example: MySpace.com ,[object Object],[object Object]
5. Tactics ,[object Object],[object Object],[object Object]
5. Tactics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Example: MySpace.com ,[object Object],[object Object],[object Object],[object Object]
“Viral” PR ,[object Object]
Example: Burger King ,[object Object],[object Object],[object Object],[object Object]
Enter the “Subservient Chicken”! ,[object Object],[object Object],[object Object]
6. Calendar ,[object Object],[object Object],[object Object]
6. Calendar ,[object Object],[object Object],[object Object],[object Object],[object Object]
7. Budget ,[object Object],[object Object],[object Object]
8. Evaluation ,[object Object],[object Object],[object Object]
Homework ,[object Object],[object Object],[object Object],[object Object]

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PR 313 - Program Planning

  • 1. Program Planning Chapter 18 PR 313 Brett Atwood
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