The document outlines the key steps and components for developing a public relations plan, including establishing goals and objectives, identifying target audiences, and determining strategies and tactics. It discusses setting objectives that are specific, measurable, and time-bound. Sample objectives provided aim to double attendance for a lecture series by a certain date. The document also emphasizes creating strategies tailored to specific audiences and tactics that are concrete actions to accomplish the strategies. Overall, the document provides guidance on developing a thorough PR plan by addressing background, situation analysis, goals, objectives, audiences, and tactics.

1. Goals
Objectives
PR
PLANS

2. Research
Step
1. Background
2. Situation Analysis
3. Core Problem
4. Goals & Objectives
5. Publics & Messages
6. Strategies & Tactics
7. Calendar
8. Budget
9. Comm. Confirmation
10. Evaluation Criteria/Tools
THE PUBLIC
RELATIONS
PLAN
(Slightly different
than your book’s
example on p. 87)

3. Background
1Mission statement, vision, values, events that
let to the need for the plan.

4. Situation Analysis
1. Describe current situation & challenges or opps.
2. Identify difficulties & related problems
2

5. One sentence statement of main difficulty or prospect
& of the consequences if not resolved or realized
3or Opportunity
Core Problem

6. Goals
Objectives
Step 4: Planning Matrix

7. How do you know
your campaign was successful
Goals:
• to increase milk consumption
• to change perception that milk
is fattening
Evaluation:
• did milk consumption increase?
• did perception that milk is
fattening change?

8. Goals
What we want to achieve
Positive restatement of core problem

9. Step 3: Core Problem
Declining confidence among FB investors
Step 4: Goals & Objectives
Goal: Positive restatement of the core problem
Re-establish confidence among FB investors
Step 1: Background
Step 2: Situation Analysis
Research
Step

10. Objectives
Specific results that will lead to the goal

11. Step 3: Core Problem
Declining confidence among FB investors
Step 4: Goals & Objectives
Goal: Positive restatement of the core problem
Re-establish confidence among FB investors
Step 1: Background
Step 2: Situation Analysis
Research
Step
Objective: Increase stock prices by 10% by X date

12. Goal:
Lose weight
Strategy:
Work out
Objective:
Lose 10 pounds by January
Tactic:
Play 1 hour of tennis/day

13. Goal:
Objective:
Strategies:
Tactics:

14. Tactic
Tactic
Tactic
Tactic
Strategy
Strategy
Objective Objective
Tactic
Tactic Tactic
Tactic
Tactic
Goal
Strategy Strategy

15. Strategies & Tactics
Step 6 of the Planning Matrix

16. Strategies
Public-specific plan specifying the channel to
send messages to achieve an objective

17. Tactics
Specific actions & activities conducted
to implement the strategy

18. Strategy Tactic
• Specific
• Strategy Specific
• General
• Public Specific

19. Goal: To reduce the consumption of single-use
plastics at the CTX campus.
Work in groups of 4. Map out objective(s), public(s), strategies
and tactics for this goal.

20. Identifying
Key Publics
Step 5: Planning Matrix

21. 2.
1. 3.
4. 5.
6.
matters
Order:
Identify objectives to be accomplished (step 4)
1.
Select publics you need to reach to do so (step 5)
2.

22. events, workplace comm., influencers
Channels
Mass media, social media,

23. Tactic
Tactic
Tactic
Tactic
Strategy
Strategy
Public #1 Public #2
Tactic
Tactic Tactic
Tactic
Tactic
Objective
Strategy Strategy
Objective

24. Objectives:
How to write good

25. • Make them measurable
• state desired result in terms of opinion change
and/or behavioral outcome
• specify the expected level of accomplishment
• Establish a time frame
• Designate the public(s)
• Set credible, acceptable, realistic objectives
• State the end, not the means to the end
• Address the core problem/opportunity
Criteria for setting
ood
G objectives

26. Writing an
To increase
use of the mass transit system
by downtown employees
by 10 percent
by June 1, 2013
Action verb
Desired result
Target public
Quantification
Target date
Objective:

27. PR Example
• Goal:To increase attendance of the Women’s
Health Lecture Series.
• Objective:To double the number of
attendees (women living within a 10-mile
radius of each lecture’s location) for each
event.
• Strategy: Make it easier to learn about and
register for the event.
• Tactic: Create a website to promote the
events and allow for online registration.

28. • Objective:To double [level] the number of
attendees [behavioral outcome] (women
living within a 10-mile radius of each lecture’s
location) [public] for each event [time frame].
• Strategy: Make it easier to learn about and
register for the event [plan].
• Tactic: Create a website to promote the
events and allow for online registration
[specific action that will accomplish the plan].
PR Example

30. Writing Objectives
Goals:
• to increase milk consumption
• to change perception that milk is
fattening
Objectives:
• To increase milk consumption among
women aged 17-21 by 15% by December
2013
• To increase by 10% the number of
eminent influencers with a positive
perception of milk by December 2013
• To secure 15% more positive media
coverage in fashion magazines by
November 2013
CHECKLIST
• Measurable
• Time frame
• Public(s)
• Credible, realistic
• State the end
• Address core prob./
opportunity

31. To attain recognition as one of the
best small universities in the country
Goal:

32. Work in pairs:
• Create 4 objectives for that goal
• We’ll discuss it when you’re done
In-Class Work

33. How would we measure goal achievement
Objectives

34. Possible Ways
•Get ranked among the top 25 master's-granting
institutions in the Western region by the U.S. News &
World Report
•Get included in The Princeton Review’s guide to best
colleges & universities
• Increase number of applications from high school
seniors who graduated in the top 25% of their class
• Increase number of job applications from faculty who
graduated from top 10 schools in their respective fields

35. Goal:
To get ranked among the top 25 master's-granting institutions in
the Western region in the 2020 U.S. News & World Report
To attain recognition as one of the best small universities in
the country
Objective:
Expand the diverse, high-quality faculty and staff to ensure
educational excellence (faculty public)
Secure philanthropic relationships to support the University’s
mission (donor public)
Strategies:

36. Sample Strategies
•Provide exceptional student experiences
through innovative academic and campus
life programs
•Expand the diverse, high-quality faculty and
staff to ensure educational excellence
• Secure philanthropic relationships to support
the University’s mission

37. ?
What’s the tactic
Strategy: Secure philanthropic relationships
to support the University’s mission

38. Work in pairs:
• Create 1 goal & 1 objective for each problem
listed on the next slide
• We’ll discuss it when you’re done
In-Class Work

39. Set goals & objectives
Core problems/opportunities:
1. Teenage cigarette consumption is up
2. October is National Cyber Security Awareness
Month
3. Number of donors on the national bone marrow
registry is down because people perceive it as a
painful procedure
4. Consumers aren’t buying spinach because they
are afraid it could still be tainted with e.coli
5. Public thinks exercise is healthy, but thinks they
are too young to worry about that

41. Set goals & objectives
1. CTX will enable all our students to attain the
fullest potential of their intellectual, personal and
career goals.
2. CTX graduates will be distinctive for their
Christian leadership and for being prepared to
make significant contributions in an increasingly
global world.
3. CTX will develop and manage resources in
support of its academic quality and leadership
preparedness goals.