PR planning lecture
•
0 likes•691 views
Planning is essential for effective public relations. There are various approaches to PR planning, including RACE (research, action, communication, evaluation) and the 4-point or 10-point plan. The 10-point plan involves researching the situation, defining goals and objectives, identifying target audiences, crafting key messages, outlining implementation tactics and timelines, allocating a budget, and planning evaluation measures. Proper planning helps achieve organizational goals, build strong relationships with key stakeholders, and maintain a positive public image. Evaluation ensures the plan's objectives and tactics are effective and can be improved over time.
Recommended
More Related Content
Viewers also liked
Viewers also liked (12)
Similar to PR planning lecture
Similar to PR planning lecture (20)
More from Greg Smith Communication
More from Greg Smith Communication (11)
Recently uploaded
Recently uploaded (20)
PR planning lecture
- 1. PR planning
- 2. What we’ll look at • The value of planning • Approaches to planning • Elements of a program plan
- 3. The value of planning
- 4. PR as a process: RACE
- 6. PR and the 4 or 10-point plan JIMMY BUFFET
- 7. What is PR? The way in which an organisation presents itself to its public/s (markets, audiences, stakeholders). The deliberate, planned and sustained effort to establish and maintain a mutual understanding between an organisation and its publics. Maintaining long-term relationships with clearly- defined publics and plans.
- 8. What is PR? Instinct and feeling Providing answers before the public asks questions We don’t persuade - people persuade themselves “We gift-wrap ideas” Create high perceived value Influence behaviour
- 9. The key to success Think and plan
- 10. Four steps to good PR 1. Define the problem or need with research 2. Plan and prepare a strategy 3. Take action/communicate/ implementation 4. Evaluation
- 11. Benefits of PR Lift morale Best possible image to the community Attract members Attract & retain sponsors Professional image to government and community leaders Keep ‘publics’ informed of activities, aims and aspirations
- 12. Laying the foundation Define your organisation What sets you apart? How are you unique? Write it down.
- 14. i. Background 1.R ESE ARCH Analyse (research) the situation •!! Details about the organisation •!! Perception of its image •!! History •!! Achievements •!! Current aims •!! Issues •!! SWOT analysis
- 15. ii. Problem/Opportunity RES EAR • What is the situation? CH • What problems need to be addressed? • What benefits can be gained by PR action? ! • What response is needed? • Which “public/s” support/s you? • Which “publics” are a concern?
- 16. 2.S TRA TEG iii. Goals and objectives Y What do you want from the campaign? What is your aim? Objectives have to be SMART: Specific Measurable Achievable Results-oriented Time-bound
- 17. OBJECTIVES Informational Motivitational
- 18. STR ATE G Y iv. Target publics (stakeholders) • Any group that shares the same interests or concerns •! Usually have a stake or interest in your organisation •! May be active, latent or passive •! Can be internal or external •! Do not generalise. Be specific. EXERCISE: List your stakeholders
- 19. Should I use the term “general public”? Why or why not? General Public Copyright © Allyn and Bacon 2009
- 20. STR ATE GY v. Messages •!! What is your theme? •!! What is your strongest idea? •!! What’s in it for your “public”? •!! KISS. Stick to one message
- 21. How are strategy & tactics related? Copyright © Allyn and Bacon 2009
- 22. 3. IMPLEMENTATION vi. Specifics •!! How will objectives be met? •!! What specific actions will be used? •!! How will you get there?
- 23. vii. Channels
- 24. viii. Timetable Consider . . . •!! Impact •!! ‘Timeliness’ •!! Longevity •!! Repetition •!! Production issues
- 25. Why are timing/scheduling so important? Copyright © Allyn and Bacon 2009
- 26. ix. Budget . . . or lack of
- 27. What’s the largest expense in a campaign?
- 28. 4. EVALUATION x. Evaulation •!! Objectives met? •!! What improvements? •!! What modifications? •!! Must be done mid-stream
- 29. Why is the evaluation of a campaign linked to the program’s objectives? Copyright © Allyn and Bacon 2009
- 31. The seven Cs of communication
- 32. 1. CREDIBILITY Receiver must have confidence in the sender
- 33. 2. CONTEXT Sender must allow participation and feedback. Receiver must confirm, not contradict. People must act. Must have meaning and relevance to receiver
- 34. 3. CLARITY Must be in simple terms Must mean the same to receiver and sender
- 35. 4. CONTINUITY Repetition > Penetration
- 36. 5. CONSISTENCY Similar messages
- 37. 6. CHANNELS Must use channel the receiver uses and respects
- 38. 7. CAPABILITY OF AUDIENCE Must pitch message to receiver’s ability to understand Use the LCD method