The document outlines a public relations planning strategy emphasizing the importance of strategic thinking in achieving desired goals through a structured four-stage process: research, planning, implementation, and evaluation. It discusses the significance of defining clear objectives, identifying target audiences, and employing strategies and tactics to enhance accountability and resource allocation. Additionally, it highlights the need for ongoing evaluation to assess success and return on investment.

1. Public Relations Planning STRATEGY AND SUCCESS BOB CONRAD, MA, APR 775-636-7959 conradcommunications.com

2. Why plan? “ Strategic thinking involves predicting or establishing a desired future goal state, determining what forces will help or hinder movement toward the goal and formulating a plan for achieving the desired state.” ─ Cutlip, Center & Broom BOB CONRAD 775-636-7959 conradcommunications.com

3. Why plan? Support vision Define and achieve goals Honestly assess organization Focus limited resources Target most important audiences Create strategic mindset Develop benchmarks Enhance accountability BOB CONRAD 775-636-7959 conradcommunications.com

4. Planning versus doing Goals are defined Strengths assessed Focused resources Targeted audiences Defined strategies Benchmarks Accountable Goals less clear Ill-positioned Resources scattered Audiences may vary Unclear strategy Dubious measurements Reactive BOB CONRAD 775-636-7959 conradcommunications.com

5. PLANNING: 4 stages 1. RESEARCH 2. PLANNING 3. IMPLEMENTATION BOB CONRAD 775-636-7959 conradcommunications.com 4. EVALUATION

6. 1. RESEARCH Org. background Market analysis Competitor analysis Primary, secondary data SWOT or situational analysis Problem(s) statement or opportunity BOB CONRAD 775-636-7959 conradcommunications.com 1. RESEARCH 2. PLANNING 3. IMPLEMENT 4. EVALUATION

7. 2. PLANNING Goals, objectives, strategies and tactics BOB CONRAD 775-636-7959 conradcommunications.com Link: http://www.youtube.com/watch?v=BTu0kKwwomI 1. RESEARCH 2. PLANNING 3. IMPLEMENT 4. EVALUATION

8. 2. PLANNING Goal Where or what do you want to be? General Relates to problem Example: “ Promote agriculture and provide students with affordable educational opportunities.” BOB CONRAD 775-636-7959 conradcommunications.com 1. RESEARCH 2. PLANNING 3. IMPLEMENT 4. EVALUATION

9. 2. PLANNING 2. OBJECTIVES Specific Measurable Time-specific Attainable but challenging Example: “ To have donors and businesses contribute at least 100 items for a silent auction and raffle by one week prior to the event.” Time specific Measurement: Something to account for, a number Behavior change: Getting people to do something BOB CONRAD 775-636-7959 conradcommunications.com 1. RESEARCH 2. PLANNING 3. IMPLEMENT 4. EVALUATION

10. 2. PLANNING 3. OBJECTIVE EXAMPLE “ To raise $40,000 by the end of the event for scholarship endowments” What is the time element? What will be measured? What will change? BOB CONRAD 775-636-7959 conradcommunications.com 1. RESEARCH 2. PLANNING 3. IMPLEMENT 4. EVALUATION

11. 2. PLANNING 4. Audiences Internal and external constituencies {Exercise} Write down 4 internal audiences Write down 4 external audiences Rank each in order of importance Of the 8, which are the top 4? Can you focus resources to them? Will you? INTERNAL Gov. Office Div. admins Employees Boards & comm. EXTERNAL Legislators News media (gateway to public) State agencies Federal agencies BOB CONRAD 775-636-7959 conradcommunications.com 1. RESEARCH 2. PLANNING 3. IMPLEMENT 4. EVALUATION

12. 2. PLANNING 5. Strategies The general things you will do to support objectives and target audiences Example: “ Engage the news media to promote the event .” BOB CONRAD 775-636-7959 conradcommunications.com 1. RESEARCH 2. PLANNING 3. IMPLEMENT 4. EVALUATION

13. 2. PLANNING 6. Tactics The specific things you will do to support objectives, strategies and to target audiences Example: “ Mail 3,000 full-color invitations to members of the target audience (printing donated as a gift-in-kind).” BOB CONRAD 775-636-7959 conradcommunications.com 1. RESEARCH 2. PLANNING 3. IMPLEMENT 4. EVALUATION

14. 2. PLANNING 7. Timeline When you will do all of these things Often a chart BOB CONRAD 775-636-7959 conradcommunications.com 8. Budget Costs of program (and income) Hard v. soft In-kind v. cash 1. RESEARCH 2. PLANNING 3. IMPLEMENT 4. EVALUATION

15. 3. IMPLEMENTATION Do your program  BOB CONRAD 775-636-7959 conradcommunications.com 1. RESEARCH 2. PLANNING 3. IMPLEMENT 4. EVALUATION

16. 4. EVALUATION What were the objectives? Did you meet them? Exceed or fall short? Why? What worked? Didn’t? Other accomplishments? Goal achieved? BOB CONRAD 775-636-7959 conradcommunications.com 1. RESEARCH 2. PLANNING 3. IMPLEMENT 4. EVALUATION

17. 4. EVALUATION Return on investment ROI = [Payback-Investment/investment] X 100 BOB CONRAD 775-636-7959 conradcommunications.com Example ROI = [54,000-$24,177.99/ $24,177.99] X 100 =123%* *Does not include in-kind donations and soft-costs 1. RESEARCH 2. PLANNING 3. IMPLEMENT 4. EVALUATION

18. REVIEW Research Problem Goal Audiences Objectives Strategies Tactics Budget Evaluation BOB CONRAD 775-636-7959 conradcommunications.com All are designed to solve the problem and reach goals

19. FINAL THOUGHTS Does everything need a plan? It’s a discipline Not all plans succeed Strategic plans v. PR plans Planning will not save the world Planning gives strategic advantage BOB CONRAD 775-636-7959 conradcommunications.com

20. DISCUSSION ? BOB CONRAD 775-636-7959 conradcommunications.com